Belief 1: We believe everybody lives by selling something

Everybody can learn how to influence and sell better, and be confident to present themselves, their idea, product or service. If you influence ethically, you should never feel ashamed of the act of selling itself. Negative stereotypes create destructive beliefs that hold people back. Embracing our ability to influence advances careers and benefits everybody.

Why This Matters for Your Business: In the age of AI, the ability to build authentic influence is what separates you from automated competitors. Every professional is now a brand, every interaction is an opportunity. Those who can communicate value with integrity win partnerships, opportunities, and advancement.

Selling advances people’s careers and benefits everybody.

Belief 2: We believe in a fair exchange of value

Selling and influence are about creating a fair exchange of value. It’s about mutual prosperity. It’s about forging healthy, viable relationships that thrive on trust, openness, and honesty. We cannot seek achievement for ourselves and forget about progress and prosperity for our community. Our ambitions must be broad enough to include the aspirations and needs of others, for their sake, for our own and for the planet.

Why This Matters for Your Business: Fair exchange builds repeat business, referrals, and reputation. Extractive relationships might win once, but sustainable business models are built on partners who grow with you. In a trust-scarce environment, businesses that genuinely create mutual value become monopolies of loyalty.

Belief 3: We Believe in the Power of Human-Centred, Long-Term Sustainability

Human-centred, ethical influence is a better and more sustainable way of doing business. We are putting humanity back on the corporate map and endorse professional experiences that treat people with dignity and respect. We are for long-term strategies and sustainable business practices, not short-termism and consumerism.

Why This Matters for Your Business: Short-term extraction burns through markets and talent. Long-term thinking attracts the best people, creates compounding advantages, and builds businesses that survive disruption. Companies built on human dignity weather crises that destroy those built on exploitation.

Belief 4: We Believe in Ethical AI as an Enabler of Human Connection

Artificial Intelligence, when guided by a strong ethical framework, is a powerful force for good. It can free us from mundane tasks, illuminate deeper insights about our colleagues and clients, and empower us to foster more authentic, valuable, and scalable collaboration. We commit to using AI to augment human judgement and connection, ensuring technology always serves our humanity.

Why This Matters for Your Business: AI is inevitable. The question is whether you use it to replace human connection or enhance it. Companies that use AI ethically will differentiate themselves as buyers become increasingly sophisticated at detecting automated manipulation. The competitive advantage goes to those who scale authenticity, not spam.

[Explore Our 12 Principles] [Read the AI Ethics Charter] [Take the Assessment]