Bradley Hook.

Brad's career began in South Africa and crossed to the UK in 1997, where he moved from photojournalism into the emerging internet economy, working with organisations including Unilever, Cable & Wireless and Lloyds of London in the foundational years of the digital era. A self-taught coder and designer, he went on to found a brand and digital agency in Sydney, building platforms for National Australia Bank, Australia Post and the University of Sydney.

The ocean never let go. In 2003 he launched Surfd.com, a global home for surf culture and storytelling that still runs today. In 2007 he created Tick Green, one of the world's first carbon-offset platforms. In 2008 he co-created meCentral with Ian Hutchinson, a life-guidance platform adopted by half of Australia's top ten companies. And while recovering from illness in the Himalayas, he wrote his first book, Surfing Life Waves.

Settling in New Zealand, Brad became a partner at the Resilience Institute, expanding its technology and reach and delivering work to PwC, Electronic Arts, Bridgestone, Schindler and many more. He wrote Resilience Mastery (2020), founded the Values Institute, and published Start With Values (Penguin Random House, 2025). In 2025 he launched the world's first AI-driven values assessment and was named a Leadership Luminary Top 50 honoree.

Today his home base is FLAME: a method, a live experience and a growing body of work built on one big idea from neuroscience, that the brain is a prediction machine. Brad pairs that science with the wisdom traditions that anticipated it, and increasingly with a little mentalism on stage, because nothing demonstrates the predictive brain like feeling your own predictions fail.