Rootip’s values for sharing and caring are embodied in the following poem by Saadi, the Thirteenth century Persian poet:

“The children of Adam are the members of one another, since in their creation they are of one essence. When the conditions of the time brings a member to pain, the other members will suffer from discomfort. You, who are indifferent to the misery of others, it is not fitting that they should call you a human being.”

Centuries later, nothing is more true about us humans. Inspired by these timeless words, our values are:


The challenges we face in the 21st century are serious, with the future of humans and many other species hanging in the balance. Creating solutions and leaving a positive legacy for future generations requires us to build a new world, and that can only be achieved through creativity.


We live in an interconnected world where even the flap of a butterfly wing can result in a storm on the other side of the planet. Our well-being is interdependent with other people, species and natural systems. So if we don’t share we don’t care, and if we don’t care it means we end up living an illusion that we are some sort of extraterrestrial entity that is immune and not affected by changes around us - this illusion reinforces separation and accelerates the global challenges that we seek to solve. We must care and we must share if we are to build a better world.


What’s the point to life if fun and joy are absent? They are the essence of life and wellspring of creativity. We take our vision seriously, and we believe that the key to its success is joy being felt and shared by all parties involved.