Five Dollars of Felt, One Elevator Ride, and the People Who Helped Build Laboratory5

Twenty-five years ago, Laboratory5 began as an experiment in making things by hand.

Before the futurist work, before the labs, before the consulting, workshops, research and all of the strange and wonderful places the company would eventually go, there was paper. There was felt. There were die presses, glue, stacks of cards, orders to fill and a house in Tempe slowly turning into a manufacturing operation.

There was also a five-dollar box of craft felt from a flea market that helped define the look of the company.

But when I look back now, that era is not really about the products.

It is about the people.

The Arizona State University board member who asked me about my little-girl dream. The friend who seated me beside exactly the right person at a dinner party. The stationery company owner who invited me to walk the National Stationery Show in New York. The stranger who overheard me telling my husband I was completely out of my league and informed me that I was, quite literally, on the wrong floor.

That elevator ride changed everything.

The next year, Laboratory5 had its own booth at the National Stationery Show. From there came showroom reps, museum stores, independent boutiques, national media, TV appearances, a lot of felt, and eventually an opportunity with Target that forced me to decide what kind of company I actually wanted to build.

This second piece in my Laboratory5 25th anniversary series is about that chapter, but mostly it is about the humans who helped shape it.

It is also about something I understand much better now: sometimes the dream is not supposed to keep getting bigger. Sometimes you get to live it fully, recognize that you did what you came to do, and move on to the next thing.

Read Five Dollars of Felt, the Wrong Floor, and the People Who Helped on Substack

Cyndi Coon is a time traveler and rule-bender, nerding out for good using data, science and curious questions as an Applied Futurist, author, creative, ecosystem builder, facilitator, producer, researcher, storyteller and publisher for: governments, the military, higher education, private partnerships, enterprise, and industry. Cyndi is the Founder and Principal Futurist at Applied Futures Lab, Founder of Laboratory5, and Co-founder of Arizona State University’s Threatcasting Lab and is the co-founder at Threatcasting.ai. Cyndi is the author of Future AI Mindset, co-author of Threatcasting (2021), Futurecasting (2026) and the author of numerous reports, articles and book chapters. Founder and Publisher at Turkey Hill Press.

She is an Affiliate at the Center for Emergency Management & Homeland Security. Chief Media Officer for Content Evolution. She leads the i4j (global innovation for jobs workforce) and Coolabilities communities, promoting inclusive and forward-thinking solutions. She is a Web 3 advisor. Connect with Cyndi Linktree 

Why My AI Practice Brought Me Back to the Studio

For the last ten weeks, I was part of an experience that didn’t look like an experiment at first. It wasn’t framed as disruption or acceleration. It wasn’t about chasing the latest tool. It was a practice lab inside the Mastermind at AI Salon, led by Liz Miller-Gershfeld and Kyle Shannon, and it gathered people who had largely met through our shared work with generative systems.

On paper, this could sound like a story about AI.

It isn’t.

Black Ink Drawing by Cyndi Coon

This is a story about attention. About permission. About noticing friction instead of smoothing it over. And, unexpectedly, about getting pulled back into my studio like gravity had been waiting patiently for me to remember it existed.

Somewhere along the way, the most meaningful thing that happened to my work with AI was that it pushed me deeper into my hands.

That became the through-line.

We started with a deceptively simple idea: intention before interface. Before opening a tool, pause. Ask what you’re bringing as a human. Ask what you’re actually ready to explore. Then put the work inside a time container. Set a timer. Notice what’s happening as it unfolds. Write while you’re in it, not later, not as performance, but as part of the thinking.

That small shift changed everything.

It made the work deliberate instead of incidental. It also made resistance visible. Slowing down enough to name intention meant I could no longer disguise avoidance as productivity.

When confusion or discomfort showed up, the invitation wasn’t to fix it immediately. It was to stay with it. Long enough to see what it was pointing toward.

That’s when I started tracking complaints.

Not big, dramatic ones. The quiet, habitual grumbles that surface when something feels inconvenient, unclear, or slow. I wrote them down without judgment. I treated them as data. Complaints, I realized, are often early signals of learning. They show up right at the edges of what we don’t yet know how to do.

Around that same time, I pulled out inks and watercolors and put them next to my notebook. At first, it felt like a minor choice. In hindsight, it was a turning point. I wanted slowness. I wanted texture. I wanted the kind of thinking that only happens when the hand is involved.

I’m trained as an artist. This wasn’t nostalgia. It was a dormant system coming back online.

As the weeks went on, my digital and physical practices began to speak to each other. I explored AI image generation not as a finished output, but as a way to spark ideas. I loaded years of my own artwork into mood boards, generated images that echoed my visual language, printed them, and brought them into the studio. From there, I drew, collaged, and made by hand. Then I scanned those pieces back into my digital work.

It wasn’t replacement. It was circulation.

That loop changed how I thought about authorship and credibility. When I stopped outsourcing my hand by default, the work didn’t become less professional. It became more grounded. When I used hand-made images in client-facing work for the first time, the response wasn’t hesitation. It was recognition.

This experience also reshaped how I think about community. Instead of abstract ideas about connection, I created a simple weekly ritual with a small group of friends. Three questions. Once a week. Wins, support, and one intention to revisit. That structure created coherence without pressure. It allowed work to be witnessed, not evaluated.

As the tools grew more capable, the need to stay awake inside them grew stronger. Ease, I was reminded, is not neutral. Systems that work well invite overuse. Grounding practices became a way to calibrate.

When I write with a pen, I can’t move faster than my thinking. When I draw, I have to sit with uncertainty. Those limits aren’t obstacles. They’re feedback. They show me what I actually understand versus what I can generate quickly.

The final week was about integration. Not neat synthesis, but coexistence. Holding my creative practice, my professional work, and my technical fluency in the same space without fragmenting myself. Integration showed up in decisions: what I included, what I stopped outsourcing, what I allowed to be visible.

And here’s the irony I keep returning to.

My relationship with AI led me back to my hands.

Not away from them.

Back to a way of working where attention is not optional. Where thinking slows down enough to feel true. That wasn’t the conclusion I set out to reach. It’s simply where the path led.

That has been the gift.

What I’m carrying forward isn’t a framework. It’s a practice. Timers as doorways. Complaints as signals. Hands as thinking partners. Community as structure. Screens and studios in conversation.

In a moment when many people feel unsettled, the most grounded thing I can offer isn’t an answer.

It’s a practice.

A human one.

A hand-made one.

A real one.