At GoodEarth we took a conscious decision to explore alternate architecture and development. We took the route less trod upon and turned it into a market reality. Though the passion and ideological framework kept us alive, we did not want to make our explorations superficial. Our journey thus far has delivered many insights into our future processes and planning. A green or sustainable business needs to think beyond numbers and take conscious business decisions with an awareness of the impact of such decisions on the lives of people, ecology, culture and humanity at large with a sense of responsibility and care.