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Crossroads Collective

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Navigating New Paths: The Birth and Growth of The Crossroads Collective

Author: Cameron Cross
16th February 2024
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Reflecting on the first 12 months of The Crossroads Collective Brasil, it is with a sense of satisfaction that I share our story and vision for the future of our impact-focused consulting, facilitation and mentoring company. In the beginning, it was an idea that accompanied me many mornings with a cup of tea. As usual, I pondered the crossroads, the fragile junction in the paths of society, and watched as the environment began to show more cracks. The need for new ways of thinking and solving problems always came to my mind.

Friends and colleagues have encouraged me for years to establish a consulting business. It’s fair to say I learned and saw a few things. A 25-year journey shapes a person after working with thousands of impact-focused projects and leaders – this trajectory includes small community groups, businesses, state and federal governments, and the United Nations. There are things that you cannot ignore and ignore. As a result, I know how to design transformative strategies to address the root cause and effects that lead to meaningful change.

This journey was only possible through the relationships I found along the way. It has been a privilege to meet and collaborate with the most incredible people and experts from around the world, covering the breadth of challenges we face together.

What’s interesting to me is how 2 separate career paths converged to help me understand the world and the work that lay ahead in my life. Firstly, when I finished high school, I became an electrician specializing in integrated infrastructure for communications and electrical systems. Whether in a multi-story corporate building, university campus or multinational organization, I have been trained to design, cost estimate, install and manage projects between $100K-$3M…anything with an electrical current running through it. This means I understand network design and, without a doubt, problem solving.

The second career path in community and economic development was initially shaped by completing a Permaculture Design course, followed by a Masters in Social Ecology, coupled with being mentored by a great master  for 7 years (head of community and economic development Australian state government). Furthermore, during another 7-year mentorship, I was strongly influenced by the wisdom of Indigenous Australian people about ways of life and health. All of this together is to say that I learned a systemic understanding of the world, the socio-environmental situation and my place in it.

When thinking about a consulting company, for me, it cannot be just another consultancy using fancy language, standardized answers and artificial data to disempower and retain clients and increase their profits. I don’t like wasting a client’s time and prefer to work with clients who genuinely want transformative solutions. I also recognize that I cannot meet everything customers need. I like working with other professionals, and I like being focused on my contribution. I concluded that any business model must leverage the power of network intelligence and a systemic understanding of the challenges that need to be solved.

There is always the best time and place for the best things to unfold. It was like this for me in January 2023. At that moment I had decided to discontinue my software company, started about 10 years ago in San Francisco (USA), which provided collaboration infrastructure for groups and projects aligned with the Sustainable Development Goals. I was looking at new opportunities and started facilitating intensive immersion workshops. The topics I focused on were primarily sustainability, self-leadership, and communication with a twist. In one of these workshops was Valéria Lapa. Valéria showed some interest in my experience and approached me to discuss her work. As we learned more about each other, she suggested that I offer my services as a consultant. Like a set of dominoes falling, I decided to start.

Following this, The Crossroads Collective was born! Our beginnings in Brazil were marked by the formation of a robust network of experts, mainly from Brazil, the USA and Australia. This then set the stage for a year of impactful collaborations and foundational successes, notably with partners such as Fundação Amazonas Sustentável (FAS)

Our first year was a deliberate journey of understanding — both the market we intended to serve and the business model that would define us. This period of introspection and constant growth was crucial in shaping The Crossroads Collective’s ethos: a commitment to high specialization, personalized response teams, and leveraging the collective intelligence of our network to deliver unmatched value and creative responses to our customers.

The evolution of our language and approach has been captured on our website (which has just been updated) and speaks volumes about this journey. It reflects our learning, growth and the continuous refinement of our mission to empower organizations, cities and communities through systems thinking and networked intelligence.

The team was busy as the year ended, finishing extensive projects, celebrating successes, and reviewing all of our documentation and processes. 2024 heralds a new chapter for us, enriched by the insights gleaned from our inaugural year. It is a chapter that introduces Valéria Lapa as a partner, bringing with her a wealth of 27 years of experience and skills that align perfectly with our mission. Valéria’s passion for communication, sustainability, diversity, equity and inclusion is not just an addition to The Crossroads Collective, but a multiplier in our ability to effect change and realize the opportunities ahead.

As CEO and advisor to The Crossroads Collective, my role is to drive this collective vision to create sustainable and inclusive futures. It is an activity that I continue with a deep sense of commitment and responsibility, and I am encouraged by the incredible Collective of experts and partners, like Valéria, who share this vision.

I invite you to join us on this journey. Together, we will continue to navigate new paths to the world we need, driven by strategic collaboration, systemic change, and the transformative power of collective action.

Sincerely,
Cameron Cross
CEO of Crossroads Collective

More about us.

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curious about our culture?

At The Crossroads Collective, our organisational culture thrives on a systemic approach and network intelligence, ensuring every customer’s investment is directed towards the most impactful resources. This foundation maximises effectiveness and imbues our team with the agility to adapt to change, fostering a dynamic environment where innovation and impact converge.