My name was on the same list as Rita Ora, Margot Robbie, and Ben Francis MBE of Gymshark fame. I told my friends I was number 7 on the list (true), and at the time Joseph Valente, winner of The Apprentice in 2015, was number 29. I don’t think anyone realised it was alphabetical by surname, so I kept quiet with Crowther coming early in the alphabet. Music often triggers memories, and I remember with Rita Ora on the list, her song “Anywhere” playing that year. Even now, every time I hear it, it takes me straight back to that moment.
I’d spent years building my business, working late nights and weekends, driven by passion. Seeing my name on that list felt like validation that what I was doing mattered. The launch event was full of energy – talks, networking, and celebration. They showcased the international summits too, held around the world in cities like Bangkok, Tel Aviv and Berlin.
At 24, I told myself I’d go to one of those Forbes Under 30 Summits one day. I never did. I was too busy running the business and keeping things afloat. It’s something many of us in business can relate to, convincing ourselves that working harder is always the answer, when sometimes what we really need is to step back and think.
Seven years later, I finally made it.
At the end of September, I flew to Columbus, Ohio, for the 2025 Forbes Under 30 Summit. It felt full circle. Being surrounded by founders, creators, investors and dreamers from all over the world reminded me why I started in the first place – curiosity, purpose, and the belief that things can be done better.
I met people building AI companies from their bedrooms, others tackling climate problems on a global scale, and many still working out their next step. What they all had in common was drive. No one was waiting for permission, or to be told what to do, they were curious and had initiative to drive change.
The pace of change
AI was the thread running through everything. Almost every panel and every conversation. Start-ups using AI to detect cancer faster. Others using it to reinvent how we learn, or move goods around the world. It felt like watching the future unfold in real time.
It also made me think about the UK. We’ve got incredible talent, but I left thinking we need to be quicker. The pace is only speeding up, and if we don’t keep up, we’ll miss the wave. After the event, I spent a few days in San Francisco, riding in driverless Waymo taxis. Coming back to the UK after that almost felt like stepping back in time.
Hope in climate innovation
One of my favourite talks was about “climate catalysts” – businesses leading change in sustainability.
Working in engineering and flood resilience, it was great to see climate not treated as a side issue but placed right at the centre. Founders were talking about adaptation, resilience and design with optimism. It gave me hope that soon, climate won’t be something businesses just consider, it will be fundamental.
Becoming a lister
Since being named in 2018, people often ask how I got on the list. There’s no formula, but here’s what I’ve learned:
- Have a public profile as a thought leader. Forbes want credibility, people who will use the recognition well and won’t bring scandal.
- Know your numbers. Be able to back everything up and make sure you’re operating within the law. Forbes check.
- List your other awards, but only real ones. They verify everything.
- Ask a current lister to nominate you. Peer recommendations carry real weight.
- Try contributing to Forbes or attending their events first. A lot of speakers later become listers.
These aren’t guarantees. It’s said to be harder to make the Forbes list than get into Harvard, but if you do, it’s worth it.
At the time, it brought recognition. But the real value came later, through the network. You meet people who think differently, who challenge you, and sometimes even become collaborators or friends.
The power of investing in our towns
The event was sponsored and supported by “Jobs in Ohio”, and this was the third year the US summit had been held there. It got me thinking about the power of that decision.
It wasn’t just the event. We visited local food markets, spent money with small businesses, and even played Pickleball at a local centre called “Pickle and Chill”. There was a real buzz in Columbus, and what a great idea – showcasing a city most of us would never otherwise have visited.
It made me think about home, about Nottingham, and what’s being done there to support jobs, attract investment, or even shine a light on the city. The government, councils and local bodies need a plan to bring big opportunities into places like ours. Perhaps the University of Nottingham could partner with Forbes Europe and host an event, or something similar.
The real takeaway
Walking out of the final session in Columbus, I felt proud. Proud of keeping going through the highs and lows. Proud that I’m still in business. And proud to finally do something I promised myself years ago.
The biggest thing I took away was this. Recognition fades, but growth doesn’t. The Forbes list is a moment, but what matters is what you do after.
The next few years are going to move quickly. The world isn’t waiting. You can hold back and hope it slows down, or you can jump on and ride the wave.
I know which one I’m choosing.
