Thrive Zones Part II: The Power of Place in Our Life, Career, and Relationships

The Five Affirmations: Guiding Principles for Thriving in Everyday Life

The Power of Place

Henri Matisse cast a perplexed glance at Amélie as they stepped off the train in Collioure. An unpleasant odor hung in the air, as if something foul was left on the pavement. “We were told it was a charming seacoast town on the French Riviera? Not quite what we’d imagined,” he muttered. Their eyes met, a flicker of discomfort passed. The Mediterranean lured them with visions of inspiration and serenity, but what they encountered was far from a picturesque escape.

The Languedoc region — the name in Old Occitan means the ‘language of yes’ — evoked a sense of optimism. Yet, by 1905, it was hard to imagine anything going right here. Decades of economic decline left ramshackle houses leaning uneasily against each other, like the battered spirits of the villagers. Vineyards, once devastated by phylloxera, now produced more harvest than farmers could sell. Grapes rotted on the vine or were turned into horse feed. Perhaps that was the smell, or maybe it was the fish guts spilled onto the road by passing trawlers.

It didn’t take long for the Matisse's to regret their decision. “What have we gotten ourselves into?” he wondered aloud. Last year St. Tropez, and now this? The desolation weighed on him. How could he possibly escape his depression in such bleak surroundings? And more urgently, “How am I going to sell a single painting here?”

Yet, despite his doubts, in just three months, Matisse would ignite an artistic revolution in Collioure.

A failed lawyer turned painter on par with Picasso? We had to find out, how did that happen?

The Thrive Zone Effect
Part of what Collioure gave Matisse was the visual inspiration he craved. Thrive Zones are like that, essentially personal Nirvana's — spaces where a unique combination of surroundings, people, and stimuli align perfectly with an individual’s needs, and where they find the essential elements that fuel their joy and creativity. That is what leads people in them to unexpected levels of success. But what may work for one person isn’t necessarily the same for another. Hence the need to continue to ask ‘what do we need’ and then to search for the better, new place until we find it.

“Thrive Zones are like falling in love — not with a person, but with a place where you can live, work, and thrive.”

For Matisse, the light and authenticity of the Mediterranean village unlocked his soul. But for someone else, a Thrive Zone might be a band of brothers surviving together in a POW camp, as it was for John McCain, or a maternal figure in a village in Dutchess County New York taking a teenage African American mother’s helper under her wing, educating young Reatha Belle Clark about culture and the wider world beyond the confines of Jim Crow Georgia.

Like Collioure, as you will see, Thrive Zones aren’t necessarily defined by external beauty or opulence, but by their ability to stir something within. For Matisse, the Mediterranean’s golden glow transformed the crumbling streets into vibrant, colorful scenes full of authenticity. Immersed in his new surroundings, his creativity was reignited by what had seemed like dilapidated shacks, now sun-drenched houses, unapologetically vivid in sea-washed hues.

Everywhere he looked, authenticity radiated from the surroundings. Fishermen roamed the docks in salt-weathered espardenyes, worn since the 13th century (what we now call espadrilles), while the air carried the pungent smell of the day’s catch. The rhythmic hum of Occitan — a melodic blend of French and Italian — drifted through the village, enveloping Matisse in an atmosphere that was real, raw, and rich with inspiration.

Here, his bold, vibrant use of colors blossomed into the Modernist movement, paving the way for Abstract Expressionism, with Matisse leaving an indelible mark on art history — all within a hundred days.
In this imperfect yet vibrant environment, Matisse found something ineffable, a spirit that embraced and enthralled him, though even he may not have realized it the moment he arrived.

Only after the summer ended did he look back and, as the famous expression goes, saw that it was good. Collioure in 1905 was not just a place of creative rebirth, but the setting for four of his fifteen greatest canvases— as you’ll see we love metrics of Thrive Zone affirmation — which forever altered the Paris art scene.

Collioure didn’t just transform Matisse — it solidified his status as one of the 20th century’s most important painters.

But was this transformation merely a change of scenery, or was something deeper, more mysterious — even mystical — at work? Ironically, Matisse’s talent didn’t change that summer. His earlier works, which hadn’t sold very well, show the same brush technique and powerful expression, but they lacked the energy and vibrancy that his paintings from 1905 possessed.

So, what had truly changed?

If you erase the Collioure experience and imagine a life without that one pivotal summer, you get a mediocre lawyer who traded his legal pad for a paintbrush — not one of the most renowned artists of his time. What changed turned out to be his environment — and with it, his prospects.
All in that summer of 1905.

Isn’t that the kind of experience and the timeframe we all should seek?

The Search For Thrive Zones

Now we were on a quest to understand in greater depth whether Matisse’s breakthrough a fluke, or the result of something more deliberate? And more importantly, could his story be replicated in other ‘ordinary’ lives like his until that time, that might feel just as unfulfilled or directionless?

The question seemed simple enough: If Matisse was as talented before Collioure, which we believe, then why didn’t his transformation happen earlier, in Paris — the cultural capital of the world? Why did it take place only after he moved, and in just three months? What made that small, forgotten village such a catalyst for change? Was it luck, or could a repeatable theory emerge from his experience?

The stakes extend far beyond Matisse. Could other individuals, when placed in the right setting, unlock similar potential? Could ‘greatness’ happen to anyone, given the right circumstances in the right place?

Our research shows that it can.

Matisse found his Thrive Zone — a space where place, people, and inspiration aligned perfectly to unlock his potential. This phenomenon isn’t just for artists, but for anyone seeking the right environment to thrive. Our journey to connect extraordinary individuals with their Thrive Zones took us to places that, like Collioure, didn’t seem extraordinary at first glance.

From the modest offices of Berkshire Hathaway in Omaha to the island of Malta, from Davos to the golden escalators of Trump Tower, each of these places held the key to someone’s transformation. There were also moments of intrigue — such as our encounter with one of Vladimir Putin’s rivals in a covert hideaway, accessible only through concealed backstairs — the best way we figured to avoid a Russian assassination plot.

In each case, our hour-long, in-depth interviews gravitated toward the question of how the ordinary became extraordinary. Gradually, we came to understand that the right place empowered individuals to tread paths previously unattainable or too daunting. What we discovered was that in this state of mind, a distinct kind of greatness can be achieved, one that was never imagined and not just by peers or bosses, but by the individuals themselves. Again and again, when asked if they could talk to their younger selves what would they say? The answer each time was “You’re not gonna believe this.”

This is why individuals of less fortunate backgrounds can tell vastly different stories about their lives, but always shaped by the same experience — the power of a single place.

Geography is Destiny

The geographic phenomenon that drove Matisse is nothing new. In fact, it was first articulated by 14th-century Arab historian Ibn Khaldun when he wrote the famous words: “Geography is destiny.”

This idea has echoed through history, shaping industries, nations, and the lives of individuals. Whether it’s the discovery of oil sands in 1715 by the Hudson Bay Company or the rise of Silicon Valley, geography provides the necessary conditions for collaboration and exponential growth. Geography doesn’t just shape landscapes — it dictates opportunities and outcomes in our lives.

Ask yourself, why isn’t Pittsburgh or Miami the equal of Silicon Valley? The answer lies in a vision, realized by people like Frederick Terman (whose father Lewis Terman invented the concept of IQ). Terman fostered collaboration between Stanford University and the tech industry, creating a Thrive Zone. Silicon Valley became a place where resources, talent, and innovation coalesced into exponential growth. California is now home to over 300 unicorn startups — while 80% of states have none at all, despite their universities and government investments.

The philosophical foundations of this idea stretch back further than Khaldun. Chinese philosopher Mencius, who lived in the 4th century BCE, emphasized three critical factors for success: “favorable weather, conducive geography, and harmony of people.” He believed that success comes not only from external conditions like weather and geography, but most importantly, from the alignment of people and culture. The harmony between an individual and their environment mirrors the modern concept of a Thrive Zone, where the right place fosters not just physical well-being but personal growth and fulfillment.

Consider the stark contrast between North and South Korea. These two nations share a common language, culture, and genetic history, yet have diverged dramatically since 1948. In South Korea, intellectual freedom and international collaborations have led to over fifty Nobel Prize nominations and awards in the last 75 years. In North Korea, under a totalitarian regime, a scientist’s opportunity for achievement is limited.

The difference isn’t talent — it’s geography.

Takeaway: Thrive vs. Survival Zones

While a Thrive Zone supports personal growth and unlocks potential, a Survival Zone stifles independence and limits responsibility. Think of places where creativity is suppressed or where conformity is mandatory — environments like rigid bureaucracies or totalitarian regimes. In these settings, individuals survive, but they cannot truly flourish. This is the crucial distinction between thriving and merely getting by.

What Makes a Place Thrive?

There are four well-known steps that accompany our search for a Thrive Zone.

Let’s return for a moment to Matisse’s story to illustrate them:

1. A Better Life:
   Matisse’s impatience with the pace of his artistic growth became a driving force in his search for a better place. By the time he was 36, he had already lived half the expected lifespan of many great painters. Monet lived to 86, Degas to 83, and Renoir to 78. But Manet, tragically, died at 51 from syphilis, a grim reminder of how fragile life could be. Matisse felt the urgency to create his legacy and realized time was slipping away.
2. Purpose-Filled Work:
   For Matisse, it wasn’t just about survival. His goal was to create art that brought serenity and pleasure, both for himself and others, and he wanted to achieve that vision immediately.
3. Rejection:
   When his art struggled in Paris, Matisse moved his easel. Artists often need a change of scenery to reignite their potential. Don’t we all? Sometimes, all it takes is a new environment — a Thrive Zone — to rekindle our drive and help us thrive.
4. Openness:
   Matisse’s openness revealed itself as soon as he arrived at his modest pensione at the Hôtel des Templiers. Instead of seeking distractions or comfort in familiar routines, he stood by the window and gazed out at the new surroundings, committing to giving Collioure a chance to work its magic.

Takeaway:

The time to move or seek a Thrive Zone often comes when inspiration dwindles, and you feel stifled. Matisse had an advantage over most of us — his instincts, like a finely tuned thermostat, recognized when his environment no longer served his needs. Most of us, however, tend to add “layers” to protect against discomfort instead of acting. Thrive Zones can be built or discovered, but the outcome is the same: the right environment transforms ordinary potential into extraordinary success.

The Thrivers:

Thrive Zones aren’t confined to small coastal villages or traditional settings. Many of the most successful individuals have found their Thrive Zones in unexpected or unconventional places.

Using Matisse as an example, we began our search for modern equivalents. We conducted in-depth interviews with 15 eminent individuals, ranging from billionaire philanthropist Warren Buffett to Nobel Prize winner FW de Klerk, to four-star General David Petraeus and corporate director Dr. Reatha Clark King.

In each session, we asked: What transformed their lives? Was it inherited talent, privilege, or luck? Surprisingly, none of the individuals we interviewed attributed their success to those factors. They weren’t born with extraordinary abilities, nor did they come from privileged backgrounds. Their stories mirrored Hemingway’s description of change happening “gradually, and then suddenly.”

Through these interviews, we identified four key drivers that led people to seek their own Thrive Zones. Whether discovered or created, these Thrive Zones enabled them to realize their potential. Sometimes, like Collioure, Thrive Zones exist but need to be found; other times, they are in decay and need to be rebuilt from scratch.

Examples of Thrivers:

HEre are a few of our subjects and a brief description of the places that made them:

• Michael Phelps: The most decorated Olympian of all time found his Thrive Zone at the North Baltimore Aquatic Club. More than just a pool, it was a community that recognized and nurtured his talent, surrounding him with coaches and peers who propelled him to greatness.
• Warren Buffett: Buffett didn’t build his financial empire on Wall Street but in the unassuming town of Omaha. This quiet environment kept distractions at bay, allowing him to focus on what mattered — long-term investments and value. His Thrive Zone wasn’t defined by location or status but by finding a space where his unique way of thinking could flourish.
• Lloyd Blankfein: Raised in the Bronx projects, an environment considered harsh and limiting by many, Blankfein found the grit, resilience, and street-smarts that would later lead him to the top of Goldman Sachs. The Bronx wasn’t a polished Thrive Zone, but it gave him the raw material to create one, proving that sometimes a Thrive Zone must be forged from adversity.
• Dr. Reatha Clark King: King credits her development to the tight-knit community of Mt. Zion Baptist Church. During the height of Jim Crow, the church wasn’t just a place of worship; it was a space where resilience, family values, and ambition were nurtured. Geography, in her case, was more than physical — it was emotional and cultural.

Why Thrive Zones Matter:

All the Thrivers shared a common factor: a single place that allowed them to develop fully. Their success wasn’t just about ability, but about being in an environment that nurtured growth, liberated talents, and provided the mentorship they needed. It wasn’t just about what they could do — it was about where they could do it.

The Four Instincts That Guide Thrivers:

Humans are wired to explore. From childhood, we push boundaries and investigate new surroundings. For Michael Phelps, it wasn’t just a pool — it was a community that recognized his unique potential, transforming raw talent into greatness. But as adults, many of us cling to what feels safe, often sticking with the same company or comfortable relationships. True success, however, often involves calculated risks and environmental changes that reignite potential.

Thrive Zones are more than just inspiring places — they are environments where resources, talent, and support align to create exponential growth. It’s where individuals stop surviving and begin thriving.

Takeaway:

• Success isn’t just about talent or effort. It’s about geography, both physical and cultural. Thrive Zones, like a fertile valley or tech hub, offer an ecosystem where talents can flourish. Whether it’s Phelps in the pool, King in her church, or Blankfein in the Bronx, the common thread is they found or created environments that fostered their growth. Thrive Zones amplify abilities by providing the ecosystem necessary for growth.
• Thrive Zones can be built or discovered, but the outcome is the same: the right environment transforms ordinary potential into extraordinary success. It’s not just about where you are — it’s about finding or creating a space that fosters your fullest expression.

The Four Instincts that Guide Thrivers:

Every form of success — societal, organizational, or personal — is fundamentally built on geography, both physical and cultural. The landscape we inhabit shapes opportunities in ways that often go unnoticed. A Thrive Zone, much like a fertile valley or a tech hub, is more than just a location; it is an ecosystem where innovation, resources, and talent interact to create conditions for exponential growth.

Humans are wired to explore. From childhood, we are driven by an innate need to investigate new surroundings and push boundaries. Think of Michael Phelps, the most decorated Olympian of all time, who found his Thrive Zone in the North Baltimore Aquatic Club. It was more than just a pool; it was a community that understood his unique potential. His raw talent was transformed into greatness because the environment allowed him to thrive.

As adults, we often stick to what feels safe — staying with the same company, making lateral moves, or remaining in comfortable relationships. But true success, like Phelps’s, often follows a zigzag path where calculated risks and changes in environment are necessary. The “thrive instinct” — our natural drive to grow — pushes us to move when our surroundings no longer support our well-being or potential.

It’s not just talent that makes the difference — it’s geography. Physical and cultural geography profoundly impacts whether someone thrives or merely survives. “Thrive Zones” — are special environments that suits our talent and temperament, and by doing so nurtures ability to reach our fullest potential. It’s not just a place that inspires; it’s a location where all elements — resources, talent, and support — align to create exponential growth.

A Thrive Zone is where we stop surviving and begin thriving.

Finding The Next, Better Place

Philosophical Continuity
Success doesn’t happen by chance but by aligning with the right environment, an idea that dates back to philosophers like Mencius, who emphasized three critical factors: “favorable weather, conducive geography, and harmony of people.” He believed success comes from aligning your goals with an environment that nurtures your potential. This ancient wisdom mirrors the modern concept of Thrive Zones. Just as our ancestors moved to new lands for better opportunities, we must also be willing to leave environments that no longer support our growth.

Cultural Universality
Across history, thinkers like Sun Tzu and Aristotle recognized the importance of the right environment for success. Sun Tzu stressed the need to know when and where to move in warfare, while Aristotle emphasized the alignment of nature and environment. This universal pursuit of the right setting applies across cultures and eras, demonstrating that success comes from finding an environment that fosters growth.

Decision Framework
Today, this wisdom still applies. NYU psychologist Jonathan Haidt notes how children instinctively explore to discover new opportunities. As adults, this drive continues, shifting toward cities, careers, and communities. The first step is recognizing when an environment no longer supports growth and then taking action. Mencius’ wisdom still offers a practical guide: if your environment isn’t fostering growth, it’s time to seek your Thrive Zone.

Historical Precedent
Research supports this idea on a large scale. In their Nobel Prize-winning work Why Nations Fail, Daron Acemoglu and James Robinson showed that environments — through their institutions and culture — determine whether individuals and societies thrive or stagnate. This echoes the ancient wisdom of Mencius and others: success requires an environment that nurtures potential, offering the resources and community necessary to reach one’s full potential.

Final Thoughts
Success is shaped as much by where you live and work as by individual effort. Thrive Zones encourage you to invest in yourself, but recognizing the need for change isn’t enough — you must act. As Lincoln said, “You must act.” To find your Thrive Zone, you need to explore, move, and invest in environments that allow you to truly flourish.

The Architecture of a Thrive Zone: Lessons from Baron Le Roy

The concept of Thrive Zones didn’t originate from modern business practices; it traces back nearly 100 years to a little-known vineyard owner and lawyer, Baron Pierre Le Roy. As the creator of the Appellation d’Origine Contrôlée (AOC) system, Le Roy formalized the idea that success, like exceptional wine, is deeply tied to place. He believed that greatness emerges from a unique combination of environment and individual effort.

Le Roy’s greatest contribution to the world of wine — and to the idea of Thrive Zones — was the AOC system, which still governs the quality and authenticity of French wine today. At its core, the AOC recognized that the land itself (known as terroir) plays a critical role in the production of superior wine. For example, in Châteauneuf-du-Pape, where Le Roy was instrumental, each bottle is marked with the Papal keys — a symbol of its connection to a rich history of tradition, quality, and a strict adherence to the land’s unique attributes.

Le Roy’s principles have been distilled into what we now call the Five Affirmations — or 5Ms: Mentors, Mates, Methods, Mantras, and Metrics — each a crucial pillar of a Thrive Zone. These affirmations serve to enhance and affirm the value of the individual within their environment, just as Le Roy’s AOC protected and elevated the legacy of winemakers through their connection to the land.

Baron Le Roy’s Five Affirmations: A Framework for Thrive Zones

Baron Le Roy’s insights offer a timeless lesson on how Thrive Zones can sustain individuals, organizations, and communities. His principles, much like his AOC system for wine, are built on a balance of innovation and tradition, freedom and structure. His work reminds us that greatness is rarely an individual effort — it’s born from an environment that nurtures potential.

• Mentors and Tradition: Mentors provide the wisdom that allows individuals to grow. Just as the Papal keys on every bottle of Châteauneuf-du-Pape symbolize the deep connection to ancient winemaking principles, Thrive Zones rely on the wisdom passed down through mentors to maintain quality and authenticity.
• Mates and Collaboration: Le Roy worked with 34 winegrowers to preserve the integrity of Provence’s wines, knowing that success isn’t a solo venture. Similarly, Thrive Zones depend on peers and collaborators who challenge and support one another.
• Mantras and Discipline: Le Roy’s message to grape farmers — “You must give the example of honesty and discipline” — illustrates the importance of shared values. Mantras are guiding principles that keep individuals focused on their goals within a Thrive Zone, just as Le Roy’s mantras ensured the highest standards for wine.
• Methods and Best Practices: Le Roy’s AOC system enforced strict methods regarding grape varieties and production limits to maintain excellence. In a Thrive Zone, proven methods provide the framework for growth and sustainability.
• Metrics and Standards: Le Roy’s strict quality standards for wine created a benchmark that has endured for nearly a century. Similarly, in a Thrive Zone, clear metrics help ensure progress, accountability, and continuous improvement.

These 5Ms provide the foundation for success in any Thrive Zone, ensuring that individuals remain accountable, innovative, and continuously striving for greatness.

How Business Leaders Create Thrive Zones

Just as physical environments can unlock personal potential, organizations can serve as Thrive Zones, fostering innovation, collaboration, and growth — even in challenging circumstances. Strong leaders play a key role in creating these environments by cultivating the right cultural and structural elements. Below are two examples of leadership that established Thrive Zones in the corporate world.

• Lloyd Blankfein — Thriving Through Crisis at Goldman Sachs
  During his tenure as CEO, particularly during the 2008 financial crisis, Blankfein transformed Goldman Sachs into a Thrive Zone. His “getting close to home” strategy focused on reducing the firm’s exposure to high-risk ventures and emphasizing liquidity. While many other banks collapsed, Goldman Sachs thrived by adapting its business model to the new reality. Blankfein’s leadership fostered a culture of long-term thinking, accountability, and resilience. By creating an environment where employees were empowered to think strategically, even in the face of crisis, Blankfein enabled Goldman Sachs not only to survive but to emerge stronger.
• Warren Buffett — Omaha as a Thrive Zone for Berkshire Hathaway
  Warren Buffett deliberately chose Omaha, Nebraska, as the home for Berkshire Hathaway, far from the short-term pressures of Wall Street. After dropping out of Wharton and finishing his degree at the University of Nebraska, Buffett avoided the distractions of the financial capital and instead built a long-term investment strategy rooted in autonomy and trust. By empowering his team to make decisions with minimal oversight, Buffett fostered innovation, independence, and sustained growth at Berkshire Hathaway. His leadership turned Berkshire into a Thrive Zone, allowing the company to navigate economic changes while staying true to its principles.

How Organizations Create Thrive Zones

Le Roy’s 5Ms provide a blueprint that leaders can follow to build organizational Thrive Zones. By focusing on culture, structure, and support, leaders can unlock the potential within their teams.

• Fostering a Culture of Innovation and Creativity
  Encouraging experimentation and creative problem-solving, even at the risk of failure, builds resilience and continuous growth.
• Emphasizing Long-Term Thinking
  Leaders who focus on sustainable, long-term goals over short-term gains create a foundation for lasting success.
• Providing Autonomy and Trust
  Giving employees the freedom to make decisions builds accountability, confidence, and innovation.
• Creating Supportive Networks and Mentorship
  Strong networks of collaboration and mentoring help employees grow personally and professionally, enhancing their ability to thrive.

Move to Thrive

Humans have an innate need to explore and improve their surroundings, just as civilizations grow by expanding their capabilities to harness resources. If your organization limits opportunities for growth, discourages creativity, or prioritizes short-term gains over long-term success, it erodes confidence which has a direct impact on the ability to innovate. If so, it may be time to move on and find a new environment. Thrive Zones aren’t tied to a specific geography; they can be found within the right company, team, or professional network. They can be created from scratch, as Warren Buffett proved (Berkshire Hathaway was bankrupt when he acquired it).

This instinct aligns with the principles of the Kardashev Scale, a theory developed by Soviet astronomer Nikolai Kardashev in 1964 to measure a civilization’s advancement based on its ability to capture and use energy. Kardashev, a pioneering figure in radio astronomy, introduced the idea that the growth of civilizations is driven by their capacity to utilize the full potential of their environment, something we also refer to as the network effect.

In much the same way, people and organizations thrive when they maximize the resources available and utilize the full potential of their Thrive Zones. That is why they can provide the professional and personal support needed to unlock full potential.

When your organization fails to foster the conditions necessary for growth — whether it’s a lack of autonomy, mentorship, or long-term vision — it’s time to consider seeking a new environment.

Conclusion

Thrive Zones is written for those seeking both personal and professional transformation, whether you’re striving to create more productive environments within organizations or in your own life.

Finding yours isn’t about ticking boxes or fitting into a mold. Different people need different environments to thrive. For some, a bustling city like New York may provide the energy and excitement to excel, while others may need the solitude and tranquility of a remote coastal town, like Matisse’s Collioure.

The key is understanding what works best for you. Just as Baron Pierre Le Roy’s concept of terroir created the conditions for world-class wine, the Five Affirmations create the right conditions for personal and professional growth, whether in a community, an organization, or a nation. Thrive Zones are often artisanal, handcrafted environments where potential is unlocked. These places may be unexpected, unremarkable to others, but for you, they will offer the support and freedom you need to succeed.

From Goldman Sachs’ trading floor to the 25 person headquarters of Berkshire Hathaway in Omaha, Thrive Zones are breeding grounds of success, and there are new ones waiting to be discovered. In the next chapter, we will explore the journeys of ten individuals who found their Thrive Zones and transformed their lives, offering a roadmap to help you identify and create your own.

In Thrive Zones, we hope to help people unlock their extraordinary hidden potential by finding their Thrive zone in the same way that Baron Le Roy transformed ordinary grapes into extraordinary vintages through the power of Terroir.

In vino veritas.

Key Takeaways:

• Thrive Zones rely on the Five Affirmations: mentorship, collaboration, structure, values, and accountability.
• Thrive Zones can exist in various careers, from finance to media to technology.
• Your ultimate Thrive Zone may be in a place that seems quite ordinary to others, but it’s where your potential can fully flourish.