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Why we are opening our model to public exploring and crowdsourcing

Introducing Leena-Leena, the net impact AI.

Today, after 13 months of intensive work, we are sharing the first public version of our net impact quantification model. We do it to kick off global crowdsourcing of data and to enable anyone to contribute to the development of better understanding of how companies impact the world.

The model is still in every sense work-in-progress. But now the backbone based on scientific data is ready, and the real work can begin.

We are starting to build a global community of people who feel passionate about putting scientific knowledge to good use and helping humanity allocate its scarce human and planetary resources better. We're engaging scientists, experts, employees and general enthusiasts and nerds to collaborate with us to teach our neural network.

​In addition to feeling excited, we also feel nervous. We are trying to solve the single most difficult problem any of us has ever thought about. As a result, this is something that simply cannot be understood by the human brain in two minutes. Will we be able to explain this in a clear enough manner?

Sharing work-in-progress content of a very complex problem in a time where the average adult’s attention span is 30 seconds is a risk. It’s a risk we want to take, and at the same time raise the question: what is the role of understanding complex phenomena in today’s world? What if the problems we truly need to be tackling require that we enter into the discomfort zone of not being able to make easy judgments right away?

An example of delicious quick judgments many brains of our time are thirsty for are rankings. However, our goal is not to divide companies into bad and good ones. Why not?

  1. That would not be an effective approach to changing things. The “good” companies would feel superior and satisfied, and not change anything. The “bad” ones would feel angry, defensive or ignorant. And not change anything.
  2. Our model does not tell us which companies are good and which are bad. It makes it possible for the user to make their own judgments based on their optimization criteria. For a fund that wants to minimize its carbon footprint and for another that wants to maximize jobs in Finland, the same company can look very different.

Our goal is to create common sense understanding of how companies really impact the world. We want to raise the global "impact discussion" to the next level: Moving from minimizing downsides to optimizing net impact. From confusing big and small things to understanding scale. From tinkering with compliance data to understanding real impacts of products and services.

From tinkering with compliance data to understanding real impacts of products and services.

The free public Playground version of the Upright model currently contains 5000+ products and services covering all areas of business, as well as a handful of some 800 companies as examples of how the model works. The examples include i.a. all Fortune 500 companies, a batch of Finnish companies and some startups to give you an idea of how the model works. The Upright Playground is accessible for free to anyone in the internet.

Interested and want to help? Sign up at and become a contributor in our global community. You don’t have to be a researcher or AI nerd to contribute. Normal understanding of products you use daily or work with is sufficient.

Hello world, this is Leena-Leena. Are you ready?

Founder of the Upright Project
Engineer and action woman who thinks it's time we update our way of measuring value creation of companies.