The Charter
Leading with humanity shouldn't stay a private intention.
Commit to keeping humanity in the room.
"From one dandelion seed, momentum begins."
Avril Chester
Your Commitment
When you sign the Charter, you'll use the Compass to guide your decisions, display its logo, and keep humanity in the rooms and conversations you're part of.
You'll also provide someone facing digital poverty six months of mobile connectivity, through the charity SimPal.
Leading with humanity, in action.
The Five Compass Directions
1
We never let profit, performance or outcomes become a reason to stop noticing people. Results matter. So do the people behind them and the people affected by them.
2
Irrelevance doesn’t announce itself. We don’t let yesterday’s thinking make tomorrow’s decisions. We stay curious even when it’s uncomfortable.
3
We say the real thing not the easy thing.
We create the conditions where truth can be spoken.
4
We listen before we decide.
Shared intelligence strengthens every decision.
5
AI accelerates us. Human wisdom guides us.
Your Contribution
£60 per Leader
For yourself, as a gift, for your whole board or leadership team.
A contribution split with purpose:
Buy the Book
Leading with Humanity in an AI World
is available from major retailers.
All proceeds support SimPal, keeping people connected to opportunity, dignity and society itself, tackling digital poverty.
Wisdom From the Co-Authors
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“In the age of AI, intention is not enough”Melanie Marchant and Sarah Needham
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“We have the ability to judge, reason, act fairly and conscientiously, with morality and the ability to choose right, even when machines can decide faster”
Ben McMurdo
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“Return to what is real”
Trevor Hunt
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“I obviously don’t mind learning. What I mind is feeling publicly behind”
Yemi Olagbaiye
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“Previous decisions do not simply disappear… they leave shadows”
Tony Fish
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“In the long run make yourself irrelevant”
Kevin King
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“If we’re honest, most organisations aren’t entirely sure what they’ve just bought”
Jonathan Potter and Neil Finnie
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“A misplaced faith in technology, combined with a toxic corporate culture, led to the most widespread miscarriage of justice in British history”
Bryan Glick
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“Can you see the cliff?”
Freddie Quek
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“What kinds of human behaviour should we preserve?”
Peter Stojanovic
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“It’s never easy... but if we turn our backs on our principles we stop being human”
Tree Hall
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“Recognise emotion, understand it and work with it”
Joshua Brown
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“Influence depends on reading the ripples beneath the waves”
Frankie Kemp
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“Why does this particular moment feel different?”
Marcus Harris
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“Lived experience helps AI grow with purpose”
Bethlehem Arefaine and Lauren Joyce-Smith
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“Freedom of thought is not just the right to hold an opinion; it is the right to form that opinion without a machine covertly co-writing your internal monologue”
Georgina Owens
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“When it comes to both access to AI and skills development, all is not equal”
Clare McDonald
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“AI transformation is not just about technology. It is about people.”
Sarah Rench
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“There is always darkness before the dawn”
Hugh Andrée
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“The visibility was an act of leadership. The walk was the celebration of it.”
Vernini and Stella Vig
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“Culture is shaped not only by staff but by every human touchpoint - partners, contributors, the wider network.”
Dave Jones
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“See it. Shape it. Steer it.”
Phil Brunkard
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“Leading with humanity is the only way for all to succeed”
Mark Chillingworth
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“Life is like a camera. Focus on what’s important. Capture the good times. Develop from the negatives. And if things don’t work out, take another shot.”
Dione Pinel
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“And begin again we shall”
Angelo Stephen