Construction and AEC leaders — nobody cares about your climate mission. Your customers aren't looking for sustainability. They're looking for someone to solve their actual problems.
Josh Dorfman (SuperCool, Planted) on why change is a giant pain — and why inertia beats mission every time.
Key insight: Solve their problem first. Or lose to inertia.
🎙️ Full episode: https://activatingcuriosity.com
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