After many years of considering starting something, and being an intrapreneur at heart throughout my career, I have started my own business. I am proud to introduce Cronk Advisory.
The core mission
You probably won’t be surprised by it: to align technology with holistic sustainability.
Not just green or carbon, but a pragmatic balance of the many dimensions of a sustainable business, including the societal, ethical, responsible and people dimensions. Business considerations matter too, like cost reduction, efficiency and risk mitigation, because so often these things can be aligned and silos can be busted. Ultimately, the aim is to be regenerative and responsible rather than just sustainable.
Why now
There are still so many organisations that are blissfully unaware of the wider impact of their technology use, even though they have well-intentioned sustainable and responsible business goals and targets.
In this era of an explosion of tech innovation, and a polycrisis of energy, cost of living, climate and trust, it feels like the right time to be doing more on this in my day job.
What comes next
I will mostly be delivering fractional CTO and architect related services, and I plan to draw on my network as much as I can on this journey. Cronk Advisory Ltd is a proper UK limited company and everything!
It feels very grown-up, but also (in spite of having an amazingly supportive network) somewhat lonely to be doing this. I’m not going to lie: I am equal parts almost scared to death and excited.
So many of my close network have been fantastically supportive, and now I hope to work with many more of you. If any of this resonates, get in touch.
This won’t change the nature of Architect Tomorrow: it remains independent.
A version of this was originally posted on LinkedIn.
AI use: the original post was written by me, not AI. Claude adapted it for this site with light edits.