Every action matters. Make it total.
Al Dunn, a critical mind and a generous spirit
Al Dunn was the co-creator of the original Total Action concept. Together with Peter Vervest, he developed the foundational ideas that shaped this approach to purposeful and coherent action in a digital world.
Al brought clarity, depth, and structure to the early development of Total Action — always with a critical mind and a generous spirit. He combined his experience in digital communication and organisational design with a gift for asking the right questions at the right moment.
What made Al truly special was his humour. With subtle wit and precise timing, he could shift a conversation, release tension, or highlight the absurdity of complexity. His humour wasn’t decoration — it was part of his way of thinking clearly and seeing what mattered.
Our collaboration with Al began in the 1990s. Although he passed away in 2020, his voice continues to resonate through this work. The Joy of Total Action would not exist without him.
This site — and the book behind it — honour Al’s contribution as co-creator, collaborator, and friend.
