The modern business landscape offers a world of possibility. Yet selling and stakeholder relationships, both internal and external, are too often hijacked by bad behaviour, leaving negative perceptions that hold people and organisations back.

We believe it’s time for a better way.

The rise of Artificial Intelligence presents both our greatest test and our greatest opportunity. While automated spam, algorithmic bias, and erosion of trust threaten to scale bad behaviour at machine-gun speed, we see a different path.

We declare that AI will not define our values. Our values will define how we use AI.

The Selling Better Movement stands for ethical, trust-based relationships with all stakeholders: customers, employees, partners, suppliers, and communities. It’s a practical philosophy for everyone who influences, collaborates, or negotiates because we all depend on human connection.

This isn’t rejecting technology. It’s consciously reclaiming it. We harness AI not to replace humanity, but to amplify it, freeing us to build relationships grounded in trust, transparency, and mutual prosperity.

This manifesto is a declaration of our intention to build a future where technology serves our humanity, creating a more sustainable, prosperous, and connected commercial world for all.

This is our stand. Join us.

[Endorse the Manifesto] [Read Our Core Beliefs] [Explore the 12 Principles]

Why We Created The Selling Better Movement

The Problem We’re Solving

For decades, the professions of selling and stakeholder management have suffered from a perception problem. Aggressive tactics, manipulative techniques, and short-term thinking by a minority have created negative stereotypes that hold back ethical professionals and principled organisations.

This isn’t just about reputation. It’s about real business impact:

• Buyers are increasingly sceptical and resistant
• Top talent avoids sales roles due to negative perceptions
• Trust in business is at historic lows
• Ethical professionals struggle to differentiate from bad actors

The AI Acceleration

The rise of Artificial Intelligence has accelerated this crisis exponentially. AI enables anyone to automate outreach, personalise at scale, and deploy sophisticated tactics without understanding their ethical implications.

The result: Inboxes flooded with AI-generated spam disguised as personal messages. Algorithmic bias entrenching discrimination. Trust eroding at machine-gun speed. The same technology that could enhance human connection is being weaponised to replace it.

Why Traditional Approaches Fail

Most ethics training focuses on compliance, not genuine ethical practice. It tells people what not to do, not what they should aspire to be. It’s reactive, not proactive. It treats ethics as a constraint on business, not as the foundation of sustainable success.

Meanwhile, most sales and leadership training ignores ethics entirely or treats it as a separate consideration, not integral to every decision and interaction.

Our Solution: A Movement, Not Just Training

We created the SellingBetter Movement to provide something the market desperately needs:

• A Practical Framework: Built on Albert Bandura’s research on moral disengagement and Steve Davies’ Moral Engagement pathways, giving people systematic tools to recognise ethical risks and take ethical action.
• Positive Positioning: Reclaiming selling, influence, and leadership as noble professions grounded in service, value creation, and human connection.
• AI Integration: Not rejecting technology, but showing how to use it ethically to amplify humanity rather than replace it.
• Community Support: Connecting ethical professionals who’ve chosen the harder, better path, creating network effects that make ethical practice the competitive advantage.
• Business Case: Demonstrating that trust-based, ethical relationships drive better talent attraction, premium pricing, customer loyalty, and sustainable growth.

Our Commitment

This isn’t just a philosophy we teach. It’s a stand we’re taking. We believe that technology should serve humanity, not replace it. That trust should be earned through ethical action, not manufactured through manipulation. That success should be measured by mutual prosperity, not extraction.

Every organisation that adopts the SellingBetter framework, every professional who takes the assessment, every leader who chooses ethical practice over short-term gains contributes to a fundamental shift in how business is done.

We’re not waiting for the world to change. We’re changing it.

[Join the Movement] [Take the Assessment] [Contact Us]