Inspired Ambitions is a conceptual consultancy where a life long experience of Peter G. Luscuere regarding indoor-air quality, energy and sustainability in: (building) industry, research and health care is made available to the private and public sector. It is based on some 10 years of experience in worldwide Clean Room Technology Consultancy (Philips), followed by some 5 years of research into Indoor Air Quality (TNO), including the application of Contamination Control to Health Care. It is further substantiated with fifteen years of Commercial Consultancy in the Building Industry (RTB van Heugten and Royal Haskoning) from which half in building Hospitals and the other half over large scale Commercial Projects often inspired by Cradle to Cradle®. It is flanked by over twenty years of a Delft University professorship (part time) and an additional visiting professorship in China. As such the three areas of interest in Inspired Ambitions are: Sustainability, Health Care and China.

The core idea within Inspired Ambitions is based on the experience that design briefs or programs of requirements for building or renovation projects are often prematurely written by external parties who have little experience with our client's business. This leads to generic starting points that do not do justice to the often complex relations, contradictions or even dilemmas within possible choices and/or design objectives. At many large and complex projects (often hospitals) a methodology of metaphors has proven to be useful in defining the actual ambitions with our clients. During this process discussions around extreme solutions (the metaphors) for known problem areas like: sustainability, flexibility, and logistics are instrumental in discussions about realistic solutions leading to the definition of the relevance of one objective over a completely different one (e.g. the indoor air quality versus the objective to save energy). This prioritization is not only difficult to define, but it can only be made by our client himself as all aspects of ecology, economy and social equity come together. We guard ambitions to be achievable, our client define priority.

The inspirational part can be based on traditional values like Efficiency (reduction in consumption or savings), Passivity ("Nearly Zero Energy", "Passive House", "Climate neutral", etc.or Effectiveness (Positive Footprint, Beneficially, Cradle to Cradle®). From the sustainability model we use, four inputs are relevant: Energy, Water, Materials and Top Soil. These determine the challenges we are confronted with, like: Health Effects, Biodiversity and Climate Change from an Ecological point of view; Return on Investment or Whole Life Cycle Cost approaches, PR-effects and Scarcity of natural resources from an Economic point of view and finally (Corporate) Social Responsibility and Fairness from a Social Equity point of view. Experience learns that we should be careful in choosing our objectives as it is still difficult to reach a beneficial level. A complete Cradle to Cradle® approach is still difficult in building projects, though good approaches are defined in the booklet: "Cradle to Cradle® Criteria for the Built Environment" by Douglas Mulhall and Michael Braungart.