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4619 N. Ravenswood Ave., Ste 305
Chicago, IL 60640
USA

773.271.1990

We are a multidisciplinary innovation studio working with diverse partners to understand sustainability challenges and identify holistic, resilient solutions, and we are committed to training the next generation of leaders.

Blog

Insights, inspiration and opportunities to create a more vibrant and resilient future.

INSIGHT: WHY NOT?

Peter Nicholson

Toward Transformation IV: Above and Beyond
Intention matters. During a recent tour of the SC Johnson headquarters in Racine, I found myself appreciating the impulse behind the remarkable architecture more than the complex itself. That desire for something boldly different, and willingness to pursue the challenges of achieving it, undermined the mundane. Touring a successful design firm once, I started to admire a row of slick corporate annual reports it had produced until my friend, who had worked on many of them, caught my eye and quietly exclaimed “all mediocre.” Nothing frustrates me more than squandered opportunity. Sustainability is fundamentally about maximizing resources. For the same investment, those materials could have been wonderful. Unexamined fear, habit, and conformity stifle innovation and progress. It doesn’t have to be, so it isn’t. As we turn another year, I’m looking forward to pursuing some extraordinary possibilities, if only because they are there. Of course the journey risks challenging some comfort zones, fulfilling potential I might not have otherwise known existed, and positively inflecting the future. That seems worth it.