The Clean and Green Club, September 2023

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Shel Horowitz’s Clean and Green Marketing Tip: September 2023

To all those, like me, who are entering the Jewish year 5784 tonight: Shanah tovah!
This Month’s Tip:
Rule-Breaking Wordless Ad Convinces a Word Nerd
Home being sold by singer Ray LaMontagne

Home being sold by singer Ray LaMontagne

Spend six minutes with this video, designed to sell a 104-acre estate belonging to the singer Ray LaMontagne, with an asking price of $5.25 MM. What did you notice?

Here are a few things I spotted:


1. It breaks a rule of mine that text is more important than visuals. There is not one word spoken, and almost no text displayed—just the property address in the first frame and a slide of contact info for the agents at the very end.

2. It breaks a well-known real estate rule to show rooms empty, so prospects can imagine their own furniture and taste imposed on the property. These rooms are lushly furnished and one of them prominently includes a full-size hand-loom, before we’ve even seen the kitchen.

3. Nearly the entire first minute is focused on the setting, most of it emphasizing an almost tactile immersion in the natural world. We don’t get to go inside except for one brief early glance until 1:25, almost a quarter of the way through. And the natural theme is carried through into the house by the presence of plants and flowers, the capturing of sunlight, etc., and returns in the quick tour of outbuildings and grounds at the end.

4. Subtle reminders sneak in about LaMontagne’s career—the mixing board, the beautiful piano—reinforcing that this house belonged to a celebrity.

5. It’s EFFECTIVE! I tend to be a hard sell, but if I were in the market for a multimillion-dollar historic home/estate/retreat center, I’d be setting up an appointment. Admittedly, falling in love with this property is easy for me because I live three towns away and am familiar with the area, happen to love the town where it’s located, and already live in a (much more modest and significantly older) historic home. I see the negatives: excessive reliance on open fireplaces (highly polluting and not efficient—and for me, a health irritant); no green features highlighted anywhere in the video—which means the house is probably an energy nightmare; possible absence of a two-base kitchen sink; lots of buildings and acreage to maintain, meaning a payroll. But they wouldn’t keep me from making a bid if I had a reason to own such a property.

With LaMontagne’s fame and celebrity friends, and an asking price that will seem really cheap in those circles for those used to California or New York prices, I’m expecting this house will not be on the market long and the video will probably be taken down once a deal closes. If it’s already gone when you go to look, you can see if a copy shows up on Archive.org’s Wayback Machine, or at least view still pictures on Zillow.

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.

Recommended Book: The Blue Economy 3.0: The Marriage of Science, Innovation and Entrepreneurship Creates a New Business Model that Transforms Society

The Blue Economy 3.0: The Marriage of Science, Innovation and Entrepreneurship Creates a New Business Model that Transforms Society
by Gunter Pauli (Xlibris, 2017)

What can termites show us about zero-energy air conditioning and heating, or zebras about keeping cool outside on a hot day by turning themselves into air current machines?

How can coffee farmers create a new high-protein, high-profit crop that regenerates forests, protects oak trees, and has an economic return far greater than just the coffee bean—from the 99.8 percent of the plant that’s usually thrown away?

How can mosquitos teach the medical world how to make injections painless?


These are some of the many questions Pauli asks and answers in his amazing book. Pauli’s solutions are rooted in both biomimicry—learning from the plants, animals, fungi, microbes, and even rocks around us—and replacing invasive chemistry with eco-friendly physics. And he has decades of practical experience designing, funding, and implementing these systemic, holistic solutions and helping small communities build whole new economies from these insights.
I heard him speak at a conference about 20 years ago and was blown away, so I was thrilled to get my hands on his book.

Right from the beginning, pages 2-3, he lays out four principles (with several subsections):

  1. Be Constantly Inspired by Nature
  2. Change the Rules of the Game
  3. Focus on What is Locally Available
  4. See Change as the Only Constant

Taking inspiration from nature starts with understanding nature’s own principles: everything has at least one purpose—and usually several purposes, nothing is wasted, solutions are very efficient and use the least possible energy and materials, everything is interdependent and part of a complex ecosystem with many parts, and course-correction happens automatically.

Pauli’s solution set—much of it tested in real-world projects—includes circular systems where “residue” (he prefers not to think of it as waste) becomes input for the next link in the loop. So the 99.8 of the plant that coffee processors now pay to get rid of becomes fertile ground to grow shitake mushrooms (p. 10, p. 135, and many other references) as well as provide several other benefits including odor control (pp. 137-138); medical supply companies can mimic the mosquito’s conical penetrator to reduce injection pain; HVAC designers can copy termites’ ancient zero-energy temperature control for buildings (pp. 53-56)—or the way zebras’ stripes create convection currents and vortices that keep them cool outdoors in the hot African summers (pp. 56-57). Architects can design inexpensive earthquake-proof bamboo homes and regenerate the bamboo far more quickly than a forest (pp. 253-255).

Pauli envisions a world where we no longer need toxic batteries, health-hazardous radio-wave-based Internet (he prefers to use light), or even solar and wind farms. Innovations with cascading benefits across multiple industries will make them obsolete while raising living standards, health outcomes, local self-reliance, and connection with community. And much of this is stuff we already know how to do. Three among many examples:

  • Seaweed-based (p. 112) or even maggot-based antibacterial protection (p. 162) can replace antibiotics
  • Tomato processing residue can be turned into sunscreen and lipstick (pp. 181-182)
  • Mining, that traditionally dirty industry, can create paper from stone tailings (pp. 214-215), as well as pure drinking water as a byproduct while chelating bacteria can detoxify the metals that used to pollute that water (pp. 218-19).

He’s posted 109 more at https://www.theblueeconomy.org/en/project-library/
Pauli says we humans were designed to live in alkaline environments, yet many human constructions create an acid world that’s not healthy for us. Since this was the first time I encountered this idea, I checked with Terry Cline of Dwellright. Terry is an architect and Feng Shui practitioner who pays a lot of attention to the interaction of human factors with spaces. He and I are each other’s clients and friends. Terry agrees that our lives would be better if they were more alkaline.

One caution: while Pauli’s ideas are brilliant and his/his colleagues’ implementations are astonishing, his writing is less approachable than it could be (one more pass by a skilled editor would have helped a lot). He’s Austrian and he writes with the dense syntax of his first language (German). He’s also a non-linear thinker, so the book’s organization is a bit rough (and made worse by the lack of an index in a book that cries out for one). And I wish he would not revisit the same examples over and over again. But it’s worth the struggle. I took 9 pages of notes and feel that my life is better for reading 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 form, too.

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