Quinn Emmett

May 6, 2021

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Important, Not Important is science for people who give a shit.

But what the hell does it actually mean to “give a shit”?

To us, it means seeking to fully understand a problem, and then taking measurable, evidence-based action to fix it.

TLDR:

Going forward, Important, Not Important will donate 25% of all profits to a select group of high-impact organizations. You can find the current group at the bottom of this post.

The rest of our original post follows.

Corporate “activism” seems to be a subject that’s up for debate recently, but we firmly believe that building transformational change requires businesses to take an active part in that change.

To discuss the world’s hardest problems (as a company, and as employees see fit), to work on those problems directly, to account for resources used, to recognize and utilize privilege wherever possible, and to seek out and elevate marginalized perspectives and lived experiences other than our own.

Today, we’re doubling-down on that mission.

“Give me a lever long enough, and a place to stand, and I will move the earth.”
- Archimedes

While the specific language around our mission has evolved over time, because, sure, why not tinker with it again, the intention has never changed: to provide you with the context and Action Steps you need to fight for a better future — for everyone.

We believe the better you understand what’s happening, and why — from climate to COVID, AI to antibiotics to agriculture — the more likely you are to take action.

To contribute to measurable change on a global scale, and to feel good, because you’re doing something meaningful, dammit.

This ethos led us all the way to the top, to lose a Webby to Malala, after which my wife encouraged me to “get out while I’m ahead”.

So how do we do it?

Our free weekly newsletter provides for timely, deep generalist context in the form of curated science news, analysis, and evidence-based Action Steps. It’s digestible, accessible, witty, and useful.

Our podcast provides more focused context, by way of long-form conversations with the smartest people on the planet; inclusive, incredible humans, working on the frontlines of the future.

We identify a specific question facing everyone right now, explore our guest’s most effective lessons and tools, and provide them to you, so you can improve your philanthropy, your vote, your investments, your city, school board, company, and industry.

By pairing our two resources together, you’re simply able to take more informed and effective action, week in and week out.

The proof’s in the pudding. 83% of our readers have taken an Action Step, and many do so every single week.

We’ve CRISPR’d meaningful action right into the DNA of our business (to say nothing of what we’ve CRISPR’d into Brian, but different blog post, etc).

You, our community, power much of our actual impact on the world.

Our business itself is relatively very small — we’re bootstrapped, indie, staffed in part by VERY TIRED rescue dogs, and fueled by smoothies that are really just fermented salads put through a blender.

We are not yet profitable, but that doesn’t mean we can’t plan to make an impact in a more direct way.

While we have mostly and necessarily focused on the quality of our output, we are growing and developing new revenue sources that will help our business survive and succeed over the long-term.

Those include an upcoming digital community, data and Action tools, sustainable merchandise, and advertising where appropriate. We hope that these efforts will help us to become profitable in the coming year.

The current plan is for those future profits to be distributed two-fold:

To be reinvested into even more impactful company-wide efforts, and
To directly support organizations we believe are changing the world

Regarding the latter, we are excited to share that upon reaching profitability, s to a group of highly-effective organizations that operate within our prism of a healthier, cleaner, more equitable future — for the people, for our air, for our lands, for our waters. Those first organizations are listed below, and we will reevaluate them and new options on an annual basis.

But because progress needs all the help it can get, like right now, we will make out of pocket donations today to each organization, and do so annually until said profits are available to be dispersed.

Make no mistake: the evidence-based Action Steps that you take every day will continue to be the leading indicator of the change we make — progress, amplified.

But we can Do Better Better.

Thanks for reading, for listening, for demanding more of the businesses you support, and for fighting for radical, progressive change -- and as always, thanks for giving a shit.

-- Quinn