Category Archive for Friends Who Want to Help

The Clean and Green Club, November 2017

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
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Shel Horowitz’s Clean and Green Marketing Tip, November 2017
Bruce Springsteen, Lady Gaga, Willie Nelson, Rage Against the Machine, and You

Last month, I attended a concert by The Nields, who always put on a great show (they are local to me and I’ve heard them many times). Near the end of the show, they sang “Tyrants Always Fall,” a song that so blew me away that I went up to Nerissa Nields (the song’s author) after the show and told her it needed to get in front of someone who could bring it to audiences numbering into the seven or eight digits. Someone like the people I named in the headline. She answered that finding such a person “is your job.”

I take that seriously. So…if you know anyone with that kind of star power—or if you know someone who does—can you help me by getting the song in front of him or her? Listen to it at https://www.youtube.com/watch?v=ubWQHdHTLRI (and #westernma folks, you’ll recognize downtown Northampton).

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Is Anyone REALLY Reading Your Sustainability or CSR Report?
Repurpose that expensive content, without using any staff time. I will extract the key items and turn them into marketing points that you can use immediately: http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

Shel Horowitz is inducted into the National Environmental Hall of Fame by Judith Eiseman near his home on Barstow’s Longview Farm in Hadley, MA, December 2013

This Month’s Tip: How to Get the Most Marketing Oomph out of Receiving an Award
Last month, I told you how to select the right awards to enter—the ones where your chances are higher than average.

Let’s say you were successful, and you got that certificate or trophy. This is major “social proof” for you—third-party validation. Milk it for everything you can:
  • Send a press release announcing the award—but don’t just say you won an award. Use this as a chance to get your core message in front of the media. (See the example just below this article that I wote for a client) 
  • Put it prominently on your website
  • Add it to your email signature
  • Mention it several times on social media—not too often, and using an excited/humble rather than entitled tone, e.g., a Tweet like “Deeply thrilled to be named “Most Environmental Business in Pisqua. Thank you so much, @PisquaChamber” [this is a fake Twitter address] (I’d say no more than once every 20 posts or every three days, whichever is less)
  • Display conspicuously in retail locations and tradeshow displays
  • Mention it in radio, TV, and podcast interviews
  • Blog about it, including some of the backstory—make it interesting
  • Use that blog article again in your internal and external newsletters, reports to stakeholders (stockholders, employees, investors, vendors, government officials, etc.)
  • Feature the award in an e-blast
  • If the award is relevant, put it in your CSR or Sustainability Report, as well as in your public Annual Report
  • List it on business cards, brochures, sell sheets, and other printed materials
  • If your company has a Wikipedia page, make sure it’s included
  • Work the award into any review sites that cover you, such as Yelp, Trip Advisor, Amazon, etc.
  • To quote the king of Siam, “Etcetera, etcetera, etcetera”
For Release: On Receipt
Contact: Sheila Ruth: [phone number], info at imaginatorpress.com 
 
Why Does This Unknown Author Keep Winning All These Awards?
BALTIMORE, MD: Coming out of nowhere last year as a debut author with an unknown press, Nick Ruth has now won an astounding eight honors for his first two books in the Remin Chronicles series, The Dark Dreamweaver and The Breezes of Inspire
 
The latest honor: both titles have just won the Parent to Parent Adding Wisdom Award. In the fiercely competitive world of children’s products, Ruth, a government employee and homeschooling dad, is particularly proud that three different parenting organizations have recognized the books’ quality and appeal. 
 
The Dark Dreamweaver
  • One of only two chapter books to win the coveted Mom’s Choice Award in fall 2005
  • Chosen by iParenting Media as one of the “Greatest Products of 2005”
  • A Finalist for the prestigious Benjamin Franklin Award.
  •  Named an American Booksellers Association Book Sense Children’s Pick
  • Parent to Parent Adding Wisdom Award
The Breezes of Inspire
  • Named an American Booksellers Association Book Sense Children’s Pick
  • Parent to Parent Adding Wisdom Award
  • ForeWord Magazine Book of the Year Finalist (winner to be announced in May)
The Remin Chronicles is a fantasy-adventure series in the tradition of the Wizard of Oz and The Chronicles of Narnia. The books are imaginative stories of magic, friendship, and adventure—with a bit of environmental science blended in. In The Dark Dreamweaver, ISBN 0974560316, David, a boy from our own world, visits Remin, the world of dreams…does battle with the evil sorcerer Thane…and is aided by an imprisoned wizard battling the dream thief and living repeatedly through the lifecycle of a monarch butterfly. David and several cousins return to Remin in The Breezes of Inspire, ISBN 0974560332, but quickly get transported to the equally threatened world of Inspire. Both were published in hardback by Imaginator Press and are available at or through Greenleaf Book Group, Ingram, and Baker & Taylor. 
 
Journalists: Ruth and his illustrator Sue Concannon are available for interviews and the books are available for review. 
New on the Blog
Hear & Meet Shel

I recorded a brand new keynote, “Terrific Trends for Enlightened Capitalists,” for the Enlightened Capitalist Virtual Summit November 28-30, and it came out great. I’ll be on the line for live Q&A following the broadcast on November 30. Listen to all the sessions; they promise to be excellent. I’m especially looking forward to hearing Jeff Golfman, Donna Lendzyk, and Ravinol Chambers. https://shelhorowitz.com/go/EnlightenedCapitalist/
Friends Who Want to Help

Want to build a successful content brand? My friend Marc Guberti released his latest book Content Marketing Secrets which is available at a steep discount for a limited time. The book will teach you how to create, promote, and optimize your content for growth and revenue.
 
Looking for a Job? I’ve Just Added a Job-Finding Widget
If you’re looking for a job in marketing, visit the home page of http://frugalmarketing.com. If you’re looking for a job in some other field, try the widget on the home page of http://accuratewriting.com

Order your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Find out more and order from several major booksellers (or get autographed and inscribed copies directly from me). http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
 
Download a free sampler with several excerpts, the complete Table of Contents and Index, and all the endorsements.
Another Recommended BookWe Rise
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We Rise: The Earth Guardians’ Guide to Building a Movement that Restores the Planet by Xiuhtezcatl Martinez

Martinez has been an activist for 11 years—and he’s not even old enough to vote. Only 17, he became aware of the earth’s current distress at age six and has been organizing ever since. Not just organizing. Performing original rap music and traditional dance, speaking at major conferences and even becoming only the second non-diplomat, non-politician to address the UN General Assembly, being featured in a film on youth activism, receiving an award from President Obama, standing up as one of 21 youth activists who are suing the US government to enforce climate change, and now, releasing his first book (with a major publisher, too—health and organic gardening leader Rodale). He was at the 20th Anniversary Rio Conference, organized a youth presence at COP21 (where the Paris Climate Accord was hammered out), and performed for the Water Protectors at Standing Rock.

I was a child activist too, starting—not counting an action against smoking I took in my own home at age 3—at age 12 when I went to my first demonstration, opposing the Vietnam war. And I, too, have been an activist ever since. Now, as I turn 61 next month, I’m seen as an elder—but I’ve got a few decades before I catch up with some of my activist friends in their 90s and 100s, such as Arky Markham.

But I was 16 before I turned vegetarian, 17 when I started speaking on the issues of our time, 20 before I participated in an action that definitely made a difference in the world (the Seabrook occupation of 1977), and 23 when my first book (on why nuclear power is a terrible idea) was published. So I’m in awe of this kid. We can think of him as a Malala Yousafzai for the United States. By the time he’s my age, he could have credits like toppling the whole fossil-fuel power structure or maybe managing a successful campaign to create a world unity government. I don’t know the specifics, but I do know he’s destined for greatness.

Martinez comes naturally to a holistic, intersectional approach that sees the relationships among multiple issues. Whether it’s getting big money out of politics, raising climate awareness among youth, or supporting the intersectionality of opposing different “isms,” he’s on the job. Raised in Boulder, Colorado by indigenous activists (his parents founded Earth Guardians, where he works as Youth Director), Martinez is strongly rooted in his own Mexica/Aztec tradition and very knowledgeable about the traditions of many other indigenous cultures, around North America and the rest of the world. This culture, where every living thing is sacred, informs his activism and his lifelong vegetarianism. It also provides a solid frame of earth guardianship and water protection from which he reaches out on a host of other issues.

That ability to see others’ oppression no matter what shape it has taken leads to deep wisdom: “Rather than pointing fingers, let’s work with people to help make better food choices” like eating less meat rather than instantly going cold turkey to vegetarianism (p. 135, pun intentional). That philosophy extends beyond food, to other areas where we can build connection, change our habits, and come together stronger.

And shifting our internal compasses to accept victory is part of that. He quotes activist Mika Maiava of Samoa: “You need to win from within, so that even if people look at you like you’re losing, you’re not losing because you’ve already won in your heart.” (p. 71)

At the same time, in a world where 200 species go extinct every day (p. 85), he demands immediate progress on climate change. And he’s doing what he can to create an empowered intergenerational movement to get us off fossil fuels into renewables, to create a humane and nutritious and just food system, and to secure the rights of every ethnic and cultural group on the planet. He’s doing his part to build a coherent, focused movement that can actually generate this needed shift, using every nonviolent tactic from lobbying through nonviolent direct action. Direct activism, he reminds us, “doesn’t wait for permission from leaders to act.” (p. 102)

He’s also very media-savvy. He understands the power of Standing Rock pipeline opponents self-identifying not as protestors but as water protectors—“defined by what we love and seek to defend” (p. 180). And writing in the earliest days of the Trump administration, he recognizes how the 2016 US election changed things for climate activists.

The book is well-researched, with plenty of facts and figures to back up his assertions. Even I didn’t know that not only does the fossil fuel industry receive $548 billion a year in direct subsidies, but also leaves us holding the bag for $5.3 trillion in externalized costs, for example (p. 144). On the positive side, he cites a study of college and university campuses investing in “green revolving funds” to finance the campuses’ own energy improvements; they show an astonishing 32 percent return (p. 219). The advance copy I have was in need of another round of proofreading, but hopefully that was fixed in the final printing.

Martinez is also using the book to spread messages from many leaders in the fight for global and local climate justice; the book includes his interviews with such luminaries as India’s environmental economist Vandana Shiva, Paul Watson of the environmentalist direct action group Sea Shepherds, climate activism pioneer Bill McKibben (founder of 350.org), actor/activist Mark Ruffalo, Bernie Sanders’ campaign liaison to Millennials, Moumita Ahmed, and several others including his own grandfather.

It gives me lots of hope to find a book this comprehensive and also (in places) really fun to read, written by a teenager. People like Martinez are our future, our bright hope. His book is well worth your time.

Recent Interviews & Guest Articles: 

Shel’s done 25 podcasts recently, ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.
Accurate Writing & More
14 Barstow Lane
Hadley, MA 01035 USA
http://goingbeyondsustainability.com/contact/
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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriter…award-winning author of ten books…international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel), his newest book, Guerrilla Marketing to Heal the World, has already won two awards and is endorsed by Jack Canfield and Seth Godin. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Going Beyond Sustainability, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He’s an International Platform Association Certified Speaker and was inducted into the National Environmental Hall of Fame in 2011.He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).
“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

The Clean and Green Club, October 2017

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
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Shel Horowitz’s Clean and Green Marketing Tip, October 2017
Like Twitter Pinterest GooglePlus LinkedIn Forward
Is Anyone REALLY Reading Your Sustainability or CSR Report?
Repurpose that expensive content, without using any staff time. I will extract the key items and turn them into marketing points that you can use immediately: http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/
This Month’s Tip: How I Started Winning Awards—And How You Might, Too

Seven of my ten books, including two of my five self-published titles, have won at least one award and/or been translated and republished in foreign markets. My second award-winner was the self-published Principled Profit: Marketing that Puts People First, which I brought out back in 2003; it won the Apex Award for best book in the PR industry. Since so many of my readers are not part of large organizations, and since awards provide lots of credibility to independents who win them, it might be helpful to go over some tips on how to win awards. Next month, we’ll look at how to make the most of your award victories.

I am a big believer in third-party credibility. Awards are part of that package along with endorsements (Principled Profit was endorsed by Jack Canfield and more than 80 others), foreign rights sales (India and Mexico for this title, Italy and Turkey for the subsequent Wiley revision/expansion), press coverage (in addition to a Publishers Weekly review, this book was mentioned in dozens of articles), special sales (1000 copies sold to Southwest Airlines, making the book profitable the day it printed), etc. It shows that other people think you do a good job. In the ever-more-crowded publishing universe where there might be thousands of titles in your niche, this is critical.

Sales of this title were not stellar. But I think the overall package of credibility was a key factor in selling the rights to Wiley—which published an expanded and updated edition in 2010 as Guerrilla Marketing Goes Green—and again a few years later to Morgan James (Guerrilla Marketing to Heal the World, 2016). Because of these rights sales, I had to take the original self-published edition out of print, but that was fine.

Determining which awards to enter involves several factors: Whether it’s a fit, how many other entrants will be competing, overall quality of the product, the cost of entry… I don’t think it’s a coincidence that my first award-winner, published by Chelsea Green, had a very elegant design. That inspired me to hire a design team for Principled Profit after doing my own interiors on two previous self-published books. And that, I believe, is part of why my books started winning awards. I’ve always done very well-written, useful books, but my first two self-published books had poor design standards with covers done by people with no book experience and interiors I designed myself.

Does it matter that most people haven’t heard of the awards I’ve won? I don’t think so. There is a huge difference in top-tier vs. second-tier awards, e.g., Newberry, Caldicott, National Book Award, Booker Prize that absolutely everyone has heard of vs. Ben Franklin, Foreword BOTY (Book Of The Year), or Ippy, which are extremely respected in the indie publishing word but not beyond it. In terms of market effect, I don’t see much difference between the second tier and the third tier, where they are not widely known even in the industry. A skilled marketer can take good advantage of all of them. My Apex was a third-tier award, and I have fourth-tier awards on at least three other titles. Even those are just as good in getting prospective buyers to take another look, and that’s really why I do them.

My advice to you: Enter awards where your chances of winning are higher. If you’re producing a quality product, there may be opportunities in the industry vertical as well as the horizontal category (books in my case, perhaps green manufacturing or music or customer service or tasty food in yours). Apex Awards are given in many categories within the PR industry. I suspect that very few books were entered in the Best PR Book category that I won, so my chances were much better. If I found a book award in the green or social entrepreneurship space (as opposed to a green or social entrepreneurship category in a book contest), I’d enter my current Guerrilla Marketing to Heal the World in a heartbeat.

New on the Blog
Friends Who Want to Help

No cost to listen to this year’s Global Oneness Day, October 24. The awesome speaker lineup includes Marianne Williamson, Jean Houston, Michael Lerner, Panache Desai, Matthew Fox, Barbara Marx Hubbard, Bruce Lipton, Michael Beckwith, Marci Shimoff, and many others. Another superb event from Humanity’s Team.
 
Green and Profitable and Humanity’s Team invites to join evolutionary storyteller and visionary Barbara Marx Hubbard as she shares a compelling new video series: “What’s New in You?” Barbara will give voice to our collective and unprecedented “crisis of birth” into a new humanity.
 
Barbara will help you to understand why the crisis we are facing today is part of the birthing pains of Homo Universalis the opportunity and ability we have to transform as a species! https://vgi65.isrefer.com/go/bmhvs/shorowitz/
 
Looking for a Job? I’ve Just Added a Job-Finding Widget
If you’re looking for a job in marketing, visit the home page of http://frugalmarketing.com. If you’re looking for a job in some other field, try the widget on the home page of http://accuratewriting.com

Order your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Find out more and order from several major booksellers (or get autographed and inscribed copies directly from me). http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
 
Download a free sampler with several excerpts, the complete Table of Contents and Index, and all the endorsements.
Another Recommended BookOur Earth, Our Species, Our Selves
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Our Earth, Our Species, Our Selves: How to Thrive While Creating a Sustainable World by Ellen Moyer

Rarely have I come across a book that so closely mirrors my own thinking. But our lenses are different. In my latest book, Guerrilla Marketing to Heal the World—and in three earlier related books—I look at the power of business to heal the world. Moyer looks at how consumer-citizens can do the same thing.

Also, I made a deliberate choice not to dwell on the gruesomeness of our situation and the urgency to change; I figure that information is widely available. Moyer spends several chapters on what’s wrong before moving to how we fix things.

If you’re in business, I recommend that you read both. They complement each other nicely.

On to the specifics: Before delving into the problems, she gives us a vaccine of optimism in the introduction—starting right on page 1 with a magnificent, empowering quote from Buckminster Fuller: “The best way to predict the future is to design it” and pointing out, correctly, that “changing course is not only doable but it is not so difficult as we may think—and it can be fulfilling.” (p. 3)

Fuller is only one of dozens of my favorite luminaries she quotes or cites. Her list includes environmentalists like Wangari Maathai, Wendell Berry, and Jane Goodall…human potential geniuses including Barbara Marx Hubbard, Deepak Chopra, and Jean Houston…activists from Gandhi and Martin Luther King to Mandela and Robert Reich…prosperity folks such as Marci Shimoff, Jack Canfield, and Napoleon Hill…deep thinkers like Einstein, Pope Francis, and Bruce Lipton—to name a few.

This list shows the breadth of her holistic approach. It’s not either/or but all, and. Instead of focusing on one necessary evolution at the expense of all the others, simultaneously pursuing world change and a healthy environment, exploring the 90 percent of our brains most of us don’t use, achieving financial comfort, expanding our compassion, and all the rest of it. Yes, we can have all this and more, and it’s actually easier to get there holistically.

Refreshingly, she doesn’t see a grumpy, hoarding billionaire as financially healthy (p. 105). Having money without happiness does not make you a success in her eyes (or mine).

That insight is part of a nice section on happiness. Quoting Gandhi: happiness is when our thoughts, speech, and actions align (p.99). Fun is transient; happiness is ongoing; both are important (p. 106). Quoting Shimoff: happiness is more likely to bring success than financial success is to bring happiness (p. 109).

She makes some connections that I didn’t know. I had no idea that we squander half our water to cool electric power plants (p. 30)—we wouldn’t need to do that if we’d switched to renewable energy—or the horrifying statistic that 1.8 million children per year die a thoroughly avoidable death from lack of water or lack of unpolluted water (p. 31). We waste water in many other ways, too, including far too great a share of irrigation water (p. 73). I’ve been saying for years that there’s no shortage of water or energy—but we deploy them poorly. So poorly that she sees climate change as a massive civil rights violation against the poor (p. 118).

I also didn’t know that the $5.3 trillion in global fossil fuel subsidies accounts for a full 6.5 percent of global GDP—more than we spend on health care! Eliminating those subsidies would reduce CO2 by 17 percent and eliminate 50 percent of pollution deaths—while hastening the transition to clean, renewable energy, which is already cost-competitive if you take away the fossil and nuclear subsidies.

And she points out that the lone wolf doesn’t usually create the sweeping change we need. Cooperation with each other and with other species, not ruthless social Darwinism, makes us fittest (pp. 43-46).

Speaking of wolves: I love her description of the many positive ripples resulting from wolves’ reintroduction into Yellowstone (pp. 62-63). So in pursuing any big goal, we need to factor in all the costs and all the benefits.

That means rethinking absolutely everything—and setting big goals that let us get out of either-or thinking and into all-and. We can switch to fully organic and leverage that to eliminate food scarcity; the UN says this would double our produce supply (p. 150). We can fund the space program and fund human and environmental needs, but not if we box ourselves in with small thinking and limiting stories (p. 141).

Combining “high-tech and high nature” (p. 148), Here’s her four-part formula for creating this kind of systemic change:

  1. Exercise the Precautionary Principle to avoid unintended consequences
  2. Work upstream to eliminate problems in the first place
  3. Change from centralized to distributed systems (solar is a great example)
  4. Use a holistic approach

A lot of this is about mindset. One great example: shift our thinking from “environmental protection” to “rights of ecosystems” (p. 177). But even as we build a new castle in our corner of the sandbox, we can’t ignore the soldiers at the moat. Reich notes that if we give up on politics because it’s too corrupt, we collapse the buffers protecting the planet and most of its people from corporate and government rapists who would plunder without limit (p. 185). But citizens, leading through creative nonviolence, can create leadership where governments eventually have to follow—and according to Paul Hawken, the environmental movement is the largest people’s movement in history (p. 191). When just 15 percent of us (p. 199) combine our vision of possibility (pp. 195-196) and our outrage at the status quo, (p. 198), change happens.

And then maybe the whole world will start to look like the remarkable success story of Bhutan (pp. 200-201). Years ago, Bhutan looked beyond Gross National Product to Gross National Happiness—and manifested massive improvements in sectors including democracy, health, environment, carbon, and energy.

This is only a tiny taste of the wisdom in Moyer’s book. Read it, buy it for friends, apply it to the business world by also reading Guerrilla Marketing to Heal the World, and put the lessons of both books into action.

Recent Interviews & Guest Articles: 

Shel’s done 24 podcasts recently, ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.
Accurate Writing & More
14 Barstow Lane
Hadley, MA 01035 USA
http://goingbeyondsustainability.com/contact/
Connect with Shel

Follow on Twitter

Find on Facebook

Connect on LinkedIn

Join Shel’s Circle on Google+

 

About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriter…award-winning author of ten books…international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel), his newest book, Guerrilla Marketing to Heal the World, has already won two awards and is endorsed by Jack Canfield and Seth Godin. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Going Beyond Sustainability, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He’s an International Platform Association Certified Speaker and was inducted into the National Environmental Hall of Fame in 2011.
He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).
“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

The Clean and Green Club, September 2017

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
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Shel Horowitz’s Clean and Green Marketing Tip, September 2017
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Before We Get to This Month’s Tip: A Few Quick Things

Did Your Organization Spend a Bunch of Time and Money Creating a Sustainability or CSR Report to Let it Gather Dust on a Shelf?
Here’s an easy, quick, and affordable way to repurpose that content and get more mileage out of the resources you put into preparing that expensive report, without any staff time on your end. I will extract the key items and turn them into marketing points that you can use right away: http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/  
Looking for a Job? I’ve Just Added a Job-Finding Widget
If you’re looking for a job in marketing, visit the home page of http://frugalmarketing.com. If you’re looking for a job in some other field, try the widget on the home page of http://accuratewriting.comJust Because it Would Be Cool
I need 101 more followers on Twitter to reach 10,000. Will you be one of them? Once you’ve done so, Tweet “Subscriber” to @shelhorowitz and I will follow you back.

Hear and Meet Shel
I’ll be attending Linda Hollander’s Sponsor Secrets seminar October 3-5 in Los Angeles. I did a course with Linda and she definitely knows her stuff. If you’d like to learn all about how to get companies to give you money for their own promotional purposes, visit http://www.1shoppingcart.com/app/?Clk=5591242

 
Want to learn how to accomplish all of your goals and become a high achiever? My friend Marc Guberti is hosting the Productivity Virtual Summit from September 18th to the 25th. I am one of over 50 speakers at the upcoming summit and would love for you to join us. 
Hurricanes, Flooding, and Climate Change, Oh My

 

My heart goes out to all those impacted by Hurricanes Harvey and Irma, the flooding in Bangladesh and other parts of Asia (not much in the US news but also very severe), or the out-of-control fires in the American West (a friend in Oregon told me, “the whole state is on fire. I can’t go out of my house because of the smoke.”

Every bit of research (read more)

This Month’s Tip: 4 Questions to Create Eco-Friendly Transformation, Part 3
And now, the final two questions:

3. How can I maximize impact and minimize waste?

You may have heard the term, “circular economy.” Or you might remember it from my reviews of books like Cradle To Cradle. It’s the idea that you find a use for the things you used to consider waste. So each former waste stream becomes an ingredient in another process, making something else. This could be very simple (like food waste becoming garden compost), or it could be quite complex.My favorite example is one of the complex ones: The Intervale, in the Burlington, Vermont, area of the Northeastern United States. The site includes a brewery, whose spent grain is used to grow mushrooms. The mushrooms in turn donate material to raise tilapia for restaurants. And the fish waste provides nutrients for a crop of hydroponic greens, which in turn feed the grains and hops the brewery uses to make its beer.This kind of thinking can go far beyond minimizing waste, though. We can take it a few steps further and design to make a difference in the biggest problems we face as a society. Imagine creating profitable products and services that actually turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance.Want an example? At least three companies have developed solar-powered LED lanterns that typically replace flammable, toxic, carbon-hostile kerosene. The LED lamps provide a better light that needs no fuel, does not produce toxic fumes, has no risk of setting the house on fire, reduces pollution, and leaves considerably more money in the hands of the family using the lantern—addressing health, safety, carbon footprint, and poverty all at once.

4. Am I counting all the costs?

When a new technology is introduced, people often object because they see increased costs. But a closer look often reveals that they’re comparing apples and eggplants.

An example would be the nuclear power industry. Nuclear is hailed by people who don’t know better as a miracle technology that doesn’t have a significant carbon footprint and is so economical. But they’re wildly wrong. Actually, nuclear is a multiheaded hydra of a disaster.

As it happens, my first book was on why nuclear is not a viable technology, and I updated that book following the 2011 accident at Fukushima. So this is something I know quite a bit about.

Both the economics and the supposed carbon benefits of nuclear are very dubious. Because its apologists only count the costs of actually operating the nuclear power plant, the numbers appear on first glance to work. But to be fair, we have to add in all the other parts of the fuel cycle: mining the uranium, milling it, processing it into fissionable form, encasing the fuel mixture into metal-clad fuel rods, transporting it hither and yon for each of these steps, encasing those fuel rods in a massive, carbon-hostile structure of concrete and steel, storing and/or reprocessing the spent fuel rods, keeping them isolated from the environment and secure from terrorists for an unfathomable 220,000 years, friction losses in power transmission, etc. Once we do that, the economics, the carbon costs, and a bunch of other factors are a lot shakier.

Then add in the costs of a catastrophic failure every ten years or so—a very conservative estimate considering that we have experienced over 100 potentially devastating nuclear accidents in the seventy-odd years of this experiment, including two (Chernobyl and Fukushima) that made wide swaths of land unlivable for decades. More than 30 years after Chernobyl, the 1000-square-mile (2600-square-km) dead zone is still not even open to the public.

Of course, renewable energy has hidden costs too, and we need to look at those as well. Once we do, we may find that centralized wind or solar farms don’t make as much sense as distributing small solar and wind (and other renewable energy), constructing them at or near the point of use and moving away from the central power grid model.

Let’s look at counting all the costs in a different context: industrial pollution. Through the first couple of centuries of the Industrial Revolution, companies poisoned tens of thousands of toxic sites by using public air, land, or water as their private dumping ground, externalizing all those costs to the taxpayers and abutters—or so they thought. However, it’s become common practice to hold companies financially responsible for decades-old toxic dumping, even if that dumping had been legal at the time. And the cost is far higher now than it would have been to just clean it up properly in the first place.

Your business can avoid this huge and expensive headache by doing it right the first time. And as we see in question 3 above, the best way is to find a use for the stuff being dumped. Reuse or resell it instead of throwing it away-but-not-really-away.

New on the Blog
Friends Who Want to Help

No cost to listen to this year’s Global Oneness Day, October 24. The awesome speaker lineup includes Marianne Williamson, Jean Houston, Michael Lerner, Panache Desai, Matthew Fox, Barbara Marx Hubbard, Bruce Lipton, Michael Beckwith, Marci Shimoff, and many others. Another superb event from Humanity’s Team.

Order your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Find out more and order from several major booksellers (or get autographed and inscribed copies directly from me). http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
 
Download a free sampler with several excerpts, the complete Table of Contents and Index, and all the endorsements.
Another Recommended BookThe Code of the Extraordinary Mind
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The Code of the Extraordinary Mind: 10 Unconventional Laws to Redefine Your Life & Succeed On Your Own Terms by Vishen Lakhiani (Rodale, 2016)

Brules. Godicle. Blissipline. These are just three of the words you’ll add to your vocabulary reading this powerful book—because Vishen Lakhiani, founder of the wildly successful personal growth site Mindvalley.com, loves to make up new words to describe his concepts.

Although I read several self-help books a year, I rarely review them here. And not since The Success Principles by Jack Canfield and Janet Switzer, which I reviewed some time around 2006, have I been so enthusiastic about one. But Code, true to its promise, is an extraordinary book.

Starting with his note in the introduction that he’s a sponge for and codifier of learning (p. xvi), I knew I would like this book, and probably would like Lakhiani if we ever get to meet in person. I’m wired that way too; I often say I became a writer because I’m interested in almost everything.

In encouraging all his readers to become extraordinary, Lakhiani starts from the premise that all of us can make that journey. The “code of the human world…is just as hackable” as a computer program.

This is directly in line with what I teach: that the world is changed by ordinary people stepping into greatness when the door swings open. Rosa Parks was a seamstress; Lech Walesa was an electrician in a shipyard.

Lakhiani is a proponent of changing yourself first, and from there, changing the world. But I think sometimes those growths can be in parallel. For me, I found the purpose of changing the world long before I gained the life skills to make it happen—but making the commitment to the world gradually helped me find the road toward my own highest self (and I’m still on the path to get there—I see much more potential in my future and—at age 60—I’m far from done).

Lakhiani offers ten new laws to improve our physical and mental health, our relationships, financial security, and our ability to impact the world. Each law gets a chapter. He also includes many nuggets of wisdom from some of the most successful people in our time, from Richard Branson and Elon Musk to the Dalai Lama and meditation teacher Emily Fletcher.

Perhaps more importantly, starting in Chapter 1, “Change the Culturescape,” he gives you reasons to question and discard the old rules, imposed by others who don’t understand your loves or your purpose—even if these rules have been handed down through your culture for centuries What other people think you should do for a living, who they think you should marry, what they think you should eat is not your concern—all of those are matters for you to decide. You’ll need strength if the whole culture lines up against you, but you can still be true to your inner self.

But the power to choose what to believe or not to believe is a powerful gift to yourself (p. 88). And that’s one tool in understanding that your “software,” your “systems for living.” They are not static. Just like a computer, they can be upgraded. Lakhiani says he tries to upgrade at least one of his systems for living every week (p. 95). Just as we’ve learned to clean out our bodies, we can also consciously deactivate our anxieties, stress, fear, and other negative emotions that hold us back (p. 106), and emerge into disciplined bliss: “Blissipline.”

By Chapter 3, he’s talking about our ability to engineer our own consciousness, finishing the chapter on pages 63-64 with a checklist of 12 areas of life you can self-rate.

This just one of many self-help exercises scattered throughout the book. Others I particularly like are the question from parenting expert Shelly Lefkoe, “What beliefs is my child going to take away from this encounter?” (p. 77) and the “I love you” mirror exercise (pp. 181-182).

But all this is prologue. It’s necessary to go through it, so you’re ready for the really life-changing parts of the book. Parts Three and Four (chapters 6-10) need all the pre-work of the first five chapters, just as most of us first learn to crawl, then walk, before we try to do a four-minute mile.

By this time, you’re ready to really learn the tools to create the reality you want in your own life, and in the world. You’ll become an extraordinary person when you see happiness less as a goal than as an empowerment tool (p. 124); you begin to think in the future, and not in a past that holds you back, and when you stop overestimating your short-term possibilities while underestimating the long-term ones (p. 125).

To realize those possibilities, say goodbye to traditional “goal-setting.” Instead, learn to sift END goals—which you’ll actively pursue—from MEANS goals—which would lock you in to the existing limited reality (pp. 151-157).

And we haven’t even touched on some of the really life-changing pieces near the end, like the concept of “beautiful destruction (p. 192) and the Godicle Theory (pp. 196-198).

Read this book. Set some time aside to do the exercises and to drink in some of the many extra resources for readers online. And then go out there and do the amazing thing you are here to do.

Recent Interviews & Guest Articles: 

Shel’s done 24 podcasts recently, ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.
Accurate Writing & More
14 Barstow Lane
Hadley, MA 01035 USA
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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriter…award-winning author of ten books…international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel), his newest book, Guerrilla Marketing to Heal the World, has already won two awards and is endorsed by Jack Canfield and Seth Godin. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Going Beyond Sustainability, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He’s an International Platform Association Certified Speaker and was inducted into the National Environmental Hall of Fame in 2011.
He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).
“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

The Clean and Green Club, February 2017

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
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Shel Horowitz’s Clean and Green Marketing Tip, February 2017
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This Month’s Tip: Cautions in Setting Up a Social Entrepreneurship Venture

An entrepreneur asked on a discussion list for “best ideas to apply entrepreneurial skills to social enterprise” for a social entrepreneurship bootcamp in Taiwan. Since I’ve spent the last two months showing you how to move forward with social entrepreneurship, I thought you’d benefit to see some of the caution flags, too. Here’s the relevant part of my response:

The earlier a company can build in holistic thinking, the better. I see way too many would-be social entrepreneurs go off half-baked on a poorly conceived project that can actually make the situation worse on the ground. For example, many people jump into the famous Buy One Give One model without thinking through the effect on the pre-existing local economy in the target developing area. It has to be done in ways that don’t undermine the struggling local entrepreneurs. Others create something very dependent on continued input from the developed-nation partner but don’t create the structures to make sure that input IS in fact continued.

I see it as a strength that you want to include marketing, and that your vision of marketing includes storytelling. Social entrepreneurship companies are uniquely positioned to benefit by telling the right story to the right people. I do think some of the pieces you’ve identified may want to wait until the organizations are more established, and that the format should be interactive and not pure lecture.

You may find it helpful to view the ways I bring this material to an audience, by viewing my TEDx talk, http://www.ted.com/tedx/events/11809 (click “event videos”) or my 4-minute demo reel, which is footage from this year and somewhat more evolved: https://www.youtube.com/watch?v=tooSVbHQ5Ik You would definitely benefit from my 10th book, Guerrilla Marketing to Heal the World—and you can download a sampler at no cost at http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world

If your situation is similar to this entrepreneur’s, here are some other cautions to consider:

  • Will it be economically viable? Without profit or a funding source, all the good in the world will be undercut by the need to close before completion, leaving people frustrated and enraged as the progress they’d made disappeared.
  • Can your project be developed without enormous expenditures of resources, time, and money?
  • Do you have buy-in from locals on the ground that will partner with you?
  • Will the project sustain itself using local managers once you’ve moved on?

There are many more questions you should ask yourself. This list will get you started, and then keep asking questions like “and then what happens?” or even the marketer’s question, “so what?”

Again, I’m happy to help you think this through. It’s one of the things I do as a consultant to social change and environmental businesses.

New on the Blog
Just because I haven’t shared with you some of my recent blog posts in months doesn’t mean I’m not blogging regularly. I’ve put up 23 new posts since October 1, or about six new ones per month as of early February. Several I’m particularly proud of (not in chronological order)—note that one post is in more than one category:

Changing the World through Business
The Most Important Question to Create Eco-Friendly Technological Leaps

New Uses for CO2? Elkington’s Latest Out-Front Thinking

$10 Million to Charity—Another Cheer for Patagonia!

When Does Social Change Work Become a “Calling”?

Marketing/Customer Service
Will Budweiser’s Gamble Pay Off? (analysis of the company’s immigration-themed Superbowl ad)

Why I’ve Boycotted My Neighborhood Theater Since 1969

A committed author is always looking for book promotion opportunities

And THIS is Why Trump Won!

The Election and its Aftermath
George Lakey: DT’s Repression is a Huge Opportunity for the Movement (if you pick just one article on the blog, make it this one)

I DID Give Him a Chance…And That’s Why I March

And THIS is Why Trump Won!

10 Reasons to Resist Nonviolently, Chanukah, And Barbara Kingsolver’s Message

Friends Who Want to Help
JV Crum III, who has twice featured me on his Conscious Millionaire Podcast, turned a recent diagnosis of diabetes into a way to help others. Not only has he cut his blood sugar in half in just two weeks (and without insulin treatments), but he’s changed the focus of his series to “From Diabetes to Healthy and Thriving Entrepreneur.

If you’ve been around the independent publishing community for any length of time, you probably know the name Deltina Hay. Here’s her latest project: Elearning Delta is a full-service elearning solutions company, specializing in innovative course development and custom learning management systems. The Elearning Delta team can produce your elearning project from the ground up, providing full production services all the way through your ecommerce solution. (http://elearningdelta.com)

Hear and Meet Shel
I’ll be one of the featured experts on the Monetise Your Passion Summit with Rita Joyan, February 13-March 5. That’s not a typo; she’s Australian. In fact, she was named Canberra’s Young Business Woman of The Year for 2015. Canberra, you might know, is Australia’s capital. And I’m especially excited because the other experts are not the same old same old. I’ll be learning for the first time from people like:
  • Stephanie Leigh Mulac – how to build 6-7 figure businesses
  • David Essel –  known as The new leader of the positive thinking movement.
  • Jesse Brisendine – founder of the 1 year 1000  challenge
  • Ally Laporte – radio personality and parenting expert  – her radio program has 6 million listeners.

I have several other interviews scheduled but don’t yet have their air dates:

  • With Internet marketer Willie Crawford
  • On the Positive Phil podcast “interviewing entrepreneurs and positive people” (I’m both)
  • With Kymm Nelsen on the Conscious Business Weekly podcast
  • With Alyssa Wright on the Leading Change podcast
  • Business Code Podcast with Karina Crooks
  • Game Changers with Lisa Faulkner

And shortlisted/in negotiation with meeting planners at several other events, but none are definite yet. Possibilities include Chicago and Rapid City, South Dakota, among others.

I’ll be moderating two panels at Ethical Corporation’s 5th Responsible Business Summit NY taking place on March 27-28 2017 at the Brooklyn Marriott Hotel.

The Summit offers three focused tracks all shaped to uncover the REAL potential for CSR to drive profit, accelerate growth and change culture. Over 200 major-corporation delegates will attend to hear 45+ senior level speakers. And I’ve arranged to save you $200 on the conference fee. Just use the code, MP200, when you register at http://events.ethicalcorp.com/rbs-usa/register.php

How Social Entrepreneurs Can Thrive in the New Political Climate: webinar put on by Green America (my fourth for them), Thursday, April 29, 1 pm ET/10 am PT.

I missed Book Expo America last year after attending every one since 1997. But it’s back in NYC and my daughter is NOT getting married the following week (as she did in 2016), so I expect to be attending (May 30-June 2). If there’s interest, perhaps we can organize a gathering.

Order your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Find out more and order from several major booksellers (or get autographed and inscribed copies directly from me). http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
 
Download a free sampler with several excerpts, the complete Table of Contents and Index, and all the endorsements.
Another Recommended BookPeople Shock
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People Shock: The Path to Profits When Customers Rule by Tema Frank

It’s been a really long time since I’ve reviewed a customer service book in this space. While I love writing about deep sustainability, occasionally I will revisit the basics and review a book on customer service, marketing, or general leadership. As a marketer, I see customer service and leadership as part of marketing. Get customer service wrong, and it doesn’t matter how brilliant your ads and messaging on, how clever your company colors—you’re toast.

This is a nicely written book by someone who was a corporate insider and moved into independent consulting for companies in desperate need of better customer service. And as we all know, a whole lot of companies could benefit from some coaching and consulting on that end.

Frank builds her book around a simple formula:

Promise + People + Process = Profit

She breaks this down, with at least one chapter on each of the 3 Ps on the left side of the equals sign.The promise is what the brand is really about: what your company stands for, its higher purpose.

People, of course, refers to the human factor: treat your workers well, make them feel like valued players, give them enough responsibility to take initiative and make customers happy. And in turn, they will be loyal, productive, and creative, willing to help you achieve greatness by making your customers feel great.

But even the best team will not be able to help you if you fail on process. Staff can be super-friendly and helpful, but if the system just doesn’t work, you’ll still take a hit on the bottom line.

Meanwhile, the companies that do customer service well, like Nordstrom and (in her view) Amazon, are raising the bar. At the same time, and social media provides a forum to massively amplify consumer complaints; she cites the infamous “United Breaks Guitars” video (which I also cite in my own latest book, Guerrilla Marketing to Heal the World)—and points out that United failed to learn from that debacle.

Some of her other many good points:

  • Customer-focused companies outperformed the S&P 500 by 5 times (p. 29)
  • Examine your “defector pipeline” to find ways to stop the loss (p. 62)
  • Only break your brand promise if you’re willing to break your brand (p. 67)
  • A bad apology can make things worse; a good, sincere apology—backed up with proper action—can turn a disgruntled customer into a fan (pp. 67-72); base apologies in “humility, transparency, and a desire to learn” (pp. 285-286)
  • Act on employee ideas immediately when feasible (p. 119)
  • Remember your existing customers, who are too-often neglected even though they’re more profitable than new business (I’ve written about this as well)(p. 148)
  • Make sure your frontline staff can access ALL the information about problems and solutions (p. 159)—and welcome their input on better ways to address various issues; even think about honoring your employees in “mistake of the week” meetings (p. 204)
  • Understand that fans of yours who recommend you are likely to also recommend your competitors—giving you the opportunity to earn even more referrals as you discover why they recommend others and can earn their trust in those areas (p. 274)

She also has great examples of companies that reinvented one or more of these Ps, with particularly wonderful examples around management. I especially loved learning about Ricardo Semler, head of the Brazilian company Semco, which eliminated practically every aspect of traditional hierarchical management and has grown 40 percent per year.

There’s lots more. If you have a customer service staff, you’ll pick up some great tips from this book.

Recent Interviews & Guest Articles: 

Shel’s done 16 podcasts recently, ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.
Connect with Shel

 

 

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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriter…award-winning author of ten books…international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel), his newest book, Guerrilla Marketing to Heal the World, has already won two awards and is endorsed by Jack Canfield and Seth Godin. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Going Beyond Sustainability, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He’s an International Platform Association Certified Speaker and was inducted into the National Environmental Hall of Fame in 2011.
He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).
“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

The Clean and Green Club, January 2017

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Shel Horowitz’s Clean and Green Marketing Tip, January 2017
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Happy 2017. May we all come together for a better world. I worry greatly about the future of my country: the US. I recognize that this newsletter goes to people who may have very different politics than mine. I offer these first five paragraphs in a spirit of dialog. Even if you don’t agree with me, as a businessperson who cares enough about social responsibility to be on my list, you need to have a sense of what’s going on in your logical market. But if you really don’t want to know this, skip down to this month’s tip.

But I take hope in knowing that the power of social movements is stronger than the power of governments. We will continue to work for the environment, for social justice, for better conditions for all, and for a climate where bullying, misogyny, and racism are no longer acceptable—and I hope you join me.

Thus, my wife and I will be marching in the streets of Washington, DC on January 21, holding the new president’s feet to the metaphorical fire on Inauguration Weekend.

Similar rallies are being held in several major US cities. The Facebook page is https://www.facebook.com/events/2169332969958991/ and you can find one near you at https://www.womensmarch.com/sisters . Although they’re calling it a women’s march, they’ve made it very clear that men are welcome.

One easy specific action you can do if you agree is to Like the Facebook page 3NoTrump. Each week, my wife, daughter, and son-in-law provide three easy but meaningful actions you can do to not stand idly by: phone calls to make with the phone number and a sample script, copy-and-paste emails, that sort of thing. Already, we’ve been able to celebrate victory on a couple of the projects they’ve posted.

This Month’s Tip: How to Choose the Right Social Responsibility Path for Your Particular Business
The best types of CSR (Corporate Social Responsibility) activities do all this:

  1. Dovetail closely with your company’s skills, capabilities, interests, and goals
  2. Make a measurable difference in global problems, e.g., turn hunger and poverty into sufficiency, war into peace, and/or catastrophic climate change into planetary balance—ideally, look for strategies that create multiple wins and address multiple goals
  3. Launch profitable products and services
  4. Open possibilities for new marketing initiatives

Helping companies figure this out is part of what I do. If you visit http://goingbeyondsustainability.com/d-i-y-do-it-yourself-resources/ , the first two links are self-assessments—one for social responsibility and one for green practices. Filling either or both out entitles you to 15 minutes of my time, via Skype or similar.

And here’s a real-world example, an excerpt from one of many case studies in my latest book, Guerrilla Marketing to Heal the World. To me, this is a “perfect storm of positivity” with wins all around: for the company, the purchaser, the dealer, the community, the environment, and the economy. The references to Polak, Warwick, and Prahalad are all explained earlier in that section.

Let There Be Light

d.light—one of the companies Polak and Warwick mention—simultaneously addresses poverty, education, air pollution/toxic fumes/health risks, energy savings, carbon footprint, and more—and makes a huge difference in lives of those at the bottom of the economic pyramid. All with a simple three-item product line.

Headquartered in San Francisco with additional offices in China, India, and Kenya, d.light sells inexpensive freestanding bright-light LED lanterns with lifetime batteries powered by dual solar/plug-in electric chargers. The company’s mission statement: “to create new freedoms for customers without access to reliable power so they can enjoy a brighter future.”

And to accomplish this mission, the company employs a deeply holistic analysis of the problems faced by people at the bottom of the heap, and how a reliable and renewable source of good light can help solve them.

The lights go into two types of environments: places where light has been supplied by kerosene (or, conceivably, open fires)—and those with no pre-existing night-time light source.

If the lantern replaces an existing kerosene model, it accomplishes many desirable goals: It provides a better quality of light that needs no fuel, does not produce toxic fumes, has no risk of setting the house on fire, reduces pollution, and leaves considerably more money in the hands of the family using the lantern—because the savings over purchasing kerosene typically pay for the lantern in about two months.

Where the lantern provides light in a previously unlit area, the benefits are different, but just as significant: four more hours per day of productive time. Children can advance much further with their studies; cottage industries, farms, and microbusinesses can produce and sell more. In short, the lamp becomes a ladder out of poverty.

Using classic Prahalad-inspired design principles, the units are cheap, extremely durable, and designed for multiple environments. A company video shows the lamps dropped from a high balcony and run over by a car, and still working afterward. At least one of the three models can be mounted on a wall or ceiling. The top-line model can also charge mobile phones. In developing countries, payment plans can be arranged for less than the previous monthly cost of kerosene; in developed countries, 10 percent of the proceeds funds lamps for children who could not buy them. Worldwide, they’re sold with a two-year free-replacement warranty.

Operating 6000 retail outlets in 40 countries, d.light is very successful, both financially and in the social and environmental good it has created. As of February 28, 2013, the company claims:

  • 13,638,438 “lives empowered”
  • 3,409,610 school-aged children reached with solar lighting
  • $275,817,462 saved in energy-related expenses
  • 3,589,490,280 productive hours created for working and studying
  • 656,952 tons of CO2 offset
  • 10,115,224 kWh generated from renewable energy

Build This Kind of Success Into Your Own Business

So how can you build this kind of profitable social change focus into your own business? Start by filling out one or both of those assessments at http://goingbeyondsustainability.com/d-i-y-do-it-yourself-resources/ , and get on the phone with me for 15 minutes at no charge. Wouldn’t you just love to start 2017 with a new focus on profitable social entrepreneurship?

Friends Who Want to Help
Over the past three years, I’ve worked closely with a remarkable business coach who has helped me wrap myself around the idea of thinking so big as to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance.

As I do once in a while, I’m sharing a note from her. Just because working with her has been transformational for me and might be for you. I am not compensated for any referrals to her. Doing this just to help her—and you.

“I work as a business and life coach and a Certified Hypnotherapist. Working on your goals and letting go of the thoughts and feelings no longer helpful to you assists you to move forward in your life and work and create wellbeing for yourself and for others. You can do these separately or combine them together. To see how they can assist you to go forward, call Oshana Himot, MBA, CHT, at 602-463-6797 or email oshanaben at yahoo.com ”

Hear and Meet Shel
I’ll be one of the featured experts on the Monetise Your Passion Summit with Rita Joyan, February 13-March 5. That’s not a typo; she’s Australian. In fact, she was named Canberra’s Young Business Woman of The Year for 2015. Canberra, you might know, is Australia’s capital. And I’m especially excited because the other experts are not the same old same old. I’ll be learning for the first time from people like:
  • Stephanie Leigh Mulac – how to build 6-7 figure businesses
  • David Essel –  known as The new leader of the positive thinking movement.
  • Jesse Brisendine – founder of the 1 year 1000 challenge
  • Ally Laporte – radio personality and parenting expert  – her radio program has 6 million listeners.

Look for a solo mailing about this with the full details around February 5, once I have them to share with you.

Also look for these upcoming podcasts (details when I have them):

  • With Internet marketer Willie Crawford
  • On the Positive Phil podcast “interviewing entrepreneurs and positive people” (I’m both)
  • With Kymm Nelsen on the Conscious Business Weekly podcast
  • With Alyssa Wright on the Leading Change podcast

I also expect to be moderating at least one panel at Ethical Corporation’s Responsible Business Summit in New York, March 27-28: http://events.ethicalcorp.com/rbs-usa/conference-agenda.php

And shortlisted/in negotiation with meeting planners at several other events, but none are definite yet. Possibilities include Chicago and Rapid City, South Dakota, among others.

I missed Book Expo America last year after attending every one since 1997. But it’s back in NYC and my daughter is NOT getting married the following week (as she did in 2016), so I expect to be attending (May 30-June 2). If there’s interest, perhaps we can organize a gathering.

Order your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Find out more and order from several major booksellers (or get autographed and inscribed copies directly from me). http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
 
Download a free sampler with several excerpts, the complete Table of Contents and Index, and all the endorsements.
Another Recommended BookBorn on Third Base

Born on Third Base by Chuck Collins (Chelsea Green, 2016)

One-percenter Chuck Collins, an heir to the Oscar Meyer fortune who went to prep school with Mitt Romney, has written a dramatic and well-penned book on why wealthy people will benefit from getting out of their isolation bubble and getting down and dirty in social change organizing. It’s a great read, and a very provocative one—and it includes reader-friendly features including a resources list, detailed notes, and a thorough index (yay!). His primary audience is the wealthy themselves, with a secondary audience among organizers who would like to enlist one-percenters to work in and/or fund their efforts.

And he walks his talk. He gave away his own fortune, and he’s been community organizing on class and climate issues for more than 30 years.

Collins says many of the one percent are actually disadvantaged by their wealth. It binds them to a set of conventions and isolates them from meaningful community in the wider world. When he had a fire, the neighbors from the trailer park he’d organized came over with casseroles and offers of help. When he needs access to a tool, he can often borrow it. He notes that this kind of gift economy is additive, not zero-sum. Generosity creates more generosity; there are no losers if it’s done with balance and good intention.

But the wealthy, isolated in mansions within “gated communities and gated hearts,” don’t often experience those resilient and vibrant relationships. When they can buy whatever they want, they don’t bother to tap into those community resources. When the civic infrastructure fails them, they have the luxury to opt out and take advantage of for-profit private-sector alternatives—while the poor have to either suffer or agitate for change. Collins suggests instead that the wealthy stay and fight, “be the squeaky wheel,” and get results for the entire community. As an example, he organized to improve conditions at the local municipal swimming pool, rather than fleeing with his family to a private country club. He suggests forming “resilience circles” that build deep community while addressing neighborhood (and global) issues—and urges wealthy allies to tell their stories.

Wealthy people also have the resources to address systemic change through the economic system. As his late colleague Felice Yeskel said, they can work at “the intersection of personal change and system rewiring.” Collins is heavily involved in the climate movement, and he quotes a study showing that superior attention to climate risk correlates well with superior financial metrics. Thus, wealthy investors can choose to invest in conscious businesses. And the socially responsible investment sector is growing exponentially.

The one percent, he notes, is not a monolith. He divides the sector into five “neighborhoods”: substrata of class, ranging from “Affluentville,” with incomes in the $680,000 to $3 million range, on up to “Billionaireville,” a rarified enclave of just 540 households at the very top.

Many of those in the lower strata of the upper class are reachable, he says. Once they see the disconnect between their lives and the lives of others, once they understand the benefits that accrue by replacing purchasing power with real community, once they realize that when others climb out of poverty, it is not an attack on them—they will join and stay involved as long as they’re treated as human beings with something valuable to offer, and not just as either a human ATM machine or a target for class anger. He quotes social change theorist Gar Alperovitz: “You learn by engagement, not by hanging back.

And it’s in those risk-taking leaps that we find the excitement, the meaning of life.”

After more than 40 years of organizing and marketing for social and environmental change, a lot of his points were familiar to me. But one that wasn’t was his shocking chapter on charitable giving. Apparently, many family foundations are basically a way to scam out of paying taxes and do very little genuine charitable work. And this is part of how 22 percent of wealth now devolves to the one percent (most of it to the top 1/10 of 1 percent), more than doubling the 9 percent figure of 1978.

Collins is not anti-capitalist. But he distinguishes generative (healthy) capitalism from degenerative (unhealthy) manifestations. He shows numerous examples of how the wealth can make a difference day to day, and how wealthy people can grapple with their own issues around wealth. The book ends very powerfully, with his story of going back to his childhood community of Bloomfield Hills, Michigan, and discovering that he still had friends there whom he could turn into allies—he didn’t have to be alienated from others in the one percent just because he was working full-tine on social change and had given away his fortune.

And on the very last page, he shares an amazing metaphor: “Our job is to serve as hospice workers for the old world, the old story…and midwives to the new world, the new story.”

Disclosure: Chuck Collins and I lived in the same social change community in 1980-81. I didn’t know him well, but we traveled in the same circles.

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Recent Interviews & Guest Articles: 

Shel’s done 16 podcasts recently, ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.
Connect with Shel


 

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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriter…award-winning author of ten books…international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.
He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).
“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

The Clean and Green Club, May 2016

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, May 2016
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This Month’s Tip: Words I Don’t Use
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Vocabulary is an important thing; it’s part of framing. I do believe that the words we use influence the outcomes we get. I want to share with you a few choice words and phrases that I either avoid altogether or use only to make a point—and yes, I recognize the irony that I’m dedicating my entire feature article to them—but only as a teaching exercise.

Sustainable/Sustainability: These words are everywhere in the green business world. But they talk about staying where we are. My vision takes us well beyond the status quo to a world that’s actively healing itself—reversing catastrophic climate change, turning hunger and poverty into sufficiency, war into peace.

Global Warming: Oh, it sounds so warm and comfortable and fuzzy and tender! While I don’t spend a lot of time jumping up and down about the need to change human patterns that influence climate—preferring to use the power of enlightened self interest to effect change, rather than guilt and shame—when I do, I refer to “catastrophic climate change.”

Killing It/Crushing It: I’m not interested in killing or crushing things, people, or organizations. I don’t see my success as require anyone else’s failure. I can thrive without hurting others, and you can too.

Niggardly: While I’ve looked at the origins of both words and they actually have nothing in common linguistically, I will never use that term other than to say why I don’t use it—because it sounds far too close to a nasty word to describe black people, and I don’t want to put out any kind of racist vibe.

Sucks (as a negative descriptor): This one came into use decades ago as an anti-gay-male slur, derived from a longer word that begins with “c.” ‘Nuff said.

Gendered pronouns to represent all people: I work toward gender-neutral language. Sometimes, because it’s easier than saying “he or she” or “his or her,” I’ll alternate. The first paragraph might use she and her, while the next switches to he, his, and him. Or I’ll write a paragraph in the plural, using words like “people,” “they,” and “their”—but grammatically, this requires that everything else is plural too. It’s not a construction I use often.

That’s Impossible: This is a special case, because actually I use this one in my speeches, writing, and media interviews—but I use it to prove its opposite. I talk about “impossible” as “the red flag in front of the bull,” defying me to prove it wrong. My most popular (and I think best) presentation is called “Impossible is a Dare” and it builds from this magnificent quote by Muhammad Ali:

“Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not a fact. It’s an opinion. Impossible is not a declaration. It’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.”

I use that same quote as a chapter title in my 10th book, Guerrilla Marketing to Heal the World, and as the theme for my most popular talk. I feel similarly about Can’t.

What are your banished words and phrases?

(With thanks to Marilyn Jenett and George Lakoff)

Order your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Find out more and order from several major booksellers (or get autographed and inscribed copies directly from me). http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
Shel Interviews Thought Leaders
Michael Shuman, author of The Local Economy Solution, is the first person I’ve interviewed for a new series with thought leaders in enviro-friendly and/or transformational business. Michael talks about why most conventional economic development makes no sense and what to do instead. http://transformpreneur.com/2016/04/08/michael-schuman-why-most-economic-development-programs-are-a-disaster/
Hear and Meet Shel
GUEST ON THE ENRICHMENT HOUR WITH MIKE SCHWAGER, Thursday, May 19, 7 p.m. ET/4 p.m. PT http://wsradio.com/category/lifestyles/the-enrichment-hour-with-mike-schwager/ (and archived on that link afterward)

INTERVIEW WITH DR. WAYNE DORBAND OF ECOLONOMICS.COM via blab.im, Friday, May 20, 8:30 a.m. ET/5:30 a.m. PT (log on to blab and search for one of our names)

WEBINAR FOR INDEPENDENT PUBLISHERS OF NEW ENGLAND, “Green Audiences, Green Titles, Green Printing” Thursday, May 26, 6 p.m. ET/3 p.m. PT https://attendee.gotowebinar.com/register/7842561726385736194
Connect with Shel


 

Find on Facebook

 

 

 

 

 

About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriter…award-winning author of ten books…international speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

Recent Interviews & Guest Articles:
Western Massachusetts Business Show with Ira Bryck, http://whmp.com/podcasts/western-mass-business-show-4-9-16/ Profiles of several companies that were founded to good in the world. Green companies as price leaders. How to get a copy of my $9.95 ebook, Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life—With No Negative Impact on Your Lifestyle at no cost.
 
Bill Newman: http://whmp.com/podcasts/the-101-best-dingers-in-baseball/ (segment starts at 28:28): A quick, intense 11-minute trip through the highlights of my work

Ask those Branding Guys: http://santafe.com/thevoice/podcasts/guerrilla-marketing-to-heal-the-world (segment starts at 9:23)
 
 
Todd Schinck, Intrepid Now, with a nice emphasis on the power of ordinary people to change the world: http://intrepidnow.com/authors/shel-horowitz-combining-principles-profits-grow-business-heal-world/ (segment starts at 2:28)

JV Crum, Conscious Millionaire, second interview: We cover my first activist moment at age 3, how I helped save a mountain, the next big environmental issue, and how a simple vow in my 20s changed my life http://consciousmillionaire.com/shelhorowitz2/ (segment starts at 3:25)

Jill Buck, Go Green Radio: http://www.voiceamerica.com/episode/92012/guerrilla-marketing-to-heal-the-world (segment starts at 0:52). The difference between socially responsible and socially transformative businesses, impact of a social agenda on employees, urban farming, new energy technologies…and a cool case study of how a dog groomer could green up.

Kristie Notto, Be Legendary: The perfect example of a business that addresses social issues, the hidden revenue model I showed a social entrepreneur, how a famous gourmet food company went head-to-head with a much larger competitor, what we can learn about engineering from nature, and why wars are solvable http://traffic.libsyn.com/belegendarypodcast/Be_Legendary_Podcast_-_Shel_Horowitz_for_itunes.mp3 

Guest on Leon Jay, Socialpreneurtv http://socialpreneur.tv/building-better-products/guerilla-marketing-to-heal-the-world (you’ll get to see what I look like when I’m overdue for a haircut/beard trim—a rare glimpse at Shaggy Shel)
 
Two-part interview on Steve Sapowksy’s excellent EcoWarrior Radio podcast: https://itunes.apple.com/us/podcast/pt.-1-guerrilla-marketing/id1080237490?i=363550688&mt=2/ (Listen to Part 1 before Part 2, of course)

The first of two excellent shows on Conscious Millionaire http://consciousmillionaire.com/shelhorowitz/
Another Recommended Book: The Responsible Company
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The Responsible Company: What We’ve Learned From Patagonia’s first 40 Years, by Yvon Chouinard and Vincent Stanley (Patagonia Books, 2012)

This thin book—the main text is only 92 pages—is not only crammed with a ton of great information (I took four dense pages of notes—more than I often do on books of 300 pages), but it’s also a joy to read. The book is extremely reader-friendly, with such touches as a warm and personal writing style, endnotes that reference the context so you don’t have to keep flipping back and forth, a list of further reading, and a super-comprehensive 12-page index.

Chouinard (Patagonia’s founder) and Stanley (its long-time marketing chief) start by pointing out the places where industrial society falls short:

  • Europe uses three times its share of the world’s resources, while the US consumes seven times its share (p. 19)
  • Rivers have been so dammed and polluted that many enter the seas through dead zones (pp. 19-20)
  • Every time we manufacture “crap,” we consume irreplaceable resources: human intelligence and natural capital (p. 27).

Reacting to humans’ negative impact on nature, Chouinard first manufactured high-quality mountaineering equipment. He started Patagonia as an alternative to sweating over hot metal forges for hours at a time; they saw clothing as both personally and environmentally more benign—until they started looking at the horrible environmental and social costs of chemiculture cotton. This started a journey to make Patagonia the greenest and most socially responsible company it could be, including

  • Switching all cotton to organic way back in 1996
  • Pioneering such employee perks as on-site daycare
  • Starting its famous take-back program for end-of-life products
  • Making sure that any job at the company was meaningful (defined as combining doing what we love and giving back to the world, p. 40)

And they extend this beyond the employee mix to all stakeholders—including the natural world (pp. 29, 32-34). Priding itself in its collaborative relationships with competitors, Patagonia has been instrumental in creating environmental standards for outdoor companies. It participates actively in two major industry trade associations: the Outdoor Industry Association and the Sustainable Apparel Coalition (p. 86). It also sees its customers as partners—and suggests that companies can accomplish a great deal when they romance their customers rather than B.S. them (p. 77).

One of the things I like best about this remarkable book is its overall attitude that doing the right thing not only promotes excellence, but expands our horizons. Without being preachy, the authors scatter aphorisms like

  • “To make a bad product is to do a bad business” (p. 35)
  • “Every time people in the company do something new that was formerly thought impossible, they contribute…to the sense that much will be possible in the future” (p. 40)
  • “The strongest thing your company can do is something no one else will do, or do well” (p. 78)
  • Collaborating industry-wide presents “a confluence of virtue and perceived opportunity” (p. 86).

There’s so much wisdom in this book! I expect to read it every few years. I recommend it heartily.

The Clean and Green Club, April 2016

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, April 2016
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Want to say thank you to me for all my hard work bringing you this newsletter since 1997? 

One way would be to order your copy of Guerrilla Marketing to Heal the World by April 18 from Amazon–all sales before the pub date count in figuring out best-seller status, and I’m close to being a category best-seller. Would love to have your help in getting there. The book comes with cool bonuses, too: see http://impactwithprofit.com/giftsforreaders/ . Scroll down and you’ll see a green-tinted box (or plain text if you have HTML turned off) with the order link.

If you would like to do a very small and easy thing to help, consider donating a single automated Tweet and/or Facebook post, pre-written for you. It takes 30 seconds to sign up at https://www.thunderclap.it/projects/40108-business-solves-biggest-issues — just click one or more of those big red buttons.
This Month’s Tip: My Selfish Motivation for a Lifetime of Activism
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You know by now that I’m not only a marketer but a committed activist, working more than 40 years to create a better world. Now, here’s the part you might not know: I put those thousands of hours in, gave all those speeches, wrote all those books, started several movements and organizations—because I’m selfish.

But what differentiates me from, say, Donald Trump or the Koch Brothers (besides their obvious vast wealth and ultraconservative politics) is this:

—>I define making the world better as in my self-interest. I work to make the world better, so I (and my kids, their as-yet-unborn kids, my friends, and those who are suffering currently) can have a better world. That helps me and the people I care about.

It’s looked pretty much like this, going back to age 12 when I really got going with making the world better:


1969-75: peace in Vietnam. Because I didn’t want to go to war when I turned 18. I actually started mentally working on my Conscientious Objector essay when I was about 12. 

1970-present: environment, at least to a limited degree (I helped defeat my first nuclear plant in 1971, before I really knew very much). I thought clean air and clean water were not just nice-to-haves, but have-tos. How to bring them about if not by working for a cleaner environment?

1971-73: high school student rights/multiculturalism at my high school, and oddly enough, a side exploration in the Libertarian Party. Because my rights were at risk. I wanted freedom to dissent as a student, and freedom from draconian laws about things that were really no business of the government.

1973-85: LGB activism (we didn’t know more than a couple of Ts back then). The B part is about me.

1974-81: Safe energy/no nuclear power/no nuclear weapons. Because keeping the world from cataclysm is a part of those environmental have-tos.

1983-98: A lot of community board service on affordable housing, reinventing democracy, a free-form dance collective (the arts have always been part of my social change work), disability rights, and even a board advising the local District Attorney on civil rights issues from various minority perspectives. Worked with my city councilor to create the first nonsmokers’ rights regulations in our area. Also was involved in several mayor and city council races, including three where I ran as a council candidate, one where I managed a successful insurgent campaign (we won by seven votes), and a mayoral race where I wrote all the press releases. Because I wanted a better city and county to live in, and I saw the City Council as constituted in the early 1980s as a very repressive institution that did not represent the wave of new immigrants to town such as myself.

1999-2000: Founded and played key organizing/leadership roles in a group that saved a local mountain in just 13 months (I thought it would take 5 years). And it means that every time I drive by that site (just a mile from my house), I DON’T have to look at ugly houses going all the way up to the ridge line, or sit in traffic as they exit onto the main road.

2002-present: Reinventing the business world as an ethical, environmentally conscious partner in transformational social change
the last two years of it focused on turning hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. Because, thinking holistically, making business a partner in bettering the world betters conditions for the people and other critters that live here—and that includes me. And also because business has the resources, technology, and yes, motivation to do this work, where activists are often lacking some of those pieces.

So there you have my true confession: I make the world better, so I can live in a better world. And isn’t that as good a motivation as any?

What’s YOUR motivation to change the world?

Preorder your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Release date is April 19, just in time for Earth Day, and you can now preorder from several major booksellers (or get autographed and inscribed copies from me). Learn all about this powerful book at http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
Shel Interviews Thought Leaders
Michael Shuman, author of The Local Economy Solution, is the first person I’ve interviewed for a new series with thought leaders in enviro-friendly and/or transformational business. Michael talks about why most conventional economic development makes no sense and what to do instead. http://transformpreneur.com/2016/04/08/michael-schuman-why-most-economic-development-programs-are-a-disaster/
Hear and Meet Shel
Connect with Shel


Find on Facebook


About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriteraward-winning author of ten booksinternational speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

NEW YORK BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World: Green America’s Green Festival—New York, TOMORROW, Saturday, April 16, Javits Center. Mainstage talk at 11:30 a.m. followed by book signing. This is a great event; I’ve attended several times and this will be my third time speaking. Not just terrific speakers but also great organic food samples and cool products like the wallet and purse vendor who makes stuff out of old tires (I use one of those wallets that I bought there a couple of years ago).
GUEST ON THE BILL NEWMAN SHOW, WHMP 1400 AM & 96.9 FM, Northampton, MA and online, Monday, April 18, between 9-10 a.m. ET  http://whmp.com/podcasts/shows/bill-newman/

GUEST FOR ASK THOSE BRANDING GUYS, Monday, April 18, 1:15 p.m. ET/10:15 a.m. PT, http://www.santafe.com/thevoice/stream and live over KVSF (101.5 FM) Santa Fe, NM

INTERVIEW WITH TODD SCHNICK, http://intrepidnow.com, airs April 18 (and beyond)

OFFICIAL PUBLICATION DATE FOR Guerrilla Marketing to Heal the World is Tuesday, April 19—and Earth Day is Friday, April 22

SECOND OF J.V. CRUM’S TWO INTERVIEWS ON CONSCIOUSMILLIONAIRE.COM, Tuesday, April 19 (almost no overlap between this and the earlier show listed at “recent interviews”) 


AN EXCERPT FROM Guerrilla Marketing to Heal the World, Brand Identity in a Global Economy, is scheduled to run Tuesday, April 19 at CarolRoth.com

WESTERN MASSACHUSETTS BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World, Wednesday, April 20, 7 p.m., Odyssey Bookshop, South Hadley. Come early if you want a seat; I’m expecting to fill the room.


HOW TO BUILD A MOVEMENT: INTERVIEW GUEST FOR KRISTIE NOTTO’S BE LEGENDARY PODCAST (f/k/a Kristie T), Wednesday, April 20, 3 p.m. ET/noon PT, http://awesomesaucemarketing.net/kristie-notto-chats-with-shel-horowitz/

SLOW LIVING SUMMIT, Brattleboro, VT, April 28-30 (theme: Food and Agriculture Entrepreneurship), http://www.slowlivingsummit.org/ My talk will be on the 30th @ 1:30 pm: “Impossible is a Dare: How Your Food Business Can Make a Difference on Hunger, Poverty, War, and Catastrophic Climate Change

GUEST ON THE BARRY MOLTZ SHOW, any time after Sunday, May 1, 6:30 a.m. ET http://barrymoltz.com/business-insanity-talk-radio-with-barry-moltz/

GUEST ON GO GREEN RADIO WITH JILL BUCK, Friday, May 6, noon ET/9 a.m. PT http://www.voiceamerica.com/show/1303/go-green-radio

GUEST ON THE ENRICHMENT HOUR WITH MIKE SCHWAGER, Thursday, May 19, 7 p.m. ET/4 p.m. PT http://wsradio.com/category/lifestyles/the-enrichment-hour-with-mike-schwager/ (and archived on that link afterward)

WEBINAR FOR INDEPENDENT PUBLISHERS OF NEW ENGLAND, “Green Audiences, Green Titles, Green Printing” Thursday, May 26, 6 p.m. ET/3 p.m. PT https://attendee.gotowebinar.com/register/7842561726385736194



Recent Interviews & Guest Articles:

Guest on Leon Jay, Socialpreneurtv http://socialpreneur.tv/building-better-products/guerilla-marketing-to-heal-the-world (you’ll get to see what I look like when I’m overdue for a haircut/beard trim—a rare glimpse at Shaggy Shel)

Western Massachusetts Small Business Show with Ira Bryck http://whmp.com/podcasts/western-mass-business-show-4-9-16/

Friends Who Want to Help
Shift Network presents a telesummit, Earth Day Summit: Renewed Hope, Real Solutions and Reverence for Mother Earth, April 22 (Earth Day).

On April 22, esteemed green experts, spiritual leaders, innovators, activists, scientists and luminaries from around the globe are coming together to offer us all a renewed sense of hope, real solutions and reverence for Mother Earth. Join Starhawk, Kenny Ausubel, Vicki Robin, Chief Phil Lane, Jr., David Crow, Xiuhtezcatl Martinez and others for this no-charge online gathering — and find inspired actions for a healthy, sustainable and thriving planet. http://earthdaysummit.com/

Another Recommended Book: The Earth’s Best Story
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The Earth’s Best Story: A Bittersweet Tale of Twin Brothers Who Sparked an Organic Revolution by Ron and Arnie Koss (Chelsea Green, 2010)

This is a very well-written book—but not a pretty story. The twin brothers who founded Earth’s Best, the first company ever to produce organic baby food at commercial scale and with national distribution, planted a flag in the ground for 100% organic, top quality, and unwavering ethics.

Starting an organic baby food company turned out to be a whole lot harder than, say, manufacturing natural ice cream. Especially when you have no experience manufacturing anything at all (never mind the specific and very complex world of making baby food), you’re wildly undercapitalized, you discover that no existing manufacturing plant can keep the organic food separate so you have to build your own, your production equipment is beyond ornery, and you’ve chosen to locate in Vermont—3000 miles from the California base of most of the organic commercial growers that existed in the late 1980s US.

It gets even harder when you have to bring in venture capitalists with no understanding of the organic movement and no respect for the company culture, and you’re forced to give up control inch by inch over a period of years. These two very decent men got slapped in the face by the production issues and then knifed in the back repeatedly by the players they brought in to save the company.

Amazingly, Earth’s Best somehow survived, and was eventually sold to Heinz, and then to the natural foods conglomerate Hain Celestial. And it eventually became profitable, though long after the founders were forced out. And not so amazingly, the idea of natural baby food caught on, and all the major players eventually added natural and organic lines. For this, eco-conscious parents should give thanks to these brothers.

But the real reason to read this book is to learn from their mistakes. Use it as a negative playbook, so if you’re ever going for funding, you’ll know how NOT to get shafted. Too bad crowdfunding didn’t exist back then.

Of course, the book is told from their points of view. Those they battled with might tell a different story. And they made a number of errors, and then kept making them. Issues with sourcing and manufacturing had to be overcome, and sometimes that meant dumping unsatisfactory inventory for pennies on the dollar. These things happen. But their tolerance for incompetent, arrogant managers surprised me. And even worse, after getting burned multiple times, I’d have thought they would figure out that no oral promise is worth anything. Get. Everything. In. Writing.

I’ve read a lot of corporate histories, including several in the natural foods industry or other green sectors, and I don’t think I’ve ever read such a heartbreaking one. It’s an unfortunate reminder that too many people in power see business as worse than dog-eat-dog, and those of us who view high ethical standards and a compassionate approach as assets need to protect ourselves from others who are rapacious and uncaring.

The Clean and Green Club, March 2016

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, March 2016
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Do you have five minutes to help me better understand and serve your green/social change business needs? Please fill out this quick survey: https://www.surveymonkey.com/r/9NHHMQ8
This Month’s Tip: What’s Really Involved in Launching a Book
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Bad news for authors who think the work is done when they turn in the manuscript. That’s when the real work just begins. There’s always so much to do for a book launch.

As you know, my 10th book, Guerrilla Marketing to Heal the World comes out April 19. I could keep five of me busy, full-time, between now and the launch date.

Here’s a bit of a window on what I’ve been up to with it. I post this both as a guideline for how to launch a book and as inspiration that even though I’m doing most of this myself, I’ve been able to get quite a bit done—even while doing numerous non-book-launch projects as well (including ghostwriting a book and helping my daughter plan her wedding). This is only a partial list:

Last summer: 

  • Secured endorsements from 22 well-known people including Jack Canfield, Seth Godin, Ivan Misner (founder of BNI), Joel Makower (founder of GreenBiz.com), and the author of The New Rules of Green Marketing (among others). 
  • Obtained four guest essays from marketers Yanik Silver and Ken McArthur, as well as Cynthia Kersey (author of Unstoppable/Unstoppable Women) and Frances Moore Lappé (Diet for a Small Planet)
  • Began talking up the book and showing around the cover at live events and media interviews
  • Put up http://goingbeyondsustainability.com for the corporate market and http://impactwithprofit.com for entrepreneurs/startups
  • Secured cooperation from my charity partner Green America and support from Jeannie and Amy Levinson, wife and daughter of my late co-author Jay Conrad Levinson

December

  • Wrote and posted several press releases with different angles
  • Assembled and posted a full media kit: http://goingbeyondsustainability.com/media-center/
  • Prepared sample reviews in three different word lengths
  • Did the first of three bulk mailings to my list
  • Began to actively tout the book in my newsletter and on social media

Jan-Feb

  • FINALLY came up with the elusive brand I’d been trying to find for two years. I feel it accurately and interestingly describes the new work I’m doing showing business how to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance (this is what the new book is about)—and built a new website around this brand: http://transformpreneur.com
  • Booked in-person launch events in NYC (4/16, at a major green festival), Western Massachusetts (3/8 at a prestigious college, 4/20 at our best local bookstore), and Brattleboro, VT, 4/30 (at Slow Living, a very well-regarded environmental conference)
  • Booked about a dozen podcast and radio appearances and began to tape the first several
  • Went through 1500 media and 3300 personal contacts, selecting several hundred people to reach out to, personalizing my letters to them (not just with name but with a line or two specific to each). Some I invited to be launch partners, some to cover me in their media, and some to attend the local book launch (I still have room for people in all those categories, BTW)
  • Secured commitments to promote to their own lists and/or on social media from 85 people (as of March 1) with aggregate total list size of several hundred thousand
  • Wrote a bunch of tweets, newsletter solo mailings, newsletter blurbs, and social media posts, tweaking them for three different audiences: guest essayists, endorsers, and supporters
  • Hired a publicist, worked closely with him to shape a lengthy and unusual press release, and had him send out two blasts, to 5000 reporters each time—and answered each response individually
  • Renewed contact with a VA who had sold me ten hours of time a few years ago and told her I’m ready to use it on a social media campaign
  • Contacted a publisher where I had ad credits and arranged to use them
  • Submitted several articles to various publications and had most of them accepted

March (except for a trip abroad with probably very little Internet) and April will be equally busy.

Preorder your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Release date is April 19, just in time for Earth Day, and you can now preorder from several major booksellers (or get autographed and inscribed copies from me). Learn all about this powerful book at http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
Hear and Meet Shel
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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriteraward-winning author of ten booksinternational speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Privacy Policy: We Respect Your Privacy

We collect your information solely to let our mailing service send you the information you request. We do not share it with any outside party not involved in mailing our information to you. Of course, you may unsubscribe at any time—but we hope you’ll stick around to keep up with cool developments at the intersections of sustainability, social transformation, and keeping the planet in balance. Each issue of Shel Horowitz’s Clean and Green Newsletter has a how-to or thought-leadership article and a review of a recommended book. We’ve been doing an e-newsletter all the way back to 1997, and some of our readers have been with us the whole time.

WARREN WHITLOCK HOSTS ME ON BLAB, Friday, March 25, noon ET/9 a.m. PT. This is an open conversation. You can turn your camera on and join in, or ask real-time questions in the chat, as long as you give your Twitter screenname. https://blab.im/y75eqa – this will be my very first time guesting on Blab.

GUEST ON THE BARRY MOLTZ SHOW, any time after Sunday, May 1, 6:30 a.m ET http://barrymoltz.com/business-insanity-talk-radio-with-barry-moltz/

GUEST FOR RONALD M. ALLEN’S MANAGING CHANGE SHOW, Monday, April 4, 10 a.m. ET/7 a.m. PT http://www.blogtalkradio.com/managechange/2016/04/04/shel-horowitz–going-green-raises-revenues-and-lowers-costs

GUEST FOR FRANKIE PICASSO ON THE GOOD RADIO NETWORK, Tuesday, April 5, 1 pm ET/10 a.m. PT. http://www.toginet.com/shows/MissionUnstoppable

GUEST FOR ADAM LERNER’S MARKETING PODCAST, Wednesday, April 13, 1 pm ET/10 a.m. PT (episode will be recorded and posted after production @ http://learnwithlerner.com)

NEW YORK BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World: Green America’s Green Festival—New York, Saturday, April 16, Javits Center. Mainstage talk at 11:30 a.m. followed by book signing. This is a great event; I’ve attended several times and this will be my third time speaking. Not just terrific speakers but also great organic food samples and cool products like the wallet and purse vendor who makes stuff out of old tires (I use one of those wallets that I bought there a couple of years ago).

GUEST ON THE BILL NEWMAN SHOW, WHMP 1400 AM & 96.9 FM, Northampton, MA and online, Monday, April 18, between 9-10 a.m. ET  http://whmp.com/podcasts/shows/bill-newman/

Guest for Ask Those Branding Guys, Monday, April 18, 1 p.m. ET/10 a.m. PT, http://www.santafe.com/thevoice/stream and live over KVSF (101.5 FM) Santa Fe, NM

OFFICIAL PUBLICATION DATE FOR Guerrilla Marketing to Heal the World is Tuesday, April 19—and Earth Day is Friday, April 22.

SECOND OF J.V. CRUM’S TWO INTERVIEWS ON CONSCIOUSMILLIONAIRE.COM, Tuesday, April 19 (almost no overlap between this and the earlier show listed at “recent interviews”)


An excerpt from Guerrilla Marketing to Heal the World, Brand Identity in a Global Economy, is scheduled to run Tuesday, April 19 at CarolRoth.com

Mid-April (air dates not set yet): Interviews with Todd Schnick, http://intrepidnow.com, and Leon Jay, SocialpreneurTV. I should have more complete information on these next month.

WESTERN MASSACHUSETTS BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World, Wednesday, April 20, 7 p.m., Odyssey Bookshop, South Hadley. Come early if you want a seat; I’m expecting to fill the room.


HOW TO BUILD A MOVEMENT: INTERVIEW GUEST FOR KRISTIE NOTTO’S BE LEGENDARY PODCAST (f/k/a Kristie T), Wednesday, April 20, 3 p.m. ET/noon PT, http://awesomesaucemarketing.net/kristie-notto-chats-with-shel-horowitz/

SLOW LIVING SUMMIT, Brattleboro, VT, April 28-30 (theme: Food and Agriculture Entrepreneurship), http://www.slowlivingsummit.org/ My talk will be on the 30th @ 1:30 pm: “Impossible is a Dare: How Your Food Business Can Make a Difference on Hunger, Poverty, War, and Catastrophic Climate Change

WEBINAR FOR INDEPENDENT PUBLISHERS OF NEW ENGLAND, “Green Audiences, Green Titles, Green Printing” Thursday, May 26, 6 pm ET/3 pm PT https://attendee.gotowebinar.com/register/7842561726385736194


Recent Interviews & Guest Articles:

Two-part interview on Steve Sapowksy’s excellent EcoWarrior Radio podcast: https://itunes.apple.com/us/podcast/pt.-1-guerrilla-marketing/id1080237490?i=363550688&mt=2/ (Listen to Part 1 before Part 2, of course)

Book excerpt: Green Goods and Services Are Much Easier to Market: http://homebusinessmag.com/businesses/go-green/green-goods-services-much-easier-for-businesses-to-market/

Friends Who Want to Help

Are you an introvert? My friend Val Nelson is offering a small-group mastermind just for you: The Introvert SOULpreneurs Club: http://www.valnelson.com/services/introvert-group

Another Recommended Book: Business in Blue Jeans
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Business in Blue Jeans, by Susan Baroncini-Moe (Sound Wisdom, 2013)

With 34 years in business, I’m not really the market for another book on startup success. But many of my clients and readers are, and I often read books with that audience in mind (and wish I’d read a few in the very early days of my business).

This book is warm, approachable, and full of common sense, as well as a lot of Law Of Attraction and personal motivation material to get a new business up and running on solid footing. I found that many of the suggestions were clumped into certain sections of the book; I’d take a bunch of notes on successive pages and then go 10 or 15 pages without any notes. But even those less useful sections were still a good read.

The book contains several exercises. One I found especially useful is a new way of looking at brainstorming (p. 123). She also has a very small section on business helping the wider world, and I’m glad to see it there, even if it’s not very comprehensive. (My own next book, Guerrilla Marketing to Heal the World, goes into far more detail on this.)

Some of the wise nuggets I especially like:

  • Learn how to find the love often hidden in negative messages from friends and family
  • Understand that thinking Law Of Attraction thoughts isn’t enough; you also have to do the work 
  • Create a story that’s consistent with your reality AND with your customers’ experience of you
  • Seek out not only the intersection of your skills and interests and a market, but also for the intersections of both fiery passion and the warm gentle glow (much like a successful long-term marriage)
  • Develop great branding by first targeting your market as narrowly and carefully as possible (and recognize that if you’re in different markets, you probably need different branding and marketing even for the same product)
  • Use “lean in marketing”: be interested, not just interesting, and create a positive user experience
  • Recognize that search keywords, headlines, etc., should speak to the need (the hole your prospect wants to drill) rather than the tool you provide (the drill bit)
  • Acknowledge that more isn’t always better
  • Make sure all employees know that they are the customer service department
  • See mistakes as opportunities to fix things
  • Give value, even when you’re networking

The Clean and Green Club, December 2015

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, December 2015
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Do you have five minutes to help me better understand and serve your green/social change business needs? Please fill out this quick survey: https://www.surveymonkey.com/r/9NHHMQ8

Now Through the End of the Year: Print Editions of Two of Shel’s Best Books (and an award-winning novel by his wife) for Just $4.95 per Copy


Perfect holiday gifts for the entrepreneurs, managers, marketers, and business students in your life—and for your own personal library. Also great to buy in bulk and donate to your favorite educational institutions and charities.
Nobody has to know that you only paid $4.95 each (plus shipping) for these award-winning and classy books from respected publishers. Grassroots Marketing: Getting Noticed in a Noisy World (Foreword Magazine Book of the Year Finalist)(Chelsea Green) retails for $22.95, and Guerrilla Marketing Goes Green (Independent Publisher Magazine Groundbreaking Indie Book)(John Wiley & Sons) retails for $21.95.

My wife, award-winning novelist D. Dina Friedman, decided to join the fun and make one of her novels available at the same price (and hers is a hardback!). Playing Dad’s Song, published by Farrar, Strauss, and Giroux, tells the story of a boy who faces crises ranging from a school bully to the death of his father in 9/11, and finds his way back to his center through music. It’s perfect for kids aged 9-15.

Because we’ve recently taken the rights to these books back, you can have print editions of these critically acclaimed books for less than a quarter of their original prices. Sometimes, there is more power in spreading a message widely, and low prices can make that happen. Guerrilla Marketing Goes Green, especially—with its message of business success through green and ethical business practices—has a role to play in changing the culture, and I want to see that change ignite.

The holidays are coming and everyone loves easy, frugal, useful gift ideas. (Note: if you’d like to be more generous, the gift of a strategic green/social change profitability consultation or copywriting project from me could be life-changing.)

Read more about these amazing books at
http://www.guerrillamarketinggoesgreen.com/ (Guerrilla Marketing Goes Green) CODE: 4.95guerrillabook
http://frugalmarketing.com/gmtoc.shtml (Grassroots Marketing). CODE: 4.95gmbook (it comes with a two-chapter update covering social media, no extra charge)
http://ddinafriedman.com/dinas-books/playing-dads-song/ (Playing Dad’s Song) CODE: 4.95pdsbook

Then visit http://shelhorowitz.com/shels-green-products-and-services/ to place your order. Make sure to use the proper coupon codes.

Note: Paperback only; ebook editions are available at the usual undiscounted price (still a great value). Quantities are limited to what we have in stock. If you’re interested in a bulk purchase, let’s talk. If you’d like your books signed and inscribed, please tell us what to say.

This Month’s Tip: Do You Make Yourself Clear, Part 1
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I was scouting my library for the next book to review and spotted a title by one of the world’s most prominent green economists. Great, I thought—until I started reading.

When I review a book in this newsletter, I read it all the way through. By the second paragraph, I was stumbling over so many obtuse sentences, I knew I wasn’t going to be able to tolerate 300 pages of this. The language was so ponderous, it felt almost like reading a foreign tongue. And I have a degree in communications, am trained in journalism, and I’m an avid reader, reading at least four and as many as 12 books each month of 2015.

Authors of nonfiction generally want to communicate and convince.

Yet, if this book is written too thickly for me, imagine trying to convince a tradesperson who reads two or three novels a year that the message of this book is worth all the work.

Here’s a 111-word excerpt from the paragraph that convinced me not to bother reading the book (it continues for another four lines):

The power of the concept of sustainable development is that it both reflects and evokes a latent shift in our vision of how the economic activities of human beings are related to the natural world—an ecosystem which is finite, non-growing, and materially closed. The demands of these activities on the containing ecosystem for regeneration of raw material “inputs” and absorption of waste “outputs” must, I will argue, be kept at ecologically sustainable levels as a condition of sustainable development. This shift is resisted by most economic and political institutions, which are founded on traditional quantitative growth and legitimately fear its replacement by something as subtle and challenging as qualitative development.

The problem isn’t just a matter of sentence length, but that’s a piece of it. Jamming three long sentences together with no break is certainly part of the problem. Long paragraphs compound the situation. I would have started a new paragraph with “This shift.”


But the biggest problem is the convoluted, meandering thought process. A good edit could easily fix this. To prove the point, I’ve rewritten his first sentence (dropping the word count from 44 words to 22):

Sustainable development’s true power is the way it anchors human economic activities to the natural world—a finite, stable, and closed ecosystem.


You can still get a complex message across with simple, understandable language; you don’t have to talk down to your reader. Consider these two paragraphs:

When you look deeply, a lot of the causes of hunger, poverty, war, violence, and catastrophic climate change turn out to be about resources: who uses how much, whether they’re taken sustainably, how fairly they’re distributed. When we address resources systemically, we’re able to transform hunger and poverty into sufficiency, war and violence into peace, and catastrophic climate change into planetary balance.

We actually know how to do this. Passive-energy construction expert David Bainbridge estimates that not only can we reduce the typical building’s energy footprint by 90 percent on new construction, but we can even cut the footprint on existing buildings by 50 to 70 percent. We knew how to build near-zero net-energy buildings at least as far back as 1983, when Amory Lovins built his house. We understand how to significantly increase crop yields without using chemicals and without compromising quality.

I like to think the above excerpt from my forthcoming book Guerrilla Marketing to Heal the World takes some pretty complex concepts and makes them understandable—even with sentences of 36 and 38 words. 

Just to be fair, I’ll be the first to acknowledge that my writing could also use tightening. I think my original is easy to understand, but I could have written it even more clearly, starting by knocking seven words out of the first sentence:

Look deeply: hunger, poverty, war, violence, and catastrophic climate change often turn out to be about resources: who uses how much, whether they’re taken sustainably, how fairly they’re distributed.

Finally, one more example (from a different book) of what not to do:

The [name of tool] provides data profiles of four sample generic companies as starter sets with which to initialize the online simulator dashboard and worksheets.

One sentence, and I’m already lost!

Next month, we’ll look at some specific dos and don’ts to keep your writing clear.


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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriteraward-winning author of ten booksinternational speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”
Hear and Meet Shel

NEW YORK BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World: Green America’s Green Festival—New York, Saturday, April 16, Javits Center. Mainstage talk followed by book signing. This is a great event; I’ve attended several times and this will be my third time speaking. Not just terrific speakers but also great organic food samples and cool products like the wallet and purse vendor who makes stuff out of old tires (I use one of those wallets that I bought there a couple of years ago).


OFFICIAL PUBLICATION DATE FOR Guerrilla Marketing to Heal the World is Tuesday, April 19—and Earth Day is Friday, April 22. Expect several more events to be added in April, possibly including a return engagement at Gulf Coast Green in Houston.

WESTERN MASSACHUSETTS BOOK LAUNCH EVENT for Guerrilla Marketing to Heal the World, Wednesday, April 20, 7 p.m., Odyssey Bookshop, South Hadley. Come early if you want a seat; I’m expecting to fill the room.

SLOW LIVING SUMMIT, Brattleboro, VT, April 28-30 (theme: Food and Agriculture Entrepreneurship), http://www.slowlivingsummit.org/ My talk will be on the 30th: “Impossible is a Dare: How Your Food Business Can Make a Difference on Hunger, Poverty, War, and Catastrophic Climate Change

BOOK EXPO AMERICA, Chicago, May 11-13. Hoping to set up an event either at the show or at a local bookseller.

Preorder your copy of Shel’s newest book, Guerrilla Marketing to Heal the World

Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Release date is April 19, just in time for Earth Day, and you can now preorder from several major booksellers (or get autographed and inscribed copies from me). Learn all about this powerful book at http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
Friends Who Want to Help

DONNA CUTTING’s new book, 501 Ways to Roll Out the Red Carpet for Your Customers, comes out this week (and includes a little contribution from me). If you’re looking for ways to ‘wow!’ your customers, the book gives you 501 easy-to-implement ideas to inspire loyalty, get new customers, and make a lasting impression.

I recommend 501 Ways to anyone who wants to ‘roll out the red carpet’ for their customers, but feels strapped for time, money, and energy. Power-packed with proven, ready-to-implement action ideas to enhance your customers’ experience and make your life easier. http://redcarpetlearning.com/store/

OSHANA HIMOT (the business coach who has catapulted me exactly where I want to be in creating a career around healing the world) is again offering no-charge consultations (and her phone number has changed. She writes:

“I am a business and life coach and work with people in many fields, assisting them to expand their work. it is unique for each person – the best programs to create, the groups to work with, how to find customers and clients…

I work with people who would like to help create a better society and can benefit from coaching. For a complimentary consultation, call 602-463-6797 or email oshanaben@yahoo.com. Oshana Himot, MBA, CHT”

Another Recommended Book: Evolved Enterprise
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Evolved Enterprise: How to Re-think, Re-imagine & Re-invent Your Business to Deliver Meaningful Impact & Even Greater Profit by Yanik Silver (no publisher named, 2015)

When Yanik Silver sent an advance manuscript of his new book, I liked it so much that I adapted a whole chapter as an essay in my own new book, Guerrilla Marketing to Heal the World. He’s one of four outside contributors.

My enthusiasm is apparently shared by a very influential group. Alongside my blurb, he’s got people like Tony Hsieh (founder of Zappos); John Paul DeJoria (co-founder of Paul Mitchell); and my brilliant friend Sam Horn (author of Tongue Fu and several other excellent books).

It’s focused very strongly on how business can have an impact in the wider world, and makes an excellent complement to Guerrilla Marketing to Heal the World. But its focus is quite different; with the exception of the shared chapter, there’s almost no overlap. Although Yanik comes out of the world of big-money Internet marketing, his book has an almost spiritual feel—reinforced by the mandala-like concept wheel that opens several chapters. He even uses the term “Transcending” as the third of the three stages of an evolved enterprise; the others are Transactional and Transformational (pp. 48-56).

He draws many lessons in marketing AND management through his own experience and those of his Maverick and Underground members—as well as thought leaders from Thomas Edison to Richard Branson. Edison, he points out, created an entire ecosystem of his ventures, all of which supported each other (p. 93); in the modern world, Zingerman’s does the same thing, with a bakery supplying bread to the flagship deli, for example (pp. 86-88). Tony Hsieh notes the importance of building a culture—not just hiring for values, but firing over them (p. 185). On the same page, Yanik shares a powerful insight about leverage: “little hinges swing big doors.” And a long guest essay by Joe Mechlinski is just filled with powerful leadership insights (pp. 195-207).

It’s a lot about how the good feeling you have making a difference in the world—and the fun you can have while doing it—translates into measurable bottom-line profits. The fun piece is very important to Yanik, a self-described adventure junkie. There’s a long an honorable tradition around this; he notes that the Dalai Lama has referred to himself as a “professional laugher” (p. 104).

That fun often translates to really creative ideas around building a deep and lasting community, internally and externally. Whether it’s exotic branded swag (such as the green Speedos that have become a part of Yanik’s Maverick brand), a unique collective experience, or even the ability to earn some sort of merit badges, as Harley riders do (pp. 170-171)—these can have vast marketing impact.

Creative marketers, he says, have to fall in love with customers and prospects (p. 160), and to use that love to do the unexpected. I’ve said for years that your real brand is not your slogan, logo, colors, etc., but the prospect/customer’s perception of you. Yanik puts it a bit differently: “It’s what other people are saying about you” (p. 161). This could take the form of genuine caring, such as Zappos not just refunding the purchase when a customer’s husband died in an accident before she could give him the brand new pair of boots she’d bought him, but sending flowers for the funeral! (p. 143).

How do you find ways to inject that creativity and that love? Yanik offers not only the usual tools, but also “community decoders” such as origin stories, in-group lingo and rituals, creeds, barriers to participation, sharing the inside story, artifacts, exceptional experiences, AND a higher purpose (pp. 163-180).

He looks quite a bit about the choices we business owners can make in our consumer role. Example: choosing to hire a firm that employs disadvantaged workers to fill goodie bags for a conference (p. 50).

And much of the work is backed up with rock-solid numbers that validate our choices to use our businesses to do good in the world. I knew about Patagonia’s Don’t Buy This Jacket” campaign and mention it in my new book. But I didn’t know that the company’s sales leapfrogged 40 percent in the next two years (pp. 150-151). He has numbers for many of the best known case studies of social entrepreneurship and business creativity.

It would be nice if we could find these numbers easily. Unfortunately, Evolved Enterprise doesn’t have an index, although it has several blank pages at the back where one could have gone. It also could have used a better interior design and one more proofread. Despite these minor flaws, this book crams a lot of wisdom in, breaks it up with a lot of humor and visual concept examples, and could knock years off your social entrepreneurship learning curve. I recommend it strongly, and especially in tandem with my own Guerrilla Marketing to Heal the World.

The Clean and Green Club, November 2015

Having trouble reading this as e-mail? Please visit www.thecleanandgreenclub.com to read it comfortably online.
Shel Horowitz’s Clean and Green Marketing Tip, November 2015
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Do you have five minutes to help me better understand and serve your green/social change business needs? Please fill out this quick survey: https://www.surveymonkey.com/r/9NHHMQ8

Now Through the End of the Year: Print Editions of Two of Shel’s Best Books (and an award-winning novel by his wife) for Just $4.95 per Copy


Perfect holiday gifts for the entrepreneurs, managers, marketers, and business students in your life—and for your own personal library. Also great to buy in bulk and donate to your favorite educational institutions and charities.
Nobody has to know that you only paid $4.95 each (plus shipping) for these award-winning and classy books from respected publishers. Grassroots Marketing: Getting Noticed in a Noisy World (Foreword Magazine Book of the Year Finalist)(Chelsea Green) retails for $22.95, and Guerrilla Marketing Goes Green (Independent Publisher Magazine Groundbreaking Indie Book)(John Wiley & Sons) retails for $21.95.

My wife, award-winning novelist D. Dina Friedman, decided to join the fun and make one of her novels available at the same price (and hers is a hardback!). Playing Dad’s Song, published by Farrar, Strauss, and Giroux, tells the story of a boy who faces crises ranging from a school bully to the death of his father in 9/11, and finds his way back to his center through music. It’s perfect for kids aged 9-15.

Because we’ve recently taken the rights to these books back, you can have print editions of these critically acclaimed books for less than a quarter of their original prices. Sometimes, there is more power in spreading a message widely, and low prices can make that happen. Guerrilla Marketing Goes Green, especially—with its message of business success through green and ethical business practices—has a role to play in changing the culture, and I want to see that change ignite.

The holidays are coming and everyone loves easy, frugal, useful gift ideas. (Note: if you’d like to be more generous, the gift of a strategic green/social change profitability consultation or copywriting project from me could be life-changing.)

Read more about these amazing books at
http://www.guerrillamarketinggoesgreen.com/ (Guerrilla Marketing Goes Green) CODE: 4.95guerrillabook
http://frugalmarketing.com/gmtoc.shtml (Grassroots Marketing). CODE: 4.95gmbook (it comes with a two-chapter update covering social media, no extra charge)
http://ddinafriedman.com/dinas-books/playing-dads-song/ (Playing Dad’s Song) CODE: 4.95pdsbook

Then visit http://shelhorowitz.com/shels-green-products-and-services/ to place your order. Make sure to use the proper coupon codes.

Note: Paperback only; ebook editions are available at the usual undiscounted price (still a great value). Quantities are limited to what we have in stock. If you’re interested in a bulk purchase, let’s talk. If you’d like your books signed and inscribed, please tell us what to say.

This Month’s Tip: Two Books That Changed My Life—And How I Seized an Opportunity
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Yes, I do have a main article for you—but not here. The article is in two parts because I want you to think about the first part, draw your conclusions, and then examine the second part. I don’t know a good format to do that in an email newsletter, so I’ve put it on my blog. You will find it very worth the trip: http://greenandprofitable.com/two-books-that-changed-my-life-and-how-i-seized-an-opportunity/ (be sure to click to the second part after you’ve read this part).

Oh, and by the way, let me know if you like going to the blog. If the feedback is good, I might do it more often.


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About Shel & This Newsletter

As a green and social change business profitability/marketing consultant and copywriteraward-winning author of ten booksinternational speaker and trainer, blogger, syndicated columnist – Shel Horowitz shows how green, ethical, and socially conscious businesses can actually be *more* profitable than your less-green, less-socially-aware competitors. His award-winning 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet was a category bestseller for at least 34 months (and is now available exclusively through Shel). Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

Shel Horowitz’s consulting firm, Green And Profitable, is the first business ever to earn Green America’s rigorous Gold Certification as a leading green company. He was inducted into the National Environmental Hall of Fame in 2011.

He began publishing his monthly newsletter all the way back in 1997, making it one of the oldest marketing e-zines (it’s changed names a few times along the way).

“As always, some of the links in this newsletter earn commissions—because I believe in the products and services enough to promote them (I get asked to endorse lots of other programs I don’t share with you, because I don’t find them worthy).”

Friends Who Want to Help


The Coming Business SHIFT That Could Change Everything

My friend Yanik Silver’s new book Evolved Enterprise impresses me a great deal. In fact, I blurbed an advance copy and got him to let me reprint one whole chapter in my own new book Guerrilla Marketing to Heal the World.


I’m half-way through reading the final version, which I’ll review next month. Meanwhile, he sent this blurb:

It’s time for evolved entrepreneurs, visionary creators, and change makers to rewrite the rules of business for the 21st century.”

Imagine a whole new way for your venture to align purpose and profits, merging head and heart (and maybe even a bit of your inner child).

This is a counterintuitive blueprint to create a “baked-in” impact across your entire company by delivering an exceptional customer experience, creating a culture of fully engaged team alignment, and actually driving your bottom line!

Get Yanik Silver’s new book Evolved Enterprise here – www.EvolvedEnterprise.com

Hear and Meet Shel
I’ve been so busy getting the book done that I haven’t been booking talks lately. But that’s about to change! As the book launch draws closer, I expect to have several engagements. And remember—if you connect me with a paid speaking gig (OR a sponsor who will fund no-pay engagements), you can earn a very nice commission. Please write to me if you would like to help.

Preorder your copy of Shel’s newest book, Guerrilla Marketing to Heal the World


Learn how the business world can profit while solving hunger, poverty, war, and catastrophic climate change (hint: they’re all based in resource conflicts). Endorsed by Chicken Soup’s Jack Canfield, business blogger and bestselling author Seth Godin, and many others. Release date is April 19, just in time for Earth Day, and you can now preorder from several major booksellers (or get autographed and inscribed copies from me). Learn all about this powerful book at http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/
Another Recommended Book: Be Audacious
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Be Audacious: Inspiring Your Legacy and Living a Life That Matters, by Michael W. Leach (Graphic Arts Books, 2015)

This may turn out to be a more personal review than my usual—because I’ve been pretty much living a lot of the principles Leach espouses, for decades, and because it’s been many years since I’ve reviewed an inspirational self-help book in this space. I think the last one, many years ago, was Jack Canfield and Janet Switzer’s amazing The Success Principles.

Yes, we arrived in the same place. However, our paths to this epiphany—our experiences and our perspectives—are very different. Leach is a former athlete who faced unimaginable physical problems, including a near-death illness. He had undiagnosed learning disabilities and was slow to discover the power of reading. He’s a Montana native raised in a rural area, and at publication time, he was 35. And he writes to a generation younger than his own; much of the book uses language that resonates with teens and 20-somethings. And he’s someone who—despite his decision to break away from them—seems to expect “haters” who will dump on him for taking the road less taken, and who call him irresponsible for bypassing the traditional 9-to-5. He seems to encounter them constantly.

By contrast, I’m a whole generation older, at 58. Though I’ve lived in the country for 17 years, and in a small college town for the previous 17, I was raised in apartment buildings in the Bronx (a crowded part of crowded New York City). I was an avid reader who got through a tough childhood with the help of books. And I never found a team sport I wanted to play. When forced to play baseball, I was picked last or almost last, and exiled to the outfield where my low abilities wouldn’t do much damage.

I gave up trying to conform to other people’s expectations in my thought patterns by the time I was 13. I do conform on some of the things that don’t really matter, like what I wear and how I keep my hair—but I think the biggest strength I bring is my ability to think differently, to see both the forest and the trees, to see opportunities for my clients that arise out of completely different situations or industries.

And I’ve found that the more I’m in integrity with my life and my message, the more people respect what I’ve done already, what I’m doing, and what I hope to do: use the profit power of business to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. (Is that audacious enough for you, Michael Leach?)

Where we have common ground is in our dedication to preserving and improving the environment, growing out of our mutual love of nature. In our desire to think bigger and act bigger so we can have real impact on the world (a lesson it took me much longer to figure out than it did Michael). And in our adoption of the principles he lays out. To name a few:

Embrace Multiple Passions/Use the “Slash” Model
Michael’s book (his second) could be categorized as self-help/inspiration/memoir. He uses his own experience as a teaching tool throughout the book, as well as case studies from the kids he’s coached, the people he’s encountered on his speaking tours, or those he guided through the wilderness.

Michael doesn’t fit neatly into little boxes. He uses lots of slashes to join together his different parts into a “renaissance soul” (a term coined by my late friend Margaret Lobenstine to describe a Ben Franklin/Da Vinci/Oprah/Buckminster Fuller/Thomas Jefferson type who explores numerous interests and passions. He describes his own set of slashes (ranger/naturalist, fishing and wildlife guide, freelance writer, basketball coach, and founder of a nonprofit) several different ways in the book, and even breaks down the nonprofit role into “executive director/programming coordinator/chief fund-raising coordinator” (p. 178).

My set might look like this: speaker/writer/consultant/practical visionary/social change activist/community organizer/marketer. Or I could apply a completely different set of labels (parent/vegetarian foodie/traveler/student of cultures—to name a small slice of the possibilities) that would be just as accurate. But for me, it all boils down to the core mission: I help people understand that doing the right thing is an opportunity, not a sacrifice—and I model the possibility of environmentally and socially conscious life and work.

For both of us, all of these slices of ourselves are based in passion—in “permapassion,” to use a term called by Leach’s friend Scottie B. Black. I love this word’s linguistic combination of permaculture and passion. And those passions have to go beyond pure hedonism. Yes, take joy in what you do. And at the same time, keep sight of your higher purpose; channel your energies toward the passions that can change the world.

“If Your Self-Talk Isn’t Helpful, Change It” (p. 103)
While it certainly isn’t the whole story, the idea popularized in the book/movie, The Secret, that our thoughts control our destinies has some truth. If you hit yourself over the head with all the reasons you can’t do a thing, you’re not likely to get it done. But if you focus on the reasons you can accomplish what you want to, those paths have a way of opening. And if you dream those big, audacious dreams, you have a responsibility not to sabotage yourself.

Work like an Onion (p. 177), and work yourself out from the your soul to the wider community.
I might flip this one inside-out. Yes, work from the inside out, but also from the outside in. Keep going deeper and deeper until you find the inner truth.

See Happiness not as Entitlement but as Opportunity (pp. 241-242)
You can start creating happiness in others—and in yourself—by doing little good deeds, as simple as smiling or holding a door open. As you learn to think and act bigger, more exciting changes will arise.

Leach focuses a lot on adversity creating resilience. And he’s experienced a lot of adversity. That’s one path; I’ve found plenty of other ways to build resilience. Again, there are many paths.

I could say much more about this book, but this already is longer than most of my reviews. Go get it and decide for yourself.