Elaine Starling is the host of an incredible podcast called “The Abundance Journey.” I was her guest for the July 11 episode and it was such a rich and potentially life-changing conversation that the highlight notes I took when I listened to it ran over 800 words. I consider it the best interview I’ve ever done, and I’ve done hundreds.
1:45 Elaine: Environmental/social good and profitability is a both-and, not an either-or
7:10 Elaine’s intention-setting exercise and 78-second silent meditation
9:14 Shel: How I got started on this path: It goes back to embracing the non-monetary abundance that “fell into my life as a high school student.” And then, in November, 1999, founding Save the Mountain and expecting 20 people at the first meeting and a five-year campaign. “The abundance, the abundant universe, was out there waiting for me to do better than that…we won. In 13 months flat, we protected that land!”
11:07 activist since age 12, marketer at 15.
11:32 “This campaign took everything I knew about marketing and put it in an organizing context.”
11:48 Victory mindset was key to achieving the victory.
12:00 “How could I bring some of the stuff from the social change/environmental good world into the business community?”
12:45 Elaine: “A form of abundance is your personal involvement and engagement…when you contribute your own gifts and skills and abilities, it gets amplified and comes back to you” and to the whole community.
13:30 Shel: There’s also the incredible abundance of solar energy, a year’s worth every hour. “So the planet, the solar system, is very abundant.” And I get my heat and hot water from the green energy system on my neighbors’ farm. “The whole world is a both-and. Either-or choices are so retro!”
14:58 My personal definition of abundance.
15:47 “Every trip I take is a lesson in abundance,” including visiting an entire country powered by renewable energy.
16:37 Elaine: Centuries-old ideas from developing countries have given us technologies that we can adapt and use.
17:28 Shel: Indigenous wisdom of 10,000 years ago combines with modern technology to create a spiral of abundance. We’ve learned to grow organic with just as high yields as chemiculture, and a new infrastructure (community gardens, farmers markets, etc.)
18:52 Biomimicry—how the land designs itself for localized conditions—and what creature to ask about how to engineer a bridge.
19:40 My role as a popularizer and demystifier for concepts worth spreading.
20:10 How conservation can create abundance (example: the power of how we use a toothbrush)
22:00 Bottom-line, quantifiable benefits of incorporating environmental and social change into the DNA of a business.
23:14: How to unpollute a dead or dying lake.
23:46 How to do really low-budget ($50-$100) solar hot water, insulated pipes, and no-detergent laundry and slash your use of fossil fuels.
25:26 The surprising climate championship by an ultra-profit-driven retail chain not known for its social conscience.
28:15 Elaine: What has to shift in your perspective to embrace this approach?
28:38 Shel: Business is too-often a taker economy, extractive—and those businesses are not good corporate citizens. But we all have to live here, and we have other generations to pass on our legacy. That includes the natural beauty as well as the natural resources. So one big shift is to go from being just a taker to a contributor. Doing things in systemic, regenerative ways. Ray Anderson from Interface was a great example of a CEO who changed his mindset. His company continues his legacy with innovations such as modular flooring tiles and tiles sourced from rescued abandoned fishing nets.
30:09 The chocolate industry was started by social pioneers like Milton Hershey and the Cadbury brothers—but later, they lost their way.
31:42 Why Ben & Jerry’s chose to sell to Unilever, what unusual management model they were able to negotiate, and how Unilever successfully propagated some B&J’s innovations across many of hits huge array of brands.
33:02 A small, profitable company that was founded specifically to be ethical, socially just, and environmentally friendly.
34:10 Baby steps: A social-good audit uniquely tailored to each business (I can help with this—pizza example). Ask yourself “What can my business, my organization, my family do?”
37:50 How my Guerrilla books exemplify the abundance mindset through partnering with competitors—and how partnering can open doors.
40:20 Elaine: Partner with organizations, corporations, nonprofits who share your vision.
40:36 Shel: My immigration justice activist group is count-on-your-fingers tiny, but we partner with many organizations locally, nationally, and internationally—and have leveraged that to influence far beyond our numbers.
41:35 Three free gifts from Shel. And (43:14) a much more valuable 30 free consultation to “get you on the path to what is the best thing for your particular organization to combine social good, environmental good and a successful business.”
43:49 How I benefit from offering that free consultation. “I want a better world because I want to live in a better world.”
45:18 How activism turned something important into international news.
ACTIVATE YOUR ABUNDANCE Elaine’s testimonial about Shel’s episode.
48:12 Shel is…a Niagara Falls of brilliance. I’m so grateful for Shel for opening my eyes to all the possibilities… I love his definition of abundance: opening up yourself to the probability that the universe will support you…Schedule time to read Shel’s book or get on his calendar for a consultation.
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