No one person or business can shift the system. We create the safe and trusted space for practitioners and even competitors to work together to grow individual and collective impact.

For three years, Future of Fish has cultivated deep system-level insight into the global seafood industry. We use this knowledge to provide strategic guidance for those looking to drive change.

We identify opportunities to align market forces with necessary changes in behavior and practice to build a more responsible, efficient seafood industry that protects the oceans and the livelihoods of those who depend on the sea.

We recruit the right entrepreneurs, businesses, and nonprofit leaders to exploit these opportunities collectively, in what we call "pods." We then support the long-term collaboration to help each pod reach shared goals. Together, they can achieve greater impact than any individual member could accomplish alone. We share their stories of success to amplify their ideas and attract more collaborators and support.

For Investors & Philanthropists

Our clients, whether investors or philanthropists, are looking to ignite change in complex systems that supports thriving ecosystems, economies, and communities. To meet these goals, we provide a diverse suite of products within our three flagship service areas. These services work together to generate system insight, surface new solutions, and build investable business ecosystems that work in concert to drive system-level change. All of our work can be tailored to fit specific needs and various budget sizes.


Our in-depth primary research, both journalistic and ethnographic, gathers insights from innovators in a system to map the current evolution of the collective response to a complex problem. Our Discovery Maps yield insights about where the aggregate energy in a system goes, and which aspects of a problem remain unaddressed. The analysis is a qualitative snapshot that yields both opportunities to drive change and opportunities for new markets. Our team brings more than 20 years of experience in applying this approach to complex problems ranging from human trafficking to overfishing to literacy.

The wisdom for finding the solution is embedded in the system—we’re releasing it, not inventing it.

Past Discovery clients include: David and Lucile Packard Foundation, Gordon and Betty Moore Foundation, the National Fish and Wildlife Foundation, and Commune LP., a private investment firm.


The Co-Design process begins with the opportunities generated by Discovery or a specific challenge identified by the funder. In both cases, we recruit select stakeholders to co-design potential solutions. The workshops blend expertise with fresh perspective to offer a new approach to systems change: the development of an “ecosystem” of related, strategic solutions. Rather than trying to identify the single best idea, program, or enterprise to develop or finance, foundations, companies, and investors engage the Co-Design process to surface a group of independent but related opportunities that, if engaged, would work in concert to move the needle on real change. Depending on the specific type of Co-Design product, these refined ideas may then move into our Pod process for further development.

We prevent people from solving problems the way they are used to solving them, which leads to new possibilities.

Our past co-design efforts have explored how to use business models to support the restoration of wild oyster reefs, how to amplify the work of nonprofits who help restaurants make better seafood sourcing choices, and how to grow the entrepreneurial “gift economy” of Jamaica.

Pod Work:

Systems change is bigger than any one entrepreneur or business. We recruit entrepreneurs into disruptive business ecosystems, called Pods. These Pods provide paths to success, support, scale, and community. By supporting a Pod, foundations have the opportunity to develop a strategic, integrated, multi-prong approach to shifting a system. Investor sponsors get a portfolio of viable opportunities for both investment and systems change. Taken together, the initiatives and joint ventures each Pod creates become engines of change that produce business wins and impact.

We reveal the potential of both the parts and the whole: Individual businesses grow and evolve while they work together for collective impact. This is the most powerful way we know to incubate both durable change

To date, we’ve supported Pods in the following areas: Breakthrough Aquaculture, Traceability in the Seafood Supply Chain, Oyster Restoration, and “Storied Fish.”

For Entrepreneurs

The success of business ecosystem collaboration depends on the viability of individual players and the strength of our relationships with them. We provide targeted incubation services to support the growth of both.

Business Advisory Services:

All entrepreneurs have access to our network of advisors and business professionals, offering assistance and advice in areas including marketing, finance, strategy, capital placement, and public speaking. We provide deeper strategic support and partnership to select businesses in which we can take an operational or ownership role.

Media Services:

We work with entrepreneurs to place their stories in traditional and online media outlets. We have a referral network of brand strategists and PR firms who are committed to social and environmental change.

Partnership Recruitment:

We continually assess potential joint ventures and partnerships that can benefit our entrepreneurs. These collaborations can spring up between entrepreneurs in a pod, or through links we make to contacts outside their industry and traditional network. Because we engage long term with our entrepreneurs, we become intimately familiar with their business models and are well positioned to vet potential partners for fit and compatibility in a nuanced fashion.