I founded GoodJust in response to the pervasive inequity I witnessed firsthand in government and social movement spaces. Through my experiences, I came to a stark realization: many individuals, despite their stated intentions, were inadvertently perpetuating the very systems they claimed to challenge. Rather than disrupting entrenched power structures, these actors were often reinforcing societal norms and biases that have been deeply indoctrinated into our collective worldview.

This cognitive dissonance between stated goals and actual practices sparked a determination in me to create work that would genuinely challenge the status quo. GoodJust emerged as an agency to redefine how we approach social change, emphasizing true systemic disruption over superficial reforms. It exists to not to replace the work I love to do, but to enhance and improve it. The mission is to equip changemakers with the tools, insights, and strategies needed to recognize and dismantle internalized oppressive structures, fostering a more authentic and effective approach to social justice work.