In 1998, Richard Valeriano, a Santa Monica public works inspector, had a dream about flexible, moving sidewalks. After experimenting with rubber, he developed a prototype to replace concrete sidewalks, which can be damaged by roots and lead to the trees’ demise. Lindsay Smith took up the idea and in 2001 launched Rubbersidewalks, turning used tires into cost-efficient walkways in 70 cities.
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If a man is offered a fact which goes against his instincts, he will scrutinize it closely, and unless the evidence is overwhelming, he will refuse to believe it. If, on the other hand, he is offered something which affords a reason for acting in accordance to his instincts, he will accept it even on the slightest evidence.
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