Luca Giordaniello
Founder of Evertreen · Author of The Evertreen Phenomenon
Luca Giordaniello is the founder of Evertreen, a global platform that lets anyone plant and track real trees. The Evertreen Phenomenon is his first-hand account of turning a simple idea into a worldwide reforestation movement — the setbacks, the breakthroughs, and the mindset that made it happen.
Millions
of real trees planted & tracked
Worldwide
a reforestation movement across continents
Forbes
featured founder & contributor
About
From a single idea to a global movement
Luca founded Evertreen on a deceptively simple premise: make planting and tracking a real tree as easy as sending a message. What started as a side project became a platform used by individuals and companies to fund reforestation and watch their impact grow — literally — through geolocated, verifiable trees.
Along the way he learned that building a movement is nothing like building a product. It takes conviction when no one believes you, patience through the setbacks, and a community that cares as much about the mission as you do.
Today he writes and speaks about impact entrepreneurship, and mentors founders who want to build something that outlasts them.
The book
The Evertreen Phenomenon
Success story of the founder of a global reforestation movement
Part memoir, part playbook, The Evertreen Phenomenon is the honest, first-hand story of how a single idea became a movement millions have joined. Luca retraces the early doubts, the moments that almost broke it, and the decisions that turned users into a community.
It's a book for anyone trying to build a business that actually matters — equal parts strategy and heart.
Inside the book
- 01The Idea That Wouldn't Let Go
- 02Building Before Anyone Believed
- 03The First Ten Thousand Trees
- 04Turning Users Into a Movement
- 05Setbacks, Scars, and Second Chances
- 06What It Means to Outlast Yourself
Praise
“Luca turned 'plant a tree' into a movement millions have joined. The Evertreen Phenomenon is the honest story behind it — vision, grit, and a lot of trees.”
“A founder story that's equal parts strategy and heart. I couldn't put it down.”
“Required reading for anyone trying to build a business that actually matters.”
As seen in
Speaking & advising
Work with me
I speak and advise on building purpose-driven companies, scaling reforestation, and turning a mission into a movement — keynotes, podcasts, and founder mentoring. If you're building something that should outlast you, let's talk.
Keynotes
Turning a mission into a movement — talks for conferences, summits, and offsites on impact and endurance.
Podcasts & press
The founder journey, reforestation at scale, and the reality behind an impact business.
Founder mentoring
1:1 advising for purpose-driven founders building companies designed to last.
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Occasional notes on impact, entrepreneurship, and building Evertreen — no spam, unsubscribe anytime.
Get in touch
Let's start a conversation
For speaking, press, or collaboration enquiries, send a note and I'll get back to you.
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