Principle: Embrace Openness, Celebrate Uniqueness, and Foster Innovation
Being open involves embracing vulnerability, diversity, and the exchange of ideas freely. We celebrate the 'weird,' the unconventional thinkers and outliers, for they are often the source of the most groundbreaking innovations. Together, these elements enable us to make magic—creating outcomes that seem almost supernatural in their impact and beauty.

Principle: Generate and Share Prosperity
We believe in creating abundance, not just in terms of wealth but as a holistic approach to prosperity—encompassing knowledge, opportunities, and resources. This abundance is not for hoarding but for sharing, with a focus on building and nurturing communities where support, collaboration, and empowerment are the foundations.

Principle: Cultivate Curiosity and Intentional Play
Curiosity drives innovation. We champion a culture of inquiry, continuous learning, and openness to the unknown. Coupled with this is the concept of 'playing on purpose'—leveraging play as a powerful tool for exploration, creativity, and solving complex problems with joy and purposeful intent.

Principle: Foster Generosity and Shared Success
At the core of our ethos is radical generosity, a belief in going above and beyond in our support for each other and the communities we serve. This extends to fostering collective impact—recognizing that true success is not achieved in isolation but through collaborative efforts that elevate all participants, creating a ripple effect of positive change and mutual prosperity.

Principle: Embrace Ambition with Humility
We encourage dreaming big, aiming for transformative impact and audacious goals. Yet, in our pursuit of greatness, we remain 'humbitious'—a fusion of humility and ambition. This principle guides us to approach every interaction with an open mind, learn from others, and maintain a grounded perspective, no matter the heights we reach.


Inspired by the indomitable spirit of John Lewis, Good Trouble Ventures embraces the ethos of "good and necessary trouble" as our guiding principle.

Good Trouble Ventures

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