I’ve got a love/hate relationship with the word sustainability.
In the environmental space, sustainability is a great thing as long as the environment you’re sustaining is already good.
Sustainability doesn’t automatically mean “doing good”, it really just means “maintain status quo”.
In general, environments are struggling – so we need to be fixing and improving them, not just maintaining them as is.
For example, I don’t know how many new coal mines are opened on average in Australia, but let’s say it’s 10 per year.
Technically, opening no more than 10 per year is “sustainable”, but we actually need to reduce the number, as well as fix the damage caused by the current ones.
Watch where the word sustainability pops up and try to notice when it’s a buzz word – more often than not, it’ll probably leave you scratching your head.
For self-employed creatives, normal business traps are easy to fall into and overcomplicate things - but they’re totally avoidable when flying solo.
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