I'm taking a lean start-up approach to launching this website. Starting with a concept and creating visual thinking sketches. Adding the initial posts. Creating a personal blog website that represents my architectural practice and culture, relevant to today’s building industry, starts with creating a title. The word that architectural clients use: Green, LEED®, Energy Star. The word builders use: Green, LEED. The word construction defect attorneys use or inquire about: Green. The word that the professional liability insurance industry uses: Green. The word AIA uses: Sustainable. The word the USGBC uses: Green, LEED. Perhaps its the Beatles choice for the apple record label color: Green.