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Fair Use Policy

At Daring Futures, we recognise that our research and practice are based on the work of our peers in the field, and we acknowledge their contributions and attribute them accordingly.  We believe it’s fair to ask that anyone wanting to use our work in their endeavours does the same for us.

You’ll see that we’ve opted for the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) license on any of the items that we share. 

You are free to:

  • Share — copy and redistribute the material in any medium or format

  • Adapt — remix, transform, and build upon the material

  • The licensor, Daring Futures, cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

NonCommercial — You may not use the material for commercial purposes.

ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.

No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.


You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation.

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.

Our Thinking

We care deeply about what we do, and our current thinking for this is as follows.  

Daring Futures is all about Realising Ambition, and if our work supports you, or your clients in achieving this, then your efforts also contribute towards our mission. And we believe that it’s only right and proper that people are rewarded for their efforts in doing so, which is why we have granted permission for the commercial use of our work.

At Daring Futures, we also have a strong ethical stance and hold dear the principle of non-maleficence, or the promise to “abstain from doing harm”, as stated in the Hippocratic oath and undertaken by those practising medicine. 

In our experience, we have come across the works of others being used out of context and causing harm in the workplace (and beyond). This is why we ask anyone wanting to adapt our work, to make contact with us so that we can be assured that if our work goes beyond our control, it will continue to uphold our principles.

For more information about Creative Commons licensing, please visit

As always, if you have any questions you can reach us via email, our support widget (at the bottom right-hand corner of this page), or book a conversation using our calendar page.

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

All other copyrights and trademarks are acknowledged, and accreditations where due.