10. DON’T EXPECT THE BEST; MAKE IT HAPPEN.
To hear Kimbal Musk and Dan Barber (page 72) argue about the future of food is like glimpsing two parallel visions of the future. Will we grow produce in vertical farms within cities, as Musk would have it? Or will we return to family farming that balances ecology, sustainability, and health, as Barber prefers? Neither course would be considered likely by most analysts, and yet that skepticism bothers the two of them not at all. The fact that their visions are difficult to execute is part of what drives them. They take nothing for granted—and they put everything they have into remaking this vital sector. In the process, they open the door to a better way for all of us.