Captain JT Peg didn't transform until he found a purpose bigger than himself: teaching the next generation to be adaptive and strong. He realized his legacy wasn't his own glory, but the success of those he trained.
That's the truth about legacy. It's not about the size of your bank account or the number of awards on your shelf. It's about the foundation you leave for the next generation.
For years, I chased the glory. I built companies, I won awards, I played the game. And I was good at it. But somewhere along the way, I realized the scoreboard was wrong. The real win wasn't in the corner office; it was in the eyes of a child who just needed a fair shot.
This Mission Update is the heart-to-heart. It’s my origin story for The Scrubbing Squad, and it’s my commitment to Childhood Re-Imagined for ALL children, not just those who can afford it.
I’ve been asked a thousand times why I walked away from the old life to start this. The answer is simple: I saw a problem I couldn't unsee, and it was a problem I knew intimately because I lived it.
My "why" isn't rooted in a moment of volunteering at a community center. It's rooted in my own childhood. I grew up in a world where resources were scarce, where opportunity felt like a lottery ticket, and where the safety net was full of holes. I know what it feels like to be the child on the outside looking in, to have the talent but lack the access, the coaching, and the supportive environment that makes all the difference.
I fought my way out. I achieved success. I built a life that, on paper, was the definition of the "win." But that success didn't erase the memory of that child. It only gave me the tools to finally do something about it.
The first shift came when I had my own children. Suddenly, the abstract problem of "the next generation" became intensely personal. I poured everything I had into giving my children the foundation I never had. I wanted them to be safe, to be strong, to be equipped for the world. This personal journey is what led to the core commitment of The Scrubbing Squad.
But then the question hit me: What about the other children?
What about the children in the same circumstances I grew up in? My success, my resources, my ability to protect my own children only highlighted the moral failure of a system that leaves so many behind. My personal mission had to expand. It had to extend beyond my own family to become a mission for all children.
I realized that all my business experience, all my strategy, all my network, was useless if I couldn't apply it to the one thing that truly mattered: giving every child the tools to unlock their inner hero.
The current system is built on a lie: that the best resources for children should only be available to those who can afford them. This creates a moral hazard that we, as a society, have become comfortable with. As Pierce and Cleary (2024) state, "Without educational technology and resources, the societal value added through growing use of this technology will not materialize for our students" [2].
The best digital tools, the most engaging educational content, the most effective mental wellness programs—they all come with a price tag. This isn't just unfair; it's strategically stupid. We are actively creating a two-tiered system of childhood, where one group is equipped for the future and the other is left to fend for themselves.
The Relentless Optimist This is the very problem that Private Sands' story illuminates.
This is where Private Sands comes in. He is the Squad's Chief of Socioeconomic Wellbeing, and his philosophy is the bedrock of our mission: Wellbeing is a Right, Not a Privilege.
Private Sands grew up in the favelas of Rio de Janeiro. He was a football prodigy, but he learned the hard way that raw talent is not enough. He saw firsthand that a lack of resources, coaching, and a supportive environment can sideline even the most gifted child. His catchphrase is: "The greatest team is the one that leaves no hero on the bench."
Sands' story is our blueprint for Radical Inclusion. He knows that for heroes like Aarav (our persona from Week 6, the Community Helper) and Zara (the Low-Income Immigrant), access to a safe, empowering digital world is not a luxury; it's a fundamental right.
So, how do we put this philosophy into action?
We're building The Scrubbing Squad as a profit-for-purpose company. This isn't charity; it's a sustainable, scalable model designed to solve the access problem from day one. This approach is defined by George et al. (2021) as one "where profit is a means to achieve a deeper purpose" [1].
My commitment is this: 50% of all pre tax profits from the Scrubbing Squads revenues will go directly to the Unlocking Heroes Foundation.
The Unlocking Heroes Foundation's mission is to be a registered charity that raises money from corporate donors, hosts events, and raises money externally away from The Scrubbing Squad, like any other children's charity. Our 50% fuels the flywheel, but the impact is far broader and deeper.
This is not a marketing gimmick. This is the heart of the business model. It means that every single paying member is directly funding a hero who would otherwise be left on the bench. It means that when we win, every child wins.
The Foundation will operate with the same transparency and "building in public" ethos as The Scrubbing Squad. Our profit-with-purpose model creates a powerful cycle that gets stronger each time and helps us grow:
This isn't just a business model. It's our promise.
With every turn, we get stronger, our community grows, and we move closer to a world where every child becomes a hero.
The funds it raises will be available through a global grant award system managed by the foundations trustees committee and available to local organizations, clubs, and communities focused 100% on children who register and pass our vetting process.
We will consider their cause and need, funding in full or as a percentage based on the application's ability to improve children's lives across any of or all four pillars.
Typical examples of qualifying grant support applications could look something like:
While we will give away free access to The Squad's Hero App, our grant monies will be a million times broader and deeper. This is where the magic happens, where children learn that their differences are their superpowers.
This is how we ensure Childhood Re-Imagined means EVERY child gets to be a hero, regardless of their family's income.
Why 50%? Why not 10%? Why not a standard non-profit model?
Because 10% is a footnote. 50% is a commitment. It's a statement that the mission is equal to the business. It ensures that the business is always driven by the mission, not the other way around.
The traditional non-profit model, while noble, often struggles with sustainability and scale. They are constantly fundraising, which diverts energy and resources from the core mission. By building a profitable business that is mandated to fund the foundation, we create a perpetual engine for good. Every pound, euro, yen and dollar of pre tax profit we generate is a grant that directly unlocks a hero.
The 50% commitment is our Radical Transparency in action. It's the ultimate proof that we are not just another tech company talking about "doing good." We are structurally engineered to do good. It's built into the DNA of the business.
This is the long game. This is how we get to 10 million children. It's not through a single viral moment or a massive donation. It's through a relentless, sustainable, and radically inclusive business model.
We are not just asking for customers; we are asking for partners in this mission.
If you could ensure one thing about this project, what would it be? What matters most to you as a parent, grandparent, or educator? Tell me in the comments. Your input will directly shape the Foundation's priorities.
I'm forming a 'Founding Trustees' for the Unlocking Heroes Charity, Five volunteer people who will have direct input into our foundation's priorities and daily management, and get lifetime founding member benefits. This is your chance to be part of shaping the legacy of the Unlocking Heroes Foundation from the ground up, especially if you already have charitable trustee experience which is preferred. If you want to be part of shaping this mission, DM me 'TRUSTEES' and I'll send you the details.
Spread the Mission: If you believe Childhood Re-Imagined should be for ALL children, share this Mission Update and tag #ScrubbingSquad #MissionUpdates #ChildhoodReImagined
Join the hero community: Sign up at scrubbingsquad.com and be the first to get exclusive access for your Heroes.
Let's celebrate the unsung heroes in our children's lives and build a brighter future, together. "Heroes Start Here."
With gratitude,
Next Tuesday: We're tackling the handwashing wars and why hygiene is a design problem, not a behavior problem. Mission Update drops at 13:30 GMT.