Sunny Bonnell & Ashleigh Hansberger

Visionary brand experts and culture innovators.


Thinkers50 Radar Class of 2024.


Started Motto with $250 in their early twenties.


Sunny appeared in Thinkers50 Provocateurs podcast series.


In their first book, Rare Breed: A Guide To Success for the Defiant, Dangerous, and Different, Sunny and Ashleigh celebrate the power of being different. They outline seven unconventional traits of nonconformists that are traditionally seen as vices in the business world: being rebellious, audacious, emotional, and obsessed, for example. If organisations treat these so-called weaknesses as strengths, they can champion diverse thought, nurture breakthrough ideas, and create cultures that fuel innovation.
Their highly anticipated second book, Culture of Possibility, explores the culture-building tools that radically change what visionary leaders, their people, and their organisations are capable of. It is slated for release in 2024.


Sunny and Ashleigh founded their strategic brand transformation company Motto® in 2005 with just $250, after dropping out of college together. Sunny is the CEO and Chief Visionary and Ashleigh is Chief Strategy Officer. They’re best known for creating Ideas Worth Rallying Around® for tech-centric companies who are building a better future. Their strategic and creative contributions have driven billions of dollars in commerce by shaping the world’s most inspiring products, services, and brands.


Rare Breed: A Guide to Success for the Defiant, Dangerous, and Different (HarperOne, 2019). ‘9 Traits of Visionary Leaders’ (Fast Company, June 2023); ‘Companies fire employees for these personality traits, but maybe they should be getting bonuses’ (Fast Company, June 2021); ‘5 Personality Traits That Could Make Your Company a Unicorn’ (Sunny, Inc., January 2018); ‘Obsessive, Arrogant, Weird, World-changers Are Often Impossible People’ (Sunny, Inc., January 2018).

Media picks


An entire windstorm of original thinking.” 

USA Today on Rare Breed

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