Samuel says at the core of his advocacy is a desire to see Black people in Scotland access and maximize opportunities in technology. For this reason, he supports existing efforts while pathfinding new ways of engagement where opportunities for Black people are lacking. His advocacy has simply changed the numbers where he works, driving up Black hires significantly. Furthermore, he does a lot of work on retention and promotion including initiating periodic meet-ups at work, which serve as a forum for peer education on broader issues (e.g., sexism and unconscious bias). It ensures Black people have the social intelligence required to thrive in tech spaces. He is also the host of the podcast, ‘Stories That Shape Us’ which spotlights Black excellence.