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  • Laura Neff

New Beginnings and "New Atlas."

Updated: Dec 31, 2021

None of us alone can save the nation or the world. But each of us can make a positive difference if we commit ourselves to do so. (Dr. Cornel West)


Starting a business demands decisions on myriad levels. First and foremost, what's the purpose, vision, mission? Practically, what's the best legal structure? What's the offering? How do we fund this? Exactly who do we want to reach? What can we promise? Who needs to be on the team? What do we need in order to launch? How can a brand...the name, visuals, copy, voice, etc...best capture and communicate all of that? And on and on.


To me, this is all energizing and enlivening. I love the beginning of things...the creativity, the freshness, how the world is wide open. I see every new beginning as a chance to keep refining how I align my actions in the world with my passions and commitments. It's a chance to get closer and closer to the bull's eye of living and contributing from my purpose, throwing my drop of water into the ocean with aim and verve. (If you're into the Enneagram, you'll recognize my "1-ness" shining through here!)


So when I decided to leap out on my own again, more purpose- and mission-fueled than ever, I wanted a name that both inspired me and let my people...the ones out there whose paths were about to intersect with mine...know what this train is all about and where, hopefully, it's headed.


What's in a Name?

"...I began to see a transition, from one white man--burdened but also technically successful in holding up the world--to many leaders, diverse and together, standing strong in body, mind, and spirit, actively lifting up our earth. "This," I thought, "is the new Atlas that's needed now."

I knew I wanted to attract courageous, world-changing leaders. Leaders who are passionate about protecting our planet and its inhabitants from current-trajectory predictions, and who get that being personally well fueled and grounded will support them in making the biggest difference. I also knew that I did not want to send the message that any one of us can be "the hero." And while the original Atlas myth is different than that, the image of one white man holding up the heavens/ earth kept coming to mind. And WOW do we need to shift from that idea, on so many levels.


As I continued to percolate, on long woods-walks with our dogs, mostly, I began to see a transition, from one white man--burdened but also technically successful in holding up the world--to many leaders, diverse and together, standing strong in body, mind, and spirit, actively lifting up our earth. "This," I thought, "is the new Atlas that's needed now."


And with that, "New Atlas, LLC" was born. Boom.

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