"Following Instinct" : Amaryllis Fox is the founder and CEO of mulu, an online tool-making global publishers' content shoppable for charity. Amaryllis described Mulu's mission as: "We're trying to use peoples' good taste in gadgets, books or shoes to help build health clinics in Sudan." Fox is a veteran of aid worlk along the Thai-Burmese border.
Mulu's model is centered around splitting affiliate revenue with users and users' charities. In February, 2012 Forbes highlighted this model as a transparent alternative to other social sharing sites collecting affiliate revenue without disclosing or splitting with users. Follow @amaryllisfox and @mulu on Twitter