A Hubbub of Dreamers and Doers

#50, September 6, 2000

"What would you do if your dream came true?"

Petaluma has been a place where people came to make their dreams real, from the Miwok to General Vallejo to the Socialist chicken ranchers of the 1930's. The last half dozen years has seen the emergence of two new groups of dreamer-builders, the high-tech entrepreneurs of Telecom Valley and the advocates of ecologically and economically sustainable community.

Since these groups have much in common, and much to offer each other, I propose a marriage.

Let me describe these potential partners. Sustainability is about establishing personal, cultural, and economic relationships with the earth's living systems, relationships which don't diminish those systems over time. Perhaps surprisingly, it has a business bias, because it understands that business will be a powerful force for the changes required to save the earth.

Telecom Valley created an industry from ideas born literally on the backs of napkins. It's marked by huge effort, risk, and payoffs. It rewards innovation well executed, and the ability to see the "next big thing" before anyone else.

Both groups are revolutionary in their own way, made of up practical idealists. They are motivated by belief in a "stretch" goal, and nimble at creating the roadmap--and the road!-- as they pursue that goal.

Sustainability has much to offer Telecom Valley. Recruiting and retaining talented employees is of paramount importance, and housing and quality of life is an important factor. Sustainability can make housing with minimal ecosystem impact-- beautiful, affordable, close to shopping and transit. To make it attractive to the candidates with high ideals, Telecom Valley could launch a telecommunications industry "Sustainability Challenge", modeled after the "Supplier Diversity Challenge" which helps minority and women-owned business.

On the operations side, sustainability "zero waste" cost reduction programs can improve today's bottom line, while "green supplier" programs can shield against further cost increases arising from increasing environmental regulation.

Telecom Valley could be very good for sustainability. Valley firms can show the traditional business community that sustainability makes business sense. Telecom Valley can provide leadership, volunteer and donation support for sustainability pilot projects, in the schools and for public facilities. The City of Petaluma would like see Telecom Valley join the just-begun process of creating a Sustainability-based General Plan.

One of the key principles of sustainability is fair and compassionate allocation of the earth's resources. Telecom Valley companies are starting programs to offer financial and volunteer support for workforce and homeless transitional housing. Sustainability can ensure this housing is easy on the earth as well as the finances of the tenants.

The marriage of Telecom Valley and sustainability will actually be getting underway this Saturday, September 16, when community members develop a vision for "The Hub" at Kenilworth Junior High. The Hub idea was conceived by a handful of community leaders, including the founder of Cerent, the owner of Redwood Business Park, and the Executive Director of COTS. They are proposing to convert the soon-to-be-sold site into a high-tech sustainability-based center for small business, community services, the arts, education, worship, and affordable housing.

To register for the visioning session, phone 793-1926 or email jgove@aol.com. Get on their mailing list by emailing HubofPetaluma-subscribe@egroups.com.

Petaluma is lucky to have this alignment of dreamers and doers. The Hub is our opportunity to begin creating a model for sustainable development, our seed for an ecotopian community. I invite my readers, my fellow sustainability activists, and my colleagues in Telecom Valley to join us in the Hub visioning session. Come hear my band, the AFC FibreCats, launch the session with a new song. Be a part of the great work that lies ahead, making our dreams come true.

"The window is open but it won't be for long / You better be smart, you've got to be strong. / Today is the fulcrum, your hand's on the lever. / If you want to save the world, it's now or never."