There is no one best time to start making a difference to the world.  You don’t need to wait until you’ve made more money before you share a slice of the cake – or your skills for that matter.  Little efforts count.  Because it is the little contributions that collectively make a big difference.  It’s not the size of the contribution, but having the passion and desire to do it.

That’s what we are doing with White Swan.  Set-up as ‘not-for-profit’, we are using our skills, technology and algorithms to improve the lives of those around us.  Our vision is to foster a healthier, happier society that lives in harmony with the environment. Our plan is to by make sure experts and organisations help people to get and stay healthy.

The opportunity for us to make a positive difference is almost without boundaries – from helping diagnose and treat rare diseases, to helping prevent and treat mental health issues. Our software is answering ‘big’ questions to help government and health professionals and academics help others.

You’d be hard pushed to find anyone in the UK who hasn’t been touched in some way by a health issue, whether directly or indirectly through close friends or family. Imagine the difference we could make if we helped reduce the incidence of depression in vulnerable young people? Or helped people learn how to live happier and healthier lives with conditions such as epilepsy or Meniere’s (a rare condition impacting balance) by better understanding triggers and ways to self-manage?  These are all things we are already working on just a month after starting White Swan.

We believe in passion fuelling our purpose, that’s why several of the projects we are already working on have been suggested by volunteers from Black Swan.  If you have a suggestion for where you think White Swan can make a difference, or can spare us some time to get involved please drop me a line to

Let’s together gently shake the world!

*Title quote from

Miranda spent 17 years in big business in senior leadership positions, including Marketing Director for the likes of PepsiCo and Mars. She now enjoys the hills and coast of Devon, combining a passion to make a difference by leading the creation of White Swan, with hiking and biking with her chocolate Labrador Lottie.