We were unsettled ex-agency people who became bored, twitchy, and disenchanted with what we were doing in various high-level Enormicom positions, handling accounts like McDonalds, Coke, and, insert big-or-cool-company-brand-vying-for-market-leadership-and-fighting-the-eternal-battle-for-percentage-gain-points here. Systems thinkers all, we started to connect the constellation of dots between resources, growth, population, consumption — and marketing. And we realized we needed to change our priorities.