abstainability, so-il

'In a brief moment of anxiety, not uncommon in our current role of “Promising Architects,” a condition that allows for the quick recalibration of one’s own position before the “show is on,” I felt we should consider “broadening our appeal.” How can our firm, SO – IL, become more attractive to more clients now that we need to “capitalize on our potential”? I was thinking about our “marketability,” and impressed by the ease with which my peers incorporate Greeniness into their practice. I pondered on how to develop an attitude towards this irrefutable big issue that calls to be addressed. Should the word “sustainability” jump off our webpages? Should we get certificated by a brand that peddles stamps of approval? Should we become angry?'

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