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Meet Amanda Goldberg

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Meet Amanda Goldberg

May 9, 2024
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Sed ut perspiciatis unde.

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Alright – so today we’ve got the honor of introducing you to Amanda Goldberg. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Amanda, thanks for joining us today. Have you ever had an amazing boss? What did you learn from them? Maybe you can share a story that illustrates the kind of boss they were or maybe you can share your thoughts on what you think made them an awesome person to work for?

 

I would have to say my boss at the Cradle to Cradle Products Innovation Institute, Bridgett Luther. Working alongside Bridgett everyday was inspiring because of her thoughtful demeanor and unwavering confidence. She was known for posing challenging questions and she commanded attention with her heartfelt advocacy for sustainability and product innovation, captivating people with her grace and insight.

One standout moment was when Bridgett endorsed a unique team-building initiative that I had proposed—a living wall installation at our office—an unusual concept at the time that she embraced wholeheartedly. Even as my time at Cradle to Cradle wrapped up, Bridgett’s continued to have an important impact on me. She asked me what was next and I told her that I was considering building a business around my passion for living wall installations. That conversation ignited a spark, leading me to pursue my dream of launching a company specializing in living and preserved moss walls. Nearly a decade later, I have achieved that dream and more, something made possible by the enduring influence of Bridgett Luther’s mentorship and support.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

 

I have always had a love for the outdoors, and through my education I found ways to integrate that passion with my fascination with functional design. As an undergraduate, I studied Industrial Design and focused my thesis on a unique concept—an interactive living desk. This desk featured a base of grass where you could rest your feet, with pothos plants growing beneath the desk’s glass surface. It was a dynamic piece that evolved alongside its user, a visual sign of time, offering a lively alternative to standard office furniture.

For my master’s thesis, I examined the impact of plants on indoor air quality. My research focused on how plants can effectively remove toxins from indoor environments, combating issues like sick building syndrome, which is prevalent in office spaces.

After completing my master’s degree, I parlayed my studies and my eye for artistic design into the creation of my company, Planted Design. Our mission is to integrate greenery into people’s daily lives in innovative ways. We believe everyone should be surrounded by nature, even while indoors, and living walls and moss walls are paving the way towards this reality. Our commitment to sustainability is at the core of everything we do–we collaborate with local nurseries and partner with ecologically minded vendors who share our dedication to preserving nature.

How do you keep your team’s morale high?

 

Managing a team in a way that maintains a high morale is crucial to any company’s success, and recognizing that priority is a critical first step to achieving it.
It starts with hiring the right people, team members who are not only passionate about the work we do, but also collaborative team players focused on supporting each other while achieving each project’s goals. Ensuring the right person is in the right role forms the foundation of our team dynamic.
To further nurture a positive work environment, we organize regular team lunches and monthly offsite outings to local attractions or nature spots like the SF MOMA, hiking trails, or theme parks. These activities provide opportunities to unwind, reconnect with nature, and foster stronger bonds among team members. It’s important to us that we take time to hear about each other’s lives and build deeper connections outside of the work we do.

Additionally, we hold monthly skill-sharing sessions where team members can showcase their hobbies and expertise, from knife sharpening to crocheting to candle making. These activities not only encourage personal development but also cultivate a supportive atmosphere where everyone’s passions are valued.

Most importantly, we prioritize our team’s well-being above all else, offering unwavering support for each other’s mental health and overall happiness. By nurturing a positive and inclusive team culture, we aim to create a workplace where everyone feels valued and inspired to excel.

Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.

 

Given that the living and moss wall markets were very limited when I started Planted Design, there were no experts or leaders in the field to look to for examples. That means our methods and practices have nearly all been developed over time through diligent trial and error. In the beginning I was a company of one, and I spent countless hours in my backyard figuring out how to balance efficiency and quality while achieving a client’s vision. From the construction of substrates to the selection and application of plants, everything has to be aesthetically pleasing, functional and long lasting, and pursuing a balance between those goals has pushed us to continue refining every aspect of what we do.
My background in industrial design has certainly lent itself to innovations in the manufacturing of our pieces, and I have been very fortunate to have a number of brilliant and engaged employees over the years who have further developed our methods. We take pride in manufacturing all of our products in-house, which gives us a lot of latitude to innovate and test new ideas. We continue to question our methods and push ourselves to innovate to this day, and I believe it’s a huge part of what gives us an edge in the market.

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