On this episode of What It Takes, we sit down with Ive Haugeland, founder and principal of Shades of Green Landscape Architecture. Her journey is a powerful story of taking risks, following a passion, and staying true to her values while building a thriving business.

Originally from Norway, Ive started her career designing environmentally sensitive landscapes before making the leap to California in 2000. With no roadmap, she built Shades of Green in 2004, blending Scandinavian design principles with modern sustainability.

But what does it take to turn a creative vision into a successful business? How do you balance artistry with business strategy while staying authentic? In this episode, Ive shares the challenges, lessons, and defining moments that shaped her entrepreneurial journey.

• Welcome & Introduction
• Introduction to the episode and guest
• Ive’s background: From Norway’s landscapes to California’s gardens
• How her love for landscape architecture began
• Early Inspirations & Taking the Leap
• What drew her to environmental design
• Lessons from designing landscapes in Norway
• The bold decision to move to California and start fresh
• Founding Shades of Green: The Reality of Entrepreneurship
• The challenges of launching a business with no roadmap
• How she built a name for herself in the industry
• The balance between creative passion and business management
• Sustainability & Staying True to Her Values
• How Scandinavian design principles influence her work
• Why sustainability is more than just a business strategy—it’s a responsibility
• Navigating the challenges of implementing sustainable practices
• Business Growth: Lessons, Challenges & Wins
• The biggest hurdles she faced in growing her company
• How she learned to scale a creative business
• The proudest moments and projects that define her success
• Advice for Aspiring Entrepreneurs
• The hardest lesson she learned in business
• What she wishes she knew before starting her firm
• Her advice for landscape architects and creatives looking to build their own company
• Signature Question: What It Takes to Succeed
• In your experience, what does it take to be a successful business owner?
• Outro & Where to Connect with Ive
• Final thoughts and key takeaways
• Where to find Shades of Green and Ive’s work
• Call to action: Subscribe, review, and share!

1️⃣ On Taking the Leap:

"I moved across the world with no guarantees—just a passion for design and a belief that I could make it work."

2️⃣ On Entrepreneurship:

"I didn’t start a business because I wanted to run a business. I started it because I wanted to create something meaningful."

3️⃣ On Sustainability:

"Sustainability isn’t a feature—it’s a mindset. Every project we take on considers how we can work with nature, not against it."

4️⃣ On Challenges:

"The hardest part of running a business isn’t finding work—it’s learning how to trust yourself as a leader."

5️⃣ On What It Takes to Succeed:

"It takes vision, patience, and the ability to adapt. Business isn’t just about talent—it’s about learning and evolving every step of the way."