The gift of carbon removal
November 11, 2022
Carbon removal is important business. But trying too hard can get in the way, too. Instead, working on cool, fun, wierd ideas, rather than "important" ones can lead to new breakthroughs. I’m a big fan of Paul Graham's essay that relates to this, Organic Startup Ideas.
Here's my favorite excerpt:
“Just as trying to think up startup ideas tends to produce bad ones, working on things that could be dismissed as "toys" often produces good ones. When something is described as a toy, that means it has everything an idea needs except being important. It's cool; users love it; it just doesn't matter. But if you're living in the future and you build something cool that users love, it may matter more than outsiders think.”
This approach led me to Thanks a Ton. They’re selling fun friendly digital greeting cards that are loaded with cutting edge carbon removal credits.
I got to chat with two of the co-founders, Siobhan Montoya Lavender and Laura Katayama to hear how it’s going. (YouTube video, 37 minutes)
Here’s my takeaways:
- Educate & excite “regular people” about CDR
- Enable people in carbon removal to connect with friends and family through cards
- Soils, mineralization, bio-oil, biochar, and more
- Rather than the absolute number of tons sold, it’s about getting people thinking and talking about carbon removal
- Customers (including me) love them
- How they started: They first met at a Climate Sprint setup by John Sanchez where they explored the important concept of carbon removal marketplaces.
- After the sprint, co-founder Cara Maesano had the idea for selling carbon removal credits through fun greeting cards, and they all decided to work together.
- Thanks a Ton is looking for new suppliers!
I recommend you try it and buy a card for someone special in your life. You might feel some new spark of connection to carbon removal that shifts your perspective forever.
Then, go build something fun that people love. "Important" can come later! (And if you're already working on something like this, hit reply and let me know about it!)
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