BethAnn Lederer has built Working Wonders into one of the leading resources for green interior design material and products for the home and workplace.

In 2010 she was named one of the Top Ten Sustainable CEOs alongside big names such as John Mackay of Whole Foods and Yvon Chouinard of Patagonia.

BethAnn spent over 18 years in the healthcare sector working as an educator, marketer, and advocate for both childbirth and geriatric care services. She started two non-profit organisations for promoting the wellness approach to maternal-child and integrative healthcare. She carries a deeply rooted passion for sustainable design, and is a USGBC LEED AP, championing green products that protect indoor air quality. 

We spoke to BethAnn about her tips for balancing motherhood with a career; the Afghan startup she'd like to champion; and the tough choice facing every entrepreneur.

For those of us who spend most of our modern lives in front of a computer following trends, it has become very clear that social media has created a tremendous opportunity for brands to engage directly with customers. 

Depending on the budget, brands are now able to follow their customer base to the extent of understanding what motivates, interests and engages an individual.

When limiting budget is a concern, how do you increase the size of your audience, where do you focus and more importantly, how do you engage? This article focuses on the engagement side of the equation.

The death of Steve Jobs of Apple lead to an outpouring of grief on the internet. Many who used his devices felt it as a personal loss.  Others referred to the movies, such as Toy Story, created by Pixar, as having babysat their kids. 

And yet, in the midst of this praise, there were a few dissenting voices.  Had he paid child support for his first child?  Was he sometimes rude to employees?  Did he contribute to charity? What’s that got to do with the product? Nothing, but it is part of our overall perception of the brand.  It is a testimony to his superb orchestration of both Apple and his personal brand, that the naysayers were a very small minority. 

Entrepreneur and designer Cecile Reinaud is the founder of international maternity fashion label Séraphine and co-founder of patented shoe brand, ShoeTherapy.   

Cecile has always had a passion for creating clothes and founded Séraphine in 2002 after several pregnant friends approached her to tailor clothes to suit their bumps. Spotting a business opportunity, Cecile's first creation for Séraphine  was a pioneering pair of maternity jeans, the first of their kind, which she made simply by adding a jersey panel along the waistband. The now award-winning range of comfortable and versatile denim was an immediate success and soon had a two month waiting list. 

Celebrating its tenth anniversary this year, Cecile and her team have ensured that Séraphine has grown from an independent maternity boutique based in London to one of the leading online specialist maternity fashion brands, with a range of over 200 styles including wardrobe basics, underwear, tailored work and party wear and accessories.