Hi, I'm Justin McMurray.
Technology changes lives. Intentional technology changes them for the better.
What I Do
I build the conditions for pioneering ventures and technology to thrive. Not just the idea or the technology—but the essential infrastructure of people, resources, and ecosystem support. Many people can do this for one venture. Doing it at scale is something else entirely.
Why I Do It
I've spent 25 years in technology, and I'm stubbornly optimistic about what it can do. But optimism without intention is just hype.The faster technology moves, the more disciplined we need to be about why we're building. I've seen innovation from every angle—inside corporations, agencies, startups, and venture studios—and the pattern is always the same: the question was never "can we build this?" It should always be "should we?"
How I Work
The Team
The best ventures are built by people who look out for each other. I bring everyone—founders, researchers, investors, partners—into a genuinely collaborative environment where the work can be hard without the people becoming collateral damage. I became a Mental Health First Aider because I've seen too many brilliant people burn out chasing startup success. Sustainable ventures need sustainable humans.The Infrastructure
Good ideas aren't enough. The conditions around them matter more: the systems, philosophies, and ways of working that let innovation flow and scale. I design those conditions: venture studio models, founder coaching frameworks, operational tooling, and the connective tissue that holds ambitious teams together.The Contribution
I'm not here because I think technology will save the world. I'm here because I've seen it make things meaningfully better—a farming community more resilient, a student who gets to see beyond their classroom, a founder who doesn't burn out, a skilled professional who finds the best way to make a meaningful social contribution. That's enough. That's the point.
Where I Add Most Value
This is where I do my best work:Venture architecture: Designing the proposition, team, customer demand, and business model before obsessing over product.Commercialisation strategy: Finding the pathway from innovation to market—especially for research-backed or impact-first ventures.Founder coaching: Helping entrepreneurs navigate the gap between vision and viability.Program and studio design: Building the infrastructure—studios, fellowships, accelerators—that gives multiple ventures the conditions to succeed.
Some projects I've been involved in
Supporting resilient food systems
Australia's agrifood sector faces massive climate challenges. I led the launch of the world's first Drought Venture Studio—building the infrastructure to help researchers and entrepreneurs commercialize climate-resilient technology. We've supported 80+ innovators, and we're proving that impact ventures can be both locally relevant and globally scalable.Connecting classrooms globally
We built a platform that let teachers anywhere find partner classrooms for shared video lessons. Simple idea, profound impact: over a million students got to see more of the world without leaving their desk. Technology is at its best when it connects us.Mobilising skilled volunteers
Professional talent and community need often exist in parallel—we built Australia's first platform to connect them. Skilled professionals could offer their expertise to charities that needed it, facilitating millions in pro bono support. Sometimes the most valuable infrastructure is just helping people find each other.Amongst my project work, I've also given talks at Creative Mornings (Bravery and Other Fairytales) and The Do Lectures (What If We Point The Camera Back At The Internet?) and I've written a lot about start-up strategy, founder perils, new product challenges, community disconnection, footholds for aspiring entrepreneurs and more.
Get in touch
I'm always interested in meeting:- Founders building ventures that tackle systemic problems
- Organisations designing innovation infrastructure (studios, accelerators, fellowships)
- Investors and organisations looking to back impact-driven technologyIf you're excited about the idea of 'intentional technology', let's catch up for a coffee or video chat.