Daniel Student, the Managing Director of Potrero Group, has had a career path that has been anything but conventional. Before becoming a consultant for conservation and sustainability-focused organizations, he spent his early career in the nonprofit arts world—directing plays nationwide and serving as the leader of a historic community theater in Philadelphia. His productions ranged from broad comedies to deeply personal dramas, but his primary focus as a director and executive was always about elevating underrepresented voices and issues on stage.
It wasn’t until later that his career took a turn toward conservation. While his closest connection to the field at the time was producing a play about the Delaware River, Student would later find himself immersed in a different kind of storytelling—the story of sustainability.
A Circuitous Path to Conservation
After a brief stint acting in independent films and commercials in Los Angeles (he even has an IMDb page to show for it), Student shifted his focus toward executive leadership and business strategy. He earned his MBA from UC Davis in Northern California and spent the next seven years as a consultant, working with impact-driven organizations to help them think strategically and develop stronger leadership teams.
His clients primarily include conservation, environmental education, and park partner organizations at the national, state, and urban levels. His unique ability to blend artistic creativity with executive leadership has allowed him to help these organizations not only clarify their missions but also strategically grow their impact.
In addition to his consulting work, Student co-authored the book Don’t Lead Alone, which explores the essential skills leaders need to collaborate effectively with both internal teams and external partners.
Helping Leaders Navigate the Complexity of Sustainability
For many business leaders, sustainability can feel overwhelming—something Student himself has experienced firsthand. “I used to think conservation was a simple, easy-to-define concept until I started working in conservation,” he admits. “Boy, was I wrong. The same is doubly true for sustainability. It’s like learning a whole new language.”
To help leaders navigate this complexity, Student emphasizes the importance of perspective. He frequently references the “balcony and the dance floor” concept from Ronald Heifetz’s work on adaptive leadership.
“Too often, CEOs or business leaders are on the dance floor—reacting to what’s right in front of them, adapting to each new challenge as it comes. When incorporating sustainability into your operations for the first time, you’ll likely find yourself doing the same—constantly responding to new demands and priorities,” he explains.
But Student’s advice? Step onto the balcony.
“Take a moment every day—first thing in the morning if possible—and literally book time in your calendar to step back. Observe the bigger picture. How are people in your organization moving? How do they communicate? What do they respond to positively or negatively? Learn their language—not just in words, but in how they express their priorities. That’s how you start making sustainability a real part of your business strategy.”
Balancing Profitability and Sustainability
One of the most common challenges organizations face is balancing profitability with sustainability goals. While Student doesn’t run a sustainability business himself, he has spent years helping leaders view sustainability as a competitive advantage rather than a cost.
“Too often, social impact organizations don’t think of strategy as a competitive sport,” he says. “I’ve always believed in the mantra, ‘It’s not about being the biggest boat; it’s about how many boats I can get into the water.’ And I still love that idea. But lately, I’ve realized it needs a slight revision:
‘It’s not about being the biggest boat; it’s about how many boats I can get into the water—building awareness and trust in my ability to make an impact and elevating my voice to bigger oceans.’
In other words, profitability itself can be a pathway to sustainability. He compares it to the classic philosophical question, “If a tree falls in a forest and hits a mime, does anyone care?”—a reference to a Far Side comic strip.
“Sustainability isn’t just about doing the right thing—it’s about telling the right story and creating the conditions for people to buy into that vision,” he explains. “If you have a long-term strategy to win your market through sustainability, then even if the path feels unsustainable at first, you’re actually setting yourself up for greater impact down the road.”
The Two Types of Changemakers: Activists vs. Artists
When asked what the average person can do to make a difference, Student acknowledges that it’s an incredibly difficult question to answer. But instead of avoiding it, he offers a thought-provoking perspective:
“I think there are two types of people who do good work in this world: activists and artists.”
- Activists see a problem in the world and say, “I strongly agree or disagree with that.” They push for their worldview, engage directly in the issue, and work tirelessly to break down barriers.
- Artists take a different approach. They see nuance, listen deeply, and find ways to engage in dialogue with people who might have completely different perspectives.
Student identifies more as an artist than an activist. “I see both sides of seeing both sides of a situation,” he says. “I like to be open to different perspectives, stay engaged in conversations, and challenge people’s beliefs in small, incremental ways. This approach doesn’t always go over well with my activist friends, and I’ve had to learn to accept the guilt I sometimes feel for not doing more. But I also know it’s deeply rooted in who I am.”
His advice? Figure out which category you fall into and fully embrace it. “If you’re an activist, push forward relentlessly. If you’re an artist, use your ability to listen and communicate to create change in your own way. And most importantly—don’t beat yourself up for not being everything at once.”
Looking Ahead: The Future of Sustainability
As sustainability continues to evolve in the coming years, Student believes the key for business leaders will be to stay on the balcony, keep learning, and adapt.
“There will always be more complexity, more challenges, and more opportunities,” he says. “But if you can step back, observe, and approach sustainability strategically—not just as an obligation but as a long-term investment—you’ll be in the best position to make a lasting impact.”
Through his work, Daniel Student continues to help organizations navigate that very journey—bringing the creativity of an artist, the strategic mindset of an executive, and the adaptability of a leader who understands that great change starts with great storytelling.
The post From the Stage to Sustainability: How Daniel Student is Helping Organizations Think Strategically About Conservation appeared first on Green.org.
