Founding Beliefs

Business as a Human System

What we do during the next 10 years is likely to shape what happens in the next ten thousand.


We are at a fork in the road. 


Down one path a tremendous opportunity exists. To create an abundant, inclusive and thriving world where the needs of all people are met within the means of our planet. 


Down another path we continue to consume, waste and damage the earth while creating more separation, tension and inequity between people and societies. 

Modern day entrepreneurs, empowered by technology have the opportunity to shape the world for the better, while being more profitable, successful and personally fulfilled.


The role of visionary leaders, by unfolding their consciousness, is to unlock the innate intelligence of people - and to translate that intelligence into goods and services which advance the common good.

This is what it means to operate business as a human system.

Business Purpose

My purpose in business is to empower the teams and leaders of today, to run the companies of tomorrow:

High performing, thriving and socially valuable. 

Working closely with the B Corp, I want to help build a new generation of Patagonia's - advancing business as a force for good. 

My Advisory Team

Priti Billimoria

Priti's background is as a government economist and project manager in Finance. She's also a designer and a mum of my two children, as well as being a content creator and strategy advisor to the business.

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Loughlin Hickey

Loughlin, a former partner at KPMG and co-founder of the Blueprint for Better Business is a leading thinker and a consultant to top tier companies and many startups. He is a strategy advisor and mentor to the business. 

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Ben Lamorte

Ben is an an author, OKR pioneer and founder of With a vast track record in successful OKR implementation, Ben is a coach and advisor in all aspects of goal setting and measurement. 

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Julia Rebholz

Julia's background is in strategy, M&A, sustainability, large scale business transformation and leadership development for Fortune 500 companies. She advises the business in areas of leadership and business transformation. 

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My Personal Story

Why I Quit My 6-Figure Banking Job and Swore Never to Go Back

I began my career, fresh from university, working for Credit Suisse First Boston. At some point, I can’t say exactly when, I came to the clear realisation that things weren’t that well with me. Even though things on the outside were fine, I found myself intensely dreading Monday’s.

“Do you want your boss’s job? What about his boss, do you want that?

If not, what are you doing here?”

Fast forward to today, my passion is to accelerate the paradigm change that I perceive in the world of business – where businesses can create better and bigger profits, happy and productive places to work and can benefit and provide real value to society in ways which safeguards and builds a more abundant and prosperous future for generations to come: Business as a force for good.

Read my whole story here.


Master Practitioner 

Certified OKR Coach