Great event as usual. I'm curious about the pressure to make money doing something "unsustainable" vs "the right thing". Sound's a little cheesy, but Jonah mentioned he could have made a lot more money doing more commercial endeavors... that's easily said once you've enjoyed some success, but the reality can often be more difficult for others who are just starting out or are more cash strapped.

For others who have found themselves in this position, do you have advice? ie - it's ok to take on work that's not perfect for a while? And if the payoff is not monetary in the long run, what's the extra payoff for doing things sustainably? Is it just satisfaction, or can we put some more tangible measurement on it?

Nick, I was at the event too and started talking with the guy next to me (who had a solar thermal company) about just how easy, or rather hard, it can be to stick to certain client criteria when you really just need paying clients! Jonah also mentioned one of their techniques of being selective about what they would do for certain clients. It sounded like they would research the depth, and dare I say veracity, of some companies desired messages before taking them on.

But I do think, as impossibly hard as it may be in the beginning, if your company is committed to work in only certain ways or with certain topics you must stick by those and not compromise. Otherwise it is a slippery slope and will start to change your company culture so down the road you may be less and less likely to have those more sustainable options for which you were originally aiming.