As I step into the CEO role, I'm reflecting on my first day at thinkPARALLAX in January 2014.
My desk was situated between the firm’s co-founders: Jonathan Hanwit, an energetic force, bubbling with big ideas and outside-the-box thinking, and Guusje Bendler, a sharp, formidable talent with elite creative agency precision and Dutch frankness.
We sat down around the conference table that morning to brainstorm for a client project. The founders and team were quick to share opposing views, bluntly disagree, actively listen to each other, debate, and then, in real time, shift perspectives. There was no sugar-coating, no ego, no close-minded conviction about being right. It was this appreciation that none of us see the world through another’s lens, and that each perspective is not only valuable, but essential.
I was experiencing in real time the idea the company was founded on, and the origin of the name “parallax”: that an object, when viewed from different angles, appears differently. It’s the concept that we need multiple perspectives to solve problems and generate unique solutions. It’s been key to the company’s 23+ years of success and what continues to drive how we operate today.
This appreciation for diverse viewpoints shapes how we staff our project teams, how we think about designing sustainability strategies and programs for clients, and how we ultimately help companies create positive impact. And this approach matters now more than ever.
We’re at a moment when the very idea of sustainability is being challenged, amid a political landscape that is prompting companies to reassess what they invest in, why they invest, and how those investments create value. It’s a moment that not only encourages but requires opposing views to be heard, deeply understood, and taken into account.
Read more: Why Riveron joined thinkPARALLAX
In the 13 years I’ve been with thinkPARALLAX, I’ve had the opportunity to work with dozens of companies at all phases of sustainability maturity: from those whose only objective is to comply with regulations to those whose aim is to lead their industry on sustainability, and everything in between. Across all these clients, I’ve recognized that it’s those with the most holistic view of sustainability that win, regardless of goal.
The highest-performing sustainability teams are translators and collaborators. They connect communications, operations, HR, marketing, finance, investor relations, government affairs, supply chain, and sales teams. They translate regulations into business opportunities, data into strategic insights, customer expectations into innovation, and sustainability action into commercial value.
That is our primary goal, regardless of the client challenge we’re solving: to get the right people in the room, understand the needs and perspectives of different teams, and craft a solution that allows us to get the most from this work.
Read more: 23 years in and still evolving
As I step into this next chapter as CEO, I recognize that my perspective is only one lens. At heart, I’m a communications and brand strategist, driven by a passion for making businesses better and a belief that even the most complex challenges can be solved. I think a lot about how sustainability drives reputation, brand trust, culture, and behavior change. But that perspective is only one piece of the puzzle. It is strengthened by our team of senior leaders that brings very different expertise to the table: analytical thinkers who see patterns in data and metrics; former in-house sustainability leaders who understand the realities of driving change within complex organizations; technical experts in climate, nature, water, and waste; advisors who have helped private equity firms execute portfolio strategies and position companies for growth and exit; and creatives who understand the power of design, storytelling, and visual identity.
Together, these perspectives help us see sustainability from every angle. That collective mindset will continue to shape thinkPARALLAX's future — and, I believe, the next chapter of sustainability progress.
Today, the business looks a lot different than it did on the day I walked into the tiny office in Encinitas, California, years ago. A bigger team, deeper expertise, more specialization, and much, much more impact. But at the heart, it’s still the same. It’s a group of talented, kind, smart people with a hunger for fresh ideas and a passion for problem solving.
It’s why I’m still here, and why I’m so excited to lead what’s next.
In her 13 years with the thinkPARALLAX, CEO Janna Irons has helped shape the firm's services, positioning, and growth. She has worked with clients across industries, including WM, Alaska Airlines, Lilly, Interface, and Keurig Dr Pepper, helping guide sustainability strategies, build engaging narratives, and leverage sustainability to drive performance, engagement, and business results.