How Reboundog is Using the AI-PS Promoter Score to Grow with Purpose
Why purpose-led organisations can benefit from AI insights to scale their impact without losing their soul.
Founded by Spencer B. Hodgetts, Reboundog is a community built on trust, curiosity and a belief in the human–animal bond as a driver for wider change. Its work revolves around two main platforms: a carefully crafted newsletter and the now-established Sofa Meet-ups. Both are simple in format, yet they carry a depth and seriousness that make them stand out in a crowded landscape of online content.
At the centre of this work is Spencer himself. His journey into humane innovation was shaped by a prison dog programme where “listening without prejudice” revealed unexpected potential for change. That moment became the seed for Reboundog, and it continues to guide how he curates conversations and connections. Spencer doesn’t position himself as the loudest voice in the room. Instead, he makes space for others, convening people from different fields who, together, start to sketch new possibilities for how society might work if empathy and enterprise were allowed to align.
What sets Reboundog apart is the quality and range of its Sofa Meet-ups. These aren’t surface-level exchanges but genuine explorations led by people who bring serious expertise and lived experience. In one session, I joined Spencer with Christopher Lafayette of Gatherverse and Jean-Claude Artonne from Loneliness Global Action. Together, we explored how emerging technologies could be used not just to connect people but to rebuild trust, address isolation and re-establish meaningful human contact in a fragmented world.
In another, Maria Moraes Robinson and I turned to the theme of organisational change, examining how purpose, design and values can combine to reshape the way institutions serve society. The tone is informal, even relaxed, but the content is substantial. Guests don’t arrive to deliver set pieces; they come to exchange perspectives, test ideas and, often, shift the narrative in surprising ways.
The impact of these conversations is felt in the ripples they create. Reboundog isn’t chasing scale for its own sake, nor is it in the business of headlines. Instead, it’s steadily cultivating a community where the right people find each other, and where insight can travel from one sector into another. Whether the focus is on animal welfare, technology or social design, the outcome is the same: thoughtful dialogue that leaves participants and listeners with a clearer sense of what’s possible. It’s this combination of accessibility and depth that makes Reboundog worth paying attention to.
I came to know Spencer when he reached out to me after reading our book Deep Tech and the Amplified Organisation. Our message of how to achieve growth through the elevation, scaling and amplification of an organisation to achieve meaningful impact and sustainable results resonated with him, as did our exploration of how to create soulful solutions and long-term relationships in Designing Customer Experiences with Soul.
So I was delighted to hear that Spencer and Reboundog are already putting our AI-PS promoter score tool to use to explore the next phase of their journey, as they seek to understand how they can evolve through scaling their platform and broadening their offerings. As Spencer commented to me when I asked about the usefulness of the insights generated by the AI-PS:
“I do find those insights useful and it’s why I started using ChatGPT to see how the world outside sees Reboundog.
For me, this exercise wasn’t about chasing a number, but about uncovering how our unique voice resonates now — and where we can grow with purpose.”
Spencer shared with me the reasoning that ChatGPT produced, and the emphasis was on positioning Reboundog as being at the growth stage, with its core strengths being “values-led, niche focus, deep dialogue, engaged community”, thereby making it extremely attractive for potential new partners “when visibility, partnerships and global events (including a planned Animal Summit) are set to boost influence.”
What becomes clear in talking with Spencer is that Reboundog is still in the early chapters of its story, but the direction of travel is unmistakable. With its values-led approach, ability to convene meaningful conversations, and growing reputation for integrity, it has the potential to evolve into a significant force in the worlds of humane innovation and social change. The expanding reach of its newsletter and the continued strength of its community all point to a future where Reboundog acts as both catalyst and connector — helping others to see what is possible when compassion and enterprise work in tandem.
This is also where the AI-PS promoter score tool comes into its own. For purpose-led organisations, visibility and credibility are everything. They may not have the resources to dominate advertising budgets, but they can benefit hugely from knowing how AI discovery engines position them in the eyes of the wider world. In Reboundog’s case, the AI-PS has revealed a distinctive set of strengths — authenticity, focus, engaged dialogue — that can guide decisions about where to invest energy and how to form partnerships. For other organisations working with limited resources but ambitious missions, this kind of feedback is invaluable: a way of seeing themselves as others do, of testing their resonance, and of finding the levers that will help them grow with purpose.
Reboundog shows what’s possible when vision, community and practical tools come together. It is still emerging, still experimenting — but in doing so, it offers a model for how purpose-driven initiatives can scale without losing their soul. And perhaps that is the real lesson here: that growth grounded in values, supported by the right insights, can be both sustainable and transformative.
