Clean and Green Club, June 2025

<!doctype html>

 

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

Shel Horowitz’s Clean and Green Marketing Tip: June 2025

Do you need to pay or get paid from people in other countries? I’ve been using Wise for about a year and a half. It’s easy, quick, and so far has been completely reliable. They are offering a no-fee introductory special if you use this link and don’t spend more than $600 in the transaction. DISCLOSURE: I will receive a credit if you sign up through me—but I would not recommend them if I were dissatisfied.
How We Can Harness More of Our Own Brain Power to Get Better Results From Other Humans and From Machines
Photo Credit: Google DeepMind via Pexels

We’ve all heard that most of us humans only use a tiny fraction of our brain power. The figure of 10% is often bandied about.
While typically, we use quite a bit more than 10%, we also use nowhere near 100%. But of course, our brains are often busy making sense of information supplied by outside factors: people, other living things, new environments, things we’ve read, watched, or listened to—and, especially in the last few years, artificial intelligence.

So here’s a big insight: when we can harness information from those outside stimuli more effectively, we boost our own processing and our understanding of the world.

This insight came to me while reading a fascinating article (don’t be put off by its awkward title) by Christopher S. Penn, “How to Use Generative AI to Pivot Your Career.” Penn is a master of extracting far more utility out of AI tools such as Chat GPT and Claude than most of us have done. His secret? Using extremely carefully crafted and very involved search queries.

I’ll give an example in a moment.


But first, let’s think about something simpler: search engines. Many people have discovered over the years that the more specific the query, the more useful the results. So if you try a search query of only one or two words, you’re likely to get a lot of useless results and have to sift through to find the good ones. But a longer query will often take you right to your goal.


Say, for instance, you’re walking the neighborhoods of a city you don’t know well and you want to relax with a cup of organic coffee. If you just search Ecosia, Google, Bing, etc. for “organic coffee,” you’ll get dozens of listings showing where to buy beans online. You might see some nearby cafes listed but they won’t be easy to find in the clutter, including cafes on the other side of the country. But change the query to “organic coffee near me eat-in,” and you’ll probably see several good choices directly after the sponsored results.


It may be useful to think of AI tools as supercharged search engines that may or may not tell the truth. Because they are more complex, their instruction sets benefit from being more complex. Thus, the first of several AI prompts Penn uses to get his desired result is 400 words long. You can get to it easily by doing a command-F (Mac)/control-F (PC) on the article for “You are a world-renowned psychologist.”


Let’s look more specifically at this prompt, in the order these appear:

  1. “You are a world-renowned psychologist, a leading expert in personality science.” He gives the tool an instruction to treat itself as a knowledgeable expert—a great, easy hack to up the quality of results.
  2. “Your primary function is to analyze textual input and produce a comprehensive Big 5 Personality Analysis.” Further refining the expertise and presetting the AI to deliver an analysis of the five traits his model uses.
  3. “Your analysis must be objective, precise, detailed, and strictly based on the content of the provided text.” The machine is not allowed to bring in outside sources, only the documents that Penn provides. (He explains why he’s using these particular inputs.)
  4. “Assign a numerical score on a scale of 0 to 100, where 0 indicates a very low presence of the trait and 100 indicates a very high presence of the trait as inferred from the text.” Penn is creating an objective measurement system and any ambiguity about which way the numbers run.
  5. “[P]rovide a thorough analysis explaining your reasoning for that score. This explanation must:
    Be precise, objective, and detailed.
    Cite specific examples, phrases, themes, or linguistic cues from the provided text as evidence to support your assessment.” The machine must not only justify its assignment of the numerical score, but also cite its sources.
  6. “Base your analysis solely on the textual evidence provided. Do not make assumptions or introduce external information about the author or context unless it is explicitly present in the text.” With different words, repeating the need to rely only on the documents it was specifically fed for this task.
  7. “Every claim or score attribution must be linked back to elements within the text.” Again, creating barriers against the tool making stuff up.
  8. “At the beginning and end of your entire analysis, you MUST include the following disclaimer:
    ‘This personality analysis is generated by an AI and is based solely on the provided text. It is intended for informational and reflective purposes only and should not be considered a substitute for professional psychological assessment or diagnosis.’” This serves two functions: reminding the researcher that the machine is not infallible, and protecting against legal liability if someone does something stupid and blames the analysis.
  9. “You will receive a block of text for analysis.
    Begin analysis upon receiving the text.” The researcher has delineated both the scope and the timeframe.

This is a lot to do for simple requests but makes perfect sense for Penn’s complex stated goal of using documents such as his LinkedIn profile to conduct a personality audit. And he openly states that he has generously allowed his material to be used as a template. So if you have a different sort of probe, you just need to create similar questions and plug them in.

AI’s greatest strength may be in doing this kind of research at timeframes no human can approach. I personally wouldn’t have AI write anything I were delivering to a client or publisher. But I could definitely think of research situations where it could save many hours. How have you used AI tools to increase your productivity, your understanding, and ultimately, your brain power?

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.

Routledge Handbook of Food as a Commons

Acres of Clams flyer

Routledge Handbook of Food as a Commons

Jose Luis Vivero-Pol, Tomaso Ferrando, Olivier De Schutter, Ugo Mattei, editors (Routledge, 2019)

Food is usually considered either a market-based commodity or a government-supplied necessity. The authors describe a third option: food as a resource collectively governed by producers and consumers, perpetuating age-old traditions and cultures while adapting to modern times with a need to manage resources for sustainability. They combine a holistic, global analysis with an openly communitarian, anti-capitalist, anti-mega-agribiz bias that may disturb some readers—but even if you’re totally pro-capitalist, they show alternative models of functioning within established markets. It’s also intersectional (examining the sometimes-conflicting needs of human rights, poverty eradication, and regenerative agricultural practices) and examines both historical and contemporary perspectives, going back to the enclosure acts that removed land from the commons hundreds of years ago—and recognizing that eating is not only a nutritional act, but also a way of preserving culture and building community at the same time.

This important resource isn’t a traditional anthology (where each chapter is disembodied), but a true collaboration; the authors consistently refer to each other’s chapters. I found that very refreshing. I’d even call it an act of love.

The book is also a major research work, with hundreds of notes and references (mercifully separated out at the end of each chapter). It draws case studies from around the world (among them Canada, Cuba, Hungary, South Africa, the UK, and the US), some in considerable depth and others in brief overviews.

A few among many points (noting the first time each shows up in my notes, as many show up several times throughout the book), including some that I agree with and some I have concerns about:

  • Food solutions can help solve many other planetary crises (p. 16)
  • Commodification both raises prices and erodes community values (p. 26)
  • Food scarcity is artificial; much is wasted and/or poorly distributed (p. 33)
  • Commoning can reinvent food systems (p. 43)
  • Current approaches to charity food distribution and food waste are unacceptable because they stigmatize poor people and inflict low-quality, often culturally inappropriate food on folks who see no other choice (pp. 48-49); both charity and agriculture must also be designed to pay workers fairly (p. 124) and not to silence poor people or acquiesce to oppression (p. 128)
  • Local governments can have a major impact; several cities have signed the Milan Urban Food Policy Act to create a sustainable and just urban food system (p. 78); good local governance can make charity unnecessary (p. 122) or place restrictions on or eliminate subsidies to large multinational food businesses (p. 125)
  • Treating food as a public good means addressing freeloaders and hoarders, as well as corporations that privatize profit but socialize costs (p. 88); that’s more likely if it’s organized as a commons (p. 96)
  • To understand poverty, study the rich and the industrializers (pp. 142-143)
  • Traditional culture is not a cure-all; issues like gender equality (p. 151), resource depletion, low productivity, and encroachment by corporate junk food, high-meat diets, etc. need to be addressed
  • Successful commons are typically self-governed and solve conflicts through resource-management rules that address four components: the resource, community, rules that govern access, and the value the resource creates (pp. 174-175); they don’t have to be homogeneous (p. 198)
  • Big Ag’s privatizing of resources through patenting, enclosures, and other methods can be thought of as a theft of traditional agricultural knowledge (p. 176), often drawing on traditional methods and seeds but sequestering that knowledge and those resources (p. 218, p. 221); its emphasis on developing pesticide-resistant plants is an attack on the environment and public health (p. 192)

Since my review is already long, I’ll skip my notes on the second half of the book, many of which deal with country/region-specific practices.

One big criticism: This topic was so fascinating that I took ten pages of notes. BUT I also put up with a very un-reader-friendly writing style (mired in dense academese) and spent five months reading just a few pages at a time to get all the way through it. I would love to see more academics write for ordinary human beings with the goals of readability and content absorption.

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 form, too.

————–

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

 

Powered by:

GetResponse

Leave a Comment

Name: (Required)

E-mail: (Required)

Website:

Comment: