Do AI Systems Really Understand What We Value?
A New Study Reveals Why Reward Models Deserve More Scrutiny. AI tools like ChatGPT are quickly becoming essential for businesses, shaping how we communicate and engage with our communities. At the core of these AI systems lie reward models, unseen judges that evaluate AI-generated responses based on human preferences and values. But how accurately do […]
Purpose. People. Performance.
How the future of work is being reshaped by trust, flexibility and truth in action Something is stirring in the world of work. A shift in the story we tell ourselves – and each other – about what work is for. Gone are the days when productivity was prized above all else, when bums-on-seats meant […]
How Purpose Becomes Strategy: Three B Corps Building Impact Into the Core of Business
“That impact is core to their business and has been built into the heart of their business model. It’s not an add-on, it’s not marketing, it’s everything about who they are.” A growing wave of companies are moving beyond traditional CSR and instead embedding purpose into their DNA . In this article, we explore how […]
Building Your Impact Business Model: A Practical Guide for Purpose-Led Leaders
The journeys of Intrepid Travel, Bank Australia, and TalentWeb do more than inspire. They stir the soul and spark a sense of what’s possible. These are not stories of surface-level change. They are stories of transformation. Stories of businesses reimagined from the inside out. This article continues the conversation we began in How Purpose Becomes […]
Impact Business Models: The Blueprint for Purpose-Led Business
In a world where trust and authenticity are the new currency, the most inspiring brands are those that embed positive impact into their DNA. This is the promise of the Impact Business Model (IBM), a transformative approach that goes far beyond traditional corporate social responsibility. Instead of treating impact as an add-on, IBMs make it […]
Are You Walking the Talk? A Practical Guide to Brand Alignment
Last week at Good Hunter, we gathered with a group of local business leaders for a powerful session focused on one of the most essential, and often overlooked, elements of building a conscious brand: alignment. Why Alignment Matters Alignment is not just a branding tool, it’s the foundation of trust. When what a business believes […]
The Bar is Rising and So Are We
March is B Corp Month, and the world is watching. The way we do business is changing, shifting, evolving. Not because of rules, not because of trends, but because we choose it. Because we believe in something more. Business is not just profit and products, spreadsheets and sales. It’s people. It’s impact. It’s legacy. Every […]
Brand Growth: Are you scaling Resonance or Chaos?
Brand growth isn’t just about getting bigger, it’s about becoming stronger, clearer, and more connected. It isn’t about your marketing strategy; it’s the living, breathing expression of your organisation’s purpose, reflected in your culture, leadership, products, and services. But here’s the challenge: growth can either strengthen your brand or dilute it. Scaling too fast without […]
The Future of Business: Leading with Purpose, Impact and People
At our first Good Hunter event, we asked a big question: What role should businesses play in society in the next 20–30 years? The room was buzzing with ideas, and one thing was clear – business can (and should) be a force for good. Instead of being solely profit-driven, the businesses of the future will […]
Creating Communication That Connects: A Human-Centric Approach for Charities
For charities, communication isn’t just a tool – it’s the bridge that connects your mission to the people who care about it. It’s how you rally supporters, inspire action, and show the real difference your work makes in the world. But with countless causes competing for attention, how do you ensure your message not only […]
Strategise with Insight: The Imperative of a Brand Diagnostic
Imagine you’re gearing up for an epic road trip. You’ve got a destination that excites you, a playlist that captures the vibe, and snacks to keep you going. But before you hit the open road, wouldn’t you give your car a once-over? Check the tyres, top up the oil, and make sure there’s no mysterious […]
Purpose Fatigue: A Practical Guide for Founders and Leaders
There’s a common misconception that people are growing tired of purpose-driven brands. Some call it “purpose fatigue,” suggesting that consumers, employees, and investors have lost interest in businesses that stand for something bigger than profit. But that’s not what’s happening. The truth is, people haven’t stopped caring about purpose. They’ve stopped believing in brands that […]
