Tom Noble is building his business in public — and letting the internet shape what comes next

There’s a meme I often see doing the rounds: “Give me the confidence of a middle-class white male.” And, well, British entrepreneur Tom Noble encapsulates it. But he combines that confidence with an unusually vulnerable approach to building businesses: doing it in public, while crowdsourcing opinions on LinkedIn and other social media. From sustainability to farming attention Noble studied sustainability for two degrees before becoming an accountant and working at an energy company.