Closing the ethical intent to action gap. It’s the tagline. But what do we mean by this and how are we doing it?


We believe that the goals of society, the goals of organisations and the incentives and metrics that support these stated goals need to evolve.

But here we’re not going to focus on SDGs, Doughnut Economics or Wellbeing Adjusted Life Years. These, and so many others, are relevant models and considerations.

When we talk about impact we are talking about our community directly redesigning existing technologies – or designing new ones – that are aligned to the public interest and creating positive outcomes for the people that use them.

We’ve spent a lot of time learning about this stuff. Ethics in tech. Ethical tech. Data. Privacy. Trustworthiness. It impacts our work. It impacts our involvement in other businesses and communities. Our choices at home with our kids. It matters.

What we’ve learned is that we have to keep learning. We have to keep connecting. We have to keep collaborating. We have to commit to actions we believe will achieve good. We have to own the consequences of our actions.

The only way we really see this working is if we all do it together. The strength and potential for impact lies in the community, the emerging movement and its collective learning.

Always be learning


Our impact model isn’t even a model yet. It’s a series of thoughts and speculations at best.

And that’s where we hope our approach to openness and co-design (as a community) will play a role. By pooling our resources, our experience, our networks and our effort, we can design and deliver a truly meaningful impact model.