Sheridan Winn

Cranfield School of Management

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Sheridan Winn

Visiting Associate,
Cranfield School of Management


Praxis Role
Writer and Editor

What are you an expert in?
Connecting people, words and ideas. I am a wordsmith.
Creativity and imagination.
Tuning in to deeper levels of communication.

What is it you are currently thinking about/care about in the world of work?
How organisations can find ways of working that ensure balance, integrity and sustainability
for the planet, and that all are valued.

What would you like to see change in organisations?

A keener appreciation of the human spirit.
An understanding that everything is connected: what we give out comes back to us.

What is special about Praxis?
Its rigour and imagination. Praxis is vibrant, open and dynamic.

Why does the writing you do for Praxis matter in business?
Praxis changes lives. I am proud to help to convey this to the world of business.

How would you describe your writing style?
Imaginative, accessible and clear.

Education and qualifications
Foundation Studies, Bristol Polytechnic, 1973
BA (Hons) Graphic Design, Bristol Polytechnic, 1976
- seconded to Bristol University's Postgraduate Radio, Film and Television Course in
second year
Postgraduate Certificate of Education, Keswick College of Education, 1979

Work experience
1979-1985: Middle School Teacher
Specialised in Art and English
1980-1999: Business Development Manager, Chris Winn Associates

  • I worked in partnership with illustrator, cartoonist and author, Chris Winn.
  • CWA provided illustration to a wide range of national and international clients in the fields of advertising, design and publishing.
  • Our work spanned a wide range of successful commissions - from huge, cross-track posters for the London Underground, corporate brochures for global banks and cartoons for Private Eye, to a wide range of books for children.
  • CWA clients included: American Express, IBM, BBC, KPMG, IKEA, FHM Magazine, EMap Publications, Lloyds TSB, Barclays Bank, John Lewis Partnership, The Times, The Observer, Telegraph Newspapers, Express Newspapers, The Independent and Walker Books.
  • As well as having creative input, my focus was business development, sales and marketing, with responsibility for all contract negotiation, licensing and rights.
  • I am an experienced account manager and project manager.
  • Between 1990-1997, CWA produced the Mad Gadget cartoon strip, which was published weekly in the Daily Telegraph's Young Telegraph. Based on the adventures of a crazy boy inventor, it was the most successful cartoon series in the paper for over seven years, with an estimated weekly readership of 3.5 million.
  • I initiated and managed an international Mad Gadget character licensing programme and drove the development for production of an animated television series in the US, UK and Japan.
2000-2001: Deputy Editor, Industry Magazine
  • My responsibilities included sourcing and interviewing business leaders for the monthly cover feature and writing the pieces.
2001-current: Freelance Journalist and Editor
  • My features are published across a wide range of leading magazines and newspapers, including: The Independent, The Guardian, Management Today, BA's Business Life, Human Resources, Industry, The Manufacturer, Saga Magazine, HSBC's Premier magazine.
  • I write management and lifestyle features and specialise in profiles of business leaders.
  • My interviews include: Carlos Ghosn/Nissan; Sir Martin Sorrell/WPP Group; Kim Winser/Pringle; Karan Bilimoria/Cobra Beer; John Hirst/Premier Farnell; David Radcliffe/Hogg Robinson; the originator of lateral thinking, Edward de Bono and business philosopher, Charles Handy.
2003-2004: Launch Editor, MindBullets from the Future™
This challenging weekly e-zine is published by FutureWorld International. As editor, I wrote MindBullets on everything from nanotechnology and pharmagenomics, to the political situation in Taiwan.
2004: joined Praxis


Film and screenwriting.
Music - from Tallis to fusion; live music.
Art - particularly Modern British Art (1900-1960). Architecture - sacred, secular and
Writing poetry.
Mountain biking; horse riding; sailing; walking; swimming.
Meditation; shamanism; Nature.
Cooking; gardening; family.
Feeling free in big, wild spaces.

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