Yet another company has gotten in trouble for greenwashing. Raz Godelnik writes in Triple Pundit about cereal giant General Mills’ legal woes: multiple lawsuits over deceptive packaging, claiming for example that its Nature Valley brand of granola bars is “all natural” when in fact it’s highly processed and contains such ingredients as maltodextrin.

You’d think by now companies woud have caught on that honesty really is the best policy.

Of course, it would be nice if the word “natural” actually had a legal definition, and thus some teeth. But it would also be nice if a company that claims to be strongly guided by ethics would do a better job of walking its talk.

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Gary Hirshberg, who recently stepped down after decades as CEO of Stonyfield Farm Yogurt—the company he founded—carries a memory that would make any executive’s heart gladden:

Recently, I was standing in a Florida supermarket reading the label on a Yoplait yogurt cup because I was curious about a new ingredient the company was trying. An older customer walked over to me, touched me on the elbow, and said, “Young man, someone your age really should be eating the Stonyfield.” Her comment was akin to a religious moment for me. However, I regained my composure quickly enough to ask why she thought I should be eating the Stonyfield product. Her remarkably well-informed answer can be summarized this way: Since I apparently have a few decades left in me, I can make them more enjoyable and productive by eating organic foods. Plus, I will get the extra bonus of knowing that I am supporting a company that cares. This lovely woman certainly sold me.

Isn’t that every marketer’s dream? To have a total stranger come up to you and tell you that you MUST buy your own product, because it’s so much better? WOW!

So how can you generate that sort of love for your own products? How can you turn random strangers into fervent evangelists for you?

I give some answers in my latest book, Guerrilla Marketing Goes Green—but I’d love to make this a broader conversation. Please post your ideas in the comments.

(Author’s note: I heard Gary tell this story in his interview on the Spring of Sustainability series. I contacted Stonyfield’s publicity department to get the exact quote, as it appears in Gary’s book, Stirring It Up: How to Make Money and Save the World. Used with permission.)

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Hands down, my favorite commercial of the Olympics so far–and in fact my favorite TV commercial of the last several years, in any context–is Nike’s “Find Your Greatness: Jogger” (The full transcript,and the one-minute video, are at that link.)

The entire video is an overweight kid running at the camera, starting quite some distance out. Working hard, but not being fazed.

When I saw it on TV, I thought it was an  60-something overweight man. Looking again, I see it’s a kid. But the message of empowerment is the same.

Especially when the voiceover says (in part),

Somehow we’ve come to believe that greatness is a gift reserved for a chosen few, for prodigies, for superstars, and the rest of us can only stand by watching.

You can forget that.

Greatness is not some rare DNA strand, not some precious thing. Greatness is no more unique to us than breathing.

As a somewhat overweight guy who will be 60 in five years–and who has lost 15 pounds since upping my daily exercise regime from 30 to 60 minutes, to 60 to 120 minutes. The ad resonates with me. And not a lot of ads do.

 

 

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I’m a long-time fan of Van Jones, and one of the things I love is that he can frame things in ways that those on the other side of the political continuum can relate to.

Too often, the left frames things in its own language (often couched in liberal guilt)—and the right dismisses us as silly and naive. Listen to minutes 30 to 35 of this speech to see how Van Jones puts the argument for going green into an issue of individual economic liberty, and turns the don’t-subsidize-solar argument into a compelling Tea-Party-friendly argument for ending oil subsidies (why doesn’t he talk aobut nuclear, which would not exist as an industry without subsidies?)

Later in the talk, he discusses solar and wind as farmer power, cowboy power, etc. And demonstrates that organic farming is traditional, and that we should return to our roots after a century of “poison-based agriculture.” And calls not for subsidy for green initiatives, but for green as entrepreneurship, enterprise, and job creation—arguments that both liberals and conservatives should relate to.

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Editor’s Note: If you ever doubt that one person can make a difference in the world, read this post. Carolyn Oppenheim wrote this beautiful tribute to her late husband, who died a few weeks ago. I knew Ward, as a friend, colleague, client, member of my Chavurah, and comrade in our social justice work. I asked Carolyn’s permission to share this as a guest post. For those who are local to Western Massachusetts, or who knew him, information about the September memorial is at the end.

 

Ward Morehouse 1929-2012

 

Ward Morehouse, 83, an internationally known human rights and anti-corporate activist, author, publisher, international educator, union activist, housebuilder, lover of dogs and children, died June 30 while swimming laps in a pond near his home in Northampton, Massachusetts.

He had a multifaceted 60-year career that spanned many fields — activism, writing and publishing, alternative economics, establishing “people’s law,” and civil disobedience against war — but were all connected by the thread of his passion for social justice and equality. In a 2003 article in UU World magazine, Kimberly French wrote that for activists around the world, he was “a high-energy eminence grise for the social justice cause and a deep thinker about the roots of the world’s ills.

Morehouse was internationally known mostly for his work against corporate assaults on human rights

He was one of the organizers of the International Campaign for Justice in Bhopal (ICJB) in 1985, shortly after the 1984 Union Carbide chemical spill that leftmore than 22,000 people dead, often called India’s Hiroshima. When Dow Chemical bought Union Carbide and did not clean up the lethal chemicals continuing to pollute Bhopal’s ground and water,it only confirmed Morehouse’s understanding that the core problem was to find a way to exert citizen control over corporations

He was a co-founder in 1994, with the late Richard Grossman, of POCLAD (Program on Corporations, Law and Democracy). Many of Morehouse’s essays are included in the standard introductory book for anti-corporate activism, Defying Corporations, Defining Democracy: A Book of History and Strategy. Grossman once described Morehouse as “the most unpretentious person I know. He either keeps his ego in check or he doesn’t have one. He truly cares about people and that is his great strength.” (Comments about Morehouse by other POCLAD colleagues are on the home page of POCLAD’s website.

Morehouse and Grossman and their POCLAD colleagues began conducting Rethinking Democracy Workshops in which they first coined the phrase “corporate personhood” that’s now at the core of the national movement to overturn the 2010 Supreme Court’s Citizen United decision that gave corporations furtherrights of persons in the law. (In 1995 they co-authored a publication in a National Lawyer’s Guild magazine calling for stripping corporations of rights the Supreme Court and Congress had already conferred on them.

In its Fall 2007 issue on “Standing up to Corporations“, Yes! Magazine wrote: “Ward Morehouse knows about corporate impunity. He has worked to bring Union Carbide to justice since 1984. . . . He failed. But along the way he learned that worrying about ‘good corporate citizenship’ is a diversion from the real task: exerting citizen control over corporations.

As Publisher of the Apex Press, he wrote: “We wrote the books on corporate personhood before it became a household word! Apex Press dissects the corporate impact on human rights, democracy, the environment, technology and economic & social justice. Some of our books are classics of alternative thinking, untainted by today’s corporate free speech (greenwashing).” The books got blurbs from thinkers like Howard Zinn, Jim Hightower, Pete Seeger, Vandana Shiva, Amitai Etzioni, Maude Barlow, Paolo Freire, Noam Chomsky, and Paul R. Ehrlich, among others

With the Press, Morehouse created the Bhopal Library, a collection of books revealing the evolving understanding of the meaning of the Bhopal. He co-authored The Bhopal Reader in 2004, a tool for activists and history of the 22-year struggle. The New York Times reviewed his 1986 book The Bhopal Tragedy, a citizens commission report. Morehouse and co-author Arun Subramian called for Union Carbide to pay victims and their families over 20 or 30 years

Apex published books under a variety of imprints: the Wayward Press, the Bootstrap Press, and others. He also co-published books with his Indian colleague, Claude Alvares, a renowned environmentalist based in Goa, and the editor of the Other India Press, an alternative publication based in India.

Morehouse wrote or edited some 20 books, including Building Sustainable Communities, The Bhopal Tragedy, Abuse of Power: The Social Performance of Multinational Corporations, Worker Empowerment in a Changing Economy, and The Underbelly of the U.S. Economy (all available at Apex Press, which the social science publishing house Rowman & Littlefield purchased in 2011)

One of Morehouse’s long-time colleagues, whom he met in India, was the noted activist Vandana Shiva, who wrote about him after his death:

“Ward Morehouse was someone with whom I have walked many journeys. In the late ’70s and early ’80s we we’re deeply involved in interdisciplinary work on Science and Technology Policy. After the Union Carbide disaster in Bhopal we worked in our own ways on justice for Bhopal victims. The struggle continues because the New York courts have let Carbide, now owned by Dow, off the hook. We were together to join the women of Plachimada [India] who were fighting to shut down the Coca Cola Plant which had mined and polluted their water, forcing them to walk miles for drinking water. Ward had identified corporate rule as a threat to democracy years before others woke up to the dangers. Our beloved Ward was a gentle giant who laid the foundations of the most important movements of our times.

Morehouse was the first chair of TOES North America, founded the U.S. in 1988. The first Other Economic Summit (TOES)was held in 1984 in London, a counter-summit to the annual G7 summits. It included diverse groups of economists, greens and community activists. TOES eventually became an umbrella term and similar meetings were organized in the U.S. and around the world. Morehouse was a regular activist and organizer of TOES counter-conferences. TOES’s major ongoing activity is a yearly forum/exposition held in conjunction with the annual meeting of the world’s leading industrial countries — the U.S., Canada, Britain, France, Germany, Italy and Japan

He befriended British economist E. F. Schumacher, author of the seminal book Small Is Beautiful: Economics As If People Mattered, and became involved with a the group of British economists critical of Western economics who proposed human-scale, decentralized technologies and formed the Intermediate Technology Development Group. Morehouse edited and wrote “Causes of Economic Breakdown: A Handbook – Tools for Economic Change.” He later expanded and republished it in Building Sustainable Communities: Tools and Concepts for Self-Reliant Economic Change.

Morehouse became disgusted with Western colonial efforts to use science to help Third World development. In a September 6, 1979, NewYork Times op-ed column called The Vienna Syndrome, Morehouse bemoaned the $50 million spent on a conference that resulted in nothing but talk and agendas for more conferences to talk

Morehouse was member of the regular panel of jurists for the Permanent People’s Tribunal headquartered in Rome and begun by Bertrand Russell during the Vietnam War. In 1996, after the session of Permanent People’s Tribunal on Industrial Hazards and Human Rights in Bhopal, the “Charter on Industrial Hazards and Human Rights” was adopted. He was also the lead organizer of the Global People’s Tribunal on Corporate Crimes against Humanity at the 1999 Seattle World Trade Organization meetings, and was arrested for attempting to serve citizen arrest warrants on the major industrialized countries’ trade ministers. In 2000, he helped organize the Tribunal on Transnational Corporations and Human Rights at the University of Warwick in the U.K. In 2004 he organized a Symposium on People’s Law at the World Social Forum in Mumbai, India. He was also Chief Organizer, People’s Tribunal on Corporate Crimes against Humanity, US Social Forum, Atlanta, 2007

On the domestic front, Morehouse was co-author with David Dembo of a quarterly series of reports called The Underbelly of the US Economy in the 1980s to 2000, documenting officially uncounted joblessness and what he termed “pauperization of work.” Before the current discussion of the 1 per cent and the 99 per cent, he wrote about the 400 richest individuals and 82 wealthiest familiesin the country controlling 40 per cent of all industrial capital

He was also a consultant to various United Nations agencies, including UNESCO on East-West issues, UNIDO (United Nations Industrial Development Organization), UNCTAD (United Nations Conference on Trade and Development), and the Centre on Transnational Corporations. He also developed expertise in small technologies for Third World development and consulted to United Nations agencies. He published many papers on this subject in a wide variety of venues.

In his earlier career, Morehouse was an academic. He taught Political Science at New York University and was a Visiting Professor at the University Lund in Sweden and at the Administrative Staff College of India in Hyderabad, then was director of international education for the State University of New York from 1963 to 1976. During this time he set up education programs in India for teachers, Indian and American, and published textbooks on a variety of areas of the world to help U.S. students understand international people “through their own eyes,” as he said. The evolved into “The Eyes Series,” later published by the Apex Press and still available on its website. His disillusionment with academia drove him into activism

In a controversy over his work that erupted into the mainstream media the year after President Nixon opened relations with China, Sen. James Buckley of New York called for Morehouse’s removal for bringing a Communist scholar to the University who had lived through the Chinese Cultural Revolution. In a Newsweek article (Jan. 22, 1973) entitled “Red Star Over Albany,” Morehouse said, “Usually we seek an individual who helps us see the society as it sees itself.” The following year, in 1974, his former Yale University classmate William F. Buckley Jr. (and brother of the senator), also called for Morehouse’s resignation in the National Review

In l976 Morehouse left on his own and went back to base his work at the Council on International and Public Affairs in New York City, a nonprofit human rights organization he had founded in l954. The ApexPress eventually became the publishing organ for projects CIPA helped incubate: the Bhopal campaign, the POCLAD work, environmental issues of sustainability, small technologies for third world countries, and humanistic economics

Morehouse came by his union identification honestly. Active in the occupational safety and health movement, he unionized the workers at CIPA and wasa member of United Steel Workers Local 4-149 (Chief Steward of Bargaining Unit). His union local was formerly part of the Oil, Chemical and Atomic Workers International Union (OCAW) whose leader, Tony Mazzocchi, was known as the Rachel Carson of the American workplace. Morehouse allied himself with Mazzochi’s campaign to link the scientific and public health communities with workers and unions to create the modern occupational safety and health movement

Morehouse’s family has a legacy of involvement with social issues and intellectual accomplishments. He admired his grandfather Richard T. Ely, a famous political economist, author, and a leader of the Progressive Movement who called for more government intervention in order to reform what progressives perceived as the injustices of capitalism, especially regarding factory conditions, compulsory education, child labor, and labor unions. Ely became embroiled in a battle involving academic freedom when the regents at the University of Wisconsin tried to remove his tenure. In 1894 an unsuccessful attempt was made to depose him from his chair for purportedly teaching socialistic doctrines. This effort failed, with the Wisconsin state Board of Regents issuing a ringing proclamation in favor of academic freedom, acknowledging the necessity for freely “sifting and winnowing” among competing claims of truth

His father, Edward Ward Morehouse, an academic protege of Ely’s, was also a progressive political economist focusing on public utilities, such as the Tennessee Valley Authority.

His aunt, Elinore Morehouse Herrick target=”_blank”, was appointed by Frances Perkins, Secretary of Labor for President Franklin Delano Roosevelt, as theRegional Director of the National Labor Relations Board in the New York-New Jersey-Connecticut area for the years 1934-1942. Later she worked for The New York Herald-Tribune and her speeches, articles, book reviews, and editorials are all archived at the Schlesinger Library at Harvard University

Morehouse’s first wife was Cynthia Thomas, granddaughter of the noted restaurateur John R. Thompson, developer of one of the earliest fast food restaurant chains. The couple lived for 44 years in Croton-on-Hudson, N.Y. She worked as a freelance copy editor and as Editor and Production Supervisor for The Apex Press. In the 1960s and 1970s she served as librarian at the Educational Resources Center in New Delhi, India, founded by Morehouse,and as a bibliographer at the Administrative Staff College in Hyderabad, also in India, and at the University of Lund in Sweden. She was the editor of the International Directory of Youth Internships. She died in 2000

In 2003 Morehouse married Carolyn Toll Oppenheim, a former reporter for The Chicago Tribune and The Chicago Sun-Times. After moving to Western Massachusetts, they together founded Shays 2 (the Western Mass. Committee on Corporations and Democracy) doing POCLAD work of educating about democracy and corporate personhood at the local level. True to his affinity with labor, Morehouse brought Shays 2 into the Western Mass. Jobs with Justice Coalition. He was the senior member of its Workers’ Rights Board.

A third generation Unitarian — his paternal grandfather Daniel Webster Morehouse was a Unitarian minister — Morehouse became active in the Living Wage campaign of the <https://www.uunorthampton.org/>Unitarian-Universalist Society of Florence and Northampton, Mass. (With his first wife Cynthia and a few other couples, he had been a founding member of the Unitarian Universalist Fellowship of Briarcliff, Croton and Ossining.)

Morehouse leaves his wife Carolyn, two sons, John and Andrew, seven granddaughters, three great-grandchildren, two step-daughters and three step-grandchildren, and a sister, Nancy M. Gordon of Amherst, Mass., two nephews and one niece, and one lab-mix dog called Zen. Zen follows a long line of Morehouse dogs who sat by him in his book-filled studies in Croton, India, Western Massachusetts and Maine. He is known by many names: Dad, Grandpa, Bapu, and Poppa

Morehouse didn’t just write about labor, he did it. He leaves a beautiful waterfront cabin that he built with his sons and grandchildren in Vinalhaven, Maine. His home of more than 45 years in Croton was mostly built by him and his family. In the 1970s he built a family “camp” in Northern Maine — and a writing cabin for himself. During the l980s he earned money by retrofitting houses to be more energy efficient, working with his son John and daughter-in-law Frances. His applied his principles of small-scale technologies, sustainability and self-sufficiency to his own life

His two sons are the Rev. John T. Morehouse, lead minister at the Pacific Unitarian Church, Rancho Palos Verdes, CA; and Andrew Morehouse, executive director of the Food Bank of Western Massachusetts.

Memorial Service and Celebration of a Life for Ward Morehouse 1929–2012

Memorial Service

Saturday, Sept. 29, 11:00 a.m.   Unitarian Universalist Society,  220 Main Street, Northampton, MA

Celebration

Reveille From a Radical: Songs, Stories and Food in Celebration of Ward Morehouse’s Life and Mission

Saturday, Sept. 29, 1:30 p.m.   Northampton Friends Meeting , 43 Center Street, Second Floor, Northampton, MA

Bring  stories of Ward. Please RSVP to Carolyn at 413 584 0722 or <mailto:ctollopp@gmail.com>ctollopp@gmail.com so we have an idea in advance of how much food we need and how many people will want to speak. However, in true Quaker style,  people may share as the spirit moves them.

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Kafka must be having a good laugh over this.

LEED certification for US government buildings has been a huge success story:

Since 2003, the General Services Administration (GSA)’s 91 LEED-certified and 219 pending buildings, totaling over 14 million certified square feet of space, can take credit for:

  • Lowering emissions by 20 percent
  • 20 percent lower energy intensity
  • Switching 16% of overall energy use to renewables
  • 14% reduction in water use since 2007

In and out of government, both the business case and the planetary case for LEED are clear:

In the last twelve years, LEED has aided the development of better products, better designs, better engineering, and better buildings. LEED has now grown into the most widely used high-performance building rating system in the world.  Today more than 12,300 commercial projects and over 20,000 residential units have achieved LEED certification.  An additional 1.6 million square feet of space is certified every day.

The business case for LEED is unassailable.  It saves U.S. businesses and taxpayers millions of dollars every year.  Furthermore, an organization’s participation in the voluntary LEED process demonstrates leadership, innovation, conservation stewardship and social responsibility, while providing a competitive advantage. All of these are reasons why small businesses, Fortune 100 companies, homeowners, governments and non-governmental organizations are using LEED to save money and save resources every day.

Now the latest idiocy in Congress is to try to force the GSA to abandon the well-respected LEED rating system. Why? To protect the interests of toxic chemical manufacturers whose products can’t qualify for LEED certification.

Earth to Congress: getting rid of toxics is part of  how you get green buildings. Duh!

If you think Congress should allow the GSA to continue using LEED in its building design criteria, here’s a petition you can sign. It’ll be turned in Tuesday, so go and sign it now before you get distracted.

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Nothing cloak-and-dagger, but I recently took a journey to a secret location.

This happened because a few weeks ago, I asked my wife what she’d like for her birthday. “Take me on a trip,” she said. So I took her on a mystery trip. She knew the dates and vaguely where we were going, but not the exact city, and not what we were doing (a ten-day world music and dance festival in Drummondville, Quebec, three days of which we got to attend).

This is fun! And we have a history of things like this. For my last birthday, I asked to be blindfolded and taken to a restaurant I’d never been to. Without her asking, I’d done that for my wife several years earlier.

Keeping some mysteries and secrets is a very healthy thing in a romantic relationship.

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Thought you’d like a follow-up to my last post, about the impending driving trip to a French-speaking world in Quebec Province. Here’s how the trip went.

My last post was about how lucky we are to be able to drive to another country and another culture–and then I left for five days in French-speaking Quebec Province.

In Drummondville, where we spent most of the trip, hardly anyone spoke more than minimal English, and even though we were attending a major music and dance festival an hour and a half from the US border–we did not encounter anyone else from the US.

I don’t speak French but can get little pieces, especially when there are cognates with English or Spanish. My wife can speak a bit but often doesn’t understand the responses. We found ourselves using a weird combination of Spanish, French, and English. It worked reasonably well in one-to-one conversation. We were completely lost when, for instance, the various festival MCs did their 10-minute introductions of each performer.

I actually think this is a very healthy thing: to be reminded that the US is not the only culture, and English not the only language. When we visit foreign countries, we shouldn’t expect others to understand English on our behalf. If I’m going to one country for a period of time, I’ll try to listen to an introductory language CD or tape set (libraries often have these). So for instance, when we went to the rural Czech republic several years ago, we were armed with two cassettes’ worth of phrases. And even with our very rudimentary knowledge, we were translating for many of the other people in the music camp we attended.

We’ve been around a lot of other places in Quebec where French was the dominant language, but plenty of people spoke English: Montreal, Quebec City, and our second destination on this trip–the lovely city of Sherbrooke and the charming nearby village of North Hatley.

Canada is theoretically bilingual. However, just as in many parts of English-speaking Canada, people have little or no French–here, many people in the smaller cities had little or no English, even though they’d supposedly studied it in school. Signage was pretty much entirely in French, though we did find one bilingual exhibit at a cheese factory.

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I’ve always loved new places. Tomorrow, I’m going to a place where the dominant language and culture are French, a place I’ve never been before—though close to two places I’ve been several times.

And I’m going by car.

Even though on the surface, English-speaking Canada seems like the United States, they’re actually very different. And Francophone Quebec Province, where we’re headed, is much more different. Past visits have felt more like visiting France than the U.S.

Europeans have very close borders, and I would consider that a blessing. Drive 200 miles or so and you’re in another land—different language, until recently and still in many cases different money, different customs, different food. It’s amazing how different, for instance, it was in Glucholatzi, Poland, compared to Zlate Hore, Czech Republic, just three miles away. The architecture, language, and food were all different (we ate better in Poland.)

Despite the clear demarcations, Europeans have a sense of world citizenship that many Americans lack. It’s rare to find a European under age 40 who only speaks one language, and common to find people who speak four or five. They understand that events a few hundred miles away in another country affect them, while US media provides an appallingly US-centric perspective that in my opinion is seriously flawed, and creates a skewed worldview.

For those of us who live in the northern or southwestern United States, another country is close enough to drive to. I’ve made at least 12 trips to Canada, And in our trips to Arizona, California, and Texas, we’ve crossed into Mexico several times.

Tomorrow, our destination is a small town east of Montreal and west of Quebec City. I expect it might be a good deal more French than its larger neighbors. I will have to rely on Spanish cognates—I can have a conversation in Spanish, as long as the other person isn’t too fussy about grammar—and my wife’s high school French. It’s good once in a while to have the experience of being the minority in a different culture, and it’s amazing how much communication can happen with sign language, drawing pictures, and a few phrases.

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I sent an article around by Seth Godin, talking about how bullying buyers of expensive items shot themselves in the foot when they try to tear down the seller, or the quality of the item.

My friend Jacqueline Church Simonds from Beagle Bay Books responded with a story of how Mitchell Volvo in Simsbury CT, earned her undying love:

After we expressed interest in the V70 wagon, the dealer sat us down and said, “You’re intelligent, educated buyers. You know how to look on the Internet and see what my competitors are asking for in 5 surrounding states. Here’s the price that makes money for me and gives you a deal besides.”

The only dickering we did was on my 100k Taurus. He was genuinely chagrined he could only give us $2k trade-in on it. Since I’d been trying to sell it for 6 months, I caved. It was better than having it towed.

I’ve yet to find a dealer who treated me as fairly.

Thirteen years later, she still sings that dealer’s praises. Isn’t that what you want your clients and customers to do?

By contrast, I had such a bad experience in 2003 at Northampton Toyota (since sold to a dealer organization that I have no complaints about) in Massachusetts that I wouldn’t even go back there for a tube of touch-up paint until the dealership was sold and the management changed. I won’t give you the whole sordid story, but here’s one piece of it: the phone call a couple of weeks into the process that said “you have 24 hours to get your car out of our lot, and by the way, the engine is in pieces in the trunk.”

Amazingly, when we went in to a local used car dealer to see about replacing this car, he said, “it’s only got 71,000 miles and all it needs is a new engine? You could drive that car for many more years!” He actually brokered a used engine for us and arranged for a specialized shop to install it—giving up an easy sale but earning a lot of referrals from us over the coming years. And he was right; we drove that car eight more years, until 2011.

The ultra-shabby weeks-long encounter with Northampton Toyota’s service department was so bad that I wrote a five-page letter to Toyota’s vice president for US customer service. The response I got from them was too little and waaaay too late (two months to get a form response asking me to call a customer service center that turned out to be in India, with a representative who had not seen and could not access my letter—and another two months to get the letter with the inadequate and inappropriate make-good).

So what did I do the next time I needed a car, a year and a half after this incident? After driving nothing but Toyotas and one Toyota clone (labeled as a Chevrolet Nova) since 1982, I took my money elsewhere, because earning my loyalty was obviously not a priority for this company. I bought a brand new car that for the first time in 22 years, was not a Toyota and not designed by Toyota. Then, last year, the replacement engine on the old Corolla finally gave out, when the car was 14 years old and the odometer read something like 167,000 miles. We did buy a Toyota to replace it, but we bought it used, so no money in Toyota’s pocket on that sale. And just last week, I helped my stepfather buy a new car. He’s had several Toyotas over the years—but he bought a brand new Honda.

In other words, in the past 9 years, the imbecilic treatment we received from the service department combined with the laughable response from corporate has diverted three large sales away from Toyota—three sales that would have been theirs for the taking, if they’d only just made us feel that we mattered.

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