Why Amity

Build for Strength First

We live for getting our hands dirty, and we’re massively energised by working with ambitious start-up founders and teams. What sets us apart is that, above all else, we want to help you build an extremely strong company.

We believe in our bones that business can be a force for good. We believe that your life, and the lives of your people (and their people for that matter) can and should be much better because of the work you do, the way you do it, and the culture you develop together.

Many businesses, and most start-ups, are stunningly fragile, and we think this is a huge problem. With fragility comes a pressure to make near-perfect decisions much faster than anyone ever could. We believe that good decisions are the key to building great teams, products, and truly great businesses.

How can a business that is about to go bankrupt make good decisions for its people, its customers, or the environment? It simply can’t. It will make the decision that keeps it alive for another day. It will rationalise that it can’t ever ‘do good’ if it doesn't survive now. While that may be a fact, it is also a lie.

Fragile companies can’t make the kind of long-term, people-supporting, planet-saving, wild, and courageous decisions we need them to make. To be a force for good, companies need to be very strong. Companies only get strong because they decide to do the work.

We can help you build real business strength by developing a deep-trust culture, rigorous systems and processes, and a robust decision-making framework.

Strength buys you the time to play by your own rules and do things your way. This is dramatically more fun than the alternative and will help you not only succeed but also do something that really matters.