Liam Buswell

Director, Innovation

“Liam is incredibly smart, cool and collected. He’s very good at articulating difficult concepts, which is very helpful when discussing horizon technologies and is always happy to go above and beyond to help everyone across the team.” — Natasha Asher-Relf

Liam Buswell


Liam was born in Texas and raised in Paris. Before joining True, he helped run a global innovation and strategy consulting firm that helped big corporates and investment firms grow by inventing new products, services and businesses. He started his career in investment banking before becoming an innovation and design convert at Central Saint Martins.

meet Liam

Why did you choose True?

I was drawn back (long story!) by the people, the unique model and the ambitious vision we’ve set for ourselves and the industry.

How would you describe your job to a five-year-old?

Helping companies become better by doing new things or doing things differently.

What do you love most — and least — about your job?

I love the infectious passion of innovators and entrepreneurs, but I dislike some of the BS/jargon that comes with the territory.

Name an idea or company that reimagined a business or industry — one you wish you’d thought of.

Blockchain and crypto.

Which person or people helped shape and inspire who you are today?

My lovely and loving wife, Tibet.

true cv

Liam’s expertise at True:

Liam has recently rejoined True after a few years away. In the short time he’s been back, he’s led initiatives with M&S, Warner Bros, Direct Wines and Kantar.

True stories featuring Liam


True raises £40m; M&S cornerstones seed fund for breakthrough consumer businesses

True has completed the first close for its new seed stage fund - which covers pre-seed to Series A. We'll be investing up to £5m in exciting, innovative brands who are stretching the possibilities of digital and changing the retail and consumer landscape.

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Walgreens launches search for innovation through new collaboration with True

Walgreens, America’s best-loved pharmacy, health and beauty company, today announced two innovation challenges in collaboration with True, as part of its ongoing mission to offer the best variety of accessible omnichannel services and products for its customer-base.

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The Metaverse: a series of opportunities

The Metaverse has well and truly landed. All things 'metaverse' have reached fever pitch since Facebook's rebranding to Meta. The October 2021 announcement not only set out a vision for what a fully immersive digital world powered by VR would look like for the company's 2.89 billion monthly active users, but also confirmed a colossal investment in making this a reality – $10 billion this year alone. Since then, everyone's been talking about it.

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relevant people

Mike Tattersall

Managing Director, Innovation and CCO

“Mike is one of those rare people who can inspire, educate and drive a team whilst being a kind, humorous and empathetic leader. He creates an environment that encourages communication and collaboration in a way that makes you want to work hard and show up every day!”

Mike Tattersall

Jamie Campbell

Principal, Innovation

"Jamie is always one step ahead. He has a maturity about him that is beyond his years, is always thinking more broadly about opportunities and is great at making things happen."

Jamie Campbell