Carl and I met on Thursday and we talked about Plant22.com. It is a fascinating and wonderful experience, creating a business entity. The process from thought to conviction to action to thingness depends, primarily, on the number of people who believe in it. Once critical mass is reached, the idea takes its place among other things and exists, both as a legal entity and as a quasi-object. When an exciting new thing appears, people cluster to watch. That's the phenomenon in the middle of which I find myself.
It is crucial for Plant22 to have the right feel, and much of this will be the result of a good design process. He doesn't know it but, for a long time, I have been considering Carl as our lead designer. He is a bright guy with cool ideas and a good ear for listening. Although I knew all this, I had to carefully weigh the pros and cons of working with a friend on a project that means so much to me. Friendship and work can be complicated. It is important to get it right. Mistakes in business can damage friendships. I won't let that happen here.
So, part of me wanted to resist the urge to call him. I knew Carl would be there for me, but sometimes it can be simpler to work with a stranger than with a friend. My sister recommended several designers, and I contacted a couple of them. I even went so far as to advertise on Craig's List to find someone completely random. But every time I considered a stranger, I was haunted by the question: wouldn't it just be better to ask Carl?
The unequivocal answer turned out to be "yes". And, having admitted this to myself, I pitched the project to him Thursday night. Over our first pint of beer we skirted the issue and talked about family and friends. He let me take my time. Then, when I finally got to the point and said "so I need a graphic designer" he answered, without missing a beat, "I'll do whatever it takes to help you get this project off the ground." I gave him the full plan and watched as he took in the details. His questions, perspectives and comments were valuable and insightful. His commitment to the mission of reforestation was clearly equal to mine. And he understood that this was more than just another gig. We left our meeting with a clear understanding and a plan of action. This is precisely what I need: another person who understands. He knows that this is a timely, and important, project, and he is willing to do whatever it takes to make it a tangible reality.
My sister, Cynthia Treen, has been my other cohort. She is fabulous. More about her later. And I have started brainstorming with several other talented friends, including Chris Baldwin, an amazing illustrator and artist. So many great folks are eager to pitch in. In the end, this will be a cooperative effort, not just of merchants, artisans, forestry experts and planters, but also of the folks who commit themselves to purchasing better, and safer, products made by American artisans and workers.
The more I talk to people about this project, the more I realize how critical it is to build a great team. We hope to bring everyone with us on this adventure. We believe in forests, wildlife, clean air and clean water. We also believe that the tools of our economy can be directed to make things better. In a time of cynicism and outrage, this is about optimism and positive action. It is about planning for a future in which we all want to live.
We're all heading somewhere, one way or another. We may as well go there thoughtfully -- and in style! :)
Peace,
Karl
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