In 2007 we began self-funding an adjunct firm committed to purpose-driven design. That firm has the improbable and unwieldy name of I Shot Him Because I Loved Him, Damn Him. Its stated mission: Changing Hearts, Minds, and Habits. The firm has created award-winning work on ways to cut energy use, increase emergency preparedness, and improve transit routes. I Shot Him also serves as a creative powerhouse and a R&D lab for designing and implementing cost-effective and innovative outreach tools and strategies. One award-winning example is QuakeQuizSF.org, a website that, with a marketing budget of zero, has received hundreds of thousands of visits strictly through word of mouth.