[Robert] Brito and his family, who live along the Rio Negro in the Brazilian Amazon, only saw the monetary value of logged trees. Now, when Brito looks at a tree, everything has changed. We stopped thinking about price and started thinking about [a different kind of] value. For example, when I see a beautiful cumaru [Brazilian teak] tree, 300 to 400 years old ... I still touch it, but with a different mindset. I have access to education, technology, a future for the young people living here, and I still contribute to the preservation of our planet in relation to climate change." Brito's transition ... required the support and alignment of financial, social and environmental incentives. In 2008, the government of the Brazilian state of Amazonas created the Rio Negro Sustainable Development Reserve, in order to preserve nature and to support communities living within it. The designation of the sustainable development reserve led to organisations including the Foundation for Amazon Sustainability (FAS) establishing education and health projects there. Brito recalls that one day Virgilio Viana, the director general of FAS, suggested that he might like to work in community-based tourism. "I started receiving people in my own home," Brito says. This trial was a success. He realised that he earned more in a week than he had ever seen in three months of logging. In 2011 " three years after the creation of the sustainable development reserve and over two decades since he cut down his first tree " Brito opened his nature lodge. And he put down his chainsaw. Moving away from blaming or shaming individuals can bring more people into the environmental movement. So can valuing people's prior experiences, such as Brito drawing on his decades of logging as he guides visitors around the forest in his flip-flops.