Jeff Lamb: Protecting What Matters Most

A Journey from Maps to Movements

Some people see the challenges in the world and feel overwhelmed. Others, like Jeff Lamb, step up and build solutions.

"There's so much we can do to make the world a better place just by focusing on the things we know and the things we're good at."

For him, that means protecting our natural resources, our data, and the untold stories of everyday heroes.

Jeff's passion for protecting resources runs deep. Growing up north of Toronto, he spent countless days fishing by a local stream, bonding with his father over their shared love of nature.

"He was from England, came to Canada, and absolutely loved this country," Jeff recalled. Their multi-day canoe trips weren't just adventures; they were lessons in stewardship and trust. His father would hand him the map and compass, letting Jeff lead the way — a small act that planted seeds of leadership and responsibility that would grow throughout his life.

That early connection to the land led Jeff into a career in GIS (Geographic Information Systems), where he spent decades mapping the world and advocating for smarter ways to protect it. But his vision expanded over time.

"There are natural resources that need to be protected," he said, "but there are also stories that need to be protected."

Through his platform, Pathfinders.social, Jeff works to amplify the voices of everyday people making extraordinary contributions — local policymakers, community organizers, environmental stewards — the quiet heroes who often go unnoticed.

Jeff's journey hasn't been without doubts. After years working in industries that sometimes contributed to environmental harm, he faced a deep reckoning. "I felt a little bit sick to my stomach," he said, remembering a flight over clear-cut forests in British Columbia. That moment of discomfort sparked a powerful shift: a commitment not just to change the systems he worked within, but to build new ones altogether.

One of Jeff's boldest initiatives is the creation of a National Data Trust for Canada.

"Imagine a world where you had access to all the open data in your city, or in your country."

His dream is to democratize access to critical information so that entrepreneurs, citizens, and small communities can thrive on a level playing field with larger corporations. "It just feels like the right thing to do."

Looking back, Jeff sees how much he's grown. "I always felt I had to do things alone," he reflected. "What I've really realized is this is a movement of millions of voices." Letting go of the need to carry everything himself has allowed Pathfinders to flourish, building a community of changemakers united by the belief that connection can spark real, lasting impact.

If you’ve ever felt overwhelmed by the problems in the world, Jeff Lamb’s story is a reminder that every voice matters, and every action counts.

Your next step is to add your voice and become a Pathfinder. Click the Add Your Voice button to begin!