Build Your Own Positive Business Future
- Brainz Magazine
- 6 days ago
- 10 min read
Updated: 3 days ago
Written by Gareth Edward Jones, Visionary Technology Leader, Environmentalist, & Social Impact Advocate
Gareth Edward Jones is a visionary technology leader with 20+ years of digital success, CIO Times Top 5 Business Leader, Executive Contributor for Brainz Magazine, UN SDG Advocate, and Co-Founder of Lightrise, and Trustee of the Lightrise Foundation
Modern society sells a narrow definition of success built on compliance, consumption, and silence. But beneath that narrative lies a deeper question, whose dreams are you really funding with your time and energy? This piece explores why choosing your own path has never been more urgent, or more possible.
“Choose a life. Choose a job. Choose a career. Choose a family. Choose a f*cking big television. Choose washing machines, cars, compact disc players, and electrical tin openers... Choose DIY and wondering who the f*ck you are on a Sunday morning. Choose sitting on that couch watching mind-numbing, spirit-crushing game shows, stuffing junk food into your mouth. Choose rotting away in the end of it all, pishing your last in a miserable home, nothing more than an embarrassment to the selfish, f*cked up brats you spawned to replace yourself, choose your future. Choose life... ” ― Irvine Welsh, quote from the book and film, “Trainspotting”.
We live in a system. Go to school, go to college, go to university (or not). Get a job, do as you are told. Conform. Get promoted. You are made to believe this is the way to success.
Why are you doing this? I asked a local entrepreneur who had just made his pitch. "Well, Gareth, I realised that if I carried on working, I was funding someone else's dreams and not my own". That resonated with me.
It's 2025, yet I still hear continual stories about how you should work long hours, go out drinking with the team to get a promotion, and undertake the occasional charity event to make yourself and the company feel better. There is another way. There is a path that you create yourself. The path you create for yourself can be better than the one offered. But only if you make it that way.
Businesses must undergo significant changes to address the current planetary and intergenerational challenges. Yes, climate change occurs naturally, it's not a hoax. Human-made climate change is not a hoax either. As we move towards 2030, we now know the “Over 99.9% of Studies Agree: Humans Have Caused Climate Change on Earth”, so unless you are unthinkingly ignorant, self-centred or pig-headed to be in the 00.1% it’s now time to wake up.
Gaia has a way of rebalancing herself, as evidenced by the geological and ecological systems that surround her. The sun, Comets play their part in her rich dynamics too. We know artificial climate change isn't a hoax. I say 'we', but what I actually mean is tens of thousands of scientists, from all over the planet, with peer-reviewed science. Never before in the history of civilisation has there been so much consensus among humanity. Some voices don't want you to believe the consensus. More often than not, when you uncover the intent of those voices, you realise that somewhere in their funding chain (e.g., pensions, power funding) are people who run businesses that don't really 'care' how they make their money. So long as they make money. Some of them will try to make you feel better by providing some warm words around the environment, and how they are 'trying' to be better. The art of 'greenwashing' is well known now. People are waking up to the messaging of companies and politicians without substance or proof in their words. May they continue to wake up forevermore.
Of course, it's a bitter pill to swallow if your pension and profits are going up in literal smoke. It's essential to keep the charade going, right? Let's keep taking. Let's keep destroying and let the next generation worry? No, I've never subscribed to that self-centred, selfish drivel. Early in my activist days, 20 years ago, people would say, 'Why are you doing this?'
Why? Because I didn't want my son to turn around one day and say, "Why didn't you help us, Dad?"
Business needs to change quickly, the AI gold rush hasn't helped, but the potential is there for AI to help us meet the complexity of Integrated Environmental Management Solutions to create a better future for us all. However, for those in a rush, instead of reinvesting the ‘gold’ made in positive impacts, many business leaders continue to prioritise greed. They know what's coming, so like Smaug the Dragon, they've gone into hoarding mode. They've not even made it look like they are trying to make the planet a better place. Instead, it's all about their bottom line, all about the exit for more money, so they can ride the rising seas with hordes on their yachts while those kids drown in the rising seas.
But the tide is turning. Billie Eilish was recently recognised at the WSJ Magazine Innovator Awards, where she confirmed she would be giving away 22% of her net worth to The Changemaker Program, which addresses climate change and food insecurity.
She encouraged anyone with loads of money “to use it for good things and give it to some people that need it.” Specifically making a parting shot at the Smaugs of the world, “Love you all, but there are a few people in here that have a lot more money than me. If you are a billionaire, why are you a billionaire? No hate, but give your money away, shorties!”
Of course, my country (the UK) played a big part in this climate carbon story. We thought it would be a good idea to burn loads of coal to kick-start the Industrial Revolution. But now is the time to contribute to a different revolution. A positive impact revolution that disrupts the funding and business models of old, rapidly building markets and prosperity through new economic models. There is still a group of fear-mongers out there. Fear has been used to control populations for some time. Certain media outlets and self-proclaimed leaders are clinging to their dwindling funds and networks, still relying on fear to try to control us all. Best to ignore them. Those types of people can require a disproportionate amount of energy to convince. That's why energy in the change process is often best focused on change agents. Find those that lift you, as opposed to putting you down. No country is perfect, but many countries are leading the way in this revolution. Most notably, China, which has rapidly contributed to global emissions through ‘development’, is now equally mitigating these in its ambitious rush for renewable energy. The post-World War II Bretton Woods order is being challenged. Respectful competition is the way to a stronger global economy. Neo-liberalism and historical economic development management teach us that.
If you follow the rules, get the job, do as you are told, and get promoted, this is what will happen. In 20 years, you'll be a manager and a leader, and someone like me will tell you to forget the cast you've been moulded in and to be more authentic. I share the same name as someone you wrote about it. I tell you this, my early career friends. Be more you! Find a place where you can be yourself from the outset. Be yourself from the beginning of your journey (assuming you are a decent human being). Don't settle for corporate cultures that make you conform. Find cultures that celebrate diversity, and celebrate the whole you. Be yourself from day one, knowing that you are saving yourself 20 years of conformity. Can't find that place? What could you do instead? You could create your own business, the world needs more companies that do good. Here is my template approach for creating one.
Why it’s never been a better time to start your own business
For years, business has been all about controlling labour. Companies have often compromised their ethics and rights, exploiting workers for profit.
Not for me to tell you that having a heart is the right thing to do, but doing things with integrity does come with a level of moral and financial responsibility. If you are starting from nothing, how do you pay people? Well, the good news is that, starting from nothing now, you can use AI to help you climb the ladder until you are in a position to do the right thing and provide the right support networks for people. The control of labour is no longer a barrier to entrepreneurship and the capitalist systems that us common folk were previously prevented from accessing.
How do you start?
In many countries, you can often find low-cost options for setting up a business. It's essentially a form-filling activity. Get yourself on your favourite AI tool and ask 'How can I rapidly set up a limited liability company in my country?'. Use your time wisely, guard your energy, and find networks that illuminate the path to the precise things that will add value to your company and generate sales at a low cost.
Develop a mindset that ignores your inner critic. Any time it tells you, “you can’t do this”. Tell it to go away. Your mind needs to be on your side. Make sure it behaves itself. Play the song ‘This is me’ on your favourite audio player, and check out my article on Resilience for tools in this area.
What are you going to sell?
Services? Goods? Throughout history, we've done both. If you've knowledge and skills, you can sell your time for money. The higher the skill, the more money one earns. The more money, the more positive change you can create (and I don't mean golf courses and yachts).
Services are easy to set up. They require little outlay, and the world is full of awesome people to recruit with solid ethics and values when you have the right recruitment strategies and culture.
Goods are slightly more complicated. They involve supply chains and a larger need to scrutinise whether the company supplying those components or goods meets the same ethical standards that you want to perpetuate. One easy shortcut to save you the hassle is to look for an accredited standard. B-Corp is a reasonably safe one. There are others, but question any badges you see to ensure it's not just a smoke-and-mirrors veneer to make the company appear as though it's making positive changes.
Short of ideas? Check out these 70 Small Business Ideas to Start in 2025.
What are you going to stand for?
How are you going to be a business for good? How are you going to contribute to making the world a better place through the company you create? I decided to set up a charity to do this. After all, that's what wealthy people do. Syphon things away into their foundations to hide their profits from tax. All perfectly legal. There are some great foundations out there making excellent positive contributions to the world. However, there are also some unscrupulous, self-serving ones. The trouble is that it can be slow progress for startups. Great as part of a longer-term strategy, but we want to make as much measurable positive change as possible from day one. In 2024, I discovered B1G1, and it was a significant find. I'd never heard of them. But slowly, in an Ikigai way that the Japanese know best. Over the past 17 years, Masami Sato's organisation has created over 380 million positive impacts worldwide. As a member, you pay a small subscription fee, which covers the business administration side of things, allowing any additional donations to go directly to the supported causes. A rapid template approach for change. Governance, monitoring/evaluation, transparency, all wrapped up conveniently for your business to hit the ground running making impacts across all 17 of the UN Sustainable Goals in pick and mix approach to international and environmental development from helping survivors of the sex trafficking industry, providing economic growth and family security to the world’s poorest through to saving the world's precious rainforests and Gaia’s much loved flora and fauna. B1G1 has a referral mechanism where the more people that come together to join, the more positive change tokens we receive to ‘do good’.
What are your values?
When things go awry, when a company lacks a strategy and solid values, a vacuum forms, if you haven't selected the right people for your team, there's a chance they may fall into the mindset that they need to grab as much money as possible to be successful. That's what traditionally drives businesses, right? Concentrate on what you stand for from the outset. Think about your own values as a person leading this company, and what you want people to stand by. If you are not sure, check out those of your favourite charities and seek inspiration from them. For fun, you may want to see if they make an acronym, too. For example, ‘say HI, HR’ at Lightrise. Ours stand for Humanity, Integrity, Humility, and Respect. Hopefully, it makes it more memorable. Embed values in your culture, and lead and manage through them every week. I would even go so far as to say that individual development goals and performance should also be linked to them, and you can utilise these in your recruitment as well.
How are you going to manage people?
Not all companies seem to recognise this, but I firmly believe people are still a company's strongest 'asset'. Of course, people are not assets, they are human beings, but without humans, many companies do not function well. Worst still, with the wrong humans and the wrong values, you'll soon find yourself making payments under Non-disclosure agreements to save yourself from embarrassing situations or being hauled up in court for breaching rights and employment legislation, damaging lives, your brand, and trust. The law is there to protect people, and I'm a strong advocate for strengthening it as society continues to become increasingly compassionate. Set strong foundations in policy, process, and culture. We live in a world where even this can be achieved remotely.
Be realistic
Whatever you do, recognise that it’s going to take time, whether you are a Queen or a Street sweeper in this world. Make your own race. Each one of us has 1440 minutes in a day. Success may likely take years, but then feeding someone else’s success will take you years too, and that’s just to maybe get that promotion. No job provides absolute security. It’s just a perception. What is ‘real security’ anyway?
You could choose something else instead. Choose life.
Reach out to Lightrise or Gareth personally for guidance and support in building personal or business resilience driven by positive impacts. Together We Rise is a new Community built by the team at Lightrise to support entrepreneurial excellence. You can join for a 7-day free trial on Skool. Lightrise is a member of the Salford City Mayor’s Charter. Salford is ranked among the most deprived areas in England according to the Indices of Multiple Deprivation 2025. Lightrise is working with the Salford City Mayor’s Office to provide free access to our new community to help others rise.
Read more from Gareth Edward Jones
Gareth Edward Jones, Visionary Technology Leader, Environmentalist, & Social Impact Advocate
Gareth Edward Jones is a visionary technology leader, environmentalist, and social impact advocate with over two decades of experience at the intersection of people, purpose, and digital transformation. A CIO Times Top 5 Business Leader (2024–25), and Executive Contributor for Brainz Magazine. Gareth is the founder and CEO of Lightrise, where he champions ethical innovation, ESG-driven strategy, and inclusive technology solutions.
