founders
![[PRIMARY] Peter Goodwin _ idea-L Founder [HEADSHOT].jpg](https://static.wixstatic.com/media/f39ed0_a79cfa19f6b845889df6ec19d388e252~mv2.jpg/v1/fill/w_980,h_980,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BPRIMARY%5D%20Peter%20Goodwin%20_%20idea-L%20Founder%20%5BHEADSHOT%5D.jpg)
Peter Goodwin
CEO & founder
Peter Goodwin is the visionary behind idea-L® , driven by a belief in the boundless potential of ideas. With a track record in launching disruptive ventures and building purpose-driven platforms, he leads idea-L® with a passion for empowering creators and changemakers. His mission: to turn imagination into tangible impact.
![[PRIMARY] Daniel Muller _ idea-L co-founder [HEADSHOT]jpg.jpg](https://static.wixstatic.com/media/f39ed0_12f3bc0da4a64dd8a369ca3eac323752~mv2.jpg/v1/fill/w_980,h_980,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BPRIMARY%5D%20Daniel%20Muller%20_%20idea-L%20co-founder%20%5BHEADSHOT%5Djpg.jpg)
Daniel Muller
COO and co-founder
Daniel Muller is a global finance and operations leader with 22+ years’ experience across corporates and startups, blending financial rigour with entrepreneurial agility to help founders launch investor-ready ventures. A co-architect of idea-L®, he brings investor-readiness, AI-driven insight, and a sharp eye for value to every venture.
![[PRIMARY] Mark Hill _ idea-L co-founder [HEADSHOT].jpg](https://static.wixstatic.com/media/f39ed0_0e77c1833a55479e8b427967185472ff~mv2.jpg/v1/fill/w_980,h_980,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BPRIMARY%5D%20Mark%20Hill%20_%20idea-L%20co-founder%20%5BHEADSHOT%5D.jpg)
Mark Hill
CLO & co-founder
Mark Hill is a legal pioneer in the Middle East, Mark anchors idea-L®’s governance and legal innovation.
With 30+ years advising governments, global creatives, and tech leaders, he ensures every venture is protected, compliant, and scalable - turning legal rigour into a launchpad for breakthrough ideas
idea-L®’s global team, headquartered in Dubai, brings together technologists, product builders, legal strategists, and venture minds who’ve seen too many great ideas stall for the wrong reasons.
We’ve lived the early-stage struggle and now we’re designing the system to change it. This isn’t just a platform; it’s infrastructure for the imagination era, built by people who know what real execution takes.
founding team
![[PRIMARY] Ajna Beganovic _ idea-L founding team [headshot].jpg](https://static.wixstatic.com/media/f39ed0_8a05d2c12fea4d66b3abe8aa22386987~mv2.jpg/v1/fill/w_980,h_980,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BPRIMARY%5D%20Ajna%20Beganovic%20_%20idea-L%20founding%20team%20%5Bheadshot%5D.jpg)
Ajna Beganovic
head of marketing & founding member
Ajna leads idea-L®’s marketing with a future-forward approach to AI, MARTECH, and emerging tech. With a strong background in growth leadership and strategic innovation, she is passionate about making the platform’s mission of democratising innovation visible, vibrant, and global.
![[PRIMARY] Maria Al Jamil _ idea-L founding team [HEADSHOT].jpg](https://static.wixstatic.com/media/f39ed0_a70143f972364a78bd709ff9009eb1af~mv2.jpg/v1/fill/w_980,h_980,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BPRIMARY%5D%20Maria%20Al%20Jamil%20_%20idea-L%20founding%20team%20%5BHEADSHOT%5D.jpg)
Maria Al Jamil
head of projects & founding member
Maria blends strategic marketing, brand development, and project leadership into real-world execution. With experience spanning global brands, luxury markets, and high-impact events, she drives structure, clarity, and momentum across idea-L® initiatives—turning ideas into sustainable, launch-ready ventures.
![[PRIMARY] Cal Docherty _ idea-L founding team [HEADSHOT].jpg](https://static.wixstatic.com/media/f39ed0_a414d227a22c4a9391315657154c2e16~mv2.jpg/v1/fill/w_980,h_980,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/%5BPRIMARY%5D%20Cal%20Docherty%20_%20idea-L%20founding%20team%20%5BHEADSHOT%5D.jpg)
Cal Docherty
head of creative & founding member
Cal blends creative thinking, brand innovation, and user experience to build platforms that move fast and think smart. With experience across global tech and design agencies, he leads idea-L®’s creative vision - designing systems where AI, execution, and imagination unlock new possibilities.