The Clean and Green Club, October 2016

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Shel Horowitz’s Clean and Green Marketing Tip, October 2016
This Month’s Tip: Life-Work Balance? You Bet: How to Create More Hours in the Day
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I’m writing to you on the evening of October 4—just after the end of Rosh HaShana, the Jewish new year. Starting the previous month and going for several weeks until Simchat Torah a few weeks later (October 25, this year), Jews take time for reflection and renewal—peaking at Yom Kippur, which will have been a few days before you receive this. We spend a lot of time in synagogue or find other ways to get right with God and our fellow humans, apologize if necessary, reflect on the things we want to do better, and emanate positive energy about our directions in the year to come. We’ve been doing this a very long time; this year is 5777. We had more than a 1,000-year head start on the Chinese, who are in year 4013.

I personally don’t go to synagogue much. I did the Tashlich ritual twice of casting bread into moving water (traditionally, to represent the sins you want to get rid of—as I do it, the aspirations of what I’d like to do better): once with my kids, who came in for the holidays, and again with friends from our local Jewish community. I do plan to attend Kol Neidre services the evening before Yom Kippur (all Jewish days start the night before) and possibly some part of Yom Kippur itself.

And with all this reflection, I’m going to veer off my usual subjects of green and ethical business success, marketing, and book publishing—and talk a bit about WHY we work.

We work to live; we don’t live to work. Work provides the income that enable us to feed, house, and clothe our selves and our loved ones—and to experience some joys of a fulfilled life that are easier with money. We also work to create a better world, and for the satisfaction of doing something well. And of course, we each have other reasons.

I’ve talked a lot over the years about working—about my joy in using my writing, speaking, and consulting skills to make the world better. Today, I’m going to talk about the choices I’ve made to build in time NOT working—to keep my life in balance and build in time for things that matter.

Let’s start with exercise. My goal is to get 2 hours of it every day, with at least 1/3 outdoors. On non-travel days, I don’t go to bed until I’ve had at least one hour. And I track it—very simply. I write the number of minutes for the day on a paper calendar that I also use to track what books I’ve read, how many learning audios I’ve listened to, and of course, my appointments and to-do list. I find that tracking, even this informally, inspires me to do more. September, for instance, was a particularly good month. I got 3722 total minutes of exercise, or average of 124 minutes per day—above my goal despite two travel days. Three days I only managed between 94-110 minutes, and the 94 was one of my two travel days that month. The other 27 days, I got between 120 and 151 minutes each day.

Reading and learning are other things I make time for. In September, I read seven books (six of them at my exercise bike) and listened to 24 learning audios—more than usual, thanks to a really good telesummit.

Travel, arts, and time with friends and colleagues are also important to me. I got to New York once in September to attend a conference at the UN—and to visit my daughter and her husband. I had scheduled two trips to Boston, one to see my son perform a solo concert and once to meet a client. Both trips were to include visiting my son. But my wife got sick, so we watched his concert on a livestream, from home. Then my client canceled her trip east.

Even skipping my son’s performance, I made it to seven live cultural events last month: four concerts, one play, and two agricultural festivals. And yes, I watched the first presidential debate. I also attended two professional networking functions and scheduled two one-on-one meetings with new colleagues. Add to this an hour or two a day of online networking.

I travel quite a bit. While September had only the one overnight, in the past twelve months I’ve had three major trips of five to 20 days: to Texas, China, and eastern Canada—and at least a dozen shorter ones, to Boston, NYC, Vermont, and Rhode Island. In the next few weeks, I’m visiting family in Denver (and meeting a new business contact) and attending a conference in Atlanta. We’re going to Thailand in January.

Typically, I get about 6 hours of sleep most nights—getting up between 5:40 and 6:30 a.m. and heading to sleep between 11:30 and midnight. Most days, I squeeze in one or two very short naps (30 seconds to ten minutes). Cooking is fun for me, and I usually cook at least three dinners per week for my wife and myself (and, frequently, guests), as does she.

And of course, I spend several hours most weekdays either on direct client projects, admin, and/or on steering my business toward where I’d like it to be (following a shift in emphasis three years ago). But I don’t let the work subsume my reasons for living my life.

How about you? What do you do to regenerate yourself? What are your priorities outside of your work? How much time do you allocate per week to making yourself a better or more complete person? Use the comment field at the bottom to tell us. Maybe it will even lead to connecting with other readers.

Next month, I promise, we’ll be back to a direct focus on business. Next month’s lead article is called Marketing to “Dead” Prospects.

Hear and Meet Shel
Wed. 11/2, 1 pm ET/10 a.m. PT: “Impossible is a Dare: Leveraging Business to Heal the World,” webinar co-sponsored by Green America and Transformpreneur. Green America is a great organization, and my charity partner for my last two book launches.

I’m taping postcast interviews with both Ajay Prasad on Founder’s Corner and Jena Rodriguez on the Brave Entrepreneur podcasts. See next issue for playback links.

Tues. 11/8, 6 pm ET: First meeting of Western Massachusetts Global Marketers. This is a new group of entrepreneurs who market nationally or internationally and are based in Western Massachusetts. By invitation only. If you think you should be invited, give me a call at 413-586-2388 (8 a.m. to 10 p.m. US Eastern) and tell me about yourself.

Tues. 11/8: If you’re a US citizen, please VOTE! If you want your vote to support the Paris accord and other action on catastrophic climate change—which for me is a very key issue—consider the Democratic Party position of strong support for reducing carbon output and gradually (too gradually) moving toward a clean, renewable economy vs. the Republican position of denial, hostility, and reversal of the small steps we’ve taken. And consider that even if the climate skeptics are right (and I see plenty of evidence in storms like Katrina, Rita, Irene, Sandy, and Matthew that they are very wrong)—we still get to lower our energy bills, increase our comfort, reduce dependence on foreign powers, and clean up our lungs. Reversing and retrogressing back to fossil and nuclear is stepping away from the future we all want.

Wed. 11/9 (telesummit starts 11/1—don’t wait for my call, this is great stuff): Nicole Holland interviews me on her Building Business Rockstars telesummit. Proud to say I’m in awesome company of rockstars including Marisa Murgatroyd, Dorie Clark, Lou Bortone, and several other very cool people. You’ll want to listen to the whole series. No charge to sign up: Plus, you get to see the incredible job Nicole did putting together the visually stunning, highly informative workbook (really a combination brochure and learning tool. Even if you hate listening to teleseminars, you should visit that URL and pick up your copy. A lot of learning there both in the content and in the presentation. The calls run November 1-10.

Wed. 11/16: If you are in Atlanta and want to get together in the late afternoon or evening, I will have some free time. Call me (phone number above) no later than November 10.

Thu.-Sat. 11/17-19: I’ll be attending Suzanne Evans’ and Larry Winget’s Build Your Speaking Biz event in Atlanta—and I have ONE ticket to give away. Visit — and let me know right away if you want to go. First person to respond gets the link for a comp.

Friends/Colleagues who Want to Help
These days, we’re all bombarded with marketing messages–most of which are digital and lack a personal touch. 
By accurately replicating handwriting, Thankster gives marketers a unique advantage through personalized handwritten cards. The result? Happier customers and higher conversion rates.

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).
Download a free sampler with several excerpts, the complete Table of Contents and Index, and all the endorsements.
Another Recommended BookThe Surprising Solution
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The Surprising Solution: Creating Possibility in a Swift and Severe World by Bruce Piasecki (Sourcebooks, 2009)

Here’s another insider’s approach: a book on deep sustainability by a consultant immersed in the world of multinational corporations. It’s well written, thoroughly researched, and in some ways, reader-friendly—with a good index and a long list of recommended books, websites, and other resources. And there’s a lot of substance. I took five full pages of notes.
Among his key points:
  • Sustainability, when done the right way, is good for business (which is now common wisdom.
  • The progress a business makes toward environmental AND economic sustainability is shaped like the letter S; it has upslopes and downslopes. Innovation puts a company on the upslope; things like ethics violations and environmental issues (as well as more 101 stuff like missing the right market) are among the forces pushing down. 
  • Businesses need to think and act for the long term; short-term thinking is short-sighted and forces us to keep on a path that destroys resources and hurts humans, instead of the “social response capitalism” (SRC) he favors. However, the culture, legal structures and governance of most corporations make this more difficult than it should be.
  • While government can play a crucial role, the deepest changes originate within a company (p. 230).
  • Consumers also have a role. When we recognize our power, companies had better pay attention.
  • We have many lessons to learn from the largest corporations; as these lessons trickle down, we’re better able to preserve the planet while making a good profit.
For Piasecki, SRC companies (pp. 43-44):
  1. Create superior, socially responsible “products that bridge the gap between traditional expectation of performance and price and social impactthat respond to legitimate, emerging social pressures and needs” such as eliminating toxics, replacing waste with reusability, etc. 
  2. Stop ignoring externalities and understand that social good builds “the long-term viability of entire product lines” 
Piasecki consistently reinforces the idea that doing the right thing is good for business (as I’ve “preached” for two decades). He cites several benefits for SRC corporations, including lower costs/higher margins, reducing the production cycle time, access to global markets, product differentiation, making products more valuable through their social impact, and reducing risk (pp. 55-56).

Much of his analysis is based on in-depth case studies of two of his client companies: Toyota and HP. Smaller case studies include the Gap clothing chain and the Canadian oil company Suncor (an example that I believe needs to be updated substantially).

I was particularly interested in the HP case study because of its emphasis on how one of the world’s largest companies is addressing Bottom-of-the-Pyramid economies with low-priced, dependable machines and business models adapted to markets with near-zero purchasing power pp. 152-177). (See my review about ten years ago of The Fortune at the Bottom of the Pyramid (scroll down, and if you got here through my email newsletter, you’re already a subscriber)).

Near the end (p. 241), Piasecki poses three questions that every manufacturing company should examine:
  1. What is enough?
  2. How do we make superior, energy-efficient products?
  3. What’s the best way to revitalize manufacturing in this “smaller and more severe world?”
While I found the book quite useful and was glad to see it reinforces many of the principles in my own books including Guerrilla Marketing to Heal the World, I found I could only digest a little at a time. After five or ten pages, I would stop. It took me about two months to make it all the way through.
In reading, I also needed to keep my date filtering antennae up. Most of the book (originally published in 2007) was written before the market collapse, although he revised for a 2009 edition. And all of it was before the new (and scary) technologies such as fracking sharply dropped the price of fossil fuels—with major consequences for some of his theories and models.
Recent Interviews & Guest Articles:

Five-minute interview on Jennings Wire: “How Ordinary People Can Do The Extraordinary” How ordinary people start and lead movements—and how Shel saved a mountain in his own town.

Mike Schwager:
How I got started in social/environmental change at age 3 and returned to it (for life) at age 12. Dialog with Jack Nadel, 92-year-old entrepreneur with a green product line. The easiest ways a business can go green—and the real 7-figure savings that are possible when counting all the costs. Why market share doesn’t matter, and how to partner with competitors

Western Massachusetts Business Show with Ira Bryck, 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: (segment starts at 28:28): A quick, intense 11-minute trip through the highlights of my work

Ask those Branding Guys: (segment starts at 9:23)

Barry Moltz: (segment starts at 15:12)

Todd Schinck, Intrepid Now, with a nice emphasis on the power of ordinary people to change the 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 (segment starts at 3:25)

Jill Buck, Go Green Radio: (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

Guest on Leon Jay, Socialpreneurtv (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: (Listen to Part 1 before Part 2, of course)

The first of two excellent shows on Conscious Millionaire

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).”
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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.

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