What Admire Means

Five years ago, I wrote an article for Fast Company about easing into a healthful and sustainable digital detox.

It was during the pandemic when we all huddled at home and moved our working lives into Zoom meetings and Slack channels. We were glued to our screens and effectively poisoning ourselves with technology. The mental health fallout was severe and well documented.

Now, here we are in 2026, deep in the AI Uncanny Valley together, and I’m writing this on our AI company’s website. So have I changed my view? No. I’m not here to add to the hype. I’m here because this is the moment where balance matters most.

AI has value, but we need to put that value to use for people and communities so we can progress together the right way.

Admire is our way to contribute with AI by helping people define clear expectations and find and close skill gaps, especially in leadership. Too often we have seen these lead to destructive work environments and poor business outcomes that could be avoided.

We know we can help people achieve real capability progress in a healthy way, through a system designed for growth through positive reinforcement.

So why “Admire”?

The word Admire comes from the Latin ad (meaning at or toward) and mirari (meaning to wonder). Together they mean to wonder at. To be amazed by. To be inspired.

It is the right name for what we want to do: make developing people easier. To help individuals and leaders grow effectively and become admirable.

That is the path ahead: helping people, and the leaders and coaches who develop them, grow from where they are.

I hope you’ll join us.

-Keith