Over the next couple of months, I plan to share weekly posts like this, offering context and insights on my journey in a format different from my usual style. My goal is to explore whether this approach resonates with new audiences and communities.
I never set out to become a journalist.
When I started Mongabay, it was just a side project—a way to channel my passion for rainforests into something tangible. Like many, I thought I needed a “real job,” so I worked in tech while running the website at night and on weekends.
Then something happened: the website started generating revenue. Within six months of adding ads, it was bringing in half of my take-home pay. Suddenly, pursuing my passion full-time felt like a real possibility.
In 2004, I took the leap.
My journey with Mongabay wasn’t about following a traditional path. I didn’t have formal training in journalism, but I read voraciously, observing how seasoned journalists crafted their stories. I noticed a gap between advocacy groups, which often told people what to think, and mainstream media, which covered environmental issues sporadically. I saw an opportunity to provide consistent, fact-based coverage that informed rather than prescribed.
In 2012, I took another leap: Shifting Mongabay’s business model to become a non-profit.
Looking back, there were a few guiding principles that helped shape Mongabay’s direction:
1/ Empathy over instruction
People don’t want to be told what to do; they want to understand why it matters. My goal was always to connect distant rainforests to everyday lives.
2/ Nuance over simplicity
Environmental issues aren’t black and white. For example, palm oil isn’t just “bad;” it’s a highly profitable crop that thrives because forests are undervalued. Understanding both sides empowers better decisions.
3/ Solutions alongside problems
Yes, the environmental news can be depressing. But there’s always agency—people making a difference in meaningful ways. We’ve intentionally sought out and framed more solution-oriented stories to balance the narrative.
Building Mongabay wasn’t about trying to be something I wasn’t; it was about being open to what it could become. I didn’t do extensive market research or follow a blueprint. I just focused on the stories I believed needed to be told.
Today, Mongabay reaches millions, but it started with one person taking a chance.
P.S. If you’re sitting on an idea that excites you, maybe it’s worth exploring. You never know where it might lead.
P.S.S. This post is a recap of a conversation I recently had with Khanh-Linh Lê for her Forest Builders Podcast.
🎙️ Spotify: https://mongabay.cc/iExrFo
🎙️ Apple: https://mongabay.cc/q9rGg4