Sam Conniff
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Sam Conniff

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Sam Conniff is a multi-award winning serial social entrepreneur, and co-founder and former CEO of Livity, Don’t Panic and Live Magazine. Since starting his entrepreneurial career aged 19, Sam has mentored thousands of talented young entrepreneurs and hustlers around the world. He is an acclaimed public speaker, an advocate of ‘business as unusual’ or corporate responsibility and accountability, and a purpose-driven strategy consultant to brands such as Facebook, Red Bull, Unilever and PlayStation. His first book Be More Pirate, or How To Take On The World and Win (published by Penguin Random House and Simon & Schuster) is a manifesto for each of us to create the sort of Good Trouble the world needs. It is a manifesto for each of us to create the sort of Good Trouble the world needs. It’s based on the true and untold strategy and success of the Golden Age of Pirates as agents of change, leadership and social innovation. Sam has received numerous accolades for his work including Social Entrepreneur of the Year, Global CSR Leader and an MBE (which he turned down in 2020 in support of the Black Lives Matter protests taking place at the time) and his companies have too, Livity won Best Agency, a Grand Prix, Business Of The Year and Best Social Enterprise, and Don't Panic won a Cannes Gold, Silver and Bronze, Webbies, Grand Prix's and a BAFTA. With Netflix and University College London, Sam created Uncertainty Experts, the world’s first interactive documentary, which was scientifically proven to transform our ability to handle change. In 2025, Uncertainty Experts was acquired by learning and communications agency MediaZoo, with Sam continuing to lead its development in partnership with the company. Sam has also created Hard As Nails, a cutting-edge campaign and ‘empathy engine’ that utilises behavioural science to measurably increase healthy masculinity, challenge harmful stereotypes, and redefine leadership. Today Sam speaks globally on leadership, navigating change and uncertainty, rewriting rules and professional rule breaking. His latest keynote, Professional Rule Breaking vs Ai, explores why compliance has quietly become the default response to automation, and why that loss of confidence, curiosity, and judgement is the bigger risk. It reframes rule-breaking not as rebellion, but as a responsible, necessary mindset for navigating change His latest book, ‘The Uncertainty Toolkit: How to Worry Less and Do More,’ was published by Pan Macmillan in January 2026, culminating what is now the world's largest study into the human impact of uncertainty.
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