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.

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