Blogs > Sara Gutterman

Clear VISION

 

One of the best things about the building business is the opportunity to imbue ideas with intention until they take on a life of their own. Actions result in solid forms that last for long periods of time and significantly affect the lives of inhabitants, neighbors, and communities. 

I think it's fair to say that we all try to lead meaningful lives. The decisions that we make today, for better or worse, can be undone, but only after years of hard work. And in those years, we change. We become somehow different than we are today. Potential and promise transform, and our projects, as well as our lives, often turn out differently than we had originally expected.

The choices that we make are ours, and ours alone. In the building industry, a choice to improve a building envelope with better insulation or high efficiency windows might seem small, but our collective incremental decisions have the power to make exponential change.
Every day, I see innovative ideas put into action, resulting in extraordinary building projects. There are a plethora of examples of people expressing their core values through green design and construction.

At Green Builder Media, we get the opportunity to manifest our essence in the built environment through our VISION House Series, a group of demonstration homes that we build around the country. You've probably seen editorial coverage about recent projects such as the ReVISION Vegas, a net-zero energy retrofit of a 1960's mid-century modern tract house, and the VISION House Aspen, a high-end home for the luxury resort market.

Our underlying goal with the VISION House Series is to create homes that are replicable and serve as models not just for green building and design practices, but also for the larger theme of sustainable living. Our VISION Houses generally provide real, cost-effective, sustainable solutions that are appropriate for typical American families in today's economy.

With excitement and anticipation, we have embarked on our next VISION House project, VISION House Orlando '11, which is comprised of one new house and one retrofit in the charming College Park neighborhood near downtown Orlando, FL. In conjunction with builders Southern Traditions Development, architect Ed Binkley, and interior designer Pat Gaylor, we will not just showcase cutting-edge green products and systems, but we will also address the critical issue of how we as building professionals can illuminate and encourage homeowners to live more sustainably.

Our generous sponsors, including AT&T, ARXX, Anderson Windows & Doors, Boral Roofing, Icynene, Mohawk, Panasonic Home and Environment Company, Uponor, Whirlpool and others, are contributing some of the most advanced, yet practical, green building products available on the market today to enhance the performance and sustainability of the homes.

Now, we need your help to make the VISION House Orlando '11 project as meaningful as possible. Please follow our progress in Green Builder magazine and on our VISION House Orlando pages at www.greenbuildermag.com, share your own experiences with us, and let us know how you think we can make better individual and collective choices that will result in long-lasting, sustainable change.

For more information about important topics related to green building and sustainability, follow me on Twitter at SaraGBM.

Posted: 8/12/2010 3:53:53 PM by Heather Wallace | with 0 comments



Carbon-alism


Whether or not you agree with the science, it's hard to deny that climate change is becoming big business. Companies in all sectors of the economy are adopting green practices, the Securities and Exchange Commission now requires that publicly traded firms disclose climate change risks, shareholders are requesting carbon footprint calculations, and there is even a new term on Wall Street—climate exposure—that describes the effect of climate change on companies and industries.

Insurance companies are offering weather futures, which have been purchased by farmers for decades to help them hedge against extreme weather patterns, and are now being devoured by utilities, wind farms, and solar parks that are looking for protection against low wind and weak sunlight that will reduce output.

This shift towards sustainable business is not always driven by altruistic motivations. As often as not, practical business decisions are being made that respond to higher costs for energy, water, and raw materials. When supply chains dry up because of drought or real estate gets submerged due to rising sea levels, developing environmentally appropriate practices becomes a pretty good idea, regardless of executives' opinions about climate change.

As more businesses are affected by eco-disaster, the forces of capitalism become the environment's biggest champion, cutting through politics and ideology and driving businesses to preserve themselves by making sustainable choices. Every business that relies on natural resources for raw materials faces risks that will result from a warming world.

While I'd love to continue to paint a rosy picture of an ever more benevolent Wall Street, climate change decisions are actually causing a schism within businesses that are being forced to trump the relentless short-term drive towards quarterly earnings with long-term thinking about the environment.

As Duke University behavioral economist Dan Ariely says, "Climate change is a problem that is perfectly designed to make people do nothing: it happens far in the future; its effects will be felt most greatly by other people; and the efforts of any one individual are miniscule."

Unfortunately, there are many companies that are paying lip service to climate change, creating elaborate marketing campaigns to show how green they are, while simultaneously paying millions of dollars to lobbyists to ferociously fight against bills in Congress that will address our climate needs, improve our energy outlook, and reduce our carbon emissions.

It's clear that the oil and coal industries have a lot to lose when climate, energy, and carbon emissions legislation is passed. The building industry, in contrast, will undoubtedly win, as increased requirements for enhanced performance will drive demand for insulation, renewables, and other energy efficient products.

The verdict is still out about how companies will reconcile their short and long term demands. No matter how they get there, by luck or skill, it's the companies who can reach the intersection of carbon neutral business practices and traditional capitalism, or "Carbon-alism", that will assuredly win.

For more information about important topics related to green building and sustainability, follow me on Twitter at SaraGBM.

Posted: 7/30/2010 6:24:22 PM by Heather Wallace | with 0 comments



A Tale of Two Disasters

 
It is the best of times, it is the worst of times. While this weekend marks the 234th anniversary of our great nation’s independence, an undeniable undercurrent of unease has permeated the psyche of the American people. Severe environmental disaster and prolonged financial calamity have seriously tested our determination and resiliency. 
 
While all kinds of communities throughout the U.S. felt the pain of the recession, residents in the Gulf Coast have unarguably been the most affronted by natural and financial catastrophe in recent years. 
 
Hurricanes Katrina, Rita, Gustav and Ike relentlessly pounded the region, leaving behind a legacy of sorrow. 
 
The environmental, psychological, and economic toll of the ongoing oil spill catastrophe deepens every day as angry families throughout shore communities agonize over how they’ll make ends meet. Clean-up efforts have been likened to hand-to-hand combat. And vacuous pledges from political and business leaders promising to meet their obligations and ‘make this right’ leave our southern brethren feeling outraged, abandoned, and betrayed. 
 
Yet Gulf Coast residents are showing an indomitable fighting spirit, mustering all their strength to preserve their precious ecosystems and fiery culture. As legendary naturalist John Muir said, ‘the power of imagination makes us infinite,’ and so it is to human ingenuity that we must turn to find solutions to the heart wrenching challenges that we currently face. 
 
Tomorrow, Wednesday, June 30 at 10:00am PDT/1:00pm EDT, Green Builder Media will tackle the complex issue of rebuilding from disaster in the Gulf in an exclusive webinar on www.GreenExpo365.com. Ron Jones, President of Green Builder Media, and John Luther, Executive Vice-President of the Home Builders Association of Greater New Orleans, will examine progress that was made toward sustainable redevelopment after Katrina, and how the oil spill has posed obvious set-backs. Jones and Luther will also explore the difficulty of bringing together diverse stakeholders to find common solutions for the region’s unique culture. 
 
The webinar’s candid discussion promises to be provocative, informative, and transparent as the two men explore their honest views about disaster as a pathway to sustainability. 
 
Don’t miss this unique opportunity to join the conversation. Register for free on www.greenexpo365.com, find your seat in the auditorium, click on ‘Live Events’, and then provide us your questions and comments for discussion. We encourage and welcome your thoughts about how we can viably and cost-effectively create sustainability from the depths of disaster.   
 
For more information about important topics related to sustainability and green building, follow me on my Twitter page at SaraGBM.

Posted: 6/30/2010 5:08:44 PM by Heather Wallace | with 0 comments



Bail Outs, Spill Outs, and You're Outs

 


You've probably noticed that the last few editorial pieces that you've received from Green Builder® Media have been focused on the runaway oil spill in the Gulf of Mexico. We're devastated by sad stories from the locals, ghastly images of oil encrusted birds and fish, and disturbing reports of the deteriorating benthic zone on the ocean floor that maintains the health of the marine ecosystem through essential recycling services.

But our urgent concern is not just due to the decimated habitats and destroyed livelihoods that make up the worst environmental disaster that our country has ever experienced. We're also gripped by the political and economic power play that is unfolding, with its infinite potential repercussions and opportunities.

As recently deceased coach John Wooden said, "Ability may get you to the top, but it takes character to keep you there." Heartbreak of any kind—whether it's a loss on the court or the environmental equivalent of open-heart surgery—will certainly reveal the true character of those involved.

How will the battle of the governors play out, as Crist reconciles Florida's $60 billion tourism industry with Jindal's $65 billion oil and gas industry in Louisiana? How much infighting amongst neighbors will we see as they wrestle to protect jobs and revenue? Can they collaborate to find local solutions that will benefit their communities as well as their shared ecosystem? And, with local property values slashed by 30% and regional unemployment at 12%, what methods will they use to stabilize their economies?

Detroit Tigers pitcher Armando Galarraga can teach us all a little about grace in the face of calamity after umpire Jim Joyce blew the call on his perfectly thrown game. And while Galarraga's comment that "It's just a game" is correct, the humanity of his reaction showed integrity, fortitude, and, perhaps most important, perspective.

Will our political and business leaders show the same strength of character in response to the oil calamity? Will they have the political courage to make difficult decisions that are best for humans and animals, even if those decisions require the overhaul of entrenched alliances that have become obsolete or destructive? Will they unite to find the silver lining in this disaster rather than use it to advance their individual political agendas?

With an excess of 30,000 barrels of oil still spewing into the Gulf on a daily basis, it's nearly impossible to recognize any silver lining, but if you look hard enough, it's there. Just as the 1969 oil spill off the coast of Santa Barbara helped generate enough environmental awareness to launch Earth Day and the Clean Air Act, today's spill has the potential to become a catalyst for the development of an economically and environmentally viable national clean energy program and to force the improvement of safety technology (as opposed to production technology) in the oil sector.

And if we're completely honest with ourselves, we'll admit that the Gulf of Mexico wasn't exactly the Garden of Eden even before April 20, when the Deepwater Horizon exploded. The Gulf of Mexico contains one of the largest dead zones in the world, caused by millions of tons of synthetic nitrogen and mined phosphorous that leach from Midwestern farm fields, sewers, and manufacturing plants. These chemicals make their way into streams that drain into the Mississippi and spill into the Gulf, where they feed a 7,000-square-mile algae bloom that sucks up oxygen and snuffs out sea life underneath. As we clean the mucky oil from the Gulf, will we have the foresight to also remediate the deathly outcome of our agricultural, sewage, and industrial practices?

At this point, it's impossible to discern what the long-term effects will be on the inhabitants that depend on the Gulf area's pristine beaches, lush wetlands, and diverse marine landscape. The uncertainty is excruciating, and Green Builder Media isn't prepared to sit on the sidelines in this battle. We are committed to take action on behalf of our readers and community.

There are many ways that we can pitch in. Some have suggested that we raise money to support cleanup efforts.

Others suggest that our human and financial capital is better spent on the development of clean technology solutions.

What do you think? Please write to us at sara@greenbuildermag.com with feasible ideas about how we as a community should respond to this tragedy.

For more information about important topics related to sustainability and green building, follow me on my Twitter page at SaraGBM.

Posted: 6/17/2010 5:58:27 PM by Heather Wallace | with 0 comments



In Honor of Oil?

              
 
  
To many people, Memorial Day means a hot barbeque, a much welcome three-day weekend, and the beginning of summer vacation. It’s easy to forget the significance of the holiday, which, originally called Decoration Day, is a commemoration of U.S. citizens who died while in military service. 
 
Memorial Day, originally enacted after the American Civil War, is an historical reminder of the virtues and values that our country has believed to be worth fighting for—equal rights, democracy, freedom. 
 
This Memorial Day, I’d like to pay special homage to the individuals who have sacrificed their lives for the sake of our nation’s current leading cause: energy.  These courageous warriors have given us the tremendous gift our luxurious Western lifestyle. 
 
In honor of the people have who died this past year in the explosion on the Deep Water Horizon, in collapsed mines, and on the battlefields of the Middle-East, I challenge each of us this Memorial Day weekend to determine what we can do to turn the tide in the losing battle for oil.
 
It’s time to fight for a new kind of freedom—freedom from the tyranny and hypocrisy that enables terrorism; freedom from closed markets that enable the suppression of clean energy alternatives; freedom from the business greed that enables horrific disasters like the runaway BP oil spill. 
 
It’s time for our nation, and our global community, to add proper stewardship to the list of values that we hold dear.  A religious man would say that this type of stewardship is our God-given right.  A scientist would say that it is a responsibility that we need to respect in order to ensure the proper functioning of global environmental services.  An atheist would say that it is simply good common sense.
 
It’s time to enter into the Sustainability Age. Let us turn our swords into plowshares and our military might into creative ideas that will stimulate our economy and preserve our natural world. 
 
Please write to me at sara@greenbuildermag.com with your thoughts about how we can positively affect our energy wars.
 
For more information about important topics related to sustainability and green building, follow me on my Twitter page at SaraGBM.
 

Posted: 6/6/2010 9:57:35 PM by Gibson Ó hEalaigh | with 0 comments



Facebook del.icio.us Google Yahoo! My Web Technorati Gmail MySpace Twitter Digg it Stumbleupon Reddit Windows Live

About Me

Sara is the Co-Founder and CEO of Green Builder Media.  An experienced entrepreneur, investor, and sustainability consultant, Sara specializes in developing companies that are simultaneously sustainable and profitable.  Sara is a former venture capitalist and has participated in a portion of the life cycle (from funding to exit) of over 20 companies.  Sara graduated Cum Laude from Dartmouth College and holds an MBA in entrepreneurship and finance from the University of Colorado.

Syndication

RSS