Rick Dubrow, the owner of A-1 Builders of Bellingham, Washington(primarily a remodeling firm), is faced with a decision that potentially brings his personal values and his business into conflict. Long a proponent of sustainable business practices in the construction industry, Dubrow has made a name for himself and his company. But now his long interest in population issues has led to an interest in becoming a public face of a new organization, Pro-Whatcom, that is pursuing what many people see as an anti-growth agenda. Dubrow knows that sustainability in construction was one thing, but limiting growth (and thus the business of construction-related firms) is another entirely. A backlash within the construction community is possible. Yet his personal values agree with those espoused by the organizers of Pro-Whatcom.