The Clean and Green Club, January 2026

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Shel Horowitz’s Clean and Green Marketing Tip: January 2026

Great news! All of my eBooks with a publication date through 2023 are now free to subscribers to The Clean and Green Club (the monthly newsletter I’ve been publishing in some form all the way back to 1997). https://shelhorowitz.com/shels-green-products-and-services/
How to Wake up an Audience
People making protest posters

Image: Pavel Danilyuk via Pexels

What do you do when you’re talking to a comatose audience? Here are a few things I’ve tried, and I’d love to hear what worked for you.

  1. If I’m speaking after a previous speaker droned on and on, or after several speakers with no break, I offer a guided group stretch break before I launch into my presentation. The specific words will vary depending on the audience and my topic, but it will be something like “Reach for higher objectives [or, for a business audience, higher profits] (hands in the air). Expand your client base (hands out to the sides). Down to the grass roots (hands to floor). And contract those budgets! (arms hugging chest).”
  2. In mid-speech, I will work in a humorous (and, often, spontaneous) attention-getter if I need one. I’ve been known to surprise myself. I remember doing an early morning keynote where I asked, “How many think ____ (choice A)? How many ____ (choice B)? How many aren’t thinking yet because you haven’t had your coffee?” That brought enough laughter to get people paying attention. More than a decade earlier, I was speaking about low-cost marketing to a group of building contractors. I threw away my opening at the last minute, after taking a pee break and seeing the deplorable condition of the bathroom in the divey bar this group met in. So my first words were “How many of the men here have been to the bathroom tonight? And how many of you saw the opportunity for contractors in that bathroom?” After that, I could say anything I wanted, and they were eating it up.
  3. I will actively try to meet people before the talk. When practical, I will attend the entire conference, make friends, and invite them personally to my talk. At the very least, if the previous session isn’t still going on, I will greet early arrivers to my presentation room and get them talking. Then, during the presentation, I’ll say, “Mary over there was telling me…” She will be an ally—and others will notice that I’m not just parachuting in as the expert, but making the effort to listen to attendees’ real-life situations and address them in my talk.

And what’s your best tip for waking up a crowd? Please respond without changing the subject line (or make a comment on the page) and let me know if I have permission to share your comment in a future issue—and whether you’d like it with or without attribution.

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.
World Love Week
From Ken Krell: World Love Week (Feb 8–15, 2026) is a global initiative inviting people to make love and kindness visible through simple, real-world actions — called JoyDrops. It’s not a summit or a campaign — just a week where individuals, communities, and leaders leave small, unexpected acts of kindness for strangers to find. More info: https://worldloveweek.comEast Trade Winds Networking Group
I’ll be giving a short 15-minute presentation in environmental and social good as a profit strategy for the East Trade Winds networking group on Tuesday, February 10, some time between 8-9 a.m. Eastern (5-6 a.m. PT). It’s free to register for the weekly calls; here’s the link.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.

From Ellen Finkelstein:A couple of friends have been frustrated by not seeing progressive politicians or well-known thought leaders offer positive ideas for improving life in the United States. So we decided to create a place for anyone to post ideas on a variety of topics, such as gun violence, healthcare, homelessness, poverty, immigration, and more. And we hope people who can implement them will notice. It’s a simple site but it works.

Please post your ideas here and then share the site! https://www.project2029.community

The Hard Work of Hope

Hands Across the Hills

The Hard Work of HopeBy: Michael Ansara (ILR Press, imprint of Cornell University Press, 2025)

A fascinating memoir of Ansara’s organizing days in the 1960s-70s—beginning in the civil rights movement, progressing to leadership roles in Students for a Democratic Society (SDS), and later as the Executive Director of Massachusetts Fair Share, an early attempt at a multi-issue, multiclass community coalition working both in neighborhoods and throughout the state for economic justice issues like utility rate reform, affordable housing, services for veterans, and more.

Although I’m a decade younger, it’s full of stories I can relate to: movements building and crashing, coalitions forming, working for unity against factionalist pressure, continually shifting definitions of the movement, issue and demographic intersectionality, right-wing pushback, our impatience when we’re young and our resistance to change as we age, the consequences of bad or absent strategy, the occasional miracles of luck plus hard work creating success, the need to celebrate even limited victories—I’ve lived all of that, though not as intensely as he did. For instance, I’ve never been attacked by cops; he was beaten many times and had guns put to his head by some of them.

It’s also a who’s who of the movement, full of people whose names I recognize, though I only knew one (Dave Dellinger) personally.

And it’s wonderfully full of chutzpah in the service of others: the willingness to break convention and do outrageous things that people don’t expect in order to achieve results that people think you can’t get.
Some of the tactics:

  • An impromptu one-to-one debate with then-Secretary of Defense Robert McNamara, both of them standing on top of a car in the midst of a big crowd of peace demonstrators (and some pro-war demonstrators), relaying audience questions to McNamara over a bullhorn (pp. 64-66)
  • Exposing a CIA money laundering campaign that funded right-wing front groups by closely examining tax returns—including parts he wasn’t supposed to be shown (p. 70)
  • Organizing a huge demonstration that physically blocked a recruiter from Dow Chemical (makers of Napalm) at Harvard from meeting with students—and collecting student IDs from so many participants AND nonparticipants to turn over to the administration that the school could not enforce it disciplinary code against those who put their bodies on the line (pp. 90-91)
  • Going to his military induction physical with a big pile of antiwar leaflets and distributing them to other potential draftees waiting for their physicals—and quoting the Constitution and the history of colonialization in Vietnam to the sergeant and then the colonel who tried to interfere (p. 142-143)
  • Getting inside information from a mobster who incriminated a vicious and corrupt judge (pp. 186-187); that judge was eventually disbarred and forced off the bench
  • Obtaining 300 shares of Boston Edison stock from a sympathetic wealthy person, distributing them to organizers and supporters, and essentially taking over a stockholders meeting —resulting in a freeze on electric rate increases (pp. 222-223)
  • Organizing a “one-peanut-per-plate” public protest outside a major fundraising dinner, pointing out that ordinary people couldn’t afford the price of admission to gain the access that lobbyists had (p. 229)
  • Learning, over time and across many campaigns, how to deeply listen even to those you disagree with, how to uncover common ground, how to create enough pressure that governments and institutions are willing to address your goals
  • As Executive Director for several years of the broad-based community organization Massachusetts Fair Share, building coalitions that included both Black inner-city activists and the white suburban women who had opposed school busing (a super-divisive issue in 1970s Boston that made national news for months), both veterans and peace activists, and several other pairings of opposites

Yes, I’m aware that the current administration loves to break rules. But they do it for personal gain of wealth and power. Ansara and his cohort did it to create a better world.

Ansara is more than willing to criticize his cohort’s actions and strategies. He takes responsibility again and again for things he would do differently now—from not alienating veterans by marching with National Liberation Front (Vietnam communist) flags to offering an alternative organizing model to the 1968 Democratic Convention protests that turned so ugly: pressuring the Democratic candidate, Hubert Humphrey, to come out against the war and then organizing enough support to defeat Nixon. Had that happened, he believes, we might have avoided not just Nixon but the worse administrations of Reagan and Trump (I would add George W. Bush).

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.

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