Update README.md

Author: vaughanknight

README.md

@@ -1,21 +1,17 @@
 # Carbon Aware SDK
-Carbon aware software does more when it can leverage greener energy sources, and less when the energy CO2 emissions are higher.  
+The Carbon Aware SDK is a toolset to help you measure the carbon emissions of your software, 
+in turn helping you **measure and reduce your software's carbon emissions**.
 
-The Carbon Aware SDK is a toolset to help you measure the carbon emissions of your software, in turn helping you **measure and reduce your software's carbon emissions**, and choose when and where you run your software to make it greener.
+By knowing the carbon emissions of the energy that powers your applications, 
+you and your organisation can make decisions on when and where to run your software, 
+and leverage greener energy sources.  
 
-![Carbon Aware Software](./images/carbon-aware-software.png)
+* Build your AI models when carbon emissions are lower
+* Deploy software into the cloud in locations that have greener energy sources
+* Run software updates at greener energy time windows 
+* Use data to run hypothetical models to understand how you could start driving impact and reduce emissions 
 
-
-By knowing the carbon emissions of the energy that powers your applications, you and your organisation can leverage greener energy sources to reduce your CO2 emissions by:  
-
-* Building  AI models when carbon emissions are lower
-* Deploying software into the cloud in locations that have greener energy sources
-* Running software updates at greener energy time windows 
-* Using data to run hypothetical models to understand how you could start driving impact and reduce emissions, drive business cases for change, and create a greener future. 
-
-Withing the [Green Software Foundations Theory of Change](https://greensoftware.foundation/articles/theory-of-change), we look at 3 pillars, that being **Knowledge**, **Tech Culture**, and **Tooling** as focus areas to drive this change.  The Carbon Aware SDK at it's core sits firmly in the **Tooling** pillar, and also supports the other pillars, providing **Knowledge** through emissions data to inform change, and being core enabler for the **Tech Culture** for building carbon aware software.
-
-Companies including UBS and Vestas have already deployed the Carbon Aware SDK to build greener software, and you can too!
+Companies including UBS and Vestas have already deployed the Carbon Aware SDK to build green software, and you can too!
 
 # Getting Started Overview
 
@@ -24,8 +20,6 @@ Head on over to the [Getting Started Overview Guide](./docs/overview.md) to get
 Get started on creating sustainable software innovation for a greener future
 today!
 
-![Green Software](./images/what-is-green-software.avif)
-
 # How Does This Work?
 You can reduce the carbon footprint of your application by just running things
 at different times and in different locations. That is because not all
@@ -36,7 +30,7 @@ When software does more when the electricity is clean and do less when the
 electricity is dirty, or runs in a location where the energy is cleaner, we call
 this **carbon aware software**.
 
-![Carbon Aware Software](./images/types-of-green-software.png)
+> todo: insert the image of demand shaping here
 
 The Carbon Aware SDK helps you build the carbon aware software solutions with
 the intelligence to use the greenest energy sources. Run them at the greenest
@@ -181,12 +175,10 @@ The following are those who are currently actively working on the SDK and have m
 - Senior Technical Program Manager - Sophie Trinder (Green Software Foundation)
 - Principal Contributor - Szymon Duchniewicz (Avanade)
 - Principal Contributor - Dan Benitah (Avanade)
-- Contributor - Bill DeRusha (Microsoft)
+- Contributor - Bill Derusha (Avanade)
 - Contributor - Yasumasa Suenaga (NTT Data)
 - Contributor - Damien Roux (NTT Data)
 
-Please note that there are many others who have made contributions over time - these are all greatly appreciated, the project would not be where it is today without everyone's support.  Thank you.
-
 ### GSF Project Scope
 
 For developers to build carbon aware software, there is a need for a unified