New Ruralism: Solutions for Struggling Small Towns

Screamin Ridge farm, Vermont / Screamin Ridge

New Urbanism is a well-known movement that aims to create more walkable communities. Less known is New Ruralism, which is focused on the preservation and enhancement of rural communities beyond the edge of metropolitan regions. Small towns now part of this nascent movement seek to define themselves on their own terms, not just in relation to nearby cities. These towns are more than “just food sheds for metro areas,” explained Peg Hough, Vermont, planner and environmental advocate with Community-resilience.org, at the American Planning Association (APA) annual conference in New York City. Representatives from three northeastern states — Vermont, Maine, and New Hampshire — explained how the principles of New Ruralism can help suffering communities.

In many struggling small northeastern rural towns, the drug epidemic has ravaged communities already weakened by the loss of manufacturing jobs. But it’s clear there are also many using “creative economy” approaches to revitalize themselves. Through her organization, Hough has collected case studies of success stories in Vermont. The communities making themselves more resilient share some important values: “volunteerism, empowerment, ingenuity, creativity, cooperation, entrepreneurism, local ownership, and self-sufficiency,” Hough said, adding that “leadership is key.”

In Vermont, the farm-to-plate economy, a “state-wide but closed-loop” system, now accounts for $8.6 billion, up 24 percent since 2007. There are 7,300 farms, employing 61,000 farm workers, on 1.2 million acres of farmland. Community-supported agriculture (CSA) models have helped farms like Screamin’ Ridge Farm flourish (see image above). Screamin’ Ridge turns left-over imperfect vegetables, which are often discarded as food waste, into soups that are served in schools, hospitals, and other institutions. “They aren’t serving the metro areas.”

Other efforts to boost self-sufficiency: the Thetford Home Energy Action Team (HEAT), a community-based group that trained 50 volunteers from the Thetford community and sent them out to educate other homeowners about weatherization and solar energy options. And on Water Street in the town of Northfield, the community undertook “flood recovery at the neighborhood scale.” A cooperative of 100 homeowners banded together to elevate the most-affected homes and turn the worst-flooded areas into a park.

Thetford Home Energy Action Team (HEAT) project in Vermont / Vital Communities

Lynne Seeley, a community planning consultant, detailed positive bottom-up efforts in mostly-forested, half-uninhabited Maine, the “least dense state east of the Mississippi.” In Grand Lake Stream, a town of just 109 souls, a land trust was formed in 2001 to protect the renowned outdoor recreation areas where people come to fish for salmon. Some 370,000 acres of lakeshore, forest, and wildlife habitat was protected. Seeley said the trust, which has had a tough time raising money, sees their future selling their forest’s carbon credits in cap and trade programs.

Great Lake region. Downeast Lakes Land Trust / Conservation Alliance

In Lubec, a town of 1,350, which is the easternmost community in the U.S., and also the poorest in all of Maine, there’s a new community outreach center where 110 volunteers (nearly 10 percent of the whole town) provide some 1,100 hours of community service a year. An associated food bank serves 20 percent of the community. And in Deer Island, which has 1,975 people, there’s the 12th largest employee-run coop in the country, which now runs three stores, including the local hardware store. CEI helped organize the financing. “This is rugged New Ruralism,” Seeley said.

In New Hampshire, Jo Anne Carr, director of planning and economic development for the town of Jaffrey, highlighted the work of the Women’s Rural Entrepreneurial Network (WREN), founded in 1984, which has grown from a pilot with 12 low-income women and now has 1,400 members. In Bethelem, WREN got the Omni hotel to create a gallery featuring artists in their network. Downtown, there’s a retail marketplace with some 300 vendors. If a woman wants to become a “WRENegade,” they have to “agree to put themselves out there and become a vendor at a market.” WREN also launched a new maker space in the city of Berlin where women can access “WiFi, latops, CNC machines, laser cutters and printers.”

WREN Makers’ Studio / NHPR

The Plymouth Area Renewable Energy Initiative (PAREI) adapted the age-old concept of a community barn-raiser to create an “energy raiser” in which members volunteer two-to-three times a year at residential solar installations, in turn learning new skills. As volunteers do the installation, they also lower the costs for the homeowner. PAREI has completed 35 energy raisers in 11 towns, including one for the local homeless shelter, which saved the organization $5,100 in annual energy costs.

Lastly, Monadnock at Home, a program for a 10-town region, provides service for 90 elderly households “aging in place,” including helping them avoid frauds and scams, providing transportation to appointments, and organizing social events to help reduce isolation. The organization has pre-screened 100 service providers that can provide small jobs around the house.

Carr reiterated that New Ruralism is really driven by “community leadership, volunteerism, and creative financing.”

Landscape Architecture Highlights in the News (June 1 – 15)

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Lake Kittamaqundi is one of five manmade lakes originally planned for Columbia. / Jerry Jackson, Baltimore Sun

Oklahoma City Landscape Architect’s Passion Rooted in Early Art, Drafting Classes The Oklahoman, 6/4/17
“When landscape architect Scott Howard and his partner built their northwest Oklahoma City offices in 2004, they paid stipends to six firms to compete for the job to design the building.”

With 843 Acres Buffed, Central Park Leader Will Step Down The New York Times, 6/6/17
“It is easy to forget what Central Park looked like in the 1980s. But Douglas Blonsky, president of the Central Park Conservancy, can see past the lush meadows and fresh streams to a time when the 843-acre park was more beaten-down wasteland than urban Eden.”

Planned Cities Have Gone Out of Style, but Columbia Still Influences Urban Design The Baltimore Sun, 6/8/17
“It was the mid-1960s, and suburban sprawl was engulfing the country. Some predictions held that the U.S. population would double by the year 2000, and a plan like Rouse’s promised an orderly, predictable antidote to a rush of development.”

Landscape Architect Tends Ideas for Major City Projects The Chicago Tribune, 6/8/17
“One of the keys to better creative ideas is first knowing what problem your client needs to solve, says Terry Guen, principal, president and founder of Terry Guen Design Associates in Chicago. But that isn’t always clear or simple.”

Urban Beaches, ‘Visionary’ Architects, Ice Skating Paths Among Winners of 2017 Knight Cities Challenge The Architect’s Newspaper, 6/12/17
“A forest on an abandoned freeway, a bike path turned winter skate track, and participatory governing at the bus stops are slated for reality thanks to the benevolence of the Knight Foundation, which today announced more than three dozen winners of its city-focused grants.”

Hammersmith Statue Commemorates Great British Landscape Architect Capability BrownGet West London, 6/12/17
“Capability Brown was one of the best known and most influential landscape designers, responsible for creating some of the most impressive and inspiring grounds in the UK, including those at Syon House, in nearby Brentford.”

Seoul Turns Aging Overpass into Botanical Promenade

Seoullo 7017 Skygarden / Ossip van Duivenbode via DesignBoom

Seoul is the latest cities to reclaim a piece of aging infrastructure for public use. Last month, South Korea’s capital city opened Seoullo 7017 Skygarden, an inner-city freeway transformed into a pedestrian artery and botanical garden.

The elevated public park was designed by Dutch architects and urban designers MVRDV as a series of gardens with 24,000 trees, shrubs, and flowers. Fifty plant families and 228 species and sub-species are organized according to the Korean alphabet along the pedestrian-only walkway.

Ben Kuipers, lead landscape architect on the project, said the unique arrangement highlights plant nuances. “The species are organized by genus and family. So people can experience the differences between species,” he wrote in an email. “There are small, themed gardens, like the maple garden and the pine tree garden, and a surprising contrast walking from family to family, in Korean alphabetical order.”

Seoullo 7017 Skygarden / Ossip van Duivenbode via DesignBoom

Over 600 concrete planters dot the approximately 3,000-foot linear park, which stretches across the city’s central train station and connects the Namdaemun market area to the east and neighborhoods to the west. Each pot has nameplate identifying the plants in both Latin and Korean. At night, the pots are illuminated in blue and white.

Seoullo 7017 Skygarden at night / Ossip van Duivenbode via DesignBoom

“The trees are the stars,” Kuipers said. “We turned the bridge into a ‘walk of fame’ with every tree in a pot like on a pedestal. And every season shows different features.”

With over one million visitors in the first 10 days, Kuipers said the high volume shows the concept resonates. “We wanted to create not just a pedestrian connection, but also a place to visit, be, and meet people. Therefore, we also added ‘activators,’ such as little shops and cafes.”

Seoullo 7017 Skygarden / Ossip van Duivenbode via DesignBoom

MVRDV won an international competition in 2015 held by the Seoul Metropolitan Government for the design of the park with their entry, The Seoul Arboretum.

The original freeway, known as the Seoul Station overpass, was built in 1970 at the heart of a city undergoing rapid economic and population growth. The structure was slated for demolition after a 2006 safety assessment determined it would soon be unsafe for vehicular use. Officials ultimately decided to recycle the freeway, incorporating the structure into its plan to make the city more walkable.

“This overpass has special meaning because it represents Seoul’s modernity,” Kim Joon Kee, deputy mayor of safety management for the Seoul Metropolitan Government, told CNN in 2016, as construction was underway. “It was built to relieve traffic congestion and, after 30 years, it  became worn down, so we saw an opportunity for the city’s development.”

The name, Seoullo 7017, pays homage to the transformation of the freeway over time. The word Seoullo means “Seoul road,” and the numbers 70 and 17 reference its original constructed and when it reopened to pedestrian traffic, according to The Korea Times.

Implementing such a diverse planting design on an aging freeway structure came with a unique set of challenges. Kupiers explained there was little space for soil for the roots, given the load-bearing limitations and the inclination of the bridge destabilizes the soil. Designers also considered the safety of pedestrians and vehicles, ensuring no branches or trees would fall on the road or railway tracks below. 

Seoullo 7017 Skygarden / Ossip van Duivenbode via DesignBoom

Furthermore, in a region with hot summers, cold winters, and typhoons, Seoul’s varied climate also posed a challenge. “We decided to create the right conditions for trees, shrubs and plants [by] making huge tree pots. These pots are isolated to prevent freezing and have a drainage, irrigation, and aeration system,” Kuipers explained.

The arrangement of over 600 pots, in varying sizes and depths, adds a distinctive, constructed quality to the design, a departure from the more organic style seen in many landscape designs in Asia, Kuipers said.

Seoullo 7017 Skygarden / Ossip van Duivenbode via DesignBoom

MVRDV’s design envisions the skygarden as an “urban nursery.” Kuipers said they plan to use the bridge in combination with the city’s own tree nursery to grow new trees and species, eventually distributing the pots along pedestrian routes in additional neighborhoods.

Seoul is hardly the first city to build an elevated urban walkway. Many have drawn connections between this project and New York City’s High Line. In fact, Seoul Mayor Park Won-soon was inspired by the famous James Corner Field Operations’ project, according to the The Korean Times. Still, the projects differ in their relationship to the surrounding urban fabric and the way they use plants.

“Although the High Line is a great example, Seoullo is different in many ways,” Kuipers said, noting the Seoullo Skygarden’s elevated views of the city and central location at Seoul Station in the heart of the city.

President Trump Seeks to Pull U.S. out of Paris Climate Accord

“A tiny, tiny amount,” said President Trump, referring to the amount of greenhouse gas emissions he believes will be reduced by the Paris climate accord, during a speech at the White House / Mashable

Last week, President Trump initiated the process of taking the U.S. out of the United Nations’ 2015 Paris accord, in which 195 countries have committed to reducing greenhouse gas emissions in order to stave off the dire effects of climate change. Under President Obama, the U.S. committed to reducing American emissions by 26-28 percent by 2030 through raising vehicle emissions standards and phasing out coal-powered electrical generation, and then further ratcheting up emissions reductions by 2050. President Trump believes Obama’s plans would have a negative impact on U.S. competitiveness and job creation and pledged to ignore his predecessor’s targets. Starting the process to take the U.S. out of the agreement, a lengthy undertaking that won’t conclude until November 2020, Trump argued the Paris accord is a bad deal for American workers.

In his speech in the Rose Garden, Trump stated: “The Paris climate accord is simply the latest example of Washington entering into an agreement that disadvantages the United States to the exclusive benefit of other countries, leaving American workers — who I love — and taxpayers to absorb the cost in terms of lost jobs, lower wages, shuttered factories, and vastly diminished economic production.”

Meanwhile, 70 percent of Americans support staying in the agreement, 45 percent now worry “a great deal” about climate change, and an impressive and growing coalition of states, cities, and major companies and organizations have committed to following the terms of Obama’s commitment, regardless of Trump’s stance.

Here are three key arguments in Trump’s speech, as well as counter-arguments.

First, his primary argument is the accord is bad for the U.S. economy. “Compliance with the terms of the Paris Accord and the onerous energy restrictions it has placed on the United States could cost America as much as 2.7 million lost jobs by 2025, according to the National Economic Research Associates. This includes 440,000 fewer manufacturing jobs — not what we need — believe me, this is not what we need — including automobile jobs, and the further decimation of vital American industries on which countless communities rely. They rely for so much, and we would be giving them so little. According to this same study, by 2040, compliance with the commitments put into place by the previous administration would cut production for the following sectors: paper down 12 percent; cement down 23 percent; iron and steel down 38 percent; coal — and I happen to love the coal miners — down 86 percent; natural gas down 31 percent. The cost to the economy at this time would be close to $3 trillion in lost GDP and 6.5 million industrial jobs, while households would have $7,000 less income and, in many cases, much worse than that.”

Critics dispute the methodology used in March 2017 study by NERA, which was financed by the American Council for Capital Formation and U.S. Chamber of Commerce, both vocal critics of U.S. involvement in the Paris accord. They argue that it doesn’t properly estimate the new jobs created by the shift to renewable energy.

The New York Times editorial board in turn took apart Trump’s economic case: “As alternative realities and fake facts go, that argument is something to behold. For one thing, it fails to account for the significant economic benefits of reducing greenhouse gases, avoiding damage to human health and the environment. And it ignores extensive research showing that reducing carbon emissions can in fact drive economic growth. Partly because of investments in cleaner fuels, partly because of revolutionary improvements in efficiency standards for appliances and buildings, carbon dioxide emissions in this country actually fell nearly 12 percent in the last decade, even as the overall economy kept growing. Under Mr. Obama’s supposedly job-killing regulations, more than 11.3 million jobs were created, compared with two million-plus under Mr. Bush’s anti-regulatory regime.”

Also, the coal industry is in decline, but not because of a regulatory onslaught. “It’s true that the coal industry is losing jobs, largely a result of competition from cheaper natural gas, but the renewable fuels industry is going gangbusters: Employment in the solar industry, for instance, is more than 10 times what it was a decade ago, 260,000 jobs as opposed to 24,000.”

Second, Trump states the agreement is unfair, as he believes it privileges developing countries: “For example, China will be able to increase these emissions by a staggering number of years — 13. They can do whatever they want for 13 years. Not us. India makes its participation contingent on receiving billions and billions and billions of dollars in foreign aid from developed countries. There are many other examples. But the bottom line is that the Paris Accord is very unfair, at the highest level, to the United States.”

China, which is the now the world’s biggest source of carbon pollution, has stated its emissions will climb until 2030, as it continues to modernize its economy, and then decline. But China has already begun to speed up its progress. For the fourth year in a row, Chinese emissions have been flat or fallen 1 percent. And China’s long-term emissions reduction targets are even more ambitious than those promised by President Obama. According to BBC News, “China aims to reduce its carbon dioxide emissions per unit of GDP by 60-65 percent by 2030, from 2005 levels. China also aims to increase the share of non-fossil fuels in its primary energy consumption to about 20 percent by 2030.”

President Xi Jinping and other Chinese leadership have stepped up, re-committed to their pledges, cancelled 100 new coal-powered energy plants, and reached out to European and Californian leaders to build on progress. And India, which does require support as it has hundreds of millions of poor people, is aggressively shifting to a clean-energy economy ahead of schedule. India also hit back against Trump’s claims that it was just looking for extra foreign aid.

Lastly, Trump argued the Paris agreement wouldn’t have made much of a difference on global emission reductions anyhow: “Even if the Paris Agreement were implemented in full, with total compliance from all nations, it is estimated it would only produce a two-tenths of one degree — think of that; this much — Celsius reduction in global temperature by the year 2100. Tiny, tiny amount. In fact, 14 days of carbon emissions from China alone would wipe out the gains from America — and this is an incredible statistic — would totally wipe out the gains from America’s expected reductions in the year 2030, after we have had to spend billions and billions of dollars, lost jobs, closed factories, and suffered much higher energy costs for our businesses and for our homes.”

According to The New York Times, Trump misrepresented the MIT study he cited in his speech. Writing about the authors of the study, The Times reports: “In an updated 2016 analysis, they found that current climate pledges would result in global average temperatures rising between 2.7 and 3.6 degrees by the end of the century, compared with between 3.3 and 4.7 degrees if no action were taken, a difference of nearly a degree. And the aim of the Paris agreement is to improve those pledges over time.”

Amid the anger many feel with Trump’s action, state, city, and corporate leaders have pledged to move towards a clean economy and society, which, as many have noted, would also have major public health benefits. Within hours of Trump’s announcement, California, which alone is the world’s 6th largest economy; New York; and Washington state announced the launch of the bipartisan United States Climate Alliance, with the goal of achieving Obama’s climate pledge. Since the group’s formation, Connecticut, Delaware, Hawaii, Massachusetts, Minnesota, Puerto Rico, Oregon, Rhode Island, Vermont, Virginia have joined, bringing the total to 12 states and one territory. Six other states, including Colorado, Maryland, Montana, North Carolina, Ohio, Pennsylvania, as well as Washington, D.C. may join.

Leaders of 246 cities, who call themselves the “Climate Mayors” and represent 56 million Americans, have also pledged to uphold the U.S. commitment, as many set worthy targets — 50, 75, even 100 percent renewable power by 2030. 170 university and college presidents have signed on. Major corporations have taken leadership positions. Apple, Tesla, General Electric, Disney, and others have led the charge, but even major oil companies like ExxonMobil and Chevron have lent their support.

Some believe Trump pulling out the U.S. out of the accord will only accelerate the shift to renewable energy among the private sector, as even traditional firms like Walmart set goals that would have seemed impossible just a few years ago. The market shift in the U.S. is already well underway. Still, Trump’s move is very dangerous, as it can undermine serious action in other countries where there are similar debates as to whether it’s worthwhile to put the laws and regulations in places to shift to a clean energy economy. It will be up to California, the European Union, and China to lead the way and apply pressure on other countries for at least the next four years.

South Brooklyn Waterfront: A Model for Urban Manufacturing

Brooklyn Army Terminal / Jared Green

The Wall Street Journal reports that 79,000 people work in manufacturing in the New York City metro area, down from 190,000 in 1990. However, the long downward trend may be ending: manufacturing employment increased by 1,300 over last year.

Perhaps some of that uptick is the result of the city government’s efforts. Mayor Bill de Blasio and other city and state leaders have focused on revitalizing the city’s manufacturing economy, preserving what’s left of it in places like the Garment District and building up existing clusters of industrial production. In a tour of the Sunset Park neighborhood in the South Brooklyn waterfront, as part of the American Planning Association’s annual conference, we learned about the efforts of the New York City Economic Development Corporation (NYCEDC), which manages industrial properties owned by the city.

There couldn’t be a more appealing locale for the rebirth of American urban manufacturing than the Brooklyn Army Terminal, which was built before World War I to support the war effort. In some 4-million-square feet spread over two buildings — each the size of the Empire State building if it was laid flat on the ground — there are 110 businesses, employing 3,500 in manufacturing and distribution.

Brooklyn Army Terminal / Crain’s Business

As seen from the tour, contemporary manufacturing looks much different from the big factories of the past. Small urban manufacturers are making everything from salad dressings and luxury clothes to 3D printed objects and advanced technological parts.

Out of the 3.1 million square feet now online, there is a 90-plus percent occupancy rate, explained Will Stein, an official with NYCEDC. He said an additional 500,000 square feet will soon be operational. “Every New York City Mayor has a project at the Terminal. Mayo de Blasio’s project is this expansion.”

In addition to using the traditional metrics, NYCEDC evaluates possible tenants based on “how many manufacturing jobs they offer, the quality of the jobs, benefits, and opportunities for growth.”

Coming in September is the DIY TechShop, which will feature 3D printers and CNC machines. “It will be like a gym membership. Members can use the machines and other services.”

The Terminal is incredibly accessible. For workers, the subway express stop is a 5-10 minute walk, and there’s a nearby ferry terminal. There are many options for freight transit as well. “We are close to the Gowanus Expressway, and the rail line is connected to the yard.”

Work is underway to make the 100-year-old building designed by architect Cass Gilbert even more sustainable. “We put in energy-efficient windows and solar panels on the roof. We are adding LED lighting throughout the building and motion sensors inside to reduce energy waste,” explained the Terminal’s Dave Aniero.

The building itself has a fascinating history. At the height of World War II, there were some 30,000 workers moving ammunition, supplies, and soldiers out to war. Trains used to come right through the building. A crane that slides along the top of the Terminal would take material out of the trains, drop them in slots that cantilever out, so they could be easily taken into the building, sorted, and then moved via elevator or crane back to the trains. And, during the Korean War, “Elvis was shipped out of here.”

Brooklyn Army Terminal / Jared Green
Brooklyn Army Terminal / Jared Green
Brooklyn Army Terminal / Jared Green

Nearby, there are other manufacturing and distribution centers. The Bush Terminal, a campus of 11 buildings, has about 50 tenants. The 72-acre South Brooklyn Maritime Terminal, now in development, seeks to bring back marine industries. And there’s the 4-million-square-feet privately-owned Industry City, which will combine commercial office and industrial space.

Bush Terminal, which is also managed by NYCEDC, will soon undergo a $136 million upgrade. But already there are some nice amenities: bike lanes bring workers from the campus and residents of the Sunset Park neighborhood to the new Bush Terminal Piers Park, which was built by NYCEDC, designed by landscape architects at AECOM, and is now managed by the NYC parks department.

Bush Terminal / Jared Green
Bush Terminal / Jared Green
Bush Terminal / Jared Green

“It’s really a neighborhood park. We wanted to improve the public space and make it safer,” said Ryan White, also with NYCEDC.

Bush Terminal Piers Park / Jared Green

What do these projects have to teach other cities seeking to revitalize their urban manufacturing? A lot. Cluster industrial manufacturing and distribution facilities into districts near existing transportation infrastructure. Reuse warehouses and facilities. Make them attractive, sustainable, and accessible to the public. Spend the extra money on bike lanes, sidewalks, and amenities like public parks. They are worth it.

Now NYC just needs to create more affordable housing for the blue-color workers it hopes to lure back to the city. That’s the missing piece in the city’s strategy.

Women Design Leaders Offer Candid Advice

Women design leaders. From left to right: Carol Loewenson, Vaughn Rinner, and Wendy Moeller

“We’re still fighting for equal pay. And there are a million cracks in the glass ceiling, but we haven’t broken through yet,” argued American Planning Association (APA) President Cynthia Bowen, at a session at APA’s annual conference in New York City, which featured a group of women design leaders with a total of 100 years of experience between them.

Vaughn Rinner, FASLA, ASLA president; Carol Loewenson, partner at Mitchell | Guirgola Architects and former president of AIA NY; and Wendy Moeller, a planner who started her own consultancy and is a board member of APA, talked in very personal terms about their important early influences, their efforts to overcome obstacles and achieve a work/life balance, and how to find “meaningful” professional fulfillment.

Some highlights from their wide-ranging, one-hour conversation:

Loewenson: “After World War II, my grandmother Edith started her own construction business. She wasn’t out there asking for favors, just doing it. I learned from her how to get things built, and that hard work pays off.”

Rinner: Back when I started as a landscape architect (in the 1970s), “I was one of two women at an engineering firm of 1,000. They didn’t like having me there. They didn’t like how I dressed. I was not prepared to be a pioneer. I experienced extreme sexism.”

Loewenson: “It’s not my experience that the architecture world is chauvinistic or male-driven. You need to find a place where you are appreciated. If you find yourself in a male-dominated firm, you can either try to change it or decide that it’s not the right fit. If you have opportunities to prove yourself, then you can take off. But construction — that’s a tough industry.”

Rinner: “It’s very important that we be ourselves and break the stereotypes. We must challenge what is typically male or female behavior. I’ve heard from many people that the worst bosses they’ve ever had were women. This is because women in middle management are put in a position where they must compete with each other. They are set up by men. Collaboration is everything. If we can be ourselves, we can support, not compete with each other.”

Rinner: “In a large group of men and women, men tend to dominate. Women can help other women be heard. Women may raise a great point, but have it co-opted by a man, then people forget where that idea came from. Women don’t get credit and don’t get heard. Through sponsorship and support, women can get heard.”

Loewenson: “It’s important to educate elementary and high school girls to give them confidence. So many amazing women draw the line at public speaking — they can’t get over that fear.”

Moeller: “When speaking in front of crowds, you have to read your audience and adjust your approach. Sometimes I can be very forward and sometimes just be myself. Creating a comprehensive plan for an Amish community, where the audience was all male, took lots of effort. They were very skeptical. But we persuaded them we knew what we are doing.”

Moeller: “When I set out on my own and created my own consultancy, it was frightening. I had to have hard discussions with my husband, who had to learn some ‘women’ work at home. It’s important to be confident about what you want.”

Loewenson: “If you are angry or scared, figure out what you really want. If the clarity of what you want is there, you will be clear-headed.”

Moeller: “Professional mentors in offices and associates are great. We didn’t have those when I was growing up. I seek out women in mid and upper levels as resources. It’s very informal, but there is a support structure.”

Loewenson: “As for work/life balance, everyday is a challenge. Some businesses are high-pressure and you won’t change them. Find a pace you are comfortable with.”

Rinner: “If you are working at a place where you can’t be who you want to be and can’t have a flexible schedule, you don’t want to work there.”

Moeller: “I work for myself. It’s very flexible. My personal support is my family, who are always around. It’s not a good situation without that support structure though.”

Loewenson: “Overcome your fears. Don’t be held back by them. Do it anyway. There is not another option. There will always be more challenges to overcome. Challenges are motivators.”