In the early stages of a project, the proposals moved towards demolishing old informal areas in the city and building luxury hotels and apartments in their place. T spoke up and made clear that this is an unethical decision to follow. Conflicts between financial and ethical considerations are unavoidable, but we need to believe in what we are doing, and not forget to see what is important. Taking action means caring. Caring about the environment, caring about having a positive impact on the world, caring about recognising what the actual problem of the client is—caring enough to get to the bottom of things.