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


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.


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

INSIGHT: The Nature of Your Ambition?

Peter Nicholson

Why We Work (Here)
Realizing potential motivates me. This deep-seated impulse tends to take the form of generating new ideas, helping others, always striving to find a better way. We aren’t used to considering the nature of our ambition, but rather simply responding to it. Young job candidates, in particular, often struggle to explain this when I ask them, as I did when I was younger. It could be empowering to help kids develop this self-awareness earlier. I diverted from a career in product design because the fundamental focus on making more things for more people didn’t align with what I was realizing drives me. I had the right discipline, design, but the wrong content. Generating economic value is an important byproduct, but not the primary motivator for me and those with whom I work. Developing our, and our many partners’, capacity to forge a more vibrant, equitable and resilient world is. I never begrudge those with different fundamental foci, including making money. They just tend not to fit in with our studio. We all respond to different impulses, wired from who knows where. It doesn’t matter. What does is not ignoring them, lest we increase our own suffering through misguided decisions and by overlooking what we really want.