Over the last few weeks, I’ve been doing a lot of think about small bets and goals, and the enormous benefits that can be gained by an individual and an entire community. Muhammad Yunus, founder of Grameen Bank and one of my social entrepreneurship idols, is famous for saying that he didn’t set out to help the whole world, or even his whole country of Bangladesh through microfinance. He wanted to help one village of 10 people in 1976 (incidentally, the same year I was born.) 34 years later, it’s deposits now stand at ~$1.4B and the organization has helped 8.3M people out of poverty, 97% of them women. (For more indicators of Grameen’s impact, click here.) He advises entrepreneurs not to build enormous business plans to scale. He tells them to just set one simple intention – help 5 people out of poverty.
Over the weekend, I took my family to the Wizarding World of Harry Potter, part of Universal’s Islands of Adventure Theme Park. What they’ve done with the tiny bit of land set aside for Harry Potter is truly wonderful, with a few exceptions which I’m detailing in a letter to send to their President as guest feedback. What was abundantly clear is that they don’t believe that the appeal of Harry Potter will last too long. The Harry Potter part of the park is adjacent to several junky exhibits that should have been ripped out and used to expand the Harry Potter section. With such rich content, an entire park could have been built around that franchise, rather than just a sliver of an existing park land-locked between exhibits with little appeal. So much opportunity wasted due to a lack of belief by Universal in the powerful connection that fans feel to Harry Potter. Sometimes you need to bet the farm, or in Universal’s case at least the Islands of Adventure.
What does Harry Potter have to do with Muhammad Yunus? Quite a bit when we think about passion, belief, and priorities, and how those 3 pieces come together to form a new product that inspires and ignites creativity. Universal went small on an idea that warranted a far bigger bet. Muhammad Yunus bet small, knowing that his success could be replicated the world over if he could help his original group of 10.
The moral of the story – bet small on a brand new idea, but don’t go so small that you paint yourself into a corner.
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
Over the last few weeks, I’ve been doing a lot of think about small bets and goals, and the enormous benefits that can be gained by an individual and an entire community. Muhammad Yunus, founder of Grameen Bank and one of my social entrepreneurship idols, is famous for saying that he didn’t set out to help the whole world, or even his whole country of Bangladesh through microfinance. He wanted to help one village of 10 people in 1976 (incidentally, the same year I was born.) 34 years later, it’s deposits now stand at ~$1.4B and the organization has helped 8.3M people out of poverty, 97% of them women. (For more indicators of Grameen’s impact, click here.) He advises entrepreneurs not to build enormous business plans to scale. He tells them to just set one simple intention – help 5 people out of poverty.
This is goooooood, Christa!!!
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