Daianna Karaian has always worked at the intersection of sustainability and business, helping brands make money while also making a difference in the world. Now she has set up Thought Starter & Thoughtful Works, to help businesses and individuals actually walk the talk. We speak to Daianna about the Thought Starter kit and its basis in Martin Luther King’s 'six steps of non-violent social change', and how people and organisations are using it to make a real difference. We discuss the best examples of companies who have used their core competency to turn a negative impact on the world into a positive one. And we talk about how brands can enable their employees to put the brand’s purpose into their everyday activities at work, so that lofty goals can actually be met.