Principia Advisory

Principia is the leading advisor on organizational ethics.

We are trusted by the world’s largest organizations to guide them through their most sensitive and mission-critical challenges.


What we believe

We believe that ethics will be critical to successful organizations in the 21st century.

We believe that strong ethical organizations can be built with the right approach to culture, systems, values and leadership.

We believe that rigorous data-led insight can lead to sustainable and transformational change.

We believe that building ethical organizations can create a better world.


The story of Principia

Principia Advisory was founded with a clear objective: to draw on the latest academic research and proven practical insights on organizational ethics and culture in order to tackle some of the most pressing challenges in business and other complex organizations.

Our heritage lies in working with militaries across the world to develop ethical principles and practices for the most demanding operational environment of all – war.  David Rodin and other members of the team have decades of experience working with senior military leaders, intelligence agencies and elite units.  We have developed training and leadership programs, helped to shape rules of engagement for combat environments, and provided ethical advice on excruciating life and death decisions.

The genesis of our firm came on the fringes of the World Economic Forum at Davos in January 2014, where the CEO of one of the world’s largest companies asked a question: how might academia – and moral philosophy, in particular – help his organization to think differently about ethics, responsibility, conduct, and behaviour? Their leadership team had spent many years, and many millions of dollars, trying to address the root causes of undesirable behaviours and unethical conduct. They had engaged numerous consultants, each with a different approach. But none of the strategies they’d tried had impacted the fundamental problem: understanding why their people behaved as they did.

What started that summer in New York with a small group of moral philosophers has now grown into a large multi-disciplinary team, with global clients across financial services, professional services, technology, international development and civil society. We’ve worked with some of the world’s largest and most influential companies, and advised boards and senior leadership teams on strategies to enhance the ethical performance of their organisations.

Along the way, we’ve created opportunities for leading academics in their field to apply their knowledge and skills to some of the world’s most pressing challenges, and engaged top-flight strategy consultants and specialist advisors to build proprietary approaches and methodologies that distil our individual knowledge and expertise into something that is distinctively Principia.


Our approach

From purpose and values to culture and decision making, we build ethical organizations. We work with our clients to translate values and principles into consistent, ethical decision making and action. Our proven methodologies draw on behavioural science, organizational psychology, and moral philosophy to enhance organizations’ ability to consistently do the right thing.

The foundation of our work is the independent assessment of ethical culture. We go beyond the limitations of engagement surveys or conduct monitoring to explain not just what your people think and how they behave, but why. This robust, evidence-based, quantitative understanding can provide the basis for targeted action to strengthen culture, address critical gaps, and lay the foundations of long-term, sustainable success.

Our experience shows that living the values and principles of any organization depends not only on clear strategies for action, but on the structures, systems and human capabilities that underpin day-to-day decision making. From defining purpose and values through to building mechanisms for ethical decision making, we work with our clients to shape the critical components of the ethical organization.