Common Exception was founded by Louisa Tan in 2019. After years of having her own strategic consultancy, Louisa began working with creatives wanting to move in a new direction, either to start a business or grow. She noticed that the real challenge was down to confidence, rather than ability. She also became aware of the negative and outdated business advice, no longer relevant to modern life.

Channeling her passion for getting ideas off the ground, and wanting to bring a more joyful and mindful approach to business, Louisa launched Common Exception in 2019.

Louisa is also co-founder of marketing agency Studio Luxmore and online magazine Staying Home, launching later in 2021.