Sustainability should support people, our planet, and be profitable. Ian Peterman, leading expert in Conscious Design, legacy branding, and product development, shares his personal experience as well as interviews forward thinkers, designers, and entrepreneurs on how to make a better world through conscious design. Join us for weekly episodes packed with unique perspectives and innovative ideas.
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In this insightful episode of the Conscious Design Podcast, host Ian Peterman welcomes Willow Hill, co-founder and Chief Creative Officer of Scout Lab, to discuss how to avoid common mistakes in eco-friendly branding and learn effective strategies for creating a sustainable brand. As the demand for sustainability in business grows, Willow shares insights on moving away from outdated, fear-based marketing towards crafting positive, inspiring brand narratives that drive lasting change.
NOTABLE MOMENTS
02:32 - Consumer Trends and Building a Greener Economy
07:02 - Legacy Branding and Creating Impactful Brands
15:25 - Positive Psychology and Brand Influence
27:16 - Balancing Brand Actions and Building Strong Communities
34:54 - Understanding Customers and the Push for Sustainability
This episode is perfect for both startups and established brands aiming to avoid greenwashing and build a profitable, eco-friendly business. Watch now for practical tips that will help your brand connect with today’s eco-conscious consumers, especially Millennials and Gen Z!
ABOUT WILLOW HILL
Willow Hill is an entrepreneur and award-winning Chief Creative Officer at the helm of building the purpose-driven brands of tomorrow. As the Co-Founder and Chief Creative Officer of Scout Lab, purpose driven agency of the year, her clients include Wix.com, Adidas, Venmo, and scaling startups such as Ritual, Maple, Hey Jane, and more. Priopurpose-drivenr to Scout Lab, she built and launched Airbnb's global brand, introducing the Airbnb rebrand to the world via major global campaigns. Today she is an LP at the Airbnb Angels fund and angel investor in machine learning and AI. Willow is a global speaker on the future of sustainability and building brands for the next generation. Her repertoire of achievements include speaking at the Harvard Business School, being recognized as a Forbes Next 1000, and serving on the Dieline Awards jury among many others. Her work has been featured by Forbes, The Disney Channel, AdWeek, Nylon, Rolling Stone, and more.
Learn more about Willow Hill and Scout Lab
https://www.linkedin.com/in/willowh/
https://www.instagram.com/scoutlabco/
https://www.scoutlab.com/
We created this content so creative entrepreneurs like you can integrate social and environmental responsibility into your brand’s DNA through Conscious Design. Ian Peterman, the leading expert in Conscious Design, hosts the Conscious Design podcast and is the co-author of the book Conscious Design.
Architect David Hertz Explains How Recycled Materials Are Transforming Modern Architecture
Thursday, August 29, 2024 • Duration 50:48
Discover How Recycled Materials Are Transforming Modern Architecture with David Hertz
In this episode of Conscious Design, renowned architect David Hertz shows us how recycled materials are changing the way we build today. David talks about his journey from environmental activism in Malibu to his work with SkySource and XPRIZE. Learn how he uses materials like recycled concrete and airplane wings in innovative projects like the 747 Wing House and the Sail House.
David explains how using green technologies and materials you might not expect can make architecture more sustainable. He also discusses the bigger picture, including the need for better environmental practices and the limits of current economic models. Watch to find out how David’s ideas are helping create a greener future for building design.
Notable moments:
0:53 - David Hertz’s Background and Environmental Work
03:57 - Using Recycled Materials in Building Design
08:20- The 747 Wing House and Sail House
17:58 - Green Technologies and Local materials
23:34 - Challenges and Future of Green Architecture
48:30 - David Hertz’s Resilience Foundation and Global projects
About David Hertz
David Hertz is an Architect, inventor, and educator. He is known for his work in sustainable architecture and as an early innovator in developing recycled building materials. David has been working at the edge of sustainability and the forefront of regenerative architecture for 40 years. As a systems thinker, he engages in various fields through design and believes in expanding the conceptual limits of architecture. David taught sustainable design and mentored students at his alma mater, SCI-Arc, as well as Art Center College of Design, Yale, and USC. In 2016, David founded Skysource to democratize water, and his efforts culminated in winning the Water Abundance XPRIZE in 2018 and the Cooper Hewitt, Smithsonian Design Museum's National Design Award for Climate Action in 2022.
Public-Private Partnerships for a Sustainable Future with Stephen Jordan
Thursday, June 13, 2024 • Duration 01:03:03
In this episode, host Ian Peterman dives deep with Stephen Jordan, CEO of the Institute for Sustainable Development. Stephen discusses his shift from a background in political theory to spearheading initiatives in corporate social responsibility (CSR) and sustainable development. Highlights of the conversation include Stephen’s insights the significance of public-private partnerships and his pivotal role in advancing green and blue economy solutions.
Stephen delves into the need for systemic thinking and collaboration across industries to drive sustainable impact. He and Ian explore innovative sustainability projects that address environmental challenges through strategic partnerships and lateral thinking. The episode wraps up with a discussion on the incremental approach to sustainable innovation and the balance of short-term actions with a long-term vision for environmental stewardship.
Notable Moments:
(1:14) Sustainability and corporate social responsibility with a CEO
(4:07) Resilience and community development
(10:50) Innovation in ocean industries and sustainability
(15:09) Climate change strategies and the need for innovation partnerships
(19:36) Environmental research and sustainable design
(24:45) Design and recycling challenges for businesses
(31:26) Sustainability, innovation, and collaboration in business
(39:30) The potential benefits and risks of AI
(46:27) Fostering new industries with cultural awareness
(50:19) The impact of short-term thinking on sustainability
(57:10) Balancing short-term with long-term planning
Join Ian and Stephen as they outline the pathway towards a more sustainable and collaboratively driven future, emphasizing the importance of bridging innovation with practical, scalable solutions.
About Stephen Jordan:
Stephen Jordan is the CEO of the Institute for Sustainable Development (ISD). ISD puts together public-
Interview with Gavin Allwright on Scaling of Wind Propulsion Solutions in Commercial Shipping
Season 1
Thursday, December 9, 2021 • Duration 40:45
Today we are talking to a special guest, by the name Gavin Allwright. He starts off by describing his project and talking a bit about his background. Gavin and Ian then discuss what problems fuel prices cause for smaller ports. Gavin then continues to discuss his technology in more detail and how it works in practice. Gavin continues to talk more about legislation and how that influences the field he works in. Gavin also mentions how perception of the idea has brought him more problems than merit. Ian and Gavin both discuss how such technology and ones similar to it can threaten multi-million-dollar industries. In the guest outro Gavin sums up interesting parts of his technology and ships and invites everybody on board.
Parts:
Guest Intro (0:07)
Fuel Problem (4:23)
Modern Sailing (10:55)
Legislation (15:11)
Perception (21:36)
Money Talks (24:52)
Guest Outro (33:33)
About Gavin Allwright:
Gavin is the secretary of the International Windship Association (IWSA), a not-for-profit member driven organization with over 150 active members from across the shipping industry dedicated to the facilitation and scaling of wind propulsion solutions in commercial shipping.
Know more about the International Windship Association here:
Interview with Matthew Travis of Aphelion Aerospace on Why He Join and Sign a Climate Pact
Season 1
Thursday, December 2, 2021 • Duration 32:00
Welcome to another episode of the Conscious Design Podcast and today Ian is talking to Matthew Travis. Matthew begins with the origin story of his company. Matthew and Ian then discuss why did Matthew join and sign a climate pact and what does it entail. Matthew then expands a bit more about the safety side of the entire operation and how that became one of their founding principles. Matthew talks a bit about the practical measures which the company takes in order to reach their carbon footprint goal. Ian then asks about who Matthew is currently collaborating with and Matthew happily answers. Matthew is more than glad to then share some vision he has for the company going forward. Ian and Matthew then continue and bring up the crowdfunding event that Matthew is doing. In the guest outro, Matthew invites people to check out his work and support him on the crowdfunding event, if they like what they see.
Parts:
Guest Intro (0:07)
Climate Pact (4:32)
Safety (8:20)
Practical Measures (10:02)
Cooperation (16:52)
Future Goals (21:50)
Crowdfunding (26:42)
Guest Outro (29:28)
About Matthew Travis:
Matthew has over two decades of experience in the aerospace industry as an engineer and entrepreneur. His experience ranges from business management, software engineering, to launch vehicle design, safety and operations. He is currently working with a highly driven team to achieve the goal of bringing to market a new dedicated nanosatellite satellite launch service and systems.
Know more about Matthew Travis and Aphelion Aerospace here:
https://www.linkedin.com/in/matthewbtravis/
https://aphelionaerospace.com
https://www.startengine.com/aphelion-aerospace
Interview with Everett Frank of DigiSource Inc. on Where the Supply Chains should Improve
Thursday, November 25, 2021 • Duration 31:46
Welcome to another episode of the Conscious Design Podcast and today our guest is Everett Frank. Everett first talks about his experience in the industry. Everett then talks more about the importance of locating and obtaining unobtainable parts and how to do it exactly. Everett then tries to answer how to resolve issues in the compliance sector as he and Ian realize this is a spot where many designers get stuck. Everett then talks about how they obtain good and reliable data for the engineers to work. Both Ian and Everett agree on the point that it is much better to start sooner than later and thinking about compliance should be one of your priorities early on. Everett then answers Ian’s question about his personal opinion on where the supply chains should improve. He also touches on some of the problems of startups today. In the outro, Everett wishes everybody the best and shares his sites where he is more than happy to be contacted.
Parts:
Guest Intro (0:07)
Unobtainable Parts (2:48)
Product Compliance (8:06)
Design Compliance (16:25)
Where To Improve? (19:04)
Guest Outro (30:17)
About Everett Frank:
Everett facilitates relationships between OEM’s and top EMS companies. He is also passionate about U.S. manufacturing competitiveness and global fairness.
Interview with Rich Goldstein of Goldstein Patent Law on When to Patent and When it is Useless
Episode 1
Thursday, November 18, 2021 • Duration 31:15
Welcome to another episode of Conscious Design podcast and today Ian is visited by Rich Goldstein who will talk a bit about patents. After Rich introduces himself he goes on and explains how he views the problematic of patenting and based on his experience and opinion when you should consider to patent and when it is useless. Then Rich continues to talk about the problem of very few patents being left for the people to take and how minor differences can win you a new patent for a new idea. Rich and Ian both talk about the defensive patent technique and Rich shares his share of criticism for this technique. Rich talks about how sometimes even a public product that is well known can cause patent problems if the patent is not done properly or is missing. Rich and Ian then both debate over design patents and how they are rising in popularity. Rich then invites people to check out his book or to get into contact with him.
Parts:
Guest Intro (0:07)
When To Patent? (0:58)
Very Few Free Patents (9:17)
Defensive Patenting (11:47)
Public Properties (15:16)
Tips On How To Patent (18:08)
Design Patent (21:31)
Guest Outro (28:34)
About Rich Goldstein:
Rich is on a mission to connect, protect and educate. He helps small businesses, start-ups, e-commerce and digital marketers, and investors with their quest to obtain patent protection. Along with his team of attorneys, he counsels individual investors and start-ups regarding the best steps to take for patent protection, when patent protection is available.
Know more about Rich Goldstein and Goldstein Patent Law here:
Interview with Scott Davis of Valorem on the World of Data Science
Episode 1
Thursday, November 11, 2021 • Duration 29:24
Welcome to another episode of the Conscious Design Podcast and today Ian has an interesting guest from the world of data science, Scott Davis. Scott starts by introducing himself a bit and his work and talks a bit about data science as a field. Next Scott talks more about the storage of data itself and what happens with it then. Then Scott talks more about the process of data management and how to prioritize the right data for you. Scott then talks about the role of specialists in certain fields and how they fit into data science. Scott then discusses the role of data in smaller businesses and startups. Scott then uses a personal story and a metaphor to express how important data is and how it should be viewed by the person who has it available to them. Ian and Scott then explore the question of coding and how much coding is required during the process of data science. In the guest outro, Scott shares some of his details and invites the fans of the show to check him out and ask questions.
Parts:
Guest Intro (0:07)
Storage of Data (3:44)
Data Management (6:57)
Data Specialists (11:32)
Small Data (17:52)
Know What You Don’t Know (20:41)
Coding (23:39)
Guest Outro (27:25)
About Scott Davis:
Scott is a seasoned data scientist, leader and strategist and an expert in business innovation,operational management, big data analytics, and process design. He has a passion for solving problems and creating solutions that drive better business solutions through the use of advanced analytics that generate business value.
Interview with Eric Ressler of Cosmic on Making Brands More Impactful and Visible to Customers
Episode 1
Thursday, November 4, 2021 • Duration 38:47
Today Ian interviews Eric Ressler from Cosmic. He will share some of his insights in the world of making brands more impactful and visible to the customers. Eric starts off by introducing himself and what type of business he runs. Ian and Eric then talk about how many of his clients are not NGOs, who we often associate with doing good in the world. Eric then explains also about how some B-Corps ask for his services. Ian and Eric both then discuss how you can make brands separate from each other so the consumer has a clear idea of what they are going to buy. Eric then continues to talk more about if it is alright for a non-profit to be very profitable and what’s the “limit”. Ian then asks about what the main focus area of such organization be and Eric answers with ease and Eric also continues by taking a closer look and guiding the audience through a process of initial assessment. Eric ends the episode by inviting questions and leaving important links in the description.
Parts:
Guest Intro (0:07)
Not Only NGOs (3:25)
B-Corps (6:00)
The Art of Difference (11:06)
Help and Profitability (18:07)
Activity Focus (22:12)
Initial Assessment (29:40)
Guest Outro (37:15)
About Eric Ressler and Cosmic:
Eric launched Cosmic in 2009 and has been helping organizations launch, pivot and re-invent themselves ever since. He’s led the strategic growth of Cosmic - keeping it small, responsive, professional and fun.
As Creative Director, Eric has extensive expertise in digital design, brand development, digital strategy, brand extension and brand maintenance. Over the years, he has delivered complex web and brand projects for local Santa Cruz organizations, lifestyle brands and international brands.
Interview with Doc Hudson of ODIN Materials, Inc. on the Future of Wood Production
Episode 1
Thursday, October 28, 2021 • Duration 27:41
Ian today welcomes Doc Hudson, the founder of Odin Materials, who will talk more about his production of hemp wood and how it might be a future for wood production. Doc explains what his product is and what exactly are the benefits of hemp wood. Doc also mentioned some future plans that he wants to realize as the company moves forward. Doc mentions future products, future plans and how he envisions the company moving forward. Don also explains the specific process behind making his product and how the plant of hemp can be used to make two separate products. Don says his goodbyes and invites everybody who is interested in hemp products to have a look at his website or to contact him personally.
Parts:
Guest Intro (0:07)
Hemp Wood (4:00)
Future Plans (9:57)
Production Method (19:24)
Guest Outro (25:13)
More about Doc Hudson:
Doc Hudson is a United States Army veteran who served for 9 years and left service with an honorable discharge in 2013. He hopes to eventually use their hemp products to create synthetic lumber that is renewable and more durable than real wood. With this lumber, he hopes to build affordable homes for the people that need them.
We created this content so creative entrepreneurs like you can integrate social and environmental responsibility into your brand’s DNA through Conscious Design. Ian Peterman, the leading expert in Conscious Design, hosts the Conscious Design podcast and is the co-author of the book Conscious Design.
private-partnerships and coalitions to solve environmental, social, and economic challenges.
Learn more about Stephen Jordan and Institute for Sustainable Development:
We created this content so creative entrepreneurs like you can integrate social and environmental responsibility into your brand’s DNA through Conscious Design. Ian Peterman, a leading expert in Conscious Design, hosts the Conscious Design podcast and is the co-author of the book Conscious Design.
If you enjoy our content, please support us by subscribing and sharing our episodes!
This content is part of the movement to make the Conscious Design approach to developing products, brands, and companies widely used. Ian Peterman is the leading expert in Conscious Design, hosting the Conscious Design podcast and co-author of the book Conscious Design.
If you enjoy our content, please support us by subscribing and sharing our episodes!
This content is part of the movement to make the Conscious Design approach to developing products, brands, and companies widely used. Ian Peterman is the leading expert in Conscious Design, hosting the Conscious Design podcast and co-author of the book Conscious Design.
If you enjoy our content, please support us by subscribing and sharing our episodes!
This content is part of the movement to make the Conscious Design approach to developing products, brands, and companies widely used. Ian Peterman is the leading expert in Conscious Design, hosting the Conscious Design podcast and co-author of the book Conscious Design.
If you enjoy our content, please support us by subscribing and sharing our episodes!
This content is part of the movement to make the Conscious Design approach to developing products, brands, and companies widely used. Ian Peterman is the leading expert in Conscious Design, hosting the Conscious Design podcast and co-author of the book Conscious Design.
If you enjoy our content, please support us by subscribing and sharing our episodes!
This content is part of the movement to make the Conscious Design approach to developing products, brands, and companies widely used. Ian Peterman is the leading expert in Conscious Design, hosting the Conscious Design podcast and co-author of the book Conscious Design.
If you enjoy our content, please support us by subscribing and sharing our episodes!
Have a question you want us to answer? Tell us what you want answered on a future episode: https://www.petermanfirm.com/youtube-question-submission/
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Learn about Ian Peterman’s process for developing successful products by downloading the Peterman Method™: https://www.petermanfirm.com/peterman-method/
This content is part of the movement to make the Conscious Design approach to developing products, brands, and companies widely used. Ian Peterman is the leading expert in Conscious Design, hosting the Conscious Design podcast and co-author of the book Conscious Design.
If you enjoy our content, please support us by subscribing and sharing our episodes! Thank you!
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