“If your life’s work can be accomplished in your lifetime, then you aren’t thinking big enough.”
~ Wes Jackson
My errands today took longer to accomplish than I had planned. By the time I finished them all, without having had coffee, breakfast, or lunch, I was ready to eat just about anything edible that came into my line of vision. I popped in to Chipotle, wolfed down my burrito bowl, and saw on my drink cup that the restaurant is running a multi-part series entitled “People We’re Pleased to Know”. Part 5 features Wes Jackson, the founder and President of The Land Institute and a leader in the sustainable agriculture movement.
Wes’s quote above lifted a huge weight off my shoulders. I’ve been thinking a lot about accomplishment lately. In my writing, at work, with my multiple side projects that I’ve been working on. Secretly I’ve been a little frustrated with myself – why are these things taking so long? Why am I not checking them off the list in rapid succession? His quote reminded me that ideas with passion and heart take time to develop and even more time to execute. The bigger the dream, the longer the time horizon.
This isn’t to say that there aren’t smaller dreams embedded into the larger vision we have for our lives. There are triumphs, and inevitably defeats, along the way that contribute to a lifetime of work. His life’s work was not to start The Land Institute. The Land Institute is a vehicle to help him realize a vision of our world developing a robust, healthy system to feed itself in perpetuity without destroying our planet.
Think of how Wes’s perspective frees up our creative energy and encourages us to include others in the process of building our dreams. He is shaping his vision and bringing it to life alongside many others who share his same aspirations, and those aspirations take constant care, concern, and commitment. His vision is bigger than the span of his own lifetime – it actually continues on indefinitely. Failure and success are taken out of the equation with a mission that big – all it requires is that we contribute to steady, forward progress.
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/
View all posts by Christa Avampato
“If your life’s work can be accomplished in your lifetime, then you aren’t thinking big enough.”
Thanks C – I needed to read this today!
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Any time, Lon! 🙂
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