Intent Matters: Building Systems That Benefit Society

I have always believed that intent can make all the difference between a system that serves and a system that corrodes society. We have built many systems that serve a diminishing few because their intent was antithetical to serving the broader community. I have always believed that intent is the keyword in the outcomes of any system. If the intent of social media founders, for instance, was to promote unity, community, and equity, we would likely see a much less divided world than systems built to deliver quarterly profits to shareholders.

The Power of Intent

Intent is a powerful force that can shape the outcomes of any system, whether it’s a social media platform, a marketing campaign, or an environmental initiative. When the intent behind a system is misaligned with the greater good, the results can be disastrous. However, when the intent is rooted in a genuine desire to serve and uplift, the system can become a powerful force for positive change.

Let’s take a look at the role of intent in shaping the outcomes of various systems:

Social Media: Profit vs. Community

The social media landscape is a prime example of how intent can make or break a system. Many major social media platforms were created to generate profits for their shareholders, leading to the proliferation of algorithms prioritizing engagement over genuine human connection. This has resulted in the spread of misinformation and divisive content, eroding meaningful interaction.

Imagine if the intent behind these platforms had been to foster an authentic community, promote understanding, and bring people together. The world would likely look very different. Instead of algorithms amplifying outrage and controversy, we might have systems prioritizing empathy, collaboration, and exchanging ideas. Instead of endless scrolling and mindless consumption, we could have platforms that encourage meaningful dialogue, sharing stories, and celebrating our shared humanity. Imagine a social media platform centred around transmitting ancestral stories and sharing wisdom and profound lessons with the entire community.

Marketing: Profit vs. Purpose

The same principle applies to marketing and advertising. If the intent behind a marketing campaign is solely to generate profits, the result is often a feeling of being targeted and manipulated. Consumers can sense when they are being treated as mere commodities, and they will usually flee like prey.

However, when the intent behind a marketing effort is to genuinely serve a greater purpose, the results can be dramatically different. I experienced this firsthand when helping save a forest by selling t-shirts I had designed for the cause. My close rate with stores was effectively perfect – 180 stores nationwide sold my shirts and carried the petition. I believe this success was because my intent was not to sell t-shirts but to save the forest. The t-shirt sales were simply a tool to achieve that greater purpose and the store owners and managers could sense the authenticity and passion behind my efforts. Imagine if all marketing served a higher purpose.

Systems Design: Profit vs. Community

The same principles can be applied to the design of any system, whether it’s a government policy, a business structure, or a technological infrastructure. If the intent behind the system is to serve the needs of a privileged few, the result will be a system that corrodes society and deepens inequality.

However, if the intent is to serve the greater good, to uplift and empower the community, the system can become a powerful force for positive change. Imagine a world where the intent behind our economic systems was not to maximize profits for shareholders but to ensure the well-being and prosperity of all people. Imagine a world where the intent behind our political systems was not to consolidate power but to amplify marginalized voices and create a more just and equitable society. Imagine a truly representative democracy.

Repurposing Our Systems

The good news is that we can repurpose our systems based on a new intent – one rooted in serving the greater good. This will require a fundamental shift in our mindset and priorities, but it is a desperately needed shift.

One way to begin this process is to carefully examine the intent behind the systems we have built and ask ourselves: “Is this system serving the needs of the many or the few?” If the answer is the latter, then it’s time to rethink and redesign that system with a new intent.

This may involve rethinking how we approach everything from social media and marketing to economic and political systems. It may require us to let go of old assumptions and embrace new ways of thinking and acting. It may even require us to challenge the status quo and confront the powerful interests that benefit from the current state of affairs.

But if we are genuinely committed to creating a better world, we must be willing to take on this challenge. We must be willing to repurpose our systems based on an intent that prioritizes the well-being of all people, the health of our planet, and the flourishing of our communities.

A Call to Action

The time for action is now. We cannot afford to continue with systems that serve a diminishing few and corrode the fabric of our society. We must be willing to take bold steps to repurpose our systems based on a new intent—one that is rooted in serving the greater good.

I invite you to participate in GreenMeets’ regular global virtual networking events to facilitate this transformation. These gatherings will provide a platform to discuss pressing issues like these, envision transformative solutions, and cultivate a collective voice that resonates across borders. Together, we can inspire each other and work towards building a better future for ourselves and generations to come.