Collective
A membership community for veterans of sport, entrepreneurship and other ambitious arenas.
Download on the App StoreThe Mustard Collective is a membership community for veterans of sport, entrepreneurship and other ambitious arenas.
We gather protagonists whose lived stories and achievements open doors, and are able to form the basis of story-first ventures that pull talent, customers and capital. To us protagonists are a venture’s moat.
What is a story-first brand?
Born from a lived story
It starts with its founder’s own experience, not a gap in the market. That lived story gives it a foundation no competitor can copy.
Centred on a message
The message comes first and pulls in talent, customers and capital. Every product that follows is a manifestation of it.
Leads with connection
In-person activations built around the message connect it with culture and audiences, building awareness far more efficiently than performance marketing.
Products can be copied. Lived stories can’t.
In the room
Evenings where members, founders and partners meet in person.
Time together away from the city, around the moments members care about.
Introductions and help from the Mustard team, when a member needs them.
The app
Members meet, message and build together in the Collective app, between the rooms.
