Interview with Duncan Goose, founder – Global Ethics Ltd

Purpose – The purpose of this paper is to provide an interview with Duncan Goose, co‐founder of Global Ethics, a not‐for‐profit organization whose primary remit is to raise funds for humanitarian projects in developing countries Design/methodology/approach – This briefing is prepared by an independent interviewer. Findings – Duncan left his career in advertising to go on a journey of a lifetime and between 1998 and 2000 he fulfilled his life‐long ambition to ride a motorbike around the world. It was because of the experiences he encountered on this odyssey that he decided to form Global Ethics. Spurred on by a like‐minded group of friends, in 2004 he took on the huge challenge of forming a not‐for‐profit organization called Global Ethics, whose primary remit is to raise funds for humanitarian projects in developing countries. Practical implications – The paper provides strategic insights and practical thinking that will assist potential entrepreneurs, looking to start up their own business. Social implications – The first initiative of Global Ethics was One Water, which donates all its profits to fund the development of unique roundabout powered water pumps, called PlayPumps, in Africa. One was the official water for both Live8 and Make Poverty History and continues to change the way in which people consider buying water and other products and services. Originality/value – This paper provides Duncan's reflections on his experiences as a successful entrepreneur, offering advice for budding entrepreneurs, highlighting successful business models, and detailing Global Ethics' future plans and projects.