where intent meets design


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Brkfree is a conversation on human experience and physical systems. I’m fascinated by a simple fact: people who live a fulfilling present are more creative, benevolent, and happy and people who play with their creativity, benevolence, and happiness enjoy a more fulfilling present. Turns out, you can have your cake and eat it too. I explain a little about how that works here. It all comes down to intent and design.

I like that idea because it works, and because it’s convenient: who doesn’t want to have a damn good time while doing good?

“Although people sometimes assume that the happy are self-absorbed and complacent, just the opposite is true. In general, happiness doesn’t make people want to drink daiquiris on the beach; it makes them want to help rural villagers gain better access to clean water.” 
-Gretchen Rubin

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Who are we?

We’re me – Peter Croce.

I grew up in the best small town on this blue-green dot: DeLand, FL, USA. Okay, I might be biased, but I have some amazingly brilliant family and friends both there and around the globe who continually inspire me. I love adventure and adrenaline. I consider them to be unalienable rights. I don’t think work has to be work. In fact, I think work works better as play.

I now live in Portland, OR working in an AmeriCorps position doing environmental assessments for businesses — basically, we give the guys who are doing good things publicity, networking, and educational opportunities while continuously helping them do better. I chose the position because I believe strongly in the power of another business certification program, B Corporation. I studied psychology and criminology at the University of Florida, then decided not to go to law school because I believe business has far more leverage to create substantive solutions by real people and, therefore, for real people. I closely follow methods of achieving more abundant, benevolent systems, processes, and structures, like the inspiring field of biomimicry. Brkfree is a conversation centered on doing good through empathetic and innovative intent and design — it’s a fulfilling now as a method of designing and celebrating an abundant tomorrow.

“I want to tell you that I have a hope that there’s another way to be in this world, and that I believe with courage and vulnerability and honesty that the stuff we put into the world can serve a better a purpose. What I have to offer is me. What you have to offer is you.”
 –Charlie Kaufman, 2011 BAFTA Screenwriters’ Lecture Series

I know we can do exponentially more together than we could ever do alone. So let’s talk.

 “Good communication is just as stimulating as black coffee, and just as hard to sleep after.”
-Anne Morrow Lindbergh

I’m here. (hello@brkfree.com).

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This is our blog.

These are some short essays.

More is coming very soon.


  • Posted 6 February, 2014 at 4:45 am | Permalink

    Ah, your diagram reminds me of David Kolb’s theory of experiential learning. Is this original? If not, where did it come from?


    • Peter Croce
      Posted 7 February, 2014 at 8:41 am | Permalink

      I hadn’t thought about that, but you’re right! I studied psychology, so the perhaps I was subconsciously influenced by a distant memory of Kolb’s theory, but the image and theory are original.

      Thanks for asking.