Category Archive for Book Reviews

The Clean and Green Club, November 2022

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Shel Horowitz’s Clean and Green Marketing Tip: November 2022

If You Appreciate this Newsletter and its Mission, Maybe You’ll Be the One I Hire to Keep it Going
My long-time assistant is moving on to other ventures. I’m looking for someone to take over two tasks from her: 1) Formatting the email (using Get Response) and web (using WordPress) versions of the newsletter each month, and 2) Sending a pre-written birthday message to Facebook friends as their birthdays come up (typically somewhere between 5-15 per day). Interested? Please write to me (shel AT greenandprofitable dot com) with the subject line “Newsletter Formatter” with a bit about your background.
DUMP this Useless Business “Truism” Already—Because It Isn’t True

One-size-fits-all is a myth! Want proof?

  1. A colleague in New York City is trying to drum up support for a citywide education campaign to encourage recycling in New York’s thousands of large apartment buildings. I read her material and thought it’s going to take more than education—because multifamily apartment buildings present challenges that just aren’t relevant in a single-family house, or even a triple-decker with a yard or a driveway. Example: many inner-city apartments (not just in NYC but around the world) are really, really tiny. I’ve seen some that only had one sink in the kitchen and none in the bathroom. Other bathrooms have a triangle-shaped mini-sink that fits into a corner, allowing the bathroom itself to be only a couple of feet wide. I had a friend who used a Murphy bed that folded up vertically into the wall of her one-room apartment, so she could have living space during the day. When space is so scarce, who’s going to devote a big percentage to separate bins for recycling glass, metal, plastic, and paper, plus compost and trash? The suburban solution assumes a garage or at least a large closet and just won’t work in a studio or efficiency apartment with living space of only 200 to 500 feet. Even if you have a bigger place, the average apartment size in NYC is only 702 square feet—with an average monthly rent of (are you sitting down) $4265. If you’ve ever wondered why the tables are so close together in NYC restaurants, that’s why. Every square inch has to count.
  2. Selling to a poverty market. Even the very poor in the US, Europe, or the big economies in Asia would be considered extremely wealthy in much of the developing world. In four countries in Africa, the average gross income is under $1000 US. Since the wealthy are always a little sliver of the population, most residents are surviving on far less than that. So if you’re selling into that kind of economy, you need to re-engineer everything. You’ll be asking how to produce products for 1/10 the cost you’d face in the developed world, how to deal with poor or nonexistent transportation, storage, and dealership network, how to handle government corruption and high security threats, how to get people to pay such a big chunk of their income for your stuff (Among many possible models: no-interest time payments; money recouped from savings; rent-to-own; advertiser or grant support), and how to best support your people on the ground—all without compromising the product or service’s key functionality.

Yes, it can be done—but not with the same models as you’d use in a country where people are far more economically secure. I’ve written a few times about one company that has risen to the challenge: d.light sells solar LED lamps to replace toxic, flammable, and expensive kerosene or go into situations that hadn’t had any artificial light before. That first link has a quick summary of six benefits this product offers to its customers (and some other examples of solving multiple problems with one initiative). The other link is the excerpt from my 10th book, Guerrilla Marketing to Heal the World that describes d.light’s business model and accomplishments in more detail.

If this area interests you, I’d also strongly recommend not only my own book, but two other brilliant books: The Business Solution to Poverty: Designing Products and Services for Three Billion New Customers by Paul Polak and Mal Warwick, and The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits, Enabling Dignity and Choice Through Markets by C.K. Prahalad (both links go to my review of the book). The two links about d.light and the Polak review go to full newsletter issues; you’ll need to scroll down. The Prahalad review is its own page.

Next month, we’ll continue looking at one-size-fits-all is nonsense—but from a marketing lens.

Test Drive This Powerful Green Business Certification—No Cost

I’ve been telling you about the Green Business Bureau and the many benefits they offer, including the GBB EcoAssessment™, a very spiffy self-guided software-driven certification process that is very easy to use and much more friendly to small businesses than other certifications I’ve looked at.

A GBB staffer will be happy to demo the assessment tool for you. You don’t have to be a member to see how it works. All you have to do is fill out this 1-minute form with your name, company or organization, email and phone. Your request will be forwarded to a member of the Green Business Bureau staff.

You do have to be a member to actually go through the assessment and obtain certification. Membership is quite affordable, starting at just $212.50 (10 employees or less) once you factor in the 15 percent off I’ve arranged for you no matter how big your business is. To claim the lower price, just visit https://greenbusinessbureau.com/membership-purchase-options/ , choose the number of employees that describes your business, and enter the code Shel15 (no space between the lower-case L and the number 1).

Yes, I will get a commission if you join—and YOU get 15 percent off.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

The Answers Are There

The Answers Are There: Building Peace from the Inside Out by Libby HoffmanThis is a remarkable, super-optimistic book that I wouldn’t even have looked it based on the title, but a colleague I have great respect for not only recommended it but sent me a pre-release copy (publishing date was October 25). It’s all about forming real community in strife-torn lands, in ways that respect and honor and take direction from the indigenous perspective while helping establish resilience in very different ways than the typical First World development agencies try to work. It’s a deeply personal account that’s also elegantly written and remarkable easy to read. I often found myself gliding through 20 or 30 pages at a sitting—not typical of the books I review—even while pausing to take lots of notes.

Hoffman has been working with local peace leaders in Sierra Leone, and especially John Caulker, founder of an organization called Fambul Tok (Family Talk) that has done amazing work in helping that country move through the deep bitterness and resentment following a civil war with tens of thousands of atrocities. Starting in a single village, Hoffman, Caulker, and their colleagues have spiraled out to develop a framework that was eventually accepted by the national government—one resilient enough to help turn the country around during the Ebola epidemic, which hit Sierra Leone particularly hard.

Unlike typical western aid projects, Fambul Tok was at least as much about the process as the result—and because of that, the results have been spectacular.

Some of the key principles and insights:

  • Peace must be in a local context, based holistically in local ecosystems and traditions: not just physical ecosystems, but cultural and spiritual ones
  • No matter how barbarous a crime or series of crimes, reconciliation can happen if space is made for sincere repentance and apology and rebuilding, for listening to the perpetrators AND the survivors, and communally figuring out how to move forward—and sometimes, the most brutal actors can be among the strongest supporters, taking leadership to undo the damage they caused
  • Successful aid/development is not a one-way street from funders and programs to passive recipients; every person has things to contribute, things to learn—and perhaps more importantly, things to unlearn
  • The typical current pattern of development agencies is broken, because it doesn’t recognize that truth, attempting instead to impose a project from the outside, plan out all the details, pilot it and rapidly scale it up, rather than let one emerge organically from the needs—and strengths and capabilities—of the local community, and according to that community’s traditions and initiatives, on a timeframe that makes sense in the local culture
  • Proactively building locally-rooted resilience is immediately empowering to indigenous people who have long felt unheard, unseen, and uncared about—and that resilience is a powerful way to get beyond the next crisis; rebuilding Sierra Leone after the civil war meant it was much more ready to face Ebola
  • Unheard voices may belong to women or others who have not been welcomed into the circles of power—and their leadership can bring deeper changes than anyone would have anticipated before those conversations started
  • Even the most dedicated leaders need to recharge and be nourished, and amazing learning and growth can come out of the spaces and rituals that enable those recharging moments

Hoffman uses a lot of powerful metaphors. Example: As early as page 10, she introduces the concept of repairing the cup (the community) before pouring water (aid) into it, and by page 218, that morphs into a series of nested bowls, spiraling up and out from the local villages through chiefdoms, districts, nations, the world, and whatever might be beyond—which she calls “the idea of wholeness.”

I could easily write another couple of thousand words, pulling out specific quotes and wisdom. But I want to honor the organic nature of Hoffman and Caulker’s work, and not to be just like those western planning and development agencies that impose their own structure on a recalcitrant village instead of coming in expecting to learn as much as they teach—and I don’t want to subject their message and methods to that subtle violence. So I will end simply by saying that anyone who really cares about peace and about ending poverty will find this book well worth the time you put into it.

 

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

Links in this newsletter may earn commissions. Please click here for our privacy and endorsement policy.

 

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The Clean and Green Club, October 2022

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Shel Horowitz’s Clean and Green Marketing Tip: October 2022

Which Inventor Are You? Great Leaper or Kaizenist?

The world grows through two kinds of invention, and both are important.The Great Leap is a huge technological breakthrough: putting an engine inside a carriage instead of needing a couple of horses at the front. Developing a way to send the human voice across distance, or humans to the moon. Making the connection between sanitation and infection control.

Kaizen is a Japanese word for continuous improvement—usually pretty small improvement. Think about making Twitter actually useful by letting users add a hyperlink that didn’t count in the 140-character limit that existed at the time. Or about the continuous miniaturization of computer chip size while magnifying power.

My first laptop had 24K—not gig, not even megabyte—just 24 measly kilobytes of main memory. It had an almost unreadable eight-line screen with no character descenders (black-and-white only, of course). But it was still life-changing, because I could type out a draft for an hour and a half or two hours before I ran out of memory and had to upload the file to my Mac (where I could revise on a legible screen). All of a sudden, I could go interview someone and type the interview directly to a computer instead of spending hours deciphering and typing my much less complete handwritten notes. Once I bought a storage device, I could take notes on trips and conferences. That machine was released in 1983; I got mine in 1986. Thousands of Kaizens over just 39 years resulted not only in the full-fledged laptop computers I now use but also in a 64-gigabyte smartphone that can do pretty much anything a computer can do and fits in my pocket. In a few years, smart phones will probably have holographic full-size keyboards and will be a lot better for us writers. But meanwhile, I can at least dictate a rough draft and then clean up the dictation errors.

Often, an invention can be both a Great Leap and Kaizen—like the original iPhone, which combined phone and usable Internet functions with an intuitive interface and still fit in a pocket (Great Leap), but was also simply an improved (Kaizen)—MUCH-improved—portable phone—and then was re-Kaizened a gazillion times with better reception, better camera, better touch screen, better voice recognition, etc. And of course, prices came way down.

Nobody would want an iPhone 1 as their default phone today—but it was so much better than a flip phone, even a flip phone that had (text-only) Internet and a (crummy) camera. Still, it was the series of Kaizens that allowed smartphones to become the default hand-held device. When the first smartphone was introduced, I didn’t buy it because it was too expensive. I waited until (Android) smartphones were under $200. Now, I’ve met people who are homeless, migrants who ran for their lives from other countries with almost no possessions, grade-school kids, teens in Africa who live in deep poverty—and they have smartphones.

Similarly, a motorcar was built at least as far back as 1769 when Joseph Cugnot threw a huge, clumsy steam boiler on a three-wheel wagon. And Leonardo Da Vinci sketched a design for a spring-powered car in (are you sitting down?) 1478, though he never built a prototype. (Da Vinci also sketched out a helicopter, by the way.) And the internal combustion engine, which powered or partially powered almost all motor vehicles larger than golfcarts built between about 1920 and 2008 (when Tesla introduced the first modern all-electric car) dates at least to the 1860s  and some say to the 1790s—but the auto industry was tiny until Henry Ford figured out how to lower costs by standardizing production along an assembly line. The Model T (not Ford’s first car) was introduced in 1908, when salaries for low-level workers started around $200 a year, and skilled professionals like engineers could make a few thousand. Once production ramped up enough to produce major economies of scale a few years later, he was able to offer his Model T starting at just $260. The previous year, the average price of all cars was $2834.

The point of this little history lesson is that Ford, like many popularizers, was a Kaizenist, not a Great Leap inventor. He took a manufacturing process from the gun industry and applied it to the production of cars, until then individually crafted and very expensive. That enabled him to lower the price enough that people wanted to buy it, and a lot of people did just that. Bill Gates is also a Kaizenist. Once he landed the contract to supply the PC operating systems that built the Microsoft empire, he bought and modified a variant of the then-popular CP/M operating system.

The questions I have for you: Which kind are you, and how will you cross-pollinate with the other kind?

Test Drive This Powerful Green Business Certification—No Cost

I’ve been telling you about the Green Business Bureau and the many benefits they offer, including the GBB EcoAssessment™, a very spiffy self-guided software-driven certification process that is very easy to use and much more friendly to small businesses than other certifications I’ve looked at.

A GBB staffer will be happy to demo the assessment tool for you. You don’t have to be a member to see how it works. All you have to do is fill out this 1-minute form with your name, company or organization, email and phone. Your request will be forwarded to a member of the Green Business Bureau staff.

You do have to be a member to actually go through the assessment and obtain certification. Membership is quite affordable, starting at just $212.50 (10 employees or less) once you factor in the 15 percent off I’ve arranged for you no matter how big your business is. To claim the lower price, just visit https://greenbusinessbureau.com/membership-purchase-options/ , choose the number of employees that describes your business, and enter the code Shel15 (no space between the lower-case L and the number 1).

Yes, I will get a commission if you join—and YOU get 15 percent off.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

Win Win Win

Win Win Win: Organizational Success through the Power of Agreement by Brian D. Molitor

This title jumped out at me after sitting unread for years. I’d thought it would be a book about negotiation and/or crafting solutions with multiple winners. I’m a big believer in multiple wins and often spotlight companies such as d.light and Greyston Bakery that create wins for employees, stockholders, abutters, customers—as well as social justice and the environment.

Molitor’s book is mostly about leadership and effective communication, not marketing, product development, goal-centered engineering, etc. And it doesn’t really discuss the environmental and social justice pieces at all. But effective communication is a foundational principle, and those with employees will find it especially helpful. I took five pages of notes, starting with the dedication to Visionaries, Leaders, and Peacemakers (p. vii).

He notes early (p. 8) that most human transformational miracles are rooted in cooperation and agreement and encourages us to think of people not as “human resources” but as our most important assets (p. 14), to be nurtured—by creating a feeling of ownership (p. 37), among other ways.

Molitor’s book plugs his services (as many business books do). His case studies draw from his practice, and exhorts us to do this work deeply: to understand that overhauling the entire organizational culture won’t be quick, easy, or cheap—but that the huge boosts in morale, productivity, quality, and profitability easily justify the time and money (example: pp. 50-54). You’ve got to be all-in; not-losing is nowhere near as good as winning (p. 51).

More principles:

  • Communication has to work in both directions, even in a hierarchy. Judge the impact of the words themselves and the emotions in how they’re delivered, as well as the specific message (pp. 177-179). He recommends professional training.
  • Specific (including detailed written task lists about the WHAT) agreements around values and mission go a long way—but the top brass should craft and commit to the values and mission before percolating them through the organization, then let line workers own the HOW (P. 61)
  • When doing the detailed surveys he recommends, use professionals to craft the survey, interview ALL employees, share the results after reviewing them with the executive team, and explain how you’re working the findings into your long-range strategic plan (pp. 90-91; 129-131)
  • Approach recommendations without defensiveness and with a willingness to implement real change; enable the workers to see that their concerns and suggestions are acted on (extrapolation from Shel: implement where practical, discuss with employees the barriers to implementing others, and listen to refinements that might overcome those obstacles)
  • Make sure each employee knows that both senior management and the employee understand what role that employee plays in the company’s success (p. 126); always treat every employee with respect, as an expert in their tasks (p. 165)
  • Examine not just the negative factors (e.g., falling sales) but also positive shifts. Change can arise from either (p. 112; p. 230).
  • There’s always room for more well-thought-out innovations (p. 116)—and don’t fret much if innovations don’t work out; think of the failures as pilot projects/learning opportunities (p. 165).
  • When problems arise, look to the values and mission for guidance, rather than setting inflexible rules (pp. 147-148)—and frame the values as “we will” and “we will not” statements (p. 156)
  • Workers will accomplish more in teams than by themselves—but don’t think about “work teams”; think instead about “teamwork” and organize those teams around clear purpose and direction, effective leadership, productive interpersonal relations, communication and listening skills, problem solving/decision making/planning, de-escalating conflict resolution strategies, skills/knowledge/abilities, resources, and reward-inclusive evaluations (pp. 218-224)

I particularly liked the case study of Saginaw County, Michigan, for the large impact, thoroughness, and seeming permanence of the transformation (pp. 133-141).

However, the book is not without its flaws. While it addresses diversity of skill sets and economic power, it’s very quiet about racial, gender, and religious diversity. In fact, the book assumes we live in a Christian society—which I as a Jew found unappealing. It didn’t address questions about how one case-study organization dealt with staff redundancies after two hospitals merged, even though it flags the concern. And he relies overmuch on trite cliches.

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

Links in this newsletter may earn commissions. Please click here for our privacy and endorsement policy.

 

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The Clean and Green Club, September 2022

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Shel Horowitz’s Clean and Green Marketing Tip: September 2022

Effective Persuasion Demonstrated in a Four-Minute Video; Failed Persuasion in Two Sentences

As marketers, we have to be persuaders. Here’s a four-minute lesson in the art of persuasion: Notice how he builds an effective rational argument, point-by-point, and backing it up with documentation (the text of the Constitution, his background, and a government training document) to activate the rational left-side-of-the-brain—then moving stealthily into emotion-based arguments that hook the right-brain side.

He’s a candidate for public office, but he’s on the other side of the country and this is not an endorsement of his campaign. He offers his credentials in the video and on his campaign’s About page (which reinforces both the left- and right-brain approaches here). This video takes a position on a super-controversial issue: How to interpret the language of the Second Amendment to the US Constitution (the gun clause).

This month’s tip is all about modeling persuasion—something we as marketers have to do every day. Too many marketers go on and on about how great they and their company are. They forget that what’s relevant to their prospects is how you can help them, and they fail to use both emotional and logical hooks.

Here’s a real-life example of the ego-centric approach (copied from an actual website):

We engage mission groups, NGOs, private sector organizations, and governments to fund and implement sustainable projects and developments in developing communities.

Find out more about our vision, approach, and projects.

Words like “we” or “our” can be an inclusive or exclusionary term—it can mean “you and I, together on this journey” OR “my colleagues and me, an exclusionary tribe.” The two sentences I typed in from that website are an exclusionary example—while the first and third paragraphs of this tipsheet article are inclusionary: “we” work together as marketers. How would you do that web copy differently?

<this space is to give you time to think about that question>

If the site owner had hired me to rewrite this web page, it might read:

Are your project dollars effectively supporting the right sustainable projects and developments in developing communities? NGOs, private sector organizations, and governments should get their money’s worth.

Find out more about how you can fund and create projects that align with your vision and mission.

See the you-focus in both paragraphs? The emotional triggers around not wasting precious resources and aligning with vision? The same identification of target markets in the original? Copy this inclusive takes some work. The first draft of this tip included four instances of “I” in the first three paragraphs—but they and some later ones were edited out in the revision.

Oh, and if you want some help with your own copy, please visit https://goingbeyondsustainability.com/marketing-consulting-copywriting/ —where you might notice 108 instances of the words “you” (including contraction forms) or “your” but only one “I” and one “I’m,” excluding those in client testimonials—and two very powerfully inclusive “we” sentences.

Test Drive This Powerful Green Business Certification—No Cost

I’ve been telling you about the Green Business Bureau and the many benefits they offer, including the GBB EcoAssessment™, a very spiffy self-guided software-driven certification process that is very easy to use and much more friendly to small businesses than other certifications I’ve looked at.

A GBB staffer will be happy to demo the assessment tool for you. You don’t have to be a member to see how it works. All you have to do is fill out this 1-minute form with your name, company or organization, email and phone. Your request will be forwarded to a member of the Green Business Bureau staff.

You do have to be a member to actually go through the assessment and obtain certification. Membership is quite affordable, starting at just $212.50 (10 employees or less) once you factor in the 15 percent off I’ve arranged for you no matter how big your business is. To claim the lower price, just visit https://greenbusinessbureau.com/membership-purchase-options/ , choose the number of employees that describes your business, and enter the code Shel15 (no space between the lower-case L and the number 1).

Yes, I will get a commission if you join—and YOU get 15 percent off.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

Regeneration: Ending the Climate Crisis in One Generation

Regeneration: Ending the Climate Crisis in One Generation by Paul Hawken (Penguin, 2021)

This book came out last year, while The Carbon Almanac, which I reviewed in June, was only published in July 2020. There are a lot of similarities. Both are large-format paperbacks divided into many short articles, both were assembled by a team, both feature color photographs throughout and many additional resources—including all the numerous reference citations—online.

Most importantly, both spend a lot of time outlining the problems with the way we humans have chosen to live on the earth these last several millennia—but instead of getting mired in despair, both show that we have already developed the solutions we need, and give some advice on how we can undo the damage humans have wreaked on the earth. I recommend reading both, taking good notes on each, and perhaps having a month or two off between readings. They reinforce each other, but they also complement each other, with each including some pieces the other leaves out or glosses over.

Regeneration is more holistic than the Almanac, and somewhat more focused on actions we can take to restore the planet, its ecosystems, its peoples, and the other living creatures we share it with. It encourages action both by individuals and through sweeping changes in policy, legislation, and culture. And it hammers at the hypocrisy of corporate and government approaches that—as one among many examples—allow companies to take carbon credits for planting monoculture forests of non-native species that will take 20 years to offset the carbon, will displace indigenous cultures, and will be destroyed for lumber within a generation or so of planting (p. 245, with a related article on pp. 44-45).

These companies talk the talk, these days, but they aren’t walking the walk; CO2 emissions in 2019 were a third more than in 2000 (p. 246); more than half the total virgin-materials plastic produced since its invention in 1907 has been in the past 15 years, and 60 percent of that ends up as waste (p. 237). The Paris Climate Accord is not resulting in the huge progress we need. Morocco and Gambia are the only two countries on track to limit temperature rise to 1.5 degrees Celsius.

Hawken, who has been a major figure in the responsible business movement for decades, is also much more willing to face the big, scary social issues like poverty, prisons, and racism, as well as under-the-radar but high-negative-impact industries such as fast fashion, big pharma, and big ag—and to look both at their climate impact and their human impact. To look at the reality that much of the world lives in megacities and is distanced from the land (see especially p. 149). And to look at the unintended consequences of human efforts to improve things by reducing biodiversity (addressed throughout the book, with the especially relevant story about how humans disrupted a balanced system in Yellowstone, pp. 64-67).

Hawken and his team are surprisingly optimistic. They cite research to bolster their conclusion that once climate is under control, which can be done in a single generation, the earth will stabilize rapidly (p. 9)—although the work of making sure will continue for a century (p. 12), still a nanosecond in our history as a species.

This review barely scratches the surface of this remarkable book. Go get a copy. Read an article or two every day, and take good notes. Then think about how you can turn these insights into action, starting with the action section at the end, pp. 248-255. I’m including the last page, 255, a brief essay on how to develop and share the hopeful yet realistic stories we need to get un-sunk and move forward: as individuals, communities, nations, and species.

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

Links in this newsletter may earn commissions. Please click here for our privacy and endorsement policy.

 

Powered by:

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The Clean and Green Club, July 2022

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Shel Horowitz’s Clean and Green Marketing Tip: July 2022

Test Drive This Powerful Green Business Certification—No Cost

I’ve been telling you about the Green Business Bureau and the many benefits they offer, including the GBB EcoAssessment™, a very spiffy self-guided software-driven certification process that is very easy to use and much more friendly to small businesses than other certifications I’ve looked at.

A GBB staffer will be happy to demo the assessment tool for you. You don’t have to be a member to see how it works. All you have to do is fill out this 1-minute form with your name, company or organization, email and phone. Your request will be forwarded to a member of the Green Business Bureau staff.

You do have to be a member to actually go through the assessment and obtain certification. Membership is quite affordable, starting at just $212.50 (10 employees or less) once you factor in the 15 percent off I’ve arranged for you no matter how big your business is. To claim the lower price, just visit https://greenbusinessbureau.com/membership-purchase-options/ , choose the number of employees that describes your business, and enter the code Shel15 (no space between the lower-case L and the number 1).

Yes, I will get a commission if you join—and YOU get 15 percent off.

A Peace Prize for Pill Pockets? A Lesson in Ultimate Benefits

If you have a cat or dog, you may have experienced medicating your companion with the help of a nifty thing called a Pill Pocket. It’s a little animal treat shaped kind of like a Hershey’s Kiss. The canine model is about the same size, while the feline version is much smaller. You press the pill into the pocket in the middle and then wrap the corners around it so the medicine is completely enveloped in the treat. And the animal is usually happy to gobble it down.

If you’ve ever tried to medicate some dogs or (especially) cats the old-fashioned way, you know it can be an act of war. I speak from experience that holding a cat’s mouth open and then jamming it closed before the pill can be spat out, while massaging the throat to force a swallow and trying not to get ripped to pieces by the furious cat is not fun for you or the cat.

Pill Pockets uses the slogan, “turn pill time into treat time.” It’s a good statement, focusing on shifting an unpleasant experience into a more enjoyable one for all concerned. But what would happen if their marketing went deeper? What would happen if the explored the ultimate benefits?

I learned the concept of ultimate benefits (and many other basic marketing strategies that I’ve used ever since) reading the books of Jeffrey Lant and interviewing him for one of my own early marketing books. I have my issues with Jeffrey (particularly in his approach to marketing online, which I totally disagree with), but I learned more from reading Cash Copy than any other marketing book. The idea is you keep drilling down until you find the reason for the reason. So if you go to the hardware store to purchase a hammer, your ultimate goal wouldn’t be to own a hammer or even to put nails into the wall—because the goal of hammering the nail would be to put up shelves or hang pictures or build something, and the goal of hanging pictures is to live surrounded by beauty—and the goal of living surrounded by beauty might be to have a more serene and creative life, and the goal of that might be to invent something world-changing that in turn would have a purpose like enabling people to climb out of poverty. You just keep drilling down to the core benefits (yes, I know, hammers aren’t good at drilling ?).

So—the obvious benefit of a Pill Pocket is to get your animal properly medicated. But going deeper, we find much more “ultimate” benefits:

  • Your pet gets the proper dose of medication without hiding or spitting out big pieces of it
  • YOU don’t get clawed or bitten, leading to both a better mood and more productive time afterward
  • Your PET avoids a traumatic incident—or, more likely, a series of traumatic incidents until the medicine is used up or no longer needed—and thus is able to trust you more and be more loving with you
  • If you have kids or housemates, you get to model creativity and nonviolent solutions to problems—which could make a huge impact on an observer who goes on to devote their life to peace, clean energy, or other forms of betterment (in keeping with a core principle of mine that we don’t always know the full impact of our actions at the time)

Here’s the “ultimate” question: What ultimate benefits can you discover in your own products and services, and how can you leverage that to get into new markets?

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

Ian Peterman interviewed Shel on his Conscious Design podcast. Shel is not a designer, but had a lot to say on how design can be a tool of environmental and social justice.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

The Path to a Meaningful Life

The Path to a Meaningful Life by Frank Sonnenberg

If you want a book that builds character—and especially if there’s a person in your life who could use some firm guidance—Sonnenberg may offer just what you need. Directed both at business and personal life, his book probes to the heart of what it means to be a person with strong ethics and solid character: someone who others can count on, and who can look in the mirror and feel good. It’s full of lessons, many in easy-to-digest list format, such as:

  • 30 ways to live the Golden Rule (pp. 7-9)
  • 4 reasons why earning your accolades is better than receiving them without doing the work (p. 28)
  • 25 ways to demonstrate a strong work ethic (pp. 35-37)
  • 13 ways to turn mistakes into learning opportunities (pp. 60-61)
  • 9 reasons why selfish people are losers (pp. 87-88)
  • 15 positive business choices (pp. 116-117)
  • 15 negative choices that could ruin your business (pp. 119-121)
  • 10 times you want to walk away from a sale (pp. 123-125)
  • 11 ways to make yourself proud (pp. 154-155)
  • 13 workplace policies that work better than rigid rules (pp. 162-163)
  • 14 examples of leading by example (pp. 181-183)
  • 25 things not to stress about and 15 negative attitudes to dump (pp. 219-225)
  • 20 things to either fix now or regret not fixing them when it’s too late (237-239)
  • 16 ways to give more effectively (pp. 241-242)

As well as affirmations and principles within the text including:

  • “Self-discipline is not a punishment; it’s a gift.” (p. 21)
  • “Winning doesn’t have to be at someone’s expense…focus on how much you can accomplish together.” (p. 63)
  • “Someone’s good fortune is not your misfortune.” (p. 82)
  • “What’s the cost to your well-being of harboring anger and resentment?” (p. 92)
  • “If you think that doing the right thing most of the time makes you reliable, you’re kidding yourself.” (p. 109)
  • [On people who always need to be right] “You never know if your ideas are sound until they are challenged.” (p. 147)
  • “Watch your children grow, and they will teach you what you’ve taught them.” (p. 175)
  • [Quoting actor/author Sean Patrick Flanery] “Do something today that your future self will thank you for.” (p. 187)
  • “Doing your best isn’t an activity; it’s a mindset.” (p. 197)
  • “Impossible means that you just didn’t do it yet.” (p. 203)
  • “A wedding reveals promises made while a funeral recounts promises kept.” (p. 205, emphasis in original)
  • “Forget your to-do list and create a to-be list.” (p. 215)
  • “If work isn’t fun, you’re playing on the wrong team.” (p. 225)

The final list, on pages 245-247, is “30 questions only YOU can answer.” While he presents them as binary choices, I found many of them were really “both-and.” For example, #21, “Identify as a member of a group or view yourself as a unique individual?” I’d even say that my uniqueness could be the sum of my descriptors (writer, social justice/environmental activist, business owner, consultant, husband/father, visionary, music lover, voracious reader, photographer, vegetarian foodie, etc.), memberships (Jewish Activists for Immigration Justice, National Writers Union, a grassroots political action network in my town, several Internet forums, and dozens of groups I support financially), and various intangibles and personal experiences.

While I agree with about 95 percent of the content, there are places where Sonnenberg and I disagree. One is his oft-repeated urging to always finish what you start. I once wrote a piece called “Failure is ALWAYS an Option.” For me, knowing when to walk away is a key life skill. It should not be done casually and it should acknowledge the consequences. A lot of people would look at where I’ve put much of my energy for the past 20 years, see big change-the-world ambitions but less-than-stellar results, and tell me I’m a fool to keep going. But showing the business world that social change and planetary healing can be profitable is still the passion that gets me up in the morning, and I’ve had enough results that I see the worth of continuing. But when something just isn’t working—or simply no longer inspires me—I walk away, without guilt. To me, failure is an essential part of evolution—and my business, my life, and my thinking continue to evolve.

My other two quibbles:

  1. The blanket statement that breaking the law is always wrong (p. 159). I almost agree: breaking the law for personal financial gain or to do violence to others is always wrong. But as a nonviolent activist, I’m well aware of the 3000-year-old tradition of resisting unjust laws. The Bible is full of examples of courageous people who broke unjust laws; my favorite is of Shifra and Pu’ah, midwives to the Hebrews enslaved in Egypt. Ordered by Pharaoh to kill the newborn Hebrew males, they responded with the lame (but effective) excuse that the Hebrew women gave birth too fast. In our own recent past, we saw vast nonviolent resistance to unjust laws in such diverse situations as Nazi Germany and Nazi-occupied territories around Europe; the US Civil Rights, draft resistance, and peace movements; Tiananmen Square; South Africa’s rebellion against apartheid; Arab Spring, Greta Thunberg’s school strike (among thousands of examples)
  2. His long rant opposing affirmative action could have argued (but didn’t) that while you should hire someone who is qualified, if you have a choice to hire another person from the majority culture or someone from a historically disenfranchised and abused culture, this can be a chance to partially right a grievous wrong.

But these are minor points in a book filled with wisdom. So much so that if I had a time machine, I would bring a copy to the teenage version of a certain disgraced recent US president who was so out of alignment with the principles of this book that he was willing to subvert democracy rather than admit defeat.

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

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The Clean and Green Club, June 2022

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Shel Horowitz’s Clean and Green Marketing Tip: June 2022

Test Drive This Powerful Green Business Certification—No Cost

I’ve been telling you about the Green Business Bureau and the many benefits they offer, including the GBB EcoAssessment™, a very spiffy self-guided software-driven certification process that is very easy to use and much more friendly to small businesses than other certifications I’ve looked at.

A GBB staffer will be happy to demo the assessment tool for you. You don’t have to be a member to see how it works. All you have to do is fill out this 1-minute form with your name, company or organization, email and phone. Your request will be forwarded to a member of the Green Business Bureau staff.

You do have to be a member to actually go through the assessment and obtain certification. Membership is quite affordable, starting at just $212.50 (10 employees or less) once you factor in the 15 percent off I’ve arranged for you no matter how big your business is. To claim the lower price, just visit https://greenbusinessbureau.com/membership-purchase-options/ , choose the number of employees that describes your business, and enter the code Shel15 (no space between the lower-case L and the number 1).

Yes, I will get a commission if you join—and YOU get 15 percent off.

50.17 Years in Marketing—and This Still Blew Me Away

Yes, that’s a clickbait headline—something I almost never do in this newsletter. I used it this time to very deliberately illustrate something. Can you guess what it is? Here’s another example—the actual reason I’m choosing this topic for this month’s newsletter: a presentation by direct-mail legend Denny Hatch called

A Whirlwind Tour of Direct Marketing Knowhow: From July 10, 1194 through the 21 st Century

That title got me to stop what I was doing, put aside my agenda for the day, go and watch Denny’s 41-minute talk, and then write this article—and that sequence doesn’t happen too often.

Why were these 15 brief words so persuasive to me? Can you guess?

Yes, it helped that I knew Denny Hatch’s reputation, and that it was sent in a newsletter from Brian Kurtz, for whom I have enormous respect. But the real motivator would have gotten me to click even if I knew nothing about the presenter. Have you figured it out yet? Here’s the secret:

This talk title used specificity to harness curiosity!

By putting in a specific date from more than 800 years ago, in an industry that most people assume is only about 250 years old, Denny didn’t just engage my curiosity, he grabbed it.

One-paragraph digression: And yes, he delivers on why that date is important in marketing—avoiding a mistake too many clickbait headline writers make (a mistake that I’m betting leaves the reader feeling cheated and less interested in the product). If you’ve clicked on any ads that use words like “tragedy” and then name a celebrity like Willie Nelson or Whoopi Goldberg and then discover an ad for a CBD company, you may have experienced that sort of disgust. End of digression.

The thing is, this talk title wouldn’t hook in everyone—but I happened to be the ideal audience for it. I wrote my first marketing copy around April 1972 (yep, that’s the 50.17 years in my own headline) and I’m fascinated by history. So when he offers something very specific and unknown to me about the long-ago history of marketing? Oh, yeah, baby, I am so hooked! For someone who’s more interested in football or the Kardashians, this headline weeds them out. Only the actual markets (marketers and lovers of history) will respond to that title and watch the presentation—but they won’t be able to stay away.

If you’re curious also, his presentation is at https://www.youtube.com/watch?v=8Ww8a-8hyio

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

The Carbon Almanac: It’s Not Too Late

The Carbon Almanac: It’s Not Too Late by The Carbon Almanac Network, foreword by Seth Grodin

Did you know…

Bad News

  • Climate change has secondary impacts in every aspect of our lives: flooded homes and roads, inflation, loss of precious beaches, diseases, famines… (pp. 28-29)
  • 634 million people (~2x US population) risk climate-related flooding (p. 34)
  • Flying adds 6x atmospheric carbon per person as the same trip done by train (p. 37)
  • Despite years of pretending they didn’t know, Exxon released a memo (excerpts reproduced on pages 46-47) on November 12, 1982 outlining the consequences of human-caused climate change and identifying fossil fuel industries as the major cause
  • Methane traps 80 times as much heat as CO2; nitrous oxides trap 270 times as much (p. 51)
  • We use 8x energy and produce 7x emissions to support 3x the population of 1950 (p. 72)
  • Plastic produces 6x its weight in CO2 over its lifetime (pp. 78, 79); plastics manufacturing also causes massive deforestation (preventing capture of 6.5 million metric tons per year of carbon) and emits gigatons of CO2. Only 9 percent of discarded plastic is recycled; 12 percent is incinerated, further worsening carbon impact (p. 34).

Good News

  • Only 8 percent of Norway’s 2021 new-vehicle sales were powered by fossil fuels (p. 101)
  • We improved air and water quality and slashed food waste during the pandemic (pp. 113-114)—so we can replicate that success through behavior changes
  • Switching from chemiculture to organic could cut crop losses by about half—as they were before most farmers switched to chemical pesticides (p. 120)
  • Trees, wetlands, and coral reefs embody biodiversity; a single tree can host 2.3 million organisms; coral reefs contain 25 percent of marine species; peat bogs (wetlands) capture twice the carbon of forests (pp. 136-140)
  • Tools such as “border carbon adjustments” (p. 163) and counting GNP to factor in environmental and social costs and benefits (Robert F. Kennedy quote, p. 117) could eliminate the competitive advantage of poor carbon habits and help businesses actively mitigating their environmental and carbon impact
  • Primitive solar continues to power the Vanguard I satellite, launched in 1960 (p. 178)
  • Humans first harnessed tidal power in 687 A.D.; it was widely used in 18th-century England (pp. 182-183)
  • 25 percent of all US fossil fuel hubs are ideally suited to green energy (which provided 90 percent of new capacity in 2020)—thus offering retraining opportunities for thousands of miners (p. 196)
  • We could probably eliminate world hunger by using the 1/3 of all food that’s thrown away uneaten (p. 201)
  • Drip irrigation cuts water 60 percent while increasing crop yield 90 percent over open-channel irrigation (p. 204)
  • Cross-laminated wood buildings have many superiorities over steel (p. 223)
  • Solarizing all US K-12 schools could replace 18 coal plants (p. 245)
  • Above all, humans have risen to overcome all sorts of “insurmountable” crises (p. 326); this book proves we have the know-how—let’s find the will to do it!

You’ll find or extrapolate hundreds more takeaways in The Carbon Almanac, spearheaded by Seth Godin and written by 300+ volunteers. Forthcoming in July from Penguin/Random House. It’s a readable and comprehensive single-volume guide to…

  1. Why atmospheric carbon must be addressed
  2. The many ingenious solutions—and a refreshing willingness to confront the new problems these solutions (from bioplastics to mass-scale solar) sometimes bring
  3. The impact of lifestyle choices, such as using an electric bicycle instead of a car for the short trips that represent more than half of our car travel (p. 166), changing our fashion habits (p. 162), planting trees (p. 155, in numerous suggestions to switch your primary search engine Ecosia, and in the collective’s pledge to replace 10x as many trees as are consumed to produce the book, p. 226), and eating less meat (pp. 76, 200, 203)—and the potential impacts of our activism (I love that the glossary, p. 312, defines “activist” as “You”—and the long list of activist organizations to get involved with).
  4. The way all these factors and many more intersect and interact, presenting a holistic analysis a bite at a time

Besides 40+ pages of information and action resources within the book, each article has an info/sources page on https://thecarbonalmanac.org —which keeps that single volume to a manageable size while encouraging interested readers to drill much deeper. That also allows the content to be updated easily: As a long-time opponent of nuclear power, I wrote to Godin challenging the nuclear fission article’s implication that there have been only three accidents, vs. the actual 100+. While it was too late to change the book text, he immediately posted a correction at the top of that web page, https://thecarbonalmanac.org/093

I’d scheduled my review expecting a mid-June release date. That’s been pushed back a month. I urge you to 1) preorder your copy from your favorite independent bookstore (a chance to make a lifestyle change and support your local economy), 2) get involved in the launch promotion: https://seths.blog/joining-the-almanac-launch-team/ , and 3) sign up for the Carbon Almanac Network’s Daily Difference newsletter (at the bottom of thecarbonalmanac.org home page).

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

Links in this newsletter may earn commissions. Please click here for our privacy and endorsement policy.

 

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The Clean and Green Club, May 2022

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Having trouble reading this as an email? Please visit thecleanandgreenclub.com to read it comfortably online.

Shel Horowitz’s Clean and Green Marketing Tip: May 2022

Test Drive This Powerful Green Business Certification—No Cost

I’ve been telling you about the Green Business Bureau and the many benefits they offer, including the GBB EcoAssessment™, a very spiffy self-guided software-driven certification process that is very easy to use and much more friendly to small businesses than other certifications I’ve looked at.

GBB will be happy to let you play with that assessment tool. You don’t have to be a member to see how it works. All you have to do is fill out this 1-minute form with your name, company or organization, email and phone. Your request will be forwarded to a member of the Green Business Bureau staff.

You do have to be a member to actually go through the assessment and obtain certification. Membership is quite affordable, starting at just $212.50 (10 employees or less) once you factor in the 15 percent off I’ve arranged for you no matter how big your business is. To claim the lower price, just visit https://greenbusinessbureau.com/membership-purchase-options/ , choose the number of employees that describes your business, and enter the code Shel15 (no space between the lower-case L and the number 1).

Yes, I will get a commission if you join—and YOU get 15 percent off.

If HE Can Make the Transition, Anyone Can!

Schematic of a Passive House. Licensed under Creative Commons

I had a half-hour phone call recently with a very interesting man, a former oil and nuclear control systems engineer who had gone green not only in his engineering work but in his personal life, even designing and helping to build his own Passive House on a challenging, steeply sloped parcel here in Massachusetts. Like all Passive House buildings, his home puts more electricity into the grid than it uses. And because much of the land is forested, it stores more carbon than his family releases in all their activities. He has a much lower carbon footprint than I do, and mine—heating our house and hot water with recaptured heat from a methane digester, lighting mostly with super-efficient LEDs and a few CFLs (no energy-hogging, carbon-emitting incandescents), returning nutrients to the soil with our organic garden, reusing, recycling or composting everything practical, etc.—is better than most.

Listening to him, I had an insight: I realized that many people see the use of fossil and nuclear as ends, rather than means. With that mindset, many people in the business world are asking “how do we possibly keep our high standard of living (and our profits) if we don’t burn fossil fuels or process uranium?” But when we recognize that those power sources are means to a larger end, those turn out to be the wrong questions.

I’ve talked for years about money not as an end in itself, but as a means to other ends: the things it can be traded for: goods, services, social impact, environmental mitigation…why not view our fuel sources through that lens?

In other words, let’s look at those polluting technologies as merely one route among many to powering our buildings, vehicles, and machines and building/maintaining our infrastructure projects. Once we do, we open ourselves up to a much better question: “What’s the best way to meet the power needs of our society, with both the most bang for the buck and the most positive impacts on job creation, poverty elimination, achievement of equity, and protecting the environment and our health?”

The strengths of coal, oil, and gas derive from energy density: these compact, energy-dense fuels are easy to store, transport, and use. And through a lens of short-term corporate profit, they have the added advantage of being consumable: people, companies, and organizations have to keep buying them over and over again—just as Gillette made its real profits not on the razors themselves, but on the disposable blades. But these come with enormous social and environmental cost, leading to pollution- and workplace-safety related health crises, growing economic disparity, and of course, global catastrophic climate change.

Nuclear does not share the fossil-fuel advantages of compactness and ease of deployment in small quantities; while atoms are tiny, the facilities needed to harness them are not. Its apparent main advantages are elimination of dependence on foreign petroleum reserves and ability to produce large quantities of stable electricity without adding to the carbon footprint—but these turn out to be chimeras when we look closely at the entire fuel cycle, with its eco-destructive mining, milling, refining, fuel rod assembly, and plant construction; its inability to safely store waste; thermal pollution and radioactive discharges from operating plants; and many other issues—including the all-to-real experience of more than 100 catastrophic (Chernobyl, Fukushima) and near-catastrophic (Three Mile Island, Enrico Fermi, Browns Ferry, at least one earlier Fukushima incident, and many more) accidents (Note that this article lists 99 through 2009—before the 2011 disasters in Japan).

By phrasing the question like that, we see clearly that fossil and nuclear are not good answers—but that there’s quite a bit of work to do before green energy technologies can address those needs of storage, transportation, and compact, energy-dense deployment.

But when we take this holistic deep-dive, we also discover the BEST thing we can do to address our dependence on fossil and nuclear: doing more with what we have! Efficiency and conservation, reimagined holistically, can probably save at least 60 and maybe 90 percent of our energy, just by wasting a whole lot less. As one example, consider the Deep Energy Retrofit that saved the Empire State Building $3.4 MM per year with a three-year payback–and that was when fossil energy prices were much lower. It’s probably at least $5 MM per year right now.

Side Note: He called me because I’d left a voicemail inquiring about his upcoming conference, where I thought I might be a fit as a speaker. That turns out not to be a fit, but we’re talking about at least doing a webinar, and possibly even collaborating on some new directions in consulting that could combine our skills. Which proves another of my truisms: new challenges and opportunities can arise from unexpected places.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

Paradise Lot

Paradise Lot: Two Plant Geeks, One-Tenth of an Acre and the Making of an Edible Garden Oasis in the City by Eric Toensmeier (with a few sections written by Jonathan Bates)

This month’s featured reading is not a business book, though it has a small amount of business content. It’s a back-to-the-land book that takes place on a lot most people would think is too small, in a densely populated and economically depressed area of Holyoke, Massachusetts that always reminds me of a smaller version of my native Bronx, NY.

I’m reviewing it here because you and I, as active or would-be green and socially conscious business leaders, have to spend some of our time on highlighting ways to develop and market attractive alternatives to the carbon-intensive, chemical-laden, soul-killing business and living practices that have become the norm. And leading by example, as Toensmeier has done, is a great way to present those alternatives.

In 2004, Toensmeier and his semi-co-author Bates bought a two-family house on a nearly lifeless 1/10-acre lot about a mile from the downtown of the first planned industrial city in the US (and two towns away from our house in a much more rural area), a city where poverty is rampant and the infrastructure has seen hard times. While most permaculture farms have considerably more space and many are located in more temperate areas, Toensmeier and Bates spent 18 years creating a mini-permaculture farm that could survive the harsh winters of the northeast, on a lot where every square inch had to count—starting with rebuilding the badly abused soil, moving on to annual vegetables, and then beginning to build long-term viability with perennials, including many kinds of berry bushes and fruit trees.

Because their goals were not only to achieve a measure of food self-sufficiency but also to create replicable models for small-scale urban permaculture projects in the US northeast (p. 203) and to eventually minimize the work of caring for it, they kept careful notes: what they planted, what they pulled out when they planted something different, how and when it bore, whether they liked eating it, which parts were edible, and more.

One aspect directly relevant to my own work is the way they paid attention to social justice and neighborliness—something that more people are talking about now than when they started, and something that’s particularly important for two white males from the suburbs moving into an urban community of color where many people are under economic stress. They found many ways to involve the community, and particularly the neighborhood children. For example, they would have kids over to talk about what they were doing and experience it hands-on, and gave out berry starters and other plants for their neighbors to have some fresh food of their own (p. 61). Eric eventually took a day job managing a local community farm where the predominantly Puerto Rican or Puerto Rican-heritage farmers in the area had a place to raise their crops.

They called the project (and the book) Paradise Lot. I first found out about it this past October 9 (which happens to be Dina’s and my official wedding anniversary), when we were invited to an event there. Eric gave us a tour that included lots of tastes. I was blown away. I took some pictures that day and posted them at https://www.facebook.com/shel.horowitz/posts/10159709970249919 . Then Dina gave me his book for Chanukah.

Eric is also the author or co-author of several other food self-sufficiency and permaculture books including Edible Forest Gardens, and is a scholar of permaculture’s history in the US and elsewhere. And he has come to respect the positive impact that well-thought-out human intervention can have on the landscape. He was awed to realize that the pre-Columbus Native civilizations in the Americas constituted “the largest example of permaculture the world has ever seen” (p.178). And bringing this movement back into the mainstream has major implications as a hedge against fossil-fuel price chaos (pp. 201-202).

The book is a decade old, and Eric has just purchased a much larger farm. I hope his little urban dreamstead continues to flourish, I’m sure that the new farm will once again be a meticulously documented laboratory of agronomic innovation, and I wish him and his wife Marikler much happiness.

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

Links in this newsletter may earn commissions. Please click here for our privacy and endorsement policy.

 

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The Clean and Green Club, April 2022

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Having trouble reading this as an email? Please visit thecleanandgreenclub.com to read it comfortably online.

Shel Horowitz’s Clean and Green Marketing Tip: April 2022

Test Drive This Powerful Green Business Certification—No Cost

Last month, I told you about the Green Business Bureau and the many benefits they offer, including the GBB EcoAssessment™, a very spiffy self-guided software-driven certification process that is very easy to use and much more friendly to small businesses than other certifications I’ve looked at.

GBB will be happy to let you play with that assessment tool. You don’t have to be a member to see how it works. All you have to do is fill out this 1-minute form with your name, company or organization, email and phone. Your request will be forwarded to a member of the Green Business Bureau staff.

You do have to be a member to actually go through the assessment and obtain certification. Membership is quite affordable, starting at just $212.50 (10 employees or less) once you factor in the 15 percent off I’ve arranged for you no matter how big your business is. To claim the lower price, just visit https://greenbusinessbureau.com/membership-purchase-options/ , choose the number of employees that describes your business, and enter the code Shel15 (no space between the lower-case L and the number 1).

Yes, I will get a commission if you join—and YOU get 15 percent off.

The Sweet Spot Where Marketing Meets Social Change

I love this post from the Changemaker Institute, How to Change The World By Meeting People Where They Care. I love it because it approaches social change through a marketing lens. It starts by revisiting the famous Loving v. Virginia Supreme Court Case of 1967, which struck down longstanding bans on marrying across the color line. Pointing out how Richard and Mildred Loving got people to care, the post goes on to ask how to get people to care about what you’re doing—and answers with a business-oriented focus on outcomes of your social change action, which you arrive at through these questions (quoting directly from the post):

  • What does it take to get an investor to believe in your business and invest in your mission?
  • What does it take to get customers to believe in your product or service and invest in it?
  • What does it take to get your employees to believe in your company’s mission and invest time and energy in supporting it?
  • What does it take to get people to support your vision for a better world? [end of quote]

This intersection is so important to me that on the wall behind my computer monitor, where I see it many times a day, I have a poster that reminds me, “I help businesses find their unique sweet spot where profitability meets environmental and social progress.” It’s important enough that I’ve written four books making the profitability case for business to deeply embrace social change and planetary healing, and have also written about the success lessons activists can take from thinking entrepreneurially. It’s the basis for much of my consulting and speaking.

To take it a step further: I see getting out of the silo, rubbing shoulders with people who are not like you and examining different ideas from different industries or different sectors of the same industry as crucial. It’s a way of testing your own ideas, sharpening them enough to really get inside someone’s head and cause enough discomfort with the status quo to embrace the brighter future you propose. Whether you’re marketing a business or a movement, that’s a pretty important thing to do.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

The Beautiful Business

The Beautiful Business by Steven Morris

More of a meditation/inspiration than a how-to manual, Morris leads us through plenty of general guidance on how to build a business that makes the world better both in its attempts toward justice and in its attempts at art. While there’s certainly plenty of instruction, other books will be more useful if you’re looking for someone to hold your hand and steer. This one emphatically celebrates “your weird, your crazy…what makes you uniquely you” (p. xiii) and notes that “all edge-pushers are considered crazy by those who fear change (p. 4).Morris carries this artistic energy forward into the design of the book, which is set in an attractive unidentified modern sans-serif typeface that might be Avant-Garde, in various sizes—with the text augmented by numerous (mostly quite striking) black-and-white photos.

Morris sees purpose and profit supporting each other in a “both-and” (p. 8); in his “world of possibility” (p. 135), your win doesn‘t mean someone else has to lose. And in this world, it makes sense to play the long game that understands how abundance wins over scarcity. “Moral highlights” exist, but they are not binary (p.18); the truth is nuanced. Pages 33-34 provide a concise three-paragraph manifesto.

Art is integral and leadership is an art (p. 9) that can be beautiful. Creating something beautiful, value-laden (p. 51), and life-changing, even in something as traditionally unbeautiful as business, says Morris, is the path to immortality. He lists seven criteria (p. 52), 12 questions to guide growth (pp. 62, 64), and four tenets of the beautiful business (p. 67). And, like Apple’s designers, he sees simplicity as a form of beauty (p. 208).

Higher purpose flows throughout the book. I love his addition of Justice to the traditional Diversity, Equity, Inclusion acronym, turning DEI—which I’ve always found a bit too similar to DUI (driving under the influence) into the beautiful JEDI warrior a conscious business can become (p. 72). And I’m delighted that he sees that process, not just outcome, has to be beautiful: respectful and inclusive. Better process yields better outcomes, as he demonstrates by comparing actual command-and-control-style vs. inclusive meetings (pp. 112-117).

Morris freely acknowledges the shoulders he stands on. He quotes frequently from Brené Brown, Toni Morrison, Carl Jung, Buckminster Fuller, Peter Drucker, and many others. I love Brown’s differentiation between belonging—being where you want to be, with people who want you as you are—“I get to be me”—and fitting in—conformity (p. 74). I love the sweeping systemic thinking of Patagonia founder Yvon Chouinard: to change government, we have to change corporations, and to change corporations we must change ourselves (p. 249).

He devotes a big section (pp. 216-229) to psychologist Abraham Maslow and his hierarchy of needs. You’re probably already familiar with Maslow’s five stages: biological, safety, love and belonging, esteem, and self-actualization. But I didn’t know that he later added three more: cognitive, aesthetic (#5 and 6)—and self-transcendence (#8).

The book is published by Conscious Capitalism Press; Morris concludes by describing four tenets of conscious capitalism and the BCorp assessment process (pp. 288-295). Then there’s a glossary (partially alphabetized and partially random, which is confusing). No index, unfortunately. To me, user-friendliness is also a form of beauty, so those two anomalies are surprising.

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

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The Clean and Green Club, March 2022

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Shel Horowitz’s Clean and Green Marketing Tip: March 2022

Exciting News: A Chance to Get a Powerful Green Business Certification and More

If you’ve followed me for a while, you probably remember me talking about the power of third-party credibility in your marketing. When someone else says you’re the real deal, people listen much more carefully than if you sing your own praises.

Over the past month, I’ve been building a relationship with the Green Business Bureau. They offer a number of benefits, including the GBB EcoAssessment™, a very spiffy self-guided software-driven certification process that is very easy to use and much more friendly to small businesses than other certifications I’ve looked at. (They will be glad to set up a demo for you.) Other benefits include:

  • The GBB EcoPlanner™ library of hundreds of green initiatives that you can implement with their step-by-step guidelines
  • Member directory as well as an online networking community
  • All sorts of marketing aids besides the certification, including membership seals, educational resources, social media, and more
  • Access to industry-specific and general green business analyses, webinars, and more

I joined up right away and expect to go through the certification process when I come up for air after a rather busy time. Small-business memberships range quite reasonably from $250 to $550 per year depending on how many employees you have—and I’ve arranged you a 15 percent reduction. To claim it, just visit https://greenbusinessbureau.com/membership-purchase-options/ , choose the option that describes your business, and enter the code Shel15 (no space between the lower-case L and the number 1).

Just in the first two weeks of March, they’ve also put up five new blog posts, covering topics from carbon accounting to remote work to wealth management, and featuring several members. Please use this link to explore their many offerings (and join, if you’re so inclined): (yes, I will get a commission if you join—and YOU will get a reduced price—15 percent off).

Brands that Create Fans

Licensed under Creative Commons

As promised last month, we’re going to look at some brands that create such a positive user experience, they turn their customers into not just fans, but ambassadors: an unpaid sales force that sings their praises. Most of these stories have been widely told, so I’ll just list and link a few:

  • Harley-Davidson, the only brand I’m aware of that gets thousands of customers to tattoo themselves with its logo (this link also concisely summarizes five benefits of that kind of loyalty)
  • Ritz-Carlton (I love their idea of the “empowered apology,” where employees can do pretty much anything to make it right for the customer)
  • Apple, whose customers will stand in line for hours to be first on their block with another visionary, game-changing product (this article in Forbes is several years old—but the key takeaway about thinking not so much about marketing products but building movements is directly relevant to you, the socially and environmentally conscious entrepreneur)
  • Southwest Airlines, not surprisingly the only airline to stay profitable after 9/11 because it was the only one that customers cared about. I have a personal experience here: We were scheduled to fly from Hartford (our local airport) to catch a cruise ship in Tampa. Our airport closed because of a snowstorm, but because we had booked on Southwest, we shifted to arrive a day later in Fort Lauderdale, rented a car to drive to the first port of call (Key West), board the ship, and save our vacation. Zero cost for the re-route. Since then, if the price and itinerary are anywhere near the competition, they get our business. Unfortunately, the last few years, their itineraries have been far from convenient, and we often end up on a different carrier—but we always check.

OK, so this stuff works in the general market. Does it also work in the green and social justice world? Yes! It’s harder to come up with national brand examples, but they do exist. Consider:

  • Ben & Jerry’s: Upstarts with no ice cream OR business experience, they succeeded with a quirky message and a deep focus on environmental and social justice. As this article eloquently demonstrates, many people think that this focus on equity and environment is WHY they were successful. In my latest book, Guerrilla Marketing to Heal the World, I spend 4 pages on this company, and mention them in several other parts of the book.
  • Patagonia: The only company I’m aware of that ever voluntarily told its customers not to buy its products if they could get more life out of what they already own, this outdoor apparel company continues to raise the bar on environmental and social justice approaches.

I’m aware of dozens of smaller companies that have succeeded BECAUSE of their people- and planet-centered values. In fact, I help companies figure out how to create and market profitable products, services, and MINDSETS that do this. Please get in touch if you’d like that sort of help.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

Catalysing mass commitment to transformational change

Catalysing mass commitment to transformational change by Andrew Gaines

Not many authors begin by citing Donella Meadows (of Limits to Growth fame) and segue directly to body-mind scientist Moshe Feldenkrais (pp. 1-2, as numbered in the footer—which doesn’t count the front matter). So Gaines, with his comprehensive and holistic perspective and commitment to nonviolence, hooked me right away.He urges us to “shift from individualistic ‘I do my own thing’ to working together to inspire mainstream commitment to transition to a life-affirming culture.” His prescription involves training citizen-educators, framing our work that way, and bringing ordinary people into a new kind of social change movement based on helping people improve their mental and emotional functioning as together we create this new paradigm (p. 6).

For Gaines, the change requires personal lifestyle/activity changes AND organizing for wider social and environmental change.

A public stance helps, too. He urges businesses to announce “This business contributes to the evolution of a life-affirming culture…Our goal is to transition to a life-affirming culture, rather than continuing on our present course of ecological self-destruction.” (pp.10-11). I added this at the bottom of my GoingBeyondSustainability.com home page.

He asks us to enlist the army of members of national environmental groups to get much more deeply involved than signing petitions and sending money: to become advocates, educators, and conversation catalyzers for this life-affirming culture. He suggests direct invitations like “Jim, would you be willing to spend an hour with me having a deep conversation?” (p, 12). I am mixed about this approach. If someone asked me that question, I’d ask, “about what?” If the answer is climate change, a climate denier would probably choose not to have the meeting. But if the response is “on how to build a life-affirming culture,” perhaps a higher percentage would say yes—because we all want that, in some way.

The ebook provides teaching and conversation facilitation guidance, aimed at helping participants connect the dots of what they already know—making the connections among the various environmental crises and the way the system is rigged to benefit the upper elites without much regard to the environmental crises—to reach the conclusion that economic growth should certainly not be the central thing we strive for, and to look at additional factors such as the very deliberate manipulation of psychology to foster even more consumerism (e.g., “retail therapy,” p. 17). An example of Gaines’ holistic approach is the mention of “gentle birth” (p. 18).

To foster those conversations, Gaines even includes links to the slide deck that contains all the illustrations in the book (one of which in particular keeps showing up every few pages, which I found tiresome), a demo video of a sample conversation, and even a webinar (pp. 23-24) and a sample LinkedIn outreach letter (pp. 25-26). More tools for facilitating these types of conversations are at Gaines’ website, http://inspiringtransition.net .

Recognizing that we often get in our own way if we try to do deep world-changing work before working on our own areas of hurt and blockage, Gaines spends pages 28-33 giving a quick intro to several inner-healing modalities. I’ve often seen similar tools used in the personal wealth category, but much more rarely in the activist world.

Then he finishes with a section on the big sweeping social changes we need, and some clues on how to bring that about.

Obtain your no-cost copy at https://app.box.com/file/768328744375?s=lircbkap14ycjx5f28dskf4mp9tuc3ea

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

Links in this newsletter may earn commissions. Please click here for our privacy and endorsement policy.

 

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The Clean and Green Club, February 2022

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Shel Horowitz’s Clean and Green Marketing Tip: February 2022

A Marketing Lesson from Bad TV

Licensed under Creative Commons

So many times, I hear some buzz about a TV show that some of my friends are raving about. But when I watch the first episode, I’m either not moved, or moved to disgust. My friends tell me, “Give it a chance, it gets better.” They tell me that it takes time for the writers, actors, and directors to work the kinks out and figure where the story is going.

Here’s the thing: my time is valuable to me and I don’t find watching TV physically comfortable in the first place (I get headaches, tired neck and upper back, and tired eyes). So, if you want me to keep watching, you’ve got to make it worth my while in the first episode, and keep it worth my while. TV is never going to be a have-to for me. I lived completely without it from age 10 to 12. When my mom finally got a replacement set, I watched constantly for about a month and then went back to watching almost no TV. The exceptions were “All in the Family” and occasionally, “Laugh-in.” I would have liked SNL, but those were the days when you had to watch in real time, and as a morning person, it was too late in the evening for me.

Three things happened that brought me back to TV: first, in December, 2019, my son-in-law gave me a Google Chromecast device, letting me display anything I can see in the Chrome browser on my laptop on the single TV we own, with a bigger, clearer screen and better speakers than any of our computers. Next, the pandemic hit, and all of a sudden, we weren’t going to concerts, plays, or parties—and I finally started using the Chromecast: watching London theatre, archival superstar rock concerts, and European orchestras on the big screen. And third, after living with us for a few weeks in May, 2020 (and turning us on to the first series we watched all the way through), our other child’s partner added us to his Netflix subscription. So now, typically, we turn on the tube once every week or two.

TV has improved enormously since I last watched regularly (when my kids, now 34 and 29, were toddlers). We were enchanted with “The Good Place” and watched all four seasons, despite my skepticism of the big plot flip after the first season. We watched a fascinating four-episode show called “Unorthodox,” about a Chassidic woman who leaves her community in Brooklyn to create a secular life in Berlin. And we made our way through “The Queen’s Gambit,” with its feminist/youth empowerment themes and window into the very odd world of professional chess. Now we’ve just finished the second season of “Orange is the New Black,” with its deeply psychological and sociological approach to the diverse characters within a women’s prison. It took us about a year to get through the first two seasons.

But even though I knew they’d get better, after just one episode, I rejected “West Wing” because even as a politics junkie, I found the situations dated and less-than-intoxicating, and “Schitt’s Creek” because I didn’t want to waste one more minute hanging around with an unpleasant, dysfunctional, narcissistic family of formerly wealthy people in a retelling of “Green Acres.” I rejected several others after one or two episodes.

I recognize that many people are more patient than I am about this, and will invest time into four or five bad episodes to start getting the good ones. Outside of the TV world, I’m actually a very patient person. I’m the one who will scrape the last bit out of a jar or out of the food processor. And that same patience underpins my huge faith in the transformational power of business and in the ability of ordinary people to create a society that works well for everyone—beliefs that require extreme patience!

But despite my impatience with bad TV, I’m actually the kind of viewer that producers and broadcast outlets should woo. I am considered an influencer. I write books, publish newsletters, and give talks. I’ve just told 4,000 of you about four TV shows you might want to watch and two more that I didn’t feel were worth my time.

So maybe TV producers should spend a bit more effort providing an experience that people like me not only will sit through, but enthuse over. Next month, we’ll look at some brands that figured that out and created such a positive user experience that it built their entire brand.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

Influence People

Influence People: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical by Brian Ahearn

Because Ahearn is only one of 20 people in the world who’ve been personally trained and certified by Robert Cialdini, I was attracted to this book. Cialdini is considered one of—and possibly THE—world’s leading experts on influence. I’ve known of his work for many years. But his book has a reputation for being a challenging, slow read, and I’ve never gotten around to it. The promise of a much more easily digested version was persuasive.

Ahearn starts right in on page 3 by turning PEOPLE into an acronym: Powerful, Everyday, Opportunities, Persuade, Lasting, Ethical. In Chapter 2, he introduces seven influence principles: Reciprocity, Liking, Authority, Consensus, Consistency, Scarcity, Unity (pp. 12-25). These two groups of words provide focus points throughout the book. Much later, he introduces a third: PAVE—Public, Active, Voluntary, Effort (pp. 128-130).

Some of my favorite tips and insights:

  • Likeability is reciprocal; the things you like about someone help them like you as well (first introduced on p. 16 and brought back several times including the very end, on page 144).
  • Asking rather than ordering someone will often achieve better results (pp. 21-22) and creates a sense of commitment, of buy-in (p. 122).
  • Shared identities, interests, actions, or experiences lead to feelings of unity, consensus, and likeability (first introduced on pp 24-25).
  • In pricing negotiations, the person who makes the first offer is in a position of strength, provided that person has a better offer already prepared (p. 28). Interestingly, this is the opposite of the advice in much sales training.
  • Consistency is about THEM; authority is about YOU (p. 29).
  • If we lead our persuasion attempts with research, we have much more authority, and better odds (p. 49).
  • Right and wrong ways to respond to a thank-you, and why (p. 52).
  • Different synonyms are treated differently: people are more likely to say they’d like to buy an inexpensive rather than a cheap car—and I remember a real-world video survey that asked people if they’d rather have the Affordable Care Act or Obamacare. ACA won out by a large margin—but they were two names for the same law (p. 70).
  • An advance gift, even a nearly worthless one (like address labels in a charity mailing) stimulates reciprocity more than a promise of later, much greater benefit (pp. 75-76).
  • The cost and value of advice depends a lot on who is giving the advice; expertise builds authority (p. 85)—but so does social proof (p. 90).
  • Our careers are central to our identity; we don’t believe a back-stabber who tells us it’s just business, nothing personal (p. 99).
  • There are techniques to “armor plate” your customer’s loyalty to you, based on the seven principles (pp. 100-101).
  • Living up to our personal branding raises the bar and forces us to be better people (p. 105).
  • Acknowledging weakness/mistakes and apologizing can be very powerful (he tells a great story of a personal experience of this) (p. 106).
  • If you want results from social proof, frame things positively. My extrapolation, which Ahearn stops short of, would be to focus on the bravery and foresight of the small minority—make them feel special (p. 110). He also brought in a great interpretation of a study that showed older people more honest than younger cohorts. Instead of dissing the later generations for their lack of honesty, he wryly notes that as people age into more wisdom, they trend toward more honesty (pp. 138-139).
  • Do the groundwork: what Cialdini calls “pre-suasion” (p. 124).
  • When creating products, bring in the demographic of your target market; if you’re writing a book for teenagers, have a teen co-author, for example (p. 127).
  • Reinforce good outcomes by focusing on what the person is doing RIGHT (p. 139)

I have issues with some of Ahearn’s advice and conclusions. He, an insurance salesman, derisively described a pair of canvassers who knocked on his door, got him to sign a petition, and then to his apparent shock, used Cialdini-esque social proof strategies to try for a donation. Perhaps he didn’t realize that canvassers are usually commissioned salespeople who get paid based on what they collect for the organization—and that they were using the very techniques he extolls. Similarly, I was shocked by his suggestion not to make eye contact on the streets. I make eye contact and I SMILE at people, and most of them smile back. It brings light into the darkness and fosters a human connection, however brief. Inferring from context, he’s talking about situations in which eye contact is likely to lead to an unpleasant interaction—but he neglects to clarify that and could be misinterpreted.

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

————–

Links in this newsletter may earn commissions. Please click here for our privacy and endorsement policy.

 

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The Clean and Green Club, January 2022

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Shel Horowitz’s Clean and Green Marketing Tip: January 2022

Correction

Oops. The second sentence of the December main article should have read “Animals breathe oxygen in and breathe out carbon dioxide, which plants breathe in and convert back to oxygen.” Thanks to sharp-eyed reader Julie Takatsch for spotting the error. I had written “monoxide,” and neither I nor my assistant caught it. This is why people say you should always have someone else proofread your stuff–because often, you will read what should be there, and not necessarily what actually is written.

Greyston’s Hiring Slashes Cost, Brings Jobs

U.S. Army photos by Bryan Williams, licensed under Creative Commons

Maybe you’ve heard of Greyston Bakery, brownie baker for Ben & Jerry’s, Whole Foods, and some fancy NYC hotels. I’ve been a long-time fan of Greyston’s open hiring model for years, and have written about them several times, including a brief profile in my 10th book, Guerrilla Marketing to Heal the World.At Greyston, you put your name and contact info on a list, and when you’re next on the list (typically about six months), you’re hired as an apprentice. It doesn’t matter what your past looks like. You could be an ex-addict, ex-mental patient, ex-felon, ex-welfare parent, ex-unhoused person…as long as you’re willing to get trained, show up when you’re supposed to, and do the work.

When I’ve written about the company, I’ve focused on the good they do in the community by hiring people widely considered unemployable. But recently, I listened to Greyston CEO Joseph Kenner discuss the bottom-line business advantages of open hiring.

Kenner pointed out that open hiring lowers costs and time while massively boosting employee loyalty. But Greyston maintains high standards for the work output, and terminate employees who don’t work out—and they have a social worker on premises to help these often-first-time employees adjust to the environment (and cope with whatever problems they’re facing outside the workplace). They partnered with a North Carolina distribution center for The Body Shop that saw open hiring slash turnover by 60 percent and boost productivity 13 percent. When they rolled it out to the whole company, they reduced turnover 63 percent in the US/17 percent in Canada and saw a massive increase in employees switching from seasonal to permanent (24 percent in the US and 50 percent in Canada).

These numbers are huge, and will eventually percolate up into much larger corporations, because not to do so is leaving a big chunk of money on the table. And Kenner says that if just 40,000 open-hiring jobs are created in the US, we will see a $3 bn positive impact without any government involvement. Think of the impact if 1,000,000 ex-addicts, ex-mental patients, ex-felons, ex-welfare parents, ex-unhoused entered the workforce, received the training they need to succeed, and went from depending on the state and social service agencies to productive, employed, heads of households that can stay together!

Then he brought on two co-panelists from companies that have partnered with Greyston to implement the model. Addressing a room of CEOs, one asked who would interview someone who had vastly increased revenue at software and media companies—and who would interview a pimp/drug dealer who read at a 5th-grade level. The show of hands was what you’d expect. Then he said, “They’re the same person. I am both of those.” He pointed out that Bernie Madoff and the Enron guys had terrific resumes.

The other panelist talked about where it makes sense to use the model and where it doesn’t. He looks at resumes when hiring senior managers and C-suite execs, but is happy to do open hiring for line employees. Right now, about ¼ of his ~200 employees came on through open hiring.

This is really validating for the view I’ve been promoting that doing the right thing is GREAT for business—that they can build social change and environmental healing not just into philanthropy but into core products, services, missions, policies, etc. I’ve been singing this particular song for almost 20 years now.

Discover why Chicken Soup’s Jack Canfield, futurist Seth Godin, and many others recommend Shel’s 10th book, Guerrilla Marketing to Heal the World (and download a free sampler). Autographed and inscribed copies available.

I’ve gotten quite a bit of media coverage recently, though only the first two links are about green and social justice business practices. But hey, I’m eclectic ;-).Share2Seed quotes me in a long piece about how Elon Musk has made it more OK to be a successful eco-entrepreneur https://medium.com/@Share2Seed/how-to-be-an-ecopreneur-and-get-paid-well-like-elon-musk-463a0e3eaed7

They seem like an interesting support venture for eco-businesses; after you read the article you might want to visit their home page.

Included in this roundup story about making seasonal businesses more sustainable. https://www.incfile.com/blog/how-to-make-seasonal-business-sustainable

Profiled in this article about how I as a rural business owner and activist use broadband. https://www.explorebeyond.org/stories/broadband-powers-entrepreneurship-in-rural-new-england/

I presented a brief gallery talk on the stunning posthumous show of my stepfather, Michihiro Yoshida, a painter whose bright colors and surrealistic images earned him the title, “The Mythic Modernist.” His site is http://artbyyoshi.com, and the slide talk is at https://us02web.zoom.us/rec/share/3qKcWmG8nEb8FMYIHTpf8AVYILof-xfJtxP5MfxKEQegkkhcTlZwHCDbyGKxBuhH.-9D0QrXxeZDB4lZi Passcode: BtAUz?Y3 (the presentation starts at 2 minutes, eight seconds into the video).

My tips on traveling like a local lead off this article on traveling internationally for newbies: https://arreh.com/planning-a-trip-heres-what-you-need-to-know-10-pieces-of-advice-for-new-travelers/

View highlights from (and listen to) more than 30 podcasts ranging from 5 minutes to a full hour. Click here to see descriptions and replay links.

Holonomics

Holonomics: Business Where People and Planet Matter by Simon Robinson and Maria Moraes Robinson

Holonomics is a portmanteau of Holistic Economics. The central metaphor reminds that every part of a plant knows how to grow a whole plant; the whole is embodied in every leaf, stem, and root. And similarly, any piece of a broken hologram contains the entire original image, in miniature.

This was a challenging book for me to get through. With its long digressions (into the poet Goethe’s mathematics and plant science, among other things), wandering writing style, and gems of wisdom buried in the long riffs, I found myself picking it up, reading a few pages, putting it down for a few weeks, taking it on trips and reading 30 or 50 pages, and finally giving it a long push and finishing in December what I started in August.

But it was worth the slog because this book offers lots of those gems. Here are a few:

  • For maximum results, co-create your products, services, and processes with your customers (p. 27).
  • Holonomic thinking combines mental, systems, and business models to see the whole picture of complex systems (p. 33, p. 37).
  • Studying the thinking processes of scientists and watching their consensus shift over time provides great insight; scientists often tend to marginalize creative thinkers, but these outliers create much of the real progress once their ideas gain acceptance (p. 45).
  • Be careful of ambiguous language: do you mean “normal” as in what usually happens, or “normal” as a social behavior pattern? (p. 66)
  • Plants are always reinventing themselves. It’s about the becoming, the process, adapting to their changing environment (pp. 74-75).
  • Gregory Bateson: Our problems result from the difference between how nature works and how people think (p. 93).
  • Looking at how a species organizes itself internally can tell you a lot. Mice, in constant fear of predators, focus on their nervous systems, while bison, big enough not to fear many predators, are organized around digestion (p. 116).
  • We are not the only species that can engineer our environment. Certain types of termite mounds have the equivalents of heat, air conditioning, and gardens—but only when the community reaches critical mass and gets “excited”; as individuals, termites don’t build those things (pp. 135-137).
  • The new science of complexity studies has a lot to teach us about what happens when individual actions stop dominating and the community takes over—and why chaos and order (combined into “chaord” on p. 187) are both necessary (pp. 138-140); in fact, the optimum condition for adaptability is living “on the edge of chaos” (p. 142). Gaia, the entire earth, can be seen as a single giant and very complex system that self-regulates and incorporates both living and non-living elements—the more complexity, the greater stability, and the more diversity, the less chaos—but you need some chaos to avoid stagnation. Gaia has even been able to maintain appropriate temperatures for life even as the sun has gotten 25 percent brighter and despite periods of significant heating or cooling (pp. 145-150).
  • Just as nature combines collaboration and competition, so does a holonomic, eco-friendly business environment, constantly amalgamating into a whole that is much greater than the sum of its parts (pp. 156-165).
  • Valuing the earth/ecosystem has monetary benefits, too; the earth provides $33 trillion per year in services, vastly outstripping the $18 trillion human-generated world GDP (pp. 181-182).
  • It’s better to buy fewer things and use them well than to buy lots of things, just to have them (p. 220).

The final 50 pages or so are full of great case studies in the business world. Companies profiled include obvious ones like Toyota, but also many we don’t necessarily think of as holonomic: VISA, Kyocera, Nextel, the Brazilian auto service shop chain DPaschoal, and many others—with interviews of many leaders from these companies. It also lists the nine factors that make up Bhutan’s National Happiness Index (p. 223), and two amazing quotes from mythicist Joseph Campbell: “All money is congealed energy” (p. 221) and “I don’t think [a meaning for life] is what we’re really seeking…what we’re really seeking is an experience of being alive…” (p. 224).

Holonomics includes extensive endnotes, bibliography, and an index.

Connect with Shel

Turn Your Sustainability/CSR Report Into Powerful Marketing!  http://goingbeyondsustainability.com/turn-that-nobody-reads-it-csr-report-into-a-marketing-win/

About Shel

Speaker, author, and consultant Shel Horowitz of GoingBeyondSustainabiity.com helps businesses find the sweet spot at the intersections of profitability with environmental and social good — creating and marketing profitable products and services that make a direct difference on problems like hunger, poverty, war, and catastrophic climate change. His 10th book is Guerrilla Marketing to Heal the World.

If you’re not already a subscriber, please visit http://goingbeyondsustainability.com and scroll to the very bottom left corner. You’ll find lots of interesting information on your way to the subscription for, too.

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