A Line I Heard

"I care so much but what can I do while building a business?"

Journey Framing:

A biz owner asked me this on a hike.

We hadn't seen each other in years. She knew the work I do. And she genuinely wanted to know.

Let's move through it together.
To build language for real conversations.

Starting with "Notice"...

NOTICE

What happens when you read this quote?

Maybe you recognize the specific feeling of climate sliding to the bottom of the list. Again. Not because you stopped caring. Because something else needed you more urgently.

Or maybe you feel the gap between who you are and what actually makes it onto your calendar.

Whatever's showing up, just notice it's there.

CONNECT

Treating climate like a to-do item means it will always lose. There will always be something more urgent, more billable, more on fire – until it’s too late.

Here's what Weaver sees: Yvon Chouinard said it plainly, "Without a healthy environment, there are no shareholders, no employees, no customers, and no business."

Climate isn't waiting for a slot on your calendar. It's already inside the vendor you chose. The culture your team feels. The story you tell about why this exists.

You don't have to add climate to the list. You have to find where it already lives.

TRY

This week, try this:

Pick one business decision you're already making (a vendor, a hire, a partnership, a story you tell about why this exists).

Ask: where is climate already in this?

Not to add anything. Just to see what's already there.

REST

Your business self and your climate self are closer than you think. Climate is a relationship — and you're already in it.

& REPEAT

Watch for this pattern elsewhere.

Fewer than 1% of pitch decks mention climate. Notice when that's happening. When climate lives in you but not yet in the work.

Each time you catch it, ask: where does it already live here? That's how it starts making it into the room.

In Community,

Amber Peoples

Creator of Earth Archetypes

p.s. A journalist analyzed thousands of pitch decks and found fewer than 1% mention climate, sustainability, or the environment. Does it help you imagine something new?