I recently came across Derek Thompson’s piece, “A Simple Plan to Solve All of America’s Problems,” in which he describes a worthy objective:

An abundance agenda needs a target. What should we make more of? One answer that I’ve given you is: essential goods and services where productivity rates are declining. But that’s a bit fusty and technical. Let me try to offer a simpler answer. We should aim for abundance of comfort, abundance of power, and abundance of time.

In particular, the vision for an abundance of comfort resonates with me immensely. Organizations such as Muji, Ikea, Uniqlo, Costco, and Cal Earth come to mind.

It’s also worth considering what happens after abundance becomes a physical reality; brands and businesses can’t just keep marketing more, more, and more. That’ll influence the imagined reality—nothing will ever feel like enough.