The Greatest Barrier to Better Buildings Isn't Technology — It's Fear – Episode 149 with Eric Corey Freed
This week on Better Buildings for Humans, host Joe Menchefski welcomes back architect, sustainability leader, author, and Cannon Design principal Eric Corey Freed for a thought-provoking conversation that challenges many of the assumptions driving sustainable design today. Drawing on decades of experience helping clients embrace innovation, Eric explains why the biggest obstacle to better buildings isn't technology—it's fear. From healthcare and education to regenerative campuses and the circular economy, he shares practical strategies for overcoming resistance, fostering creativity, and designing environments that genuinely improve people's lives.
The discussion explores everything from innovation friction, empathy-driven leadership, and regenerative design to healthy materials, daylighting, biophilic design, circular economy principles, adaptive parking structures, and the surprising power of humor in driving meaningful change. Eric also introduces his concept of "North Star Metrics"—measuring success through outcomes like butterflies, outdoor meetings, and children's laughter rather than technical performance alone—and explains why architects should focus less on selling sustainability itself and more on the healthier, happier, and more resilient buildings it creates.
It's an inspiring conversation about rethinking the future of architecture—not through sacrifice or fear, but through optimism, empathy, abundance, and human-centered design. Above all, it's a reminder that the most successful buildings aren't simply efficient or sustainable—they're the ones that make people feel something, inspire better experiences, and quietly help create healthier, more joyful communities.
Listen to full episode on Spotify
Listen to full episode on Apple
Watch the full episode on YouTube
More About Eric Corey Freed
Eric Corey Freed is an award-winning architect, author, and global speaker. As Principal and Director of Sustainability for CannonDesign, he leads the healthcare, education, and commercial teams toward low-carbon, healthy, regenerative buildings for over 30 million square feet a year. For two decades, he was Founding Principal of organicARCHITECT, a visionary design leader in biophilic and regenerative design.
His past roles include Vice President of the International Living Future Institute and Chief Community Officer of EcoDistricts, both nonprofits pushing innovative new paradigms for deep green buildings and communities. He serves on the board of Design Museum Everywhere, whose mission is to “bring the transformative power of design to all.”
Eric is the author of 12 books, including "Green Building & Remodeling for Dummies” and "Circular Economy for Dummies." In 2012, he was named one of the 25 "Best Green Architecture Firms" in the US, and one of the "Top 10 Most Influential Green Architects." In 2017, he was named one of Build's American Architecture Top 25. He holds a prestigious LEED Fellow award from the US Green Building Council.
CONTACT:
http://www.linkedin.com/in/organicarchitect
https://www.threads.com/@ericcoreyfreed
https://www.instagram.com/ericcoreyfreed/
https://www.instagram.com/cannondesign/?hl=en
https://bsky.app/profile/ericcoreyfreed.bsky.social
https://twitter.com/ericcoreyfreed
https://www.facebook.com/ericcoreyfreed
https://www.facebook.com/organicARCHITECT
https://www.facebook.com/CannonDesign
Where To Find Us:
https://bbfhpod.advancedglazings.com/
www.advancedglazings.com
https://www.linkedin.com/company/better-buildings-for-humans-podcast
www.linkedin.com/in/advanced-glazings-ltd-848b4625
https://twitter.com/bbfhpod
https://twitter.com/Solera_Daylight
https://www.instagram.com/bbfhpod/
https://www.instagram.com/advancedglazingsltd
https://www.facebook.com/AdvancedGlazingsltd