“If”: proof that glorious things can come in very small packages. Think of all the wonder wrapped up in this tiny, two-letter word. Imagination takes flight, dreams come to be, and chances of a lifetime are taken by its mere utterance. On his blog, Chris Brogan asked his readers to consider the three words of 2010 that they would use to shape their 2010 plans. “If” is my selection because of the great possibility it invokes.
“If” describes the abilities that make us successful in the truest sense of the word, in terms of the deepest and dearest meaning it has. What abilities allow us to live a life of great virtue? What abilities will make every possibility an option for us? “If” is the gateway to the answers.
“If-” is the title of one of my favorite poems by Rudyard Kipling, and one of my favorite lines of the poem asks us to “start again at your beginnings”. Today begins a new decade, and so it’s only natural for us to look back and remember where we began the last one. A few days after January 1, 2000, I took off for my first theatre tour. Previously, I had been working in a tiny theatre box office, and I needed to break out of it. The contract for the tour was only for four months and the pay was less than I made at the box office. I didn’t care; I needed the adventure.
And so began a decade that would lead me to travel around the globe, fulfill my dream of managing Broadway shows, and then send me back to school to take on the complex world of hard-nosed business. I became a published writer, and through that writing found my truest voice. I found yoga as a balm for my old soul, fell in love countless times, and learned to trust my own instincts above all others. In the decade that began with the year 2000, I discovered how I could make a meaningful contribution to humanity that would live on long after I am gone.
At the end of the decade, I was getting a bit too comfortable. I had gotten set in my new ways and lost sight of the adventure that called to me so clearly at the start of 2000. I too often trusted the opinions and instincts of others. And so, the world decided that a cleansing was necessary, a cleansing that would make it impossible for me to rest on my laurels by taking away the laurels altogether. In Kipling’s audacious terms, I was forced to start again at my beginnings.
Today, in this hour, at this moment, I am choosing to begin again using a map of “If, then” statements. It is a long and winding road, filled with imagination and dreams, a tortuous tangle of stunning possibility and hope. Cheers to the beginning of a very good year, and a very good decade!
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
So many possibilities "only if"… however so many people choose to use "but…" instead!
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It's so true, Elizabeth! "But" is such a road block to achieving the lives we want to live.
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Good for you! I love your approach to the new year! Taking the laurels away…that was a great way to put it.
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WOW! When you take on a project you really dig deep to the essence and go from there. What an incredible journey you are on. You make me want to make pom-poms to cheer you on 🙂 You GO Girl!
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Thanks, Trish and Laura. Trish, I can use all the cheering I can get so break out those pom-poms! Loved your post today about the one universal truth.
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