| Summary: | Acknowledging an undeniable need for innovation, this paper offers a qualitative assessment for recognition and policy advocacy for superior innovations—for new wood products and processes offering more benefits and fewer drawbacks than other innovations. The paper highlights the irrationality of using the limited natural and human-made goods of the world to produce and consume inferior innovations, especially when they fail to mitigate or, in fact, contribute to worsening climate change. Raymond Williams’ “structures of feeling” are used to disclose evaluative commitments associated with the “new” characteristic of industrialized and indigenous civilizations toward illuminating potential pathways for halting an otherwise seemingly unstoppable engine of climate change from pushing all of life on Earth over its precipice. Discussing how the “new” is always implicated in the “old,” decision-making and design methods applicable over the whole of the value chain are proposed for generating “new” innovations and processes that are genuinely able to change the current world trajectory of our species. Future research is also discussed.
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