Zach and I got so into our first conversation that we had to take a second one to get to the Spodek Method.

Listen for yourself, but I hear Zach working with three motivations:

His surfer, outdoors self wants to conserve, protect, and enjoy nature and enable others to do the same by experiencing it.

His CEO self wants to deliver what his customers want, despite what they want including polluting and depleting---that is, hurting people and wildlife---beyond what nearly anyone who ever lived has. They don't know it and his company's current message implies that they're helping, not hurting.

His leadership self wants to improve himself and his work, to resolve conflict, to explore his boundaries and his team's to see if they can change the world.

This situation exists in nearly everyone I know: we love humanity and nature, we live in a culture that rewards the destruction of each, and we want to help resolve that conflict. The difference with Zach is not that the stakes are higher. It's that he is willing to share this internal conflict publicly, not to hide it or act like it isn't there. Only by examining one's blind spots and vulnerabilities can one grow in the areas we care about most. Zach is out on the forefront.

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