With a decades-long track record in digital, creative strategy, and leadership across the tech and agency worlds, David Hamilton joins us at a pivotal moment. He brings not only sharp commercial insight but also the kind of emotional intelligence and pragmatic energy every growing startup needs.
Our CEO Daniel Marrable and David sat down recently to talk about why Forumm, why now, and what he thinks startups get right (and wrong) about scaling, culture, and clarity.
Dan: So, let’s start at the beginning, why Forumm?
David: Honestly, it was a mix of timing and instinct. I’d stepped back from full-time leadership roles and was looking for something that felt meaningful and fresh. A chat with Alistair Gray, [Forumm’s Chair] opened the door, but it was meeting the team that sealed it. It just felt right. Smart people, sharp purpose, and a genuine belief in what you’re building.
Dan: What about the platform itself?
David: It’s clever. I mean that in the best sense. Technically well thought-out, but also solving real, human problems. That combination of elegant tech with social purpose is rare. And Forumm isn’t trying to be everything to everyone. There’s clarity in the mission, and that really impressed me. You don’t often get that combo in tech.
Dan: What’s your take on how NEDs should show up in 2025?
David: Not simply to attend board meetings and review/approve your plans. I’m not here to tick boxes or be a shadow CEO. What I aim to be is a critical friend. Someone close enough to dive deep when needed, but far enough away to offer a perspective the team might miss.
Sometimes that means encouragement. Sometimes it’s pressure-testing assumptions. And occasionally, it’s saying: “You’re not crazy… but you’re also not quite on track.” That balance is everything.
Dan: And when things get hard?
David: I’ll give you the truth. Sometimes you need a hug. Sometimes you need a bump. My job is to know which one, and when.
Dan: I love that. Sometimes we need a cheerleader. Other times we need a bit of a nudge or a reality check. Knowing which is which? That’s the real value.
Dan: You’ve led agencies through fast growth. What lessons from that world do you carry with you?
David: Oh, way too many to list. But the biggest one? Don’t confuse busyness with progress. Being busy isn’t the same as making progress. At Dog we were always insanely busy. But if you’re not checking those actions against outcomes, you can easily mistake motion for momentum.
Stay brutally honest about what’s working and what’s not. Founders often carry pet projects. They’re emotionally invested. But you’ve got to keep asking, are we building toward something, or are we just spinning plates?”
That clarity is often the difference between founders who endure and those who burn out. Keep the relationships intact. Deal with problems early. Don’t let things fester. Trust and communication are what carry you through.
Dan: That’s hit-home advice. I’ve definitely had moments where I’m grinding away on something because I’m attached to it, not because it’s the best use of time.
David: Everyone does. The trick is to catch it early, before the whole team is spinning plates that don’t deliver progress or value.
Dan: Let’s talk about scaling. Where do you see Forumm going from here?
David: You’ve built a strong foundation in education. But I see potential in adjacent sectors, places with similar community-building challenges and values.
That said, you can’t chase every opportunity. Too many platforms lose their soul when they chase scale. But I think Forumm has the maturity and self-awareness not to do that. The challenge will be resource allocation. You’re a small team, and stretching too thin risks what you’ve already built. The next phase is about catalyzing smart networks, not brute force growth. Think agentic AI, think organic expansion.
Dan: Totally. We’ve felt that tension. There’s opportunity, but also risk, especially with a lean team.
David: That’s where smart AI use and network effects come in. You don’t need brute-force to scale. You just need to spark the next cluster. Do that well, and the momentum builds naturally.
Dan: What’s something founders don’t ask their NEDs, but should?
David: It’s: What am I not seeing? Founders are deep in the day-to-day. They think they see it all. But they don’t. The NED role is to fly the helicopter, to offer a different perspective. You don’t need someone to always agree with you. You need someone who’s willing to challenge you, and you need to be open to it. If I ask you a question and you can stand up to it, I’m with you 100%. But if you get defensive at the basics, we’ve got work to do.
Dan: That level of detachment is harder than it sounds. We want to believe we’ve got the full picture. But sometimes we’re just… in it.
David: That’s why I’m here. Not to be a contrarian, but to make sure no one’s flying blind.
Dan: Last one, what’s something you do that people might not notice, but really matters?
David: I listen. I ask the hard questions quietly. When things get blurry, I’ll be the one saying, ‘Let’s cut through it.’ I’ll ask, ‘What are you going to do about it?’ I won’t fix it for you, but I’ll help you find your answer.
And sometimes, I’ll seed an idea and let it float. If it comes back around in three weeks and someone else owns it? Great. I’m not in this for credit. I’m in it to help the right things happen.
Dan: That’s one of the things I’ve already seen in action. You’ll ask something casually, and then days later we’re rethinking the whole approach, not because you pushed, but because you nudged at the right moment.
Dan (closing): David, we’re lucky to have you. Welcome aboard.
David: Thank you. Delighted to be here.
David joins Forumm at a moment of real momentum. Our platform is proven, our community is growing, and our vision is sharpening. We’re not just a promising startup anymore, we’re becoming a confident scale-up. And having a critical friend like David around makes the road ahead a whole lot clearer.
