Who We Are.

Our Mission

“You will never see poverty the same way again.”

Our mission is to open eyes and minds to an entirely different view of poverty and the people who live in it. We do this by having you experience how poverty changes the brain.

Modeled after social science laboratory experiments, the game segment of Gettin’ By imposes multiple kinds of scarcity and has you face true-to-life situations. You try to make good decisions with limited time, resources, and information – just like in real life for millions of people.

We believe that poverty’s impact on the brain shapes every aspect of life. And when you deeply understand this – and how you would struggle in the same way – you have a broader view that you cannot ignore. We strive to help you return to your work with a new way of seeing how your work can be more effective and successful for people living in poverty.

We’re not just playing a game. We hope to inspire you to be a game-changer in your organization and make a difference for people living in poverty.

The Founder: Linda Riddell

Linda Riddell is an epidemiologist, specializing in poverty and social- economic status issues. She has a master’s degree in health policy and management. She keeps abreast of developments with courses at Massachusetts Institute of Technology, Johns Hopkins University, and the University of Michigan. She has a bachelor’s in English.

Riddell dedicates her career to helping clients measure, understand, and improve health, especially for low-income and disadvantaged people. She works with state governments, private institutes, and large insurers as a data scientist. Projects range from long-term care capacity planning to HIV care management.