A series of short stories

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Photo by Elias Maurer

Playground

The edge of the world is mother nature’s playground. Day by day, she graces us with an innocuous presence, searching for the right combination of elements. One afternoon, she flips the script. In an instant, life turns upside down.


A series of short stories

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Photo by Afrah

Surfer

Every day, a surfer paddles out to sea, in search of “the one,” that perfect wave. Day in, and day out; day in, and day out; a melody of surf and sea. Until one day, she catches a flawless barrel and takes it on an unforgettable ride.


How one innovator gives outdoor apparel new meaning

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Yvon Chouinard got his start in 1953 as a 14-year-old climber at the Southern California Falconry Club. He studied climbing under one of the adult leaders, Don Prentice, learning to rappel down the cliffs to explore the falcon nests. Those lessons stuck with Yvon and sparked his lifelong love of climbing.

Shortly thereafter, Chouinard began hanging out at Stoney Point and Tahquitz Rock, where he met some other young climbers who belonged to the Sierra Club. Eventually, the friends moved on from Tahquitz to Yosemite, to teach themselves to climb its big walls.

Back then, climbers only had access to…


Hawaiians Traditions Hold Secrets To Planet Protection.

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Photo by Drew Farwell on Unsplash | Hana, Maui, HI

I grew up in a family that valued travel and had the means to afford a big trip every year. One year, we escaped to the beautiful island of Maui. What I discovered in Hawaii wasn’t just white sand beaches and stunning scenery, but a completely different culture and a different way of thinking.

The aloha spirit makes Hawaii a one of a kind place.

Over time, I discovered many Hawaiian traditions. We’re all familiar with hula, but there were other ideas that stuck with me still to this day. One of those ideas is called Malama and it means…


How one Colorado-based brewery is crafting beer for a brighter future.

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Photo by Joshua Forbes on Unsplash | The Crags Trail, Colorado

If you speak with people in the beer industry about sustainable practices, one thing quickly becomes clear: brewing, in general, is not an environmentally friendly business.

“Beer is about as wasteful a product you can imagine,” says Joe Bolick, a director at the Iowa Waste Reduction Center, a non-profit organization that provides environmental consulting for state businesses.

Unfortunately, it’s true. Breweries require significant energy to kiln-dry and roast malt, heat mash, boil hops, chill, and refrigerate the final product. On top of the brewing process, there are byproducts and transportation.

Sustainability has been a focal point in the wine industry…


A beloved ice cream maker demonstrates the value of conscious capitalism.

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Photo by Lewis Parsons on Unsplash

There was a time when companies avoided politics at all costs. Rather than focusing on a particular cause or political candidate, CEOs concentrated their efforts on sales and growing their business. When companies contributed to political campaigns, they contributed equally to both parties.

Needless to say, times have changed.

Today, it’s fashionable for corporations to take a stance on social justice issues. Rather than fearing an impact on the bottom line, it’s seen as a way to grow the business and enhance customer loyalty. Among young people, it’s an expectation that brands take a stand.

This paradigm shift is not…


How Allbirds is paving the way with sustainable clothing and footwear

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Photo by Max Lawton on Unsplash

We leave footprints everywhere we go — walking down the beach, hiking in the mountains — and no matter when we are on earth, we leave behind more than we think. When we shower in the morning, plug in our computer, or let out a loud yawn at the end of the day, we simultaneously leave behind a carbon footprint.

By simply existing in this world, we create a carbon footprint.

What’s the big deal? Well, the more carbon that’s in the atmosphere, the faster our planet warms. …


How TOMS donated 100 million pairs of shoes

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Photo by Geronimo Giqueaux on Unsplash

In 2006, TOMS founder Blake Mycoskie transformed his one-bedroom apartment in Venice, California into a little shoe company with a big idea: using business to improve lives. Thirteen years later, TOMS has donated over 95 million pairs of shoes through its innovative One-for-One model, but the mission doesn’t stop there.

“It’s no secret that the world is changing,” wrote Amy Smith, Chief Giving Officer at TOMS, in TOMS’ 2019 Impact Report. “The issues facing our communities are complex and evolving — but our commitment to using business to improve lives is stronger than ever.”

This year, TOMS decoupled impact from…

Jamie Russo

writing Goodnote, wrote The Underdog Paradox, essays and short stories, jrusso.co

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