Our strategy & thinking: 
Imagined Futures.
Intangible Value. An argument for Ambition.  






Imagined Futures


Each of our projects starts with an imagined future. What does a kinder, cleaner, better governed future world look like? What are the norms and practices that structure this future reality? What factors or technologies converge to structure this future? What current problems will compound left unchecked? 

From here we can begin to ask more pointed questions about how to engineer this imagined future. What are the products that people will need?  Who do we need to engage to make this future happen? What business models can help scale good, human-kind norms?   What can we do today to make tomorrow better for all?   


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Intangible Value




Intangible values or assets are things like intellectual property, brand equity, market perception, trust, expertise and relationships. They’re hard to value on one estimate these intangibles account for 84% of the enterprise value on the S&P 500, and growing. 

For startups and early stage investors this shift to intangibles has a massive upside. Because more of the value is contained in the idea or design or brand equity it’s less costly to create potentially disruptive companies than ever before. Consider how overnight viral growth can be triggered by something as simple as a retweet from an Instagram influencer.

What’s more, engaging consumers around intangibles - like climate-kindness - suggests a way we can profitably and sustainably drive social impact at scale. 

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An argument for ambition



"All nations must raise ambition together – or we will all fail, together"

John Kerry, US Special Envoy for Climate Change


Proposals for containing the negative impacts of technology on human society have increasingly pointed to the need for an international treaty, or a series of treaties, that creates new rules suited to regulating the digital world, cyberspace, and autonomous weapons (“killer robots”).

Is this enough? Or, given the existing failure rate of international law, do we need a more fundamental rethink of how global law and policy works to engineer responsible, future-oriented social practices?


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