The Clean and Green Club, October 2013

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Shel Horowitz’s Clean and Green Marketing Tip, 

October 2013
This Month’s Tip
Haircuts and Photos and Branding, Oh, My
At a conference this spring, I happened to meet a professional image consultant, who gave me some freebie advice. Among her suggestions: try my hair very, very short (but not a buzz cut)—and that if I was dressing for business, I could ditch the tie and just wear a jacket.

I’ve always loathed wearing ties; they make me feel like I’m choking, and I’m not very good at tying them (tying, in general, is not a strength for me; I was eight years old before I could tie my shoes). So of course, I was delighted with her advice. It felt really liberating.

So the next time I needed a haircut, I tried it her way. It was a look I’d never tried before. In the past, I’d had really long hair (which I finally cut when I found myself basically unemployable after college) and moderately long hair, and for about ten years, short-ish hair with a long, thin braided tail at the back. For the past ten years, I had pretty much settled into a mid-60s short-haired look, parted at the side, requiring almost no maintenance, and able to grow several months between cuts without looking too funky.

And I loved it! I thought it made me look sharp and cool and hip, it required even less maintenance than my previous look, and after three months, it was still only about as long as my previous look right after a haircut. I got it cut again anyway. This is what it looked like about ten days after the first haircut.

Shel Horowitz, July 2013. Photo credit: Andy Morris-Friedman
Shel Horowitz, July 2013. Photo credit: Andy Morris-Friedman
Why am I telling you this? Because there’s a branding lesson in here.

Last week, I got a consultation from an expert in speaker branding. Ahead of our phone call, I’d sent her my speaker onesheet, which is a couple of years old. She loved the material I work with, but she hated the flier. And one of the things she hated most was the formal suit-and-tie picture, taken by a professional photographer in his studio:

She told me it didn’t feel authentic to her—that she could tell, without ever meeting me, that I was not a suit-and-tie guy—just from the content of my onesheet (and other materials I’d sent). And she’s right. Even though she wanted me to go after corporate executives in my speaking flier rather than small business owners, she felt this picture wasn’t “speaking my truth.” She didn’t even know that it’s five years old and needed to be replaced (or that I had already done the shoot that got me the new photo). She somehow knew that this was not the real me.

Now, I write about authenticity in marketing; it’s part of my brand. I had always found that picture rather cold, and I never really liked the way my hair came out. Plus, I started wearing glasses all the time a few months after this picture was taken. In fact, for all but the most formal settings, I had been using several pictures from an even earlier photoshoot done by a friend of mine, because I felt they represented me much more accurately—at least as I was seven years ago—even though I had obviously forgotten to get a haircut first:

All of these photos came out of sessions where many shots were taken. In the 2006 shoot, I’ve rotated among three pictures. For both the 2008 and 2013 sessions, the one you see was the only good one of the batch.

But one good photo is all you need. I’ve been getting extremely positive feedback on my new one, which was taken at the farmstand across the street from my house. The gentle hill you see rises up to the summit of Mount Holyoke. I have lived here for 15 years, and founded the movement that saved and permanently protected the mountain next to this one.

I feel this photo shows me as relaxed and confident, and some of that is because I’m in my element, outside on the farm and walking distance from the mountain I helped save. This is very in keeping with my green marketing brand, and it’s authentic. And the speaker branding consultant, who still has not met me, said it was a great photo.

So will I throw away my neckties? No. I will save them, however for situations where not to wear one would be considered rude or a gaffe—for instance, a speech to a high-level corporate audience in a very formal culture like Japan, or a funeral.

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About Shel & This Newsletter

As a marketing consultant and copywriter… award-winning author of eight books… international speaker, blogger, syndicated columnist — Shel Horowitz shows how green and ethical businesses can actually be *more* profitable than your less-green competitors. His most recent book is category bestseller Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet. Shel also helps authors/ publishers, small businesses, and organizations to market effectively, and turns unpublished writers into well-published authors.

He was inducted into the National Environmental Hall of Fame in 2011.

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 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).”
Note: In last month’s newsletter, I confused my notes about the Global Oneness Summit (in this section) and Global Oneness Day (in the Friends who Want to Help section), and ran the wrong link. If you planned to sign up for Global Oneness and actually signed up for Global Movement Makers, please follow the link in this issue. Sorry for any confusion.

October 23: Global Movement Makers Summit
I’m honored to be included in a telesummit jam-packed with smart and dynamic speakers including C.J. Hayden (Get Clients Now), Cynthia Kersey (Unstoppable), Noah St. John (Success Anorexia/Afformations), Susan Harrow (Sound Bite Siren) and other equally bright lights. The summit runs from October 23, 2013 through November 12, 2013; my interview is October 23, 3 pm ET/noon PT https://shelhorowitz.com/go/GlobalMovementMakers/

October 24: Vibrant Business Summit
Another exciting telesummit! I’ll be doing “Making Green Sexy: How to Craft Message Points to Reach Green AND Nongreen Audiences” as part of the Vibrant Business Summit: https://shelhorowitz.com/go/vibrantbusinesssummit/  

Planning way ahead: May 10, 2014, I will once again be presenting at CAPA University, a one-day book publishing program in Hartford. More info: gaffney AT kanineknits.com 

Friends who Want to Help

Global Oneness Day, October 24, featuring acclaimed teachers like Jean Houston, Barbara Marx Hubbard, Michael Beckwith, Neale Donald Walsch, and even green pioneer Hazel Henderson (who I’ve been following since the 1970s) and my personal friend humorist Steve Bhaerman (a/k/a Swami Beyondananda). No cost to listen live, or during the 48-hour open replay period. https://shelhorowitz.com/go/GlobalOneness2013/

Rerelease of Choices and Illusions by the ‘Mind Master,’ Eldon Taylor
When Choices and Illusions was first released 6 years ago, it quickly became a New York Times best seller. People around the world were talking about it and sending in letters saying how this teaching had changed their lives, empowered them to embrace life and restructure it to one of joy, success, harmony and happiness. Now Eldon has taken this incredible book, revised, expanded, and updated it, and also added in a complementary copy of his InnerTalk program, Unlimited Personal Power—a program he has sold for years for $27.95. And if you buy during the launch, you’re eligible to win some incredible prizes, including a pair of passes to the Hay House I Can Do It Conference (your choice of four dates and locations in 2014), Alex Lloyd’s complete Healing Codes, and admission to the Enlightened Warrior Training Camp (valued at $3,490). PLUS a whole bunch of bonuses for everyone, even if you’re not the one who gets some of those other goodies. https://www.parpromos.com/pp/it/13j/index/A.php

Catch the last few days of another great teleseminar series, Ryan Eliason’s annual Enlightened Business Summit (I’ve been a speaker in the past). Speakers for the overall series include Deepak Chopra, Ambassador Carol Mosely Braun, and social media superstar Mari Smith. $241 worth of bonuses just for signing up. https://enlightenedbusinesssummit.com/feature/Ryan-Eliason

Another Recommended Book—The Infinite Resource: The Power of Ideas on a Finite Planet

The Infinite Resource: The Power of Ideas on a Finite Planet, by Ramez Naam (University Press of New England, 2013)


The Infinite Resource is a tribute to the human mind: to its creativity, its ability to solve very complex problems, and to its amplification when connected to other minds, whether in physical space or online. It’s a fascinating read—but I have to put a caution flag on my recommendation.

In some ways, this book is the antithesis (always wanted an excuse to use that word!) of Green Illusions, which I reviewed two months ago. I felt Green Illusions was too pessimistic; this one is overoptimistic. The truth, I suspect, is somewhere in the middle. Not necessarily an average, but on a continuum, or maybe a pendulum—varying topic by topic about where it swings.

Naam is an unabashed and relatively uncritical booster of solving the world’s problems through technology. And admittedly, technology has done amazing things. He points out hundreds of examples of how we are able to do more with less over time. We heat and cool our buildings to levels of comfort unimaginable a scant two centuries ago, and do so without even beginning to tap out the enormous power of the sun and wind. We use materials like carbon fiber and inventions like semiconductors to increase efficiency and bring down cost by orders of magnitude; Moore’s law (which he does not name) apparently applies in many sectors—not just computing power but agriculture, manufacturing, and much more. We feed more of the world’s hungry and use less water and land to do it—beating Malthus’ 18th-century predictions of doom because the rate we grow food has outpaced population growth. Efficiencies have allowed our food to be provided by only two percent of the population, whereas until the past few centuries, feeding the populace required almost all of society.

The reason Malthus was wrong, he says, is because innovation grows exponentially, while use of resources is more linear. And certainly it’s true that a person living in a large city uses far less land and far less fuel, compared to a country dweller. But population is increasing geometrically; we are approaching seven billion people on this planet, compared to two billion not that long ago—and a billion of those face serious hunger. He admits that we will have to grow 50 percent more grain and double our meat production to satisfy the growing demand. But he sees that much waste yet remains, and we can get vastly more efficient even than the 10,000-fold increase we’ve already had in some sectors.

I agree with that. And I totally agree with him that we have to move off the fossil-fuel treadmill and toward these nearly inexhaustible sources of energy. Burning fossil fuels depletes our resource capital, pollutes our air, and pushes us to the brink of catastrophic climate change (or perhaps over the brink). And we don’t need those fuels.

But where I disagree is his blind assurance that innovation—not just any innovation, but harnessing dangerous, unproven technologies such as nuclear power and GMO agriculture—will continue to solve those problems, even if we I am a fan of the Precautionary Principle, which as a society we have violated frequently, and suffered the consequences. The Precautionary Principle says we make sure we are not doing harm before engaging in an action. Yet both nuclear power and GMO foods are not only fraught with risks, but they may bring us risks that are not reversible.

Naam says that organic agriculture is substantially less efficient than industrialized, GMO-influenced “chemiculture” (a word I invented a few years ago) and that as a planet, we can’t afford to devote the greater amount of land he says they require. I say that’s an area where the very innovations he sees as solving other problems are solving this one. With the last 40 years or so of small-farm and organic innovation, organic yields and organic produce quality are up substantially, and they leave the soil in much better health than chemiculture fields, and thus ready to grow more food sooner. There are also many promising new developments that convert formerly unusable space into food production: rooftop farms, vertical small-space gardens designed for apartments, raised beds reclaiming paved areas…these are just a few of the many organic innovations of recent years.

I agree also that the exponential increases in our problem solving abilities are crucial, as the world’s developing countries and fastest growing population/economic powerhouses demand a seat at the table with the old-line industrialized countries of the United States, Germany, France, etc. China and India, especially, are putting great pressure on our resources, as they attempt to satisfy their people’s hunger for more consumer goods.

So take this well-researched but perhaps unrealistic book with a few grains of salt—but do spend some time with it. It’ll definitely open your mind to human possibility, and to our species’ incredible track record in making the world better for our fellow humans—something we don’t hear enough about.

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