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“So, as much as I would love to take the credit, Google Ads was a big team, and I was fortunate to be brought in as a director that managed the team. And I would also like to say the idea of attaching ads to searches, anybody could have had it. In fact, it was the most obvious thing. Just like on television, if you watch a car race, then it makes sense to have ads about cars. So I think the reason it was so successful is because innovations and new ideas, they compound. They build one upon the other. So the reason why ads was so successful for Google is because search was so successful for Google. So when you have search and you have billions of people coming in every day, maybe every hour, and searching all kinds of things, you have this treasure trove of data. And more importantly, guess what? If you have billion searches per day, you know how many experiments can you run? Countless, right? And so Google is very famous for doing a lot of A/B experiments. That's how we collect the data. You think, if we make the ads, let's say short and long, they will be more effective than if we make them, tall and long.Well, how do we know which one will work better? You can do a lot of experiments. So what actually enabled Google to be so successful and to grow is this mental attitude, which by the way, is the same one that Amazon and some of these really successful technology companies have, of doing a lot of experiments on small samples and continually refining their data based on that.If you're dealing with a lot of people, you can do those experiments and that's why these companies are successful. The sad thing or what happens with companies that do not operate in that way, that do not try to operate on data and do all of those experiments, those are the ones that are left behind. Innovation is experimentation."Alberto Savoia was Google’s first engineering director and is currently Innovation Agitator Emeritus, where, among other things, he led the development and launch of the original Google AdWords. He is the author of The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed, a book that provides critical advice for rethinking how we launch a new idea, product, or business, and gives insights to help successfully beat the law of market failure: that most new products will fail, even if competently executed.He is a successful serial entrepreneur, angel-investor and an expert practitioner in pretotyping and lean innovation. He is based in Silicon Valley where he teaches his uniquely effective approach to innovation at Google, Stanford. He has also taught and coached many Fortune 500 companies, including Nike, McDonald’s, and Walmart, as well as the US Army.www.albertosavoia.com https://harperone.com/9780062884671/the-right-itwww.creativeprocess.info www.oneplanetpodcast.orgInstagram @creativeprocesspodcast

Alberto Savoia was Google’s first engineering director and is currently Innovation Agitator Emeritus, where, among other things, he led the development and launch of the original Google AdWords. He is the author of The Right It: Why So Many Ideas Fail and How to Make Sure Yours Succeed, a book that provides critical advice for rethinking how we launch a new idea, product, or business, and gives insights to help successfully beat the law of market failure: that most new products will fail, even if competently executed.He is a successful serial entrepreneur, angel-investor and an expert practitioner in pretotyping and lean innovation. He is based in Silicon Valley where he teaches his uniquely effective approach to innovation at Google, Stanford. He has also taught and coached many Fortune 500 companies, including Nike, McDonald’s, and Walmart, as well as the US Army.“So, as much as I would love to take the credit, Google Ads was a big team, and I was fortunate to be brought in as a director that managed the team. And I would also like to say the idea of attaching ads to searches, anybody could have had it. In fact, it was the most obvious thing. Just like on television, if you watch a car race, then it makes sense to have ads about cars. So I think the reason it was so successful is because innovations and new ideas, they compound. They build one upon the other. So the reason why ads was so successful for Google is because search was so successful for Google. So when you have search and you have billions of people coming in every day, maybe every hour, and searching all kinds of things, you have this treasure trove of data. And more importantly, guess what? If you have billion searches per day, you know how many experiments can you run? Countless, right? And so Google is very famous for doing a lot of A/B experiments. That's how we collect the data. You think, if we make the ads, let's say short and long, they will be more effective than if we make them, tall and long.Well, how do we know which one will work better? You can do a lot of experiments. So what actually enabled Google to be so successful and to grow is this mental attitude, which by the way, is the same one that Amazon and some of these really successful technology companies have, of doing a lot of experiments on small samples and continually refining their data based on that.If you're dealing with a lot of people, you can do those experiments and that's why these companies are successful. The sad thing or what happens with companies that do not operate in that way, that do not try to operate on data and do all of those experiments, those are the ones that are left behind. Innovation is experimentation."www.albertosavoia.com https://harperone.com/9780062884671/the-right-itwww.creativeprocess.info www.oneplanetpodcast.orgInstagram @creativeprocesspodcast

"So by looking at the effect of Earth Overshoot, which we think is the second largest risk for humanity, it actually becomes easier to address because all things come together, and you start to see the self-interest to act. Because if you're in a world of overshoot, and you're not able to be resource-secured, really it's going to hurt you. So it's not just being nice to the rest of the world. I mean, that too, but primarily, it also becomes really essential. If you're not ready for that world, it's going to be very difficult for you. So by bringing this story out, make it resonant, people then also come to us, companies approach us and say, “Let's work with each other.” And it may not be that important how big they are, because we are impressed by stories to a large extent, so the more we can show examples where people build their own success by thinking about the world from that perspective, that's probably convincing others in some ways. So it's very hard to work effectively with institutions who deeply believe that the information is inconvenient because they come up with excuses and you try to overcome the excuses. And by the time you've overcome these excuses, they have invented seven other excuses. Like the hydra, chop off the head, and seven more heads grow. So I think that's really the big tragedy we find. And I think it actually would be so simple if we had a better narrative. We're so in love with the narrative of pointing fingers that we don't see the obvious.So it's like we are on a boat, and we see a big storm approach. And we realize our boat is not too seaworthy. And then the first thing we do is we go to an international Boat Owners Conference to find out who needs to fix their boat first. Doesn't make that much sense to me, you know?And then we complexify the story rather than saying, 'Actually I am exposed.' And so when you say, 'Oh, the poor Maldives,' we take ourselves out of the game. 'It's about these others'. It's actually about each one of us in some ways.”Mathis Wackernagel is Co-founder and President of Global Footprint Network. He created the Ecological Footprint with Professor William Rees at the University of British Columbia as part of his Ph.D. in community and regional planning. Mathis also earned a mechanical engineering degree from the Swiss Federal Institute of Technology. Mathis has worked on sustainability with governments, corporations and international NGOs on six continents and has lectured at more than 100 universities. Mathis has authored and contributed to more than 100 peer-reviewed papers, numerous articles, reports and various books on sustainability that focus on embracing resource limits and developing metrics for sustainability. Mathis’ awards include the 2018 World Sustainability Award, the 2015 IAIA Global Environment Award, being a 2014 ISSP Sustainability Hall of Fame Inductee, the 2013 Prix Nature Swisscanto, 2012 Blue Planet Prize, 2012 Binding Prize for Nature Conservation, the 2012 Kenneth E. Boulding Memorial Award of the International Society for Ecological Economics, the 2011 Zayed International Prize for the Environment (jointly awarded with UNEP). He was also selected as number 19 on the en(rich) list identifying the 100 top inspirational individuals whose contributions enrich paths to sustainable futures.www.footprintnetwork.orgwww.footprintnetwork.org/toolswww.overshootday.org/power-of-possibility/www.creativeprocess.infowww.oneplanetpodcast.orgInstagram @creativeprocesspodcast

Mathis Wackernagel is Co-founder and President of Global Footprint Network. He created the Ecological Footprint with Professor William Rees at the University of British Columbia as part of his Ph.D. in community and regional planning. Mathis also earned a mechanical engineering degree from the Swiss Federal Institute of Technology. Mathis has worked on sustainability with governments, corporations and international NGOs on six continents and has lectured at more than 100 universities. Mathis has authored and contributed to more than 100 peer-reviewed papers, numerous articles, reports and various books on sustainability that focus on embracing resource limits and developing metrics for sustainability. Mathis’ awards include the 2018 World Sustainability Award, the 2015 IAIA Global Environment Award, being a 2014 ISSP Sustainability Hall of Fame Inductee, the 2013 Prix Nature Swisscanto, 2012 Blue Planet Prize, 2012 Binding Prize for Nature Conservation, the 2012 Kenneth E. Boulding Memorial Award of the International Society for Ecological Economics, the 2011 Zayed International Prize for the Environment (jointly awarded with UNEP). He was also selected as number 19 on the en(rich) list identifying the 100 top inspirational individuals whose contributions enrich paths to sustainable futures."So by looking at the effect of Earth Overshoot, which we think is the second largest risk for humanity, it actually becomes easier to address because all things come together, and you start to see the self-interest to act. Because if you're in a world of overshoot, and you're not able to be resource-secured, really it's going to hurt you. So it's not just being nice to the rest of the world. I mean, that too, but primarily, it also becomes really essential. If you're not ready for that world, it's going to be very difficult for you. So by bringing this story out, make it resonant, people then also come to us, companies approach us and say, “Let's work with each other.” And it may not be that important how big they are, because we are impressed by stories to a large extent, so the more we can show examples where people build their own success by thinking about the world from that perspective, that's probably convincing others in some ways. So it's very hard to work effectively with institutions who deeply believe that the information is inconvenient because they come up with excuses and you try to overcome the excuses. And by the time you've overcome these excuses, they have invented seven other excuses. Like the hydra, chop off the head, and seven more heads grow. So I think that's really the big tragedy we find. And I think it actually would be so simple if we had a better narrative. We're so in love with the narrative of pointing fingers that we don't see the obvious.So it's like we are on a boat, and we see a big storm approach. And we realize our boat is not too seaworthy. And then the first thing we do is we go to an international Boat Owners Conference to find out who needs to fix their boat first. Doesn't make that much sense to me, you know?And then we complexify the story rather than saying, 'Actually I am exposed.' And so when you say, 'Oh, the poor Maldives,' we take ourselves out of the game. 'It's about these others'. It's actually about each one of us in some ways.”www.footprintnetwork.orgwww.footprintnetwork.org/toolswww.overshootday.org/power-of-possibility/www.creativeprocess.infowww.oneplanetpodcast.orgInstagram @creativeprocesspodcast

"The circularity, of course, has existed in nature for a long time. Actually, nature's circularity is by evolution. There is no plan, there is no liability, and there are no preferences. It's simply the cycles such as marine tides, CO2, and water cycles, plants and animals, and basically by evolution,  the best solution wins. Also, there is no waste. Dead material becomes food for other animals or plants. Now, early mankind survived by depending on these local natural resources sharing a non-monetary chaotic symbiosis dominated by nature, then poverty or necessity-based society changed when humankind used science to overcome shortages of everything. In other words, the Anthropocene. With nuclear energy, petrochemicals, metal alloys, we became independent from nature, but we overlooked the fact that these new manmade anthropogenic resources or synthetic resources were unknown to nature, so nature could not deal with them. And that means that we, humankind, has to take responsibility for it."Walter R. Stahel is the Founder-Director of the Product-Life Institute (Switzerland), the oldest established consultancy in Europe devoted to developing sustainable strategies and policies. He is Senior Research Fellow at the Circular Economy Research Centre, Ecole des Ponts Business School and Visiting Professor in the Department of Engineering and Physical Sciences, University of Surrey. He is also a full member of the Club of Rome. He was awarded degrees of Doctor honoris causa by the University of Surrey, l’Université de Montréal, and the 2020 Thornton Medal of the Institute of Materials, Minerals and Mining. He is the author of The Circular Economy: A User’s Guide.www.product-life.orgwww.routledge.com/The-Circular-Economy-A-Users-Guide/Stahel/p/book/9780367200176www.oneplanetpodcast.orgwww.creativeprocess.info Instagram @creativeprocesspodcast

Walter R. Stahel is the Founder-Director of the Product-Life Institute (Switzerland), the oldest established consultancy in Europe devoted to developing sustainable strategies and policies. He is Senior Research Fellow at the Circular Economy Research Centre, Ecole des Ponts Business School and Visiting Professor in the Department of Engineering and Physical Sciences, University of Surrey. He is also a full member of the Club of Rome. He was awarded degrees of Doctor honoris causa by the University of Surrey, l’Université de Montréal, and the 2020 Thornton Medal of the Institute of Materials, Minerals and Mining. He is the author of The Circular Economy: A User’s Guide."The circularity, of course, has existed in nature for a long time. Actually, nature's circularity is by evolution. There is no plan, there is no liability, and there are no preferences. It's simply the cycles such as marine tides, CO2, and water cycles, plants and animals, and basically by evolution,  the best solution wins. Also, there is no waste. Dead material becomes food for other animals or plants. Now, early mankind survived by depending on these local natural resources sharing a non-monetary chaotic symbiosis dominated by nature, then poverty or necessity-based society changed when humankind used science to overcome shortages of everything. In other words, the Anthropocene. With nuclear energy, petrochemicals, metal alloys, we became independent from nature, but we overlooked the fact that these new manmade anthropogenic resources or synthetic resources were unknown to nature, so nature could not deal with them. And that means that we, humankind, has to take responsibility for it."www.product-life.orgwww.routledge.com/The-Circular-Economy-A-Users-Guide/Stahel/p/book/9780367200176www.oneplanetpodcast.orgwww.creativeprocess.info Instagram @creativeprocesspodcast

"Much greater investment in public transport infrastructure is enormous with about 40% of our carbon pollution in cities coming from cars and transportation. That really needs to be focused on and prioritized, and of course electrifying everything that we can, both in that sector and beyond, including in our buildings. I believe roughly 60% of our carbon pollution in cities is coming from buildings and those that are not built in smart kind of climate-secure ways. How can we shift off of natural gas and towards heat pumps that can heat and cool our homes at the same time, for instance, that are electric? These are big key questions that many people are already creating the pathways of change on that we need to find ways of strengthening and making affordable and having just the everyday homeowner and renter be able to tap into.”Britt Wray is the author of Generation Dread: Finding Purpose in an Age of Climate Crisis. She's a writer and broadcaster researching the emotional and psychological impacts of the climate crisis. Born and raised in Toronto, Canada, she is a post-doctoral fellow at Stanford University and the London School of Hygiene and Tropical Medicine, where she investigates the mental health consequences of ecological disruption. She holds a PhD in Science Communication from the University of Copenhagen. Her work has been featured in the New York Times, Washington Post Guardian, and Globe and Mail, among other publications. She has hosted several podcasts, radio, and TV programs with the BBC and CBC, is a TED Resident, and writes Gan Dread, a newsletter about staying sane in the climate crisis. She is also the author of Rise of the Necrofauna: The Science, Ethics, and Risks of De-Extinction.www.brittwray.comwww.penguinrandomhouse.com/books/647141/generation-dread-by-britt-wrayhttps://greystonebooks.com/products/rise-of-the-necrofauna www.oneplanetpodcast.orgwww.creativeprocess.info

Britt Wray is the author of Generation Dread: Finding Purpose in an Age of Climate Crisis. She's a writer and broadcaster researching the emotional and psychological impacts of the climate crisis. Born and raised in Toronto, Canada, she is a post-doctoral fellow at Stanford University and the London School of Hygiene and Tropical Medicine, where she investigates the mental health consequences of ecological disruption. She holds a PhD in Science Communication from the University of Copenhagen. Her work has been featured in the New York Times, Washington Post Guardian, and Globe and Mail, among other publications. She has hosted several podcasts, radio, and TV programs with the BBC and CBC, is a TED Resident, and writes Gan Dread, a newsletter about staying sane in the climate crisis. She is also the author of Rise of the Necrofauna: The Science, Ethics, and Risks of De-Extinction."Much greater investment in public transport infrastructure is enormous with about 40% of our carbon pollution in cities coming from cars and transportation. That really needs to be focused on and prioritized, and of course electrifying everything that we can, both in that sector and beyond, including in our buildings. I believe roughly 60% of our carbon pollution in cities is coming from buildings and those that are not built in smart kind of climate-secure ways. How can we shift off of natural gas and towards heat pumps that can heat and cool our homes at the same time, for instance, that are electric? These are big key questions that many people are already creating the pathways of change on that we need to find ways of strengthening and making affordable and having just the everyday homeowner and renter be able to tap into.”www.brittwray.comwww.penguinrandomhouse.com/books/647141/generation-dread-by-britt-wrayhttps://greystonebooks.com/products/rise-of-the-necrofauna www.oneplanetpodcast.orgwww.creativeprocess.info

"I think water is taking a backseat and personally, I feel like water is the messenger that delivers the bad news of climate change to your front door. So in the work that I do, it's heavily intertwined, but it's taking a backseat. There are parts about water that are maybe separate from climate change, and that could be the quality discussions, the infrastructure discussions, although they are somewhat loosely related to climate change and they are impacted by climate change. That's sometimes part of the reason why it gets split off because it's thought of as maybe an infrastructure problem, but you know, the changing extremes, the aridification of the West, the increasing frequency, the increasing droughts, these broad global patterns that I've been talking about, that I've been looking at with my research – that's all climate change. Just 100% climate change, a hundred percent human-driven. And so it does need to be elevated in these climate change discussions.”Jay Famiglietti is a hydrologist, a professor and the Executive Director of the Global Institute for Water Security at the University of Saskatchewan, where he holds the Canada 150 Research Chair in Hydrology and Remote Sensing. He is also the Chief Scientist of the Silicon Valley tech startup, Waterplan. Before moving to Saskatchewan, he served as the Senior Water Scientist at the NASA Jet Propulsion Laboratory at the California Institute of Technology.  From 2013 through 2018, he was appointed  by Governor Jerry Brown to the California State Water Boards. He has appeared on CBS News 60 Minutes, on HBO’s Real Time with Bill Maher, as a featured expert in water documentaries including Day Zero and Last Call at the Oasis, and across a host of international news media. He is the host of the podcast What About Water?https://jayfamiglietti.comWhat About Water? podcast with Jay FamigliettiTwitter @WhatAboutWaterGIWS https://water.usask.cawww.waterplan.comwww.oneplanetpodcast.orgwww.creativeprocess.info

Jay Famiglietti is a hydrologist, a professor and the Executive Director of the Global Institute for Water Security at the University of Saskatchewan, where he holds the Canada 150 Research Chair in Hydrology and Remote Sensing. He is also the Chief Scientist of the Silicon Valley tech startup, Waterplan. Before moving to Saskatchewan, he served as the Senior Water Scientist at the NASA Jet Propulsion Laboratory at the California Institute of Technology.  From 2013 through 2018, he was appointed  by Governor Jerry Brown to the California State Water Boards. He has appeared on CBS News 60 Minutes, on HBO’s Real Time with Bill Maher, as a featured expert in water documentaries including Day Zero and Last Call at the Oasis, and across a host of international news media. He is the host of the podcast What About Water?"Well, I think these days we have good cause to be a little bit wary of our tap water, given what's happening in some cities in the United States. I'm thinking about Flint and thinking about Jackson, so not everyone's water is great. But you know what, in many cities - in fact in most cities - it actually is great. There will always be the issue of industry sort of trying to game the system vs. what is the EPA monitoring for vs. what is industry releasing into the environment. So that puts the EPA, it puts the environmental community always sort of on watch to be looking for these emerging contaminants. And it's a bit of a game in one which I think again, some national policy could be really helpful. Most water districts in the United States publish their water quality. It's all available online. I always tell people if you have any concerns at all, put it through an activated charcoal filter."https://jayfamiglietti.comWhat About Water? podcast with Jay FamigliettiTwitter @WhatAboutWaterGIWS https://water.usask.cawww.waterplan.comwww.oneplanetpodcast.orgwww.creativeprocess.info