Through his work helping police forces in the US to eliminate racial bias, he has found that measuring behaviours and taking action can benefit businesses within their marketing, recruiting and hiring processes.
Speaking at the World Economic Forum's 2020 Annual Meet in Davos, (which ICAEW’s CEO Michael Izza also attended) Dr Goff, co-founder and president of the Center for Policing Equity explained the importance of goals. When the “objectionable outcome” is racial bias, businesses need to find a way to predict it by working backwards.