60 Days On

Since unveiling the name and identity of level to the industry, the reception has been nothing short of amazing. With the ANSI/BIFMA e3 standard virtually complete (save for an appeal on 2 credits from the folks at SFI, Weyerhaeuser and AF&PA) all that has been left to do was introduce the standard and how the logo and program need be implemented and talked about. While at first blush that seems like a pretty easy, albeit sizable task to accomplish, what’s actually happening is more like an embarrassment of opportunities.

Two months ago Tom Reardon, Brad Miller and I traveled to DC and New York to attend seven meetings with NGOs, government agencies, trade associations and the media. At every turn and in every meeting we were not only welcomed, but asked how each group could help spread the word about level. In effect, I’m now wondering which opportunity we should pursue first.

What’s become evident is that according to everyone constituent we meet, level is being viewed as one of the most important developments in both the development of standards and in how sustainability is considered.

I think we’ll soon find ourselves asking “what shouldn’t we do” as opposed to “what should we do”.