The question is inevitable: What do you do? You can see the host at the barbecue walking towards you to introduce their neighbor. Or maybe you’ve just met someone you’d like to get to know a little better on the adjacent bar stool. Chances are you’re about to be sized up by the next five words out of your mouth. Don’t call a cab for us when we say that what we do is limited only by what we can conceive.

 

The Lateral Perspectives family might best be compared to a team of intrepid explorers, which flatters our considerable egos although at times a more apt comparison might be made between our crew and the quick-witted cast of a well-scripted situation comedy. Combining keen insight with a natural camaraderie, each member of Lateral Perspectives contributes their knowledge, personality, and unique background to further our common goals.

For 25 years Jonathan Sidy, the founder of Lateral Perspectives, handed out business cards with the word “Landscaping” on them and people’s eyes would brighten as they asked what they could do about that pesky crabgrass in their lawn. Put off by being taken at face value, and with his formidable ability to think creatively and laterally, Jonathan has conceived and overseen the development of an impressive and unique array of endeavors ranging from a safety- and health-conscious dog-care line to a film production company, among other current and future projects. He is as much an inventor and theorist as a project developer and entrepreneur.

Jonathan is still forced to answer questions about pots and weeds but these days it’s hard for him to decide what to put beneath his name on cards. If you must have one single word to use take “Visionary.” Just try to use it without invoking Joan of Arc or Julius Caesar. He may be opinionated at times but he’s really not that militant.