Poets & Thinkers Make Doing Good Look Good: On designing for belonging, moral ambition and the pitfalls of privilege with Harald Dunnink
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Mar 25, 2026 Harald Dunnink, designer and serial co-founder behind Momkai and The Correspondent, champions moral ambition and belonging. He talks about using bold branding to make altruism appealing. He contrasts addictive product design with 'memberful' approaches that build belonging. He discusses aligning high ambition with a balanced life and how privilege shapes choices.
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Make Doing Good Look As Attractive As Brands
- Doing good must be made as attractive as consumer brands to draw top talent away from consulting, tech, and banking.
- Harald used branding lessons from Nike and Red Bull to make social causes iconic and appealing to ambitious people.
Taking Family To Talks As A Boundary Example
- Harald took his family to Vienna for a talk, combining work with family time to model balanced ambition.
- He accepted a larger suite and traveled by train so his wife and three-year-old could enjoy the trip together.
Design For Members Not Users
- Replace 'user experience' thinking with 'memberful design' to prioritize belonging over addiction.
- Harald reframes digital design to build membership and community rather than hooking individual users.
