Construction and AEC leaders — sustainability isn't slowing down because people don't care. It's slowing down because we've spent too much time selling sustainability instead of solving problems.

In this episode of Activating Curiosity™, Ryan Ware sits down with Josh Dorfman—CEO of Supercool, climate entrepreneur, and former CEO of Plantd—to explore why the future of sustainable construction, climate innovation, and the built environment depends less on convincing people and more on creating solutions people naturally want to choose.

Together, they discuss sustainable construction, product innovation, business strategy, consumer behavior, and why the most successful ideas aren't adopted because they're environmentally friendly—they're adopted because they solve real problems and create better outcomes.

What We Get Into
Why people adopt better solutions—not bigger sustainability arguments
The biggest mistake organizations make when promoting climate solutions
How better buildings accelerate sustainable construction
Why product design influences behavior more than messaging
The relationship between business value and environmental impact
Why construction innovation succeeds when it removes friction
How leaders can influence change without relying on fear or guilt
Why curiosity creates momentum for lasting adoption
The Shift

This isn't really a conversation about sustainability.

It's a conversation about human behavior.

People rarely adopt something simply because it's better for the environment.

They adopt it because it makes their lives, businesses, and projects better.

For construction leaders, that changes how we think about innovation, product development, and the future of the built environment.

If you're an architect, engineer, contractor, manufacturer, developer, owner, or construction leader looking to accelerate sustainable construction without relying on bigger arguments, this episode is for you.

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https://www.linkedin.com/in/ryankware/

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https://connectiveconsultinggroup.com

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Timestamps

00:00 – The Climate Problem Behind the Conversation

02:31 – Josh Dorfman's Path to Sustainability

07:55 – Climate Change vs. Sacrifice

13:16 – Selling Better Products, Not Climate Guilt

17:42 – Why Activism Alone Backfires

29:35 – Why Customers Don't Care About Your Technology

32:25 – The Electric Datsun Story

39:32 – Passive House: Sell the Benefit, Not the Label

46:36 – Why This Mission Feels Personal

52:56 – Why the "Hoax" Debate Misses the Point

59:11 – The Real Cost of Inaction

1:05:33 – Defining Success Through Impact