Our People

We are a team of experienced entrepreneurs, researchers, strategists and designers using human centred design and lean startup principles.


James Hurman

Founding Partner

James started Previously Unavailable in 2014 following a career as a strategic planner in the advertising industry. In 2013 he was named the world’s #1 planning director, following many years as head of planning at Auckland ad agency Colenso BBDO. He has since led innovation and venture projects across fintech, energy, telecommunications, health, food, beverages, public sector, media, hospitality and professional services. James is also the author of The Case for Creativity, a book about the link between creativity and business success, described by The Coca Cola Company as "beautiful words of wisdom".




Chris Paykel


Chris joined Previously Unavailable in 2016 following 4 years in London at the UK’s leading Innovation Consultancy ?What If! Innovation Partners, where he worked with a range of global businesses including EA Games, Jaguar Land Rover and Crowne Plaza to set, invent and execute their innovation and venture strategies. Formally trained as a mechanical engineer, Chris enjoyed the first 5 years of his career designing products at Fisher & Paykel Appliances before moving into the Management Consulting and M&A world with EY, both in Auckland and London. Chris thrives on bringing these creative and commercial threads together with a healthy dose of entrepreneurial spirit to help our most ambitious and innovative companies create the future.




Simon Pound


Simon joined Previously Unavailable early 2018 following 4.5 years leading up global brand, creative and communications for Vend. In that time the company developed 4 key international markets, inked and delivered on marketing partnerships with Apple, Square and PayPal, was the Deloitte Fast 50 fastest growing New Zealand technology company, won marketing awards around the world, and launched innovations like an AI platform to help customers know what to do next. Simon started his career as a media and politics reporter, went into television production, and moved to traditional agency brand advertising. Simon is co-founder and Managing Director at fashion label Ingrid Starnes and hosts the entrepreneur-focussed Business is Boring podcast for The Spinoff and Callaghan Innovation. 




Eddy Dever

Junior Partner

Eddy's diverse experience centres on tackling big challenges with creative solutions, whether that be employing co-design to solve for social issues with creative agency Curative, or devising award-winning creative and digital strategy at Air New Zealand. Eddy is no stranger to the start-up world either, as the co-founder and brand-lead on one of Auckland’s most buzziest arts collectives, Snort Comedy. He’s deeply passionate about seeing New Zealand producing an increasing amount of fantastically designed products & services, and he lives for chances to weave together his strategic, commercial, and creative skills to play a role is making that happen.