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In a world driven by speed, efficiency, and immediate results, it’s easy to forget that lasting change is built on trust. Real impact doesn’t come from rushing toward an end goal or measuring success through lofty metrics. It comes from falling in love with the problem, building a community around it, and sharing a vision for lasting transformation.
Pura, the smart home fragrance company that marries premium fragrance with innovative technology, recently launched its inaugural impact collection with K Farmer Dutjahn Foundation (KFDF) and Dutjahn Sandalwood Oils (DSO). The Pura x Dutjahn partnership began with a clear purpose: to source a sacred ingredient directly from its origin while honoring the land and the people who’ve cared for it. Our goal wasn’t simply to find sandalwood — it was to find a community and an ingredient that embody exceptional land stewardship, ethical harvesting, and transformative, community-led impact. After careful research and over three years of development, we saw an opportunity to secure a premium, luxurious ingredient while supporting a regenerative supply chain that invests in Indigenous-led education, economic opportunity, and land stewardship.
James Roh
Over the past several years, we’ve walked alongside Martu, an Indigenous tribe from the vast Western Australian desert. Martu are one of the oldest living cultures in the world, with a history spanning 60,000 years. As nomadic hunter-gatherers, they have unparalleled ecological knowledge, passed down through generations, making them the traditional custodians of the land. Their approach to sandalwood harvesting isn’t driven by market demand but by a deep respect for seasonal rhythms, land health, and cultural law. Their work adapts to the environment—whether it’s “sorry time,” when mourning pauses activities, or the harsh desert conditions that make travel and communication difficult. Martu operate on Martu time, a deliberate rhythm shaped by millennia of experience, far removed from the rapid-swipe, hyper-productive pace of Western systems.
Martu’s ecological knowledge isn’t documented in baseline reports. It’s lived, carried in stories, and practiced with rigor and respect for the changing needs of the ecosystems. True partnership means unlearning the typical approach. It means standing beside—not in front—and recognizing that the wisdom and leadership we need already exist within these communities. Our role isn’t to define the work, but to support it, protect it, and learn from it.
James Roh
Tonight, as I spoke with Chairman Clinton Farmer and the KFDF team about our focus for this piece, I learned that Clinton’s truck had broken down (again), leaving him to “limp” back to town from the desert at low speeds for hours and hours. He had been awake since 3:00 a.m. This is a common and costly setback, one that disrupts the harvest, demands days of driving, and brings real financial and emotional strain. These barriers are relentless and persistent, part of the harsh reality Clinton and his community face daily. It's easy for outsiders, detached from the reality on the ground, to impose rules, regulations, and demands from afar. Rather than continuing to impose, we need to truly partner with communities — equipping them with the resources to operate sustainably, avoid burnout, and protect the very land they love and care for. All while they endeavor to share these incredible, sacred ingredients with the world and build an economic engine for their people.
There is much to learn, but we are here to listen, adapt, and stay the course. The future we need will not be built in quarterly cycles. It will be built in trust, over time, together.
To learn more about the partnership and fragrances, visit Pura x Dutjahn.
Science confirms ‘Move in Silence’ trend might be the smartest way to achieve your goals.
TikTok's latest viral wisdom is backed by hard data—and it's making people rethink their communication habits. We live in a world of chronic oversharing. We post everything, from the routes we run (including screenshots as proof of all that hard work), to the pale-green iced matcha latte sitting at our desks or a present from a boyfriend (who will be tagged prominently, not secretly off screen). Who knows when, but our brains became wired for sharing: to record, to curate, and to post every second of our lives, then consume that of others to a disturbing degree. So, here's a radical idea: when it comes to goals and plans, try keeping them to yourself. It could be the key to making them a reality.
That's the message behind TikTok's massively popular "Move in Silence" trend, where creators like @noemoneyyy have cracked the contradictory code to success: Instead of broadcasting every big idea or project that runs through your head, if you actually want it to come to fruition, keep your plans to yourself until they're executed. And it's not just a trend; surprisingly, science also supports this muted approach.
"As a former oversharer who used to tell every single friend, every single family member, or a partner everything I was doing, I promise you things always work out better when you keep them to yourself," explains creator @noemoneyyy in a video that's garnered millions of views.
On a different video by @mandanazarfhami, she says, “I don’t care what you’ve got going on in your life: that dream job, that city that you want to move to, that dream person, that dream life, that dream anything. Literally keep it to yourself until it’s done.”
Commentors were quick to agree, with one person writing: “From a young age, I never told anyone my next steps. I also taught my husband and son to keep our private matters to themselves and just do things 💯Not many people like it, but who cares🌝🙌🏼🫶🏼”
Another chimed in, “This concept has changed my life for the better.” Others replied, “100 agree 💕” and “100%🙌🏼people can’t ruin what is silent, show results.”
In a study done by New York University, researchers found that people who kept their goals private worked on tasks for an average of 45 minutes, compared to the 33 minutes of work completed by those who announced their plans in advance. The twist? The people who shared their goals expressed feeling closer to finishing, despite doing approximately 25% less work.
NYU psychologist Peter Gollwitzer, who led the research, concluded that "once you've told other people your intentions, it gives you a 'premature sense of completeness.'" He also found that the brain is made up of "identity symbols," which create one's self-image. Interestingly, both action and talking about action create symbols in your brain, so simply speaking about a future plan or something you want to do satisfies that part of your brain. When we make our goals public, especially ones that matter to us and deal with our identity, our ability to achieve said goal is significantly reduced. As the old adage goes, "actions speak louder than words."
Stranger still, in his paper "Does Social Reality Widen the Intention-Behavior Gap," Gollwitzer notes that in order for this phenomenon to happen, one must truly care about their goals. "Ironically, this effect was only found for participants who are very committed to their goal!" PsychologyToday notes. "The lesson learned is that the more passionate you are about your goals, the more secretive you should be about them."
The more passionate you are about your goals, the more secretive you should be. Photo credit: Canva
Another reason to keep quiet: If you're a beginner trying something new, sharing your plans could potentially open you up to criticism and negative feedback, which could deter you from even starting. At the University of Chicago, professor Ayelet Fishbach conducted studies to determine how positive and negative feedback affects the pursuit of one's goal. According to Atlassian, she and her team found:
"One example the researchers give is a math student who gets a good grade on a test. If she perceives it to mean she likes math, she will study harder. If, however, she sees the high score as a sign she is making progress in the class, she may ease up and study less." - Atlassian
We've all been there: excitedly telling everyone about your grand plans to backpack through Europe, the year you'll finally learn Spanish, or joining the group lesson at the tennis courts you always pass by… only to mysteriously lose all motivation a week later. Turns out, those lovely dopamine bursts that accompany every enthusiastic "That sounds great!" or "You should totally do it!" response might be precisely what's holding you back.
The good news? You don't need to become closed-off and secretive, a hermit on the top of a mountain who's afraid to share any part of themselves with the world. Research suggests that sharing your goals with one or two selected friends who can be trusted to provide meaningful support is still a good idea. Just hold off on the Instagram Live announcement until you've actually accomplished something substantial.
So, the next time you sit down to write your goals, whether they be a new year's resolution, the day's to-do list, or a five-year plan, think twice about sharing it with others. Give it time and you might have something better to share soon: the results.
Don't judge a book by its cover.
You know that feeling you get when you walk into a classroom and see someone else's stuff on your desk? OK, sure, there are no assigned seats, but you've been sitting at the same desk since the first day and everyone knows it. So why does the guy who sits next to you put his phone, his book, his charger, his lunch, and his laptop in the space that's rightfully yours? It's annoying.
All you want to do was walk in, sit down, get out your notebook and (try to) pay attention. But now? Now you've got to talk to a stranger about moving their stuff and there goes your day, already bogged down with petty annoyances. Sound familiar?
Even when there's no assigned seat, everyone knows where they usually sit.Photo credit: Canva
We've all got so much to do these days that interacting with people we see every day — not our friends, but our classmates, fellow commuters, co-workers, the people in line for coffee with us every day — can feel like a burden. So, when these people do something we perceive as annoying, like putting their stuff on our desks, we don't have the time or the energy to assume their intentions or think about the lives they're leading.
But if we stepped out of ourselves for a second, we might just realize that we're all much more connected than we think, that our preconceived notions of others are usually just that — preconceived. And, often, inaccurate.
That's why this X story about a guy who learned an important life lesson from a classmate he was frustrated with has resonated with thousands. It's the perfect example of that "don't judge a book by its cover" adage we should have all learned in preschool but sometimes forget. And it starts the exact same way as this post — with a college student groaning on the inside as he sees someone's stuff on his desk.
Thomas McFall (@thomas___mcfall) wrote:
"So in one of my Management classes I sit in the same seat in the front every day. Every single day I sit there. Now, I also sit next to some foreign guy that barely speaks English. The most advanced thing I've heard this guy say in English is 'Wow, my muffin is really good.'
This guy also has a habit of stacking every item he owns in the exact space I sit. His bag, his food, his books, and his phone are ALWAYS right on my desk space.
Now, every single time I walk into class this guy says 'Ah, Tom. You here. Okay.' And starts frantically clearing my desk of his belongings. He then makes it a habit to say 'Ready for class, yeah?' And gives me a high five. Every day this guy gives me a high five.
I was ALWAYS annoyed with this guy. I'm thinking 'Dude, you know I sit in this seat every day. Why are you always stacking your shit here? And the last thing I want to do is give a guy who barely speaks my language high fives at 8 in the morning.' Just get your shit off my desk.
But today I came to class and was running a few minutes late. I'm standing outside because I had to send a quick text. I could see my usual space through the door out of the corner of my eye. Of course, my desk was filled with his belongings. The usual.
As I'm standing there on my phone another guy who was also late walks into the class before me and tried to take my seat since it's closest to the door. The guy sitting next to me stops this dude from sitting down and says 'I'm sorry. My good friend Thomas sits here.'
It was then that I realized this guy wasn't putting stuff on my seat to annoy me. He was saving me the seat every morning. And this whole time he saw me as a friend but I was too busy thinking about myself to take him into consideration. Cheesy as it sounds, I was touched.
I ended up going into class and of course he cleared the seat and said 'Ah, Tom. You here. Okay.' And I did get a high five. At the end of class I ended up asking him if he wanted to get a bite to eat with me. We did. And we talked for a while. I got through the broken English.
The guy moved here from the Middle East to pursue a college education in America. He plans to go back after he gets his degree. He's got two kids and a wife. He works full time and sends his all his left over money back home to his wife.
I asked him how he liked America as well. He said he misses his family but it's exciting to be here. He also said 'Not every American is nice to me like you are, Tom.' I bought lunch, of course. Dude deserves it. He gave me a high five for buying lunch. Gotta keep up tradition.
Moral of the story? Don't do what I do and constantly only think about yourself. It took me nearly the entire semester to get my head out of my ass and realize this guy was just trying to be my friend. Better late than never I suppose."
If not for this one day running late, McFall may have never realized what his classmate was trying to do. And he may have continued to think of him as annoying, maybe telling others about "the weird guy who was always trying to take up my space"... when all the guy was really trying to do was be kind. We all misinterpret the actions of others sometimes. It's easy to do that!
But if there's one thing this story reminds us, it's that it's important to stop and remember that while you're living your life, other people are living theirs, so assuming best intentions can do us a great favor. That's why we should step outside of our bubbles and engage with the world on a regular basis. You could make a new friend. You might brighten someone's day.
But most importantly, getting out of your own head, checking your own biases, and giving others the benefit of the doubt will make you a more compassionate person. You don't have to engage with everyone you meet, but the next time someone smiles and offers you a high-five? Maybe just take them up on it.
This article was originally published seven years ago.
A map of the United States post land-ice melt.
Land ice: We got a lot of it. Considering the two largest ice sheets on earth — the one on Antarctica and the one on Greenland — extend more than 6 million square miles combined ... yeah, we're talkin' a lot of ice. But what if it was all just ... gone? Not like gone gone, but melted?
If all of earth's land ice melted, it would be nothing short of disastrous. And that's putting it lightly. This video by Business Insider Science (seen below) depicts exactly what our coastlines would look like if all the land ice melted. And spoiler alert: It isn't great. Lots of European cities like, Brussels and Venice, would be basically underwater.
I bring up the topic not just for funsies, of course, but because the maps are real possibilities.
How? Climate change.
As we continue to burn fossil fuels for energy and emit carbon into our atmosphere, the planet gets warmer and warmer. And that, ladies and gentlemen, means melted ice.
A study published this past September by researchers in the U.S., U.K., and Germany found that if we don't change our ways, there's definitely enough fossil fuel resources available for us to completely melt the Antarctic ice sheet.
Basically, the self-inflicted disaster you see above is certainly within the realm of possibility.
In Africa and the Middle East? Dakar, Accra, Jeddah — gone.
Millions of people in Asia, in cities like Mumbai, Beijing, and Tokyo, would be uprooted and have to move inland.
South America would say goodbye to cities like Rio de Janeiro and Buenos Aires.
And in the U.S., we'd watch places like Houston, San Francisco, and New York City — not to mention the entire state of Florida — slowly disappear into the sea.
All GIFs via Business Insider Science/YouTube.
Business Insider based these visuals off National Geographic's estimation that sea levels will rise 216 feet (!) if all of earth's land ice melted into our oceans.
Although ... looking at these maps, it's hard to imagine "for better" is a likely outcome for many of us.
Much of America's most populated regions would be severely affected by rising sea levels, as you'll notice exploring the map, created by Alex Tingle using data provided by NASA.
Take, for instance, the West Coast. (Goodbye, San Fran!)
Or the East Coast. (See ya, Philly!)
And the Gulf Coast. (RIP, Bourbon Street!)
"This would not happen overnight, but the mind-boggling point is that our actions today are changing the face of planet Earth as we know it and will continue to do so for tens of thousands of years to come," said lead author of the study Ricarda Winkelmann, of the Potsdam Institute for Climate Impact Research.
If we want to stop this from happening," she says, "we need to keep coal, gas, and oil in the ground."
World leaders are finallystarting to treat climate change like the global crisis that it is — and you can help get the point across to them, too.
Check out Business Insider's video below:
- YouTubewww.youtube.com
This article originally appeared eleven years ago.
A couple sleeping and Jordan Howlett sharing sleep facts.
Jordan Howlett recently blew people’s minds with a TikTok video explaining why you can learn a lot about a person based on the side of the bed they prefer. Jordan is a popular creator, who some know as the "Maor of TikTok" with nearly 11 million followers who shares candid monologues, reactions, stories, life hacks, and intriguing fast food secrets.
His video was a response to TikTok users Angelina & Skyler, who confessed they don’t usually pick a side of the bed which sounded strange to a lot of their followers. (FYI: Your side is determined from the perspective of lying in bed. For example, sleeping on the left side means that your partner would sleep to your right.) Howlett responded to their video by explaining why the side you choose is so important. “Psychologically speaking, humans will pick a side of the bed due to attitude towards work, personality, and income,” he says.
@jordan_the_stallion8 #stitch with @Angelina & Skyler || DIY 💚 #fypシ
“People who sleep on the left side of the bed psychologically have a more positive outlook on life, they can deal with heavy workloads, they’re not easily phased by stressful days, and they’re calmer in a crisis than their counterpart,” he continues. “And they’re more confident.”
“People who sleep on the right side of the bed earn more money, have a less positive outlook on life, but are more prepared for worst-case scenarios than their counterparts,” Jordan said. Jordan ends his video with a final fact: “Also, people who are claustrophobic naturally choose to sleep near the wall.”
A couple sharing a bed.via Canva/Photos
The post caused some confusion with those who were neither left- nor right-side sleepers. "I sleep in the middle of my bed. In a nest of pillows with silk pillowcases. No sharing," Cricket wrote in the comments. "I sleep in the middle of my bed. Just saying. What now?" Sir Comment added. "And people who sleep in the middle of the bed have been single for too long," SMO joked.
Although Howlett didn’t cite any specific data, his points are perfectly aligned with current research on the topic. It appears he may have taken his facts from sleep expert Hope Bastine. Recently, Bastine told Cosmopolitan that folks who sleep on the left side are more optimistic than their grumpier, right-side counterparts. She also shed some light on the old saying "woke up on the wrong side of the bed." "If we sleep on a side that’s different to usual, we might not sleep as well (after all, we're creatures of habit). And of course, sleeping badly is a surefire way to make us feel grumpy," she said.
A couple sharing a bed.via Canva/Photos
"According to research, people who sleep on the left are likely to be more cheerful than their right-side counterparts," Bastine said. "A positive outlook allows lefties to be more capable at dealing with a heavy workload, which means they’re not as easily fazed by a stressful day. Those who sleep on the left believe they are calmer than their partner in a crisis and are more confident in general."
This article originally appeared two years ago.
Sculptor Gutzon Borglum designed the Mount Rushmore National Memorial and oversaw the project's execution from 1927 to 1941. The sculptor also chose the four presidents who are carved into granite on the mountain’s face. He selected the four presidents to represent the nation's birth (George Washington), growth (Thomas Jefferson), development (Theodore Roosevelt) and preservation (Abraham Lincoln).
Since the faces on Mount Rushmore were first chiseled into granite there have been debates over which presidents also deserve to be on the monument. Two years ago, then-President Donald Trump floated the idea that he deserved to have his face carved in granite.
A Reddit user posed an interesting question to the online forum about the famous monument and it sparked a great conversation. “You get to add another American to Mt. Rushmore but it can’t be a president. Who do you choose?”
That’s a tough question to answer but a fun one to ponder. What criteria does one use to choose the greatest American that ever lived who wasn’t a president? More than 545 million people have lived in the country over the past 244 years. How do we choose one?
Do you select someone from the world of sports, science, the arts, literature, civil rights, religion, military or healthcare? What about someone who performed a heroic deed? Someone that would be hilarious next to these fabled statesmen? A fictional character? There are so many choices!
You'll definitely want to visit Mount Rushmore if they start adding people from this list.Giphy
To weight the responses on the Reddit post, I looked at the number of upvotes each suggestion received and then ranked them. It’s not the most scientific way of doing things but it gives us a pretty good idea about who people think should make it to the monument.
Here are the top 20 most popular responses to the burning question: “Which non-president should be added to Mount Rushmore?”
"Dr. Jonas Salk. Saved us all from polio." — Barefoot_Alvin
Salk invented the polio vaccine in 1955. Soon thereafter, the disease was essentially eradicated after killing a stunning half a million people per year for the previous several decades. This man, this hero, would certainly have strong thoughts if he were alive today.
Salk worked incredibly hard to develop a lifesaving vaccine. Wonder what he'd think about RFK Jr?By SAS Scandinavian Airlines - Commons
"There is already a non-president on Mt. Rushmore. John Cena." — zoqforpik
The Reddit user is clearly referencing the wrestler's catchphrase.
Is John Cena in the room with us right now?Giphy
"Dolly Parton." — Airos42
A true legend in her field, with plenty of longevity and a huge heart. I can see it.
"Mr. Rogers." — PitchforkJoe
One of the best human beings to ever live. How rare is it for a man to achieve this level of fame without a single controversy or scandal? Oh, sorry, we're forgetting about the one time he did piss off a lot of viewers — for taking a stand against racial inequality on his show.
A famous heterosexual white man without a scandal to be seen.Giphy
"Mark Twain. The quintessential American writer. We always put up statues of military and politicians across this country. It would be nice to see more of our creative side get honored. Put up Poe on the mountain. Attract goths to the site." — inksmudgedhands
"Martin Luther King Jr." — bahamuto
A great and noble choice. Few people did more to advance social progress in the United States than Martin Luther King, Jr., who did so at great cost. If anyone deserves to live forever in granite, it's him.
"How is Nicolas Cage not here yet?" — deus_vult
Nicolas Cage has had an amazing redemption arc that puts him up there with some of the greatest American heroes. A few years ago he was considered a washed-up, no-talent actor who's best days and films were behind him. After a rough string of B-movies, he somehow earned "cult favorite" status and began stacking up an incredible filmography. Not too many people come back from that kind of soft-cancelling. That's the American dream, right?
Coming back from the edge of irrelevance is the real American dream.Giphy
"John Wilkes Booth but he's further back behind Lincoln." — Jakovosol0
Oof. Still too soon?
"Benjamin Franklin." — FinnbarMcBride
It's a common misconception that Ben Franklin invented electricity. He didn't. But he did discover that lightning was a form of electrical discharge, so if it weren't for him, we'd all still be frolicking around in thunderstorms without a care in the world! Thanks, Ben.
What's under those pantaloons?Giphy
"Sacagawea." — bivalve_connisseur
The Louisiana Territory, ever heard of it? Without Sacagawea as their guide, Lewis and Clark never could have made the perilous journey across what is now a stretch of land containing Arkansas, Kansas, Nebraska, Montana, and more. She was only a teenager at the time. Sadly, she died in her early twenties — just think of what other historical impact she may have made.
Lewis and Clark get way more fanfare than they deserve.Giphy
"Homer Simpson." — EonClaw
If we're considering fictional characters, this discussions starts to get a whole lot more interesting.
"Bob Ross." — j-oats
"Weird Al." — OntarioLakeside
No one did more for the genre of satirical polka parodies of pop songs than Weird Al.
Weird Al turned parody into a true art form.Giphy
"Frederick Douglass." — kade22
"Betty White." — Diatrial
If you really think about it, everything started going downhill after Betty White passed away at the age of 99. No one had a bad word to say about her. She definitely has a strong case for being included on Mount Rushmore 2.0.
The person who started the thread chimed in with their nominee.
"Neil Armstrong would be my number one." — taint_licking_clown
Funny enough, Buzz Aldrin didn't receive any votes.Giphy
"Harriet Tubman." — 44cksSake
She freed hundreds of slaves during her time as an operator of the Underground Railroad and through other activist work. A remarkable feat for people who otherwise would have continued to suffer unimaginable cruelty.
"Ronnie James Dio!" — kevinthegeek21
If you don't know Ronnie, you probably know him by his greatest achievement: He invented the iconic "devil horns" commonly associated with heavy metal and rock music.
"Maria Darlene Pearson or Hai-Mecha Eunka (lit. 'Running Moccasins') (July 12, 1932 – May 23, 2003) was an activist who successfully challenged the legal treatment of Native American human remains. A member of the Turtle Clan of the Yankton Sioux which is a federally recognized tribe of Yankton Dakota, she was one of the primary catalysts for the creation of the Native American Graves Protection and Repatriation Act (NAGPRA). Her actions led to her being called 'the Founding Mother of the modern Indian repatriation movement' and 'the Rosa Parks of NAGPRA." — CTeam19
"Danny DeVito." — distantshadow
Alright, DeVito is a legend and all, but we're really starting to stretch here. Even Danny would agree:
Danny DeVito is all set with his current level of fame.Giphy
This article originally appeared three years ago. It has been updated.
