"Everything ultimately comes down to a human level."

— Steve Jennings, It's Not About Trees
A manifesto for the next decade of business

More Humans

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The provocation

It's not about trees.

When I named my radio programme, people assumed it was a provocation against environmentalism. It isn't. I'm a keen gardener and I care deeply about nature. But sustainability runs deeper than planting trees. It's about how businesses, communities and ecosystems hold together over time.

That's where this started. To explain why, I need to go back further.

The background

Thirty years of transformation.

I'm an engineer by training. Engineers think in systems. We ask how things actually work, not how they're supposed to work. What holds them together. What happens when you change one variable and everything else shifts.

That foundation took me into consulting. As a Partner at PA Consulting I led technology-enabled transformation for some of the most complex institutions in the world. Programmes that ran for years, across borders, with serious money on the line. What we called Out of the Ordinary delivery.

Then Moorhouse. I joined as a Partner, part of the management buyout team and spent nearly a decade scaling the business x 5. We built a culture people wanted to be part of and delivered a successful private equity exit. It was the hardest and most rewarding thing I have done professionally.

What thirty years at that level teaches you is that technology rarely decides the outcome. Nor does strategy. The deciding factor is almost always human.

Culture. Behaviour. Trust. Leadership. The gap between what organisations say they are and what they actually do.

The insight

The organisations that endured were the ones most connected.

The organisations that endured had something in common. They were deeply connected to their people, to their purpose, and to the systems they operated within. Efficiency and control mattered, but neither carried them through.

After the Moorhouse exit I went and studied garden design. I'd become interested in Derek Jarman, the artist who created one of the most remarkable gardens in Britain on the shingle at Dungeness. A living system working with its environment rather than against it. Thriving precisely because it didn't try to dominate what surrounded it.

It wasn't a career change. It was the same argument in a different medium.

The most resilient systems, in nature and in business, are not the most controlled. They are the most connected.

Modern Nature Studio — Sussex garden in winter
Modern Nature Studio

"The most resilient systems are not the most controlled ones. They are the most connected."

The conversations

So I started asking the question out loud.

DO Radio grew from the DO Lectures, founded by David and Clare Hieatt, a gathering that has been bringing together entrepreneurs, leaders and thinkers in rural Wales for over twenty years. Somewhere between TED and a village hall. Held in a cow shed. Every July a hundred people come together to think seriously about what matters.

It's Not About Trees is my programme, one of eight on DO Radio. Over more than fifty episodes I've been in conversation with people working across energy, water, fashion, finance, food, architecture, education and AI.

The same thing keeps happening. People who have never met each other keep arriving at the same place.

Patrick Grant rebuilding British manufacturing and reconnecting maker to product.

Kate Groch building learning campuses in rural South Africa that put community at the centre of education.

Duke Stump pointing to the Gallup finding that 80% of people are not engaged at work and asking why we accept this as normal.

Erik Schwartz asking the question nobody wants to answer about AI: what happens to the humans inside the machine?

It is no longer enough to be less unsustainable. The next economy has to give back more than it takes.

The moment

We are entering an age of chaos.

The world is moving faster than the systems and leadership models we have to navigate it. The organisations that will thrive are those with the clearest sense of purpose and the strongest human foundations.

Artificial intelligence is accelerating everything. The temptation for businesses, investors and leaders is to conclude that humans are the inefficiency to be solved.

I think the opposite is true. The point is not to choose between humans and AI. It is to deploy AI well, in service of human judgment, human connection, and the systems that hold us together.

As artificial intelligence becomes abundant, the human judgment that guides it well becomes the scarce resource.

The constraint on the next decade of business is not processing power, or capital, or even talent. It is judgment, behaviour and trust. The human systems around technology that determine whether it works for us.

I've spent thirty years working alongside organisations getting this right, and watching others learn the hard way. The ones that got it right weren't smarter or better resourced. They were more human, more connected, more honest about what they were actually for.

The venture

I also started Carbon Provenance. It directs capital toward regenerative projects in the Global South, where the need and the opportunity are greatest, and gives the people funding them genuine confidence their money is reaching the ground.

Who this is for

More Humans is built for the people building what comes next.

Leaders & Founders

Navigating transformation, and determined to keep the human side of their business intact as they scale.

Investors & Board Members

Who want to back businesses built to last, where culture and long-term resilience are as rigorous as the financial model.

People Doing the Work

Rebuilding supply chains around makers and craft. Creating systems that serve communities. Asking hard questions about what AI is actually for. They already know this argument is true. They are living it.

More Humans is an argument about what technology is for.

Business transformation for a systems age, where the system includes people, nature, culture and the choices we are making today.

We are just getting started.

John M Lunn
John M Lunn
Adviser  ·  Chair  ·  NED  ·  Host
Founder, More Humans