While in business school, I participated in the Innovation Challenge – a program that asks teams of business school students all over the world to solves a set of business challenges put forward by a handful of sponsor organizations. This year I was invited to be a judge in the competition and just completed the first round of judging.
Someday, when I am old and wise (or at least old), I’d like to teach a class at a business school for one very simple reason. While I think our business schools may be teaching the fundamentals of how to value a bond and manage a P&L, they aren’t teaching a skill that is so crucial to success that many assumed it was an ability that everyone has – being able to write clearly and concisely. This afternoon, I would have settled for written proposals for the Innovation Challenge that were at least free of typos, used correct grammar, and exhibited a grasp of basic English vocabulary.
Of the 11 proposals I was asked to judge, 2 of them were well-done. The ideas and solutions put forward by 2 teams were innovative and creative with sound success metrics and a long-term vision. Beyond those feats, they were also well-written. The other 9 were awful. Truly awful. Forget about the solutions not being feasible or short-sighted. Several were so badly written that I could barely read them. Those 9 badly-written proposals have nothing to do with talent or education level. It has everything to do with care and concern, or lack thereof. 2 teams put together the best case they possibly could. 9 of them slapped together some sentences in record time and handed it in.
I considered writing a long set of notes for each team, and then I considered that that wouldn’t be fair to the 2 teams that put in so much of their own effort. So I wrote a paragraph for the 9 who didn’t care about the project, and saved my lengthy responses and comments for those 2 teams who got their act together.
After I completed my evaluations, I thought about my work experience and my own business school education. No matter what company or set of circumstances are in place, there are always a few people in the pack who shine because they are concerned about the quality of their work and how their work reflects on them. As business leaders, or teachers or judges of a case competition, our role is not to dwell on the ones who don’t put in the time or care or concern. That is a road to nowhere. It’s important to place the emphasis on the ones who want to do well and will take the time to put together the best they have to offer. That best won’t always be perfect – sometimes it won’t even be any good. I’m happy to spend time helping those who want to help themselves rather than spending it on people who don’t even care enough to run the spell check on their writing before they hand it in.
Published by Christa Avampato
IN BRIEF
Author, journalist, digital product manager, and licensed New York City tour guide. Creator and host of NYC's Secrets and Lies. Alumna of the University of Pennsylvania (BA), the Darden School of Business at the University of Virginia (MBA), Arizona State University (Biomimicry), and the University of Cambridge (MSt in Sustainability Leadership).
I build digital media platforms, report on urban climate resilience and biodiversity, and produce live narrative experiences that connect communities to history, nature, and place.
THE DEEP DIVE
My work centers on a single thread: building systems and stories that foster deep connection to our shared world. Across digital streaming, environmental reporting, and live civic storytelling, I design experiences that help people understand complex ideas and the environments around them.
DIGITAL PRODUCT STRATEGY & MEDIA LEADERSHIP
At Carnegie Hall, I serve as Digital Product Manager, leading product strategy, operations, and technical delivery for the video streaming platform Carnegie Hall+. I translate artistic mission into scalable, high-performance streaming architecture that reaches audiences globally. Previously, I led agile product and delivery teams across operations and compliance at American Express, managed Broadway theatrical productions and national tours, and guided strategic initiatives across cultural institutions.
ENVIRONMENTAL JOURNALISM & AUTHORSHIP
As a freelance journalist, I investigate how living systems, urban infrastructure, and human culture intersect. My reported features on urban decarbonization, biodiversity, coastal resilience, and biomimicry appear in publications including Smithsonian Magazine, The Washington Post, Mongabay, Natural History Magazine, and Foreign Policy Magazine. In fiction, I write the Emerson Page young adult novel series, alongside upcoming historical fiction and nonfiction works on New York history, mythology, and human resilience. I also write Togetherhood, a LinkedIn newsletter focused on urban ecology and community restoration, and co-host the podcast Frameworks in the Wild.
LIVE EXPERIENCE & CIVIC STORYTELLING
As a licensed New York City tour guide and live event producer, I transform urban landscapes into shared narrative encounters. I created, produce, and host NYC's Secrets and Lies, an interactive live storytelling series staged across cultural landmarks including the New York Transit Museum, the South Street Seaport Museum, and the historic tall ship Wavertree. I also design and lead site-specific walking tours exploring coastal ecology, food history, and neighborhood evolution, often with partners at Climate Week NYC and the Natural Areas Conservancy.
DOUBLE OR NOTHING MEDIA
Through my independent production studio, Double or Nothing Media, I develop ventures across media, ecology, and public history:
Digital Products & Strategy: Architecting scalable digital platforms, streaming experiences, and operational models for mission-driven institutions.
Environmental Reporting & Publications: Delivering long-form reporting, books, and newsletters grounded in climate resilience and regenerative design.
Site-Specific Live Storytelling: Producing immersive live shows and educational walking tours that engage public audiences in community history.
CONNECT
Website & Production Hub: doubleornothingmedia.com and christaavampato.com
Newsletter: Togetherhood on LinkedIn - linkedin.com/newsletters/togetherhood-7273771832221089792/
Instagram & Threads: @christarosenyc
Emerson Page Novels: emersonpagebook.wordpress.com/
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