(Soft) Launch

Yaroki’s soft launch is today. With so much in our world that needs to be done, it can feel overwhelming. With that in mind, it seemed time to get started.

The idea is simple: An online effort to build capacity for individual action to advance sustainability.

Notwithstanding the simplicity, the idea lay dormant for a time. Newton observed the power of inertia. Maybe ideas are not so different from objects. They tend to stay at rest until an outside force gets them going. In the case of Yaroki, it was the coming together of two such forces: First, a growing sense of urgency about the threats facing our planet Earth – our home. Second, a realization and strong sense of empowerment that individual voices and individual action are the critical ingredients to meeting that challenge.

There was a clear need for a fresh, bottom-up approach. Powerful forces, it seemed, were debasing our autonomy and weakening our power to act just as we most needed to join together in common cause. Commercialized social media and click-bait “journalism” were not only polarizing us, but also obscuring and misrepresenting basic truths. Truths about the threats humanity faces, truths about where we are and what can still be done, and most important, truths about our power as individual human beings who share a basic responsibility to each other and to those who follow.

Of course, there are many environmental advocates, many excellent organizations already doing fantastic work. But, part of the idea motivating Yaroki is a sincere belief that, at the end of the day, real progress will not come as a result of a few people making rules for a large number of other people to follow, but rather raising a collective consciousness about and commitment to create a sustainable world.

So it is with both urgency and empowerment, humility in the face of the challenge and optimism that we can yet build a sustainable future that Yaroki begins.

Yaroki looks forward to your feedback and input as we continue to fine tune and grow.

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