Rufus Evison has been starting companies since the mid nineteen nineties based on firm principles. He joined dunnhumby as strategy director after a year of mutual investigation when Clive Humby expounded the principle on which it was based. Where there was a conflict between customer benefit and company profits the customer must come first. Governance is all about doing the right thing.

Over the period from 1996 to 2016 Rufus was involved in starting thirty companies. It is a testament to his good governance that only one of them failed in England where nineteen out of twenty fail in the first two years. He is currently ethics director of Capisco and is available for non executive board positions.