The Lucky Ones grew out of Anna Dower's work mentoring women in the design industry, following 25 years as a graphic designer and eight years mentoring other business owners. She built a design studio while raising children on her own, working around 20 hours a week, and set the company up to make that kind of model ordinary rather than exceptional.

Its aim is stated plainly: help women in design earn what men in design earn. The work is built around the idea that a business should support a life rather than consume it, and that shapes how everything is taught, from pricing and positioning through to the systems that decide how many hours a studio actually takes.