We’ve been championing ethical, human-centred sales and business since 1995.

Before it was a movement, before social impact was trendy, before AI made it urgent.

We were the rebels taking the road less travelled. We’re the ones who saw this coming.

When Barrett was founded on 9th January 1995, we championed three radical ideas:

1. Everybody lives by selling something
2. Put humanity back on the corporate map
3. Focus on selling better, not selling more

We proved that ethical, trust-based relationships built on collaboration and fair value exchange are at the centre of successful businesses and prosperous communities. Whether you’re closing deals, managing stakeholders, or building partnerships – you’re in the business of influence. And every solution begins with a conversation.

If you’ve ever worked with Barrett, you know this is our DNA.

For over three decades, Selling Better has been our adaptive, human-centred, ethical approach to engaging, collaborating, and selling. We’ve helped organisations transform relationships with clients and stakeholders through genuine value creation, not manipulation. It’s always been about staying ahead of the curve – adapting to what matters most: authentic human connection, mutual value, and sustainable trust.

Then AI arrives, giving us our biggest adaptation challenge yet.

The technology that can amplify human connection and creativity, solve big problems and make our lives better, is also being weaponised to automate spam, flood inboxes with fake-personal messages, and scale manipulation at unprecedented speed. The problems we’ve worked to solve for decades now threaten to multiply exponentially.

So, we’re stepping up. We declare that AI will not define our values. Our values will define how we use AI.

The Selling Better Movement stands for ethical, trust-based relationships with all stakeholders: customers, employees, partners, suppliers, and communities. For everyone who sells, influences, or manages relationships in any role. The foundation hasn’t changed. Technology should amplify humanity, not replace it.

Why This Matters:

• Ethical companies win. They attract better talent, command premium pricing, and build loyalty algorithms can’t replicate.
• In an age where anyone can automate outreach, your ability to engage authentically becomes your sustainable advantage.

For leaders: This framework helps you make better decisions about AI adoption and build cultures where ethical practice drives competitive advantage.
For professionals: These guidelines and tools protect your reputation while helping you work more effectively to engage, collaborate, and sell better.

New to Using AI?

Most professionals are confused about what AI does, how to start safely, and how to use it without becoming part of the problem. Get AI Fit shows you how to use AI in sales and stakeholder relationships while protecting your reputation.

[Get AI Fit – Free Guide]

This is our stand. Join us.

[Take the Assessment] [Read the Manifesto] [Contact us.]

Engage, Collaborate, and Sell Better