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38 michiganavemag.com PhotograPhy © rob grabowski/grabowskiPhoto.com (maddon) Any longtime Michigan Avenue reader is no stranger to our guiding principle: Connecting, Captivating, and Celebrating with Consciousness. That mission manifests itself in myriad ways, from the stories we tell to the eco-friendly paper we use. Like any media outlet, engaging with audi- ences is our central aim—but without an overarching ethical framework, we're rudderless. That attitude, of course, extends past content and into charitable partnerships, seeking alignments with organizations that champion consciousness with just as much vigor. One of those groups is Friends of Conservation, whose sustain- ability initiatives in Kenya embrace "conservation" as true practice and not just a glossy buzzword. I encourage you to see these efforts—and meet the humanitarians behind them, including President and Event Chairman Reute Butler—in effect at their upcoming Conservation Ball on October 21 at The Four Seasons Hotel. To learn more about the fête, visit friendsofconservation.org. The following night, on October 22, Quintin and Diane Primo's Primo Classico returns to Hawthorne Global Aviation Services for its fifth annual affair. Don't be misled by the exotic autos, pristine jets, and other flashy wares on display— magnanimity is the affair's undercurrent, with the Primo Center's fight against homeless- ness bringing together the evening's attendees. Visit primoclassico.com to learn how you can play your part. If you can't make it to the above events, I hope you can stop by for an always-enriching talk at Chicago Ideas Week, holding its sixth installment from October 17–23. With an intellectually honorable heritage established by Malcolm Gladwell, Lupe Fiasco, and other busy brains, CIW is nothing short of being a steward of consciousness. . clockwise from left: Rocking my finest plaid with Cubs' skipper Joe Maddon and Jerry Lasky at Maddon's "Try Not To Suck" Golf Outing; sharing a moment with America's Finest backstage at the Service Club's Day on the Terrace at the Peninsula Hotel; welcoming Sweetgreen co-founder and co-CEO Jonathan Nemen to Chicago at their River North store; and catching up with Richard Price and Senator Chuck Schumer. dan uslan LETTER FROM THE pREsidEnT and pUBLisHER