Sunday, I asked for your comments on three inspirations for innovation and creativity. If you missed the original, please take a moment to go back and read it first. If you didn’t, be aware that I give away the ending to the Caine film below.

I’m writing this on Sunday, immediately after posing my question to you, and posting it on Tuesday, as promised. Hopefully a few of you have added your wisdom. And here’s what I think:

1. Chris Brogan is spot on when he says you don’t achieve greatness by following the existing paradigm. You conceive the ultimate goal—hopefully something big and bold—and then engineer a path from today’s world to that goal.

Examples:

2. A number of lessons to be learned from “Caine’s Arcade”:

  • Caine’s parents were wise enough not to interfere, not to assault their son with messages that what he was trying t do was impossible, useless, or even misdirected. They gave him room to follow his dream.
  • For Caine, it was enough to build it even when people didn’t come—just as for me, I’m driven to write my blog, my monthly column, and my books even though my audiences are small. Because I know that a few people do passionately pay attention to my ideas, it gives me a lot of juice to keep going. Of course, if I had the fame of a Chris Brogan or Seth Godin, I’d reach a lot more people. And that would harmonize with my own goals to change the world. But just knowing that I have changed the lives of a few people and the course of a few communities helps me keep going. I’m not sure I’m as brave as Caine, though. I’m not sure I could do it anymore if I didn’t think anyone at all was listening.
  • The missing ingredient in both Emerson’s “build a better mousetrap and people will beat a path to your door” and director Phil Alden Robinson and writer W. P. Kinsella’s “if you build it, they will come” is marketing. While Caine says he doesn’t care if anyone comes to play, he tells us of feeling excluded and teased when he tried to share his accomplishment at school. And his reaction when his lone customer brings a crowd to play shows that while just the achievement had been enough for Caine, sharing it with others is so much more. Nirvan, that solitary customer, did the marketing for him, and did a fabulous job. The happy ending is as much a testament to Nirvan’s social media prowess as to Caine’s creativity and ingenuity—just as the rise of Apple needed both Jobs’ vision and marketing skills and Steve Wozniak’s engineering genius. The lesson for entrepreneurs is that if you don’t have all three elements—vision, engineering, and marketing—you need to partner with someone who has the pieces you lack.

3. The actual ad featured in the going green video is a brilliant example of using big-picture thinking to convey a message. Take a walk—and find your true love. Yes, it’s absurd. But it’s also very compelling. and it talks most elegantly to the way people can change behavior and become greener—achieving both a planetary and a personal good.

Much traditional advertising of for-profit products and nonprofit causes focuses on one or the other: buy this car or smoke this cigarette and you’ll feel sexy, that sort of thing—or “only you can prevent forest fires,” give money to cancer research, etc.—helping-others messaging without a clear direct benefit.

As a green marketer, I constantly say that marketers need to hit both the self-interst and the planetary interest, especially if they want to reach beyond the deep greens. In fact, I wrote my last Green And Profitable column on this very theme. The ad is a nice example, and the opening slides give us some very good framing about the power of art to influence thought, in many contexts.

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Without starting with that intention, I’ve been immersing myself in “creativity juice” this morning. A whole bunch of the e-mails I’ve opened have, by random chance (if there is such a thing), forced me to think about how creativity happens,  what it means, and whether “if you build it, they will come”—a/k/a, in the pre-“Field of Dreams” world as the better mousetrap aphorism—has relevance in today’s world.

Today, I’ll share three of these inspirations with you: the raw material. And I’ll write down what I think about this confluence, but set it to post on Tuesday—because I want your reactions before you see mine. Please comment below.

1. This quote from @ChrisBrogan:

When I think about all that a business can do to succeed (or all that an individual can do, for that matter), I start from the mindset of forgetting about the path that someone else has forged. Why? Because innovation rarely (never?) comes from following an established path. If I were going to design a hotel, I wouldn’t try learning what worked and didn’t work for the Four Seasons, I’d think through (and then interview others about) all the details that matter to me as a traveler, and then consider what I could do better.

3. This 3-minute TED talk about creativity, green messaging, and climate change (suggested by TED after I followed an e-mail link and watched a different TED talk)

While I won’t give away my reactions yet, I will tell you that my response cites Steve Jobs, energy visionary Amory Lovins, and some game-changing, category-inventing products.

Meanwhile, you have the floor. I’m eagerly awaiting your response.

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On April 30, 1977, I entered the construction site for the Seabrook (New Hampshire) nuclear power plant. The next day, I was one of 1414 people arrested at the site, while arch-conservative Governor Meldrim Thompson, dressed in combat fatigues, gave orders to the police. Under Thompson’s administration, many protestors were held until May 13.While we were in captivity, William Loeb, publisher of the state’s largest newspaper, repeatedy called us “terrorists.”

Fast-forward 35 years. Today, April 14, 2012, I was one of 1500 or 2000 people attending a rally in Brattleboro, Vermont to shut down the deeply troubled Vermont Yankee nuclear plant—which, under Vermont law and agreements signed by the plant owner, should have been shut down and has been operating illegally since its license expired. Ironically, the plant sits on the Connecticut River, which is the border between Vermont and New Hampshire.

Only this time, the governor, and most of the state, was on our side. Governor Peter Shumlin was the featured speaker, and he outlined ten specific lies or broken promises on the part of New Orleans-based Entergy, which owns the plant.

Along with Governor Shumlin, US Senator Bernie Sanders, Vermont Attorney General William Sorrell, and several state legislators from both Vermont and neighboring Masachusetts were on the program or sent greetings. Vermont’s lone US House Representative, Peter Welch, sent greetings, leaving only Senator Patrick Leahy out of the event among Vermont’s three-member Congressional delegation.

Yes, we’ve won over at least one state government. But our work is not done until this very dangerous plant—a plant that was unsafe even when it was new, and which uses the same totally discredited GE Mark I design as Fukushima-Daiichi—is shut down. Until Entergy honors its promises. And until all nuclear plants in the US and around the world are shut down before catastrophe happens.

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Editor’s Note: I’ve long been a fan of Van Jones and was really upset when he was forced out of the White House. This is such a good analysis that I asked him permission to post it on my site and blog. -Shel Horowitz, primary author, Guerrilla Marketing Goes Green

The Age of Obama: What Went Wrong (and How to Fix It)

Van Jones reflects on his time in-and out of-the White House.

by Van Jones posted Mar 29, 2012 at https://www.yesmagazine.org/people-power/the-age-of-obama-what-went-wrong-and-how-to-fix-it – used with permission.

This article is adapted from Rebuild the Dream, Van Jones’ new book.

The 2008 campaign was a campfire around which millions gathered. But after the election, it was nobody’s job or role to tend that campfire. The White House was focused on the minutiae of passing legislation, not on the magic of leading a movement. Obama For America did the best that it could, but the mass gatherings, the idealism, the expanded notions of American identity, the growing sense of a new national community, all of that disappeared.

It goes without saying that clear thinking and imaginative problem solving are easier in hindsight, away from the battlefield. I was in the White House for six months of 2009, and I was outside of it afterward. I had some of the above insights at the time, but many did not come to me in the middle of the drama and action. Most are the product of deeper reflection, which I was able to do only from a distance.

Nonetheless, the exercise of trying to sort out what might have been and trying to understand why nobody was able to make those things happen in real time has informed this book and shaped my arguments going forward.

I say Obama relied on the people too little, and we tried to rely on him too much.

Let me speak personally: looking back, I do not think those of us who believed in the agenda of change had to get beaten as badly as we were, after Obama was sworn in. We did not have to leave millions of once-inspired people feeling lost, deceived, and abandoned. We did not have to let our movement die down to the level that it did.

The simple truth is this: we overestimated our achievement in 2008, and we underestimated our opponents in 2009.

We did not lose because the backlashers got so loud. We lost because the rest of us got so quiet. Too many of us treated Obama’s inauguration as some kind of finish line, when we should have seen it as just the starting line. Too many of us sat down at the very moment when we should have stood up.

Among those who stayed active, too many of us (myself included) were in the suites when we should have been in the streets. Many “repositioned” our grassroots organizations to be “at the table” in order to “work with the administration.” Some of us (like me) took roles in the government. For a while at least, many were so enthralled with the idea of being a part of history that we forgot the courage, sacrifices, and risks that are sometimes required to make history.

That is hard, scary, and thankless work. It requires a willingness to walk with a White House when possible-and to walk boldly ahead of that same White House, when necessary. A few leaders were willing to play that role from the very beginning, but many more were not. Too many activists reverted to acting like either die-hard or disappointed fans of the president, not fighters for the people.

The conventional wisdom is that Obama went too far to the left to accommodate his liberal base. In my view, the liberal base went too far to the center to accommodate Obama. The conventional wisdom says that Obama relied on Congress too much. I say Obama relied on the people too little, and we tried to rely on him too much. Once it became obvious that he was committed to bipartisanship at all costs, even if it meant chasing an opposition party that was moving further to the right every day, progressives needed to reassess our strategies, defend our own interests, and go our own way. It took us way too long to internalize this lesson- and act upon it.

The independent movement for hope and change, which had been growing since 2003, was a goose that was laying golden eggs. But the bird could not be bossed. Caging it killed it. It died around conference tables in Washington, DC, long before the Tea Party got big enough to kick its carcass down the street.

The administration was na?Øve and hubristic enough to try to absorb and even direct the popular movement that had helped to elect the president. That was part of the problem. But the main problem was that the movement itself was na?Øve and enamored enough that it wanted to be absorbed and directed. Instead of marching on Washington, many of us longed to get marching orders from Washington. We so much wanted to be a part of something beautiful that we forgot how ugly and difficult political change can be. Somewhere along the line, a bottom-up, largely decentralized phenomenon found itself trying to function as a subcomponent of a national party apparatus. Despite the best intentions of practically everyone involved, the whole process wound up sucking the soul out of the movement.

As a result, when the backlash came, the hope-and- changers had no independent ground on which to stand and fight back. Grassroots activists had little independent ability to challenge the White House when it was wrong and, therefore, a dwindling capacity to defend it when it was right.

The Obama administration had the wrong theory of the movement, and the movement had the wrong theory of the presidency. In America, change comes when we have two kinds of leaders, not just one. We need a president who is willing to be pushed into doing the right thing, and we need independent leaders and movements that are willing to do the pushing. For a few years, Obama’s supporters expected the president to act like a movement leader, rather than a head of state.

The confusion was understandable: As a candidate, Obama performed many of the functions of a movement leader. He gave inspiring speeches, held massive rallies, and stirred our hearts. But when he became president, he could no longer play that role.

The expectation that he would or could arose from a fundamental misreading of U.S. history. After all, as head of state, President Lyndon Johnson did not lead the civil rights movement. That was the job of independent movement leaders, such as Martin Luther King Jr., Ella Baker, Bayard Rustin, and Fannie Lou Hamer. There were moments of conflict and cooperation between Johnson and leaders in the freedom struggle, but the alchemy of political power and people power is what resulted in the Civil Rights Acts of 1964 and the Voting Rights Act of 1965.

As head of state, Franklin Delano Roosevelt did not lead the labor movement. That was the job of independent union leaders. Again, the alchemy of political power and people power resulted in the New Deal. As head of state, Woodrow Wilson did not lead the fight to enfranchise women. That was the role of independent movement leaders, such as suffragettes Susan B. Anthony and Ida B. Wells. The alchemy of political power and people power resulted in women’s right to vote. As head of state, Abraham Lincoln did not lead the abolitionists. That was the job of independent movement leaders Frederick Douglass, John Brown, and Harriet Tubman. The alchemy of political power and people power resulted in the emancipation of enslaved Africans. As head of state, Richard Nixon did not lead the environmental movement. That was the job of various environmental organizations, such as the Sierra Club, and other leaders, like those whom writer Rachel Carson inspired. Once again it was the alchemy of political power and people power that resulted in the Clean Air Act, the Clean Water Act, and the Environmental Protection Agency

The biggest reason for our frustrations and failures is that we have not yet understood that both of these are necessary-and they are distinct. We already have our head of state who arguably is willing to be pushed. We do not yet have a strong enough independent movement to do the pushing. The bulk of this book makes the case for how and why we should build one.

Van Jones adapted this article for YES! Magazine, a national, nonprofit media organization that fuses powerful ideas with practical actions, from his new book, Rebuild the Dream. Van Jones, a former contributing editor to YES! Magazine and a former adviser to President Obama, is the co-founder of Rebuild the Dream, a platform for bottom-up, people-powered innovations to help fix the U.S. economy. He is also the co-founder of the Ella Baker Center for Human Rights, Color of Change, and Green for All.

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Is this crazy? The News Journal, Wilmington, Delaware’s Gannett-owned major newspaper, offered blogger Kristopher Brooks a reporter job. He blogged about it. And the paper withdrew the offer—before Brooks even started work.

The termination came just one day after Jim Romensko, whose blog is must-reading in the journalism world, posted a story about it.

As both a business ethics expert and as a journalist/blogger who has been writing news and features for more than 40 years, I heard the story and looked at the press release (linked above). It was a bit over the top and certainly at odds with the mainstream journalism pretense of objectivity.

But cause to withdraw the offer? Not even close. One presumes that they knew going in they were getting an outspoken, opinionated *blogger* who would be quite likely to do something like that. They didn’t hire a straightlaced just-the-facts reporter. So unless they told him upfront, don’t blog about this or run it by us before you post, from a business ethics viewpoint, they crossed the line by withdrawing the offer.

From the view of the suits who run the paper, I totally understand why they wouldn’t want a perceived “loose cannon” or someone with that big an ego running around and injecting himself into the stories he writes. For every Hunter Thompson or Tom Wolfe who injects himself into the narrative, thousands of mainstream reporters toil in near-anonymity, writing pieces that only a seasoned analyst would be able to recognize as theirs—that’s what journalists are trained to do.

But if that’s what the paper was looking for, the editorial team that hired him should have run both sides of Brooks—the anonymous mainstream reporter and the flamboyant blogger—by the suits before making the offer. Once the offer was made, it should have been honored, barring a much more outrageous violation of journalistic norms (like being discovered making up sources).

Also—I say this without any knowledge of the paper’s diversity and hiring practices, just wondering out loud—I do wonder if a white reporter would have received the same treatment.

The stated justification (I’d call it an excuse) was that Brooks used the paper’s logo and quoted his offer letter without permission. If you believe that, I’ve got a nice antique bridge to sell you across the East River between Brooklyn and Manhattan. All they would have had to do was call him and ask him to take down the logo and not quote the offer. The first would take about 20 seconds, the second, a few minutes of changing quotes into paraphrases.

Wearing my journalist hat, I went and had a look at the rest of Brooks’s blog. Not surprisingly, he frequently lifts logos and other materials, as he comments on them—so the paper does not have any plausible excuse about not knowing he would use the logo. This is very common occurrence in the blogosphere; many bloggers comment on other news stories, and using a graphic element from the original story happens constantly. As a blogger (‘scuse me while I switch hats), I’m commenting on a story right now. It’s not my style to borrow the masthead where the story appeared, but really, is there a qualitative difference? In the blogosphere, use of a logo does not imply endorsement by the owner of the logo, so what’s the big deal?

Brooks also blogs frequently on the stories he covers as a journalist, and his role in them. Gannett cannot use the excuse of ignorance. Any competent hiring committee would have looked at the blog during the evaluation process.

Want more on blogs vs. traditional journalism? In my eighth book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, I discuss business ethics, out-of-the-box public relations, blogs, and the new journalism climate ion some detail.

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Either Mitt Romney is trying to add comedy to his repertoire or he’s gone delusional on us.

At least twice last week, he made off-the-wall statements accusing Obama of Romney’s own much-indulged-in behaviors and attitudes.

Here’s the Wall Street Journal’s report on Romney calling Obama “out of touch.

Let’s see…Romney is the man who revels in being in the One Percent, talks about the Cadillacs, plural, that his wife drives, brags about firing people, jokes about factory closings, and thinks that corporations are actually people (to name a few of his bizarre statements). Not since Dan Quayle have we had a probably major-party nominee for national office so good at cramming his foot into his mouth..

And then a day or two later, Romney said Obama repeatedly undergoes “a series of election-year conversions” on his issue positions. It’s true, Obama has a disturbing tendency to back off anything remotely controversial once a little heat is applied by the opposition, and this is a continual disappointment to progressives. But retreating under fire is not the same as shifting with the wind. Romney changes positions so often, his own campaign strategist Eric Fehrnstrom created the wonderfully apt metaphor of the Etch-A-Sketch campaign: shake it to reset.

I live in Massachusetts and I lived here under the Romney  administration. He was very much in favor of the healthcare plan that was passed during his time at the helm, despite its strong resemblance to the Obamacare he claims to hate. I remember when he was at least somewhat protective of women’s reproductive rights. I remember a lot of positions he has abandoned and then turned around and actively trashed. People keep talking about his integrity; I see a candidate who will sacrifice any principle for votes.

So, Mitt–do you actually believe this stuff you’re spouting, or are you just trying to bring some humor into the campaign trail?

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But why would you want to? If you want to market dishonestly, the person you’re really fooling is yourself. Because it is not effective in the long run, and the long run is what builds a business.

Two examples:

The Secret Spammer

Someone posted this on a LinkedIn discussion today:

 The promotion plan used by [company name] works very well. [company URL]

Always on the lookout for good resources for myself and my clients, I clicked through. First thing I saw was the same guy’s picture, so this was not exactly an unbiased recommendation. And then after clicking in a couple of pages, I found this:

The email blast and daily email advertising to 4 million recipients will cost you only $35 for a lifetime membership. (not included in the package) However, you will learn how to use emailing effectively, what company or companies to use, and how to effectively send email ads.

4 million e-mails a day over multiple days? If that’s not spam, I don’t know what is.  There’s no way this list is targeted, and there’s no way it will help the reputation of any product associated with it. So I responded:

I am sorry, but I looked at your site, Fred (and it would be nice if you were more up front about your relationship to it)–you’re going to send 4 million e-mails for an author? That is SPAM–a wretched curse on the planet. It makes everything else you offer to do suspect.

I have a section in one of my books called “Spam–the newbies’ natural mistake.” You’re not a newbie, though. The site is professionally designed and convincing on first glance. So you know better. Why are you doing this?

If you use sleazy, illegal, unpleasant tactics, that’s how people will think of your book. I will NOT be recommending this one to my clients.

The Bait-and-Switch Home Contractor

A few months ago, I bought a Groupon from a heating-duct cleaning service. But when the technician arrived, he told me the $69 duct cleanout was only good if I first signed up for a $1900 heating system overhaul. No upgrade? Then no work.

This is dumb on so many levels! First of all, you never require an upsell. That’s called bait-and-switch, and is illegal, for good reason. Second, if you try to upsell somebody, your offer should be in tune with the original price. so maybe you offer a $99 or $109 upgrade to your $69 original offer. You’re not going to get many takers if your upsell is 27.53 times the original price, pushing it from two figures to four. Third, if you want to sell someone something 27 times the original price, you need to build trust and show you’re capable of the small stuff. And fourth, if you’re using an outside lead generation system (in this case, Groupon), you don’t want to piss them off. I am sure I am not the only one who got a full credit of my $69 from Groupon, which offers a satisfaction guarantee. How willing will Groupon be to ever work with this company again if some huge percentage of sales have to be refunded?

As Abraham Lincoln allegedly said, “You can fool all the people some of the time, and some of the people all the time, but you cannot fool all the people all the time.”

And as I say, “if you build a business by fooling people, the worst fool is yourself.”

In my latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, I talk at some length about long-term customer relationships—how they are key to repeat business, and how repeat customers are five to ten times more profitable than using traditional marketing to bring in new customers. If you have to keep dredging the lakes for people you haven’t ripped off yet, your business is not sustainable.

So, for both ethical and practical reasons, do the right thing and don’t be like either of those fools I cited.

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As I repeatedly point out in my eighth book, Guerrilla Marketing Goes Green, going green can reduce costs and boost profits, as well as provide numerous marketing hooks. Here’s a great example.

From reusing the aluminum seat frames when replacing seats to changing to modular carpeting where only the worn spots get replaced, Southwest—often a pioneer—has shaved weight by more than 600 pounds per plane, drastically lowered its consumption of resources, and shaved costs. The long list of improvements Southwest has made toward greener flying can be seen here.

BTW, did you know that Guerrilla Marketing Goes Green (list price: $21.95) comes with more than $2000 worth of bonuses? Like going green, I try to make buying the book a win-win; click the link and see what else you get.

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This is a rare occurrence: Three of my heroes made separate local appearances this week—two from the generation older than me, and one from the generation that follows me.

George McGovern
George McGovern, 89, former Senator, Democratic nominee for President in 1972, and stalwart of the ’70s-era peace movement spoke Saturday to support his new book, What It Means To Be A Democrat, to bring attention to hunger causes—and to support Rep. James McGovern’s (no relation) re-election campaign. (I’m looking forward to having the younger McGovern, one of the most progressive voices in Congress, represent me; our town just got moved into his district.)

Born in 1956, I was too young to cast my vote for McGovern in 1972—but not too young to campaign for him, which I did. I also met the candidate at a campaign rally in the north Bronx (NYC) neighborhood where I was living (not a place that typically attracted national political figures). He impressed me with his decency, although not his speaking skills (charisma was not one of his big qualities). Listening to him on a local radio station this week, I was glad he’s become a better speaker—and glad, too, that he’s still willing to buck the system and oppose the wars in Afghanistan and Iraq…stand for positivity and discourse in politics…and be a voice for the voiceless whose safety net continues to be slashed by both parties.

McGovern, the elder, is a reminder of the days when the Democratic Party actually supported democratic values of peace, an anti-poverty agenda, and civil liberties—values that seem hard-to-find in today’s party, where the Dennis Kuciniches and Barbara Lees, Alan Graysons, and James McGoverns of the world are a tiny isolated minority at the far-left edge of a party filled with “centrists” who are less willing to back a progressive agenda than Richard Nixon was during his presidency. How can you take seriously a party that claims to be progressive and lets people like Ben Nelson and Steny Hoyer define it?

Where are the towering figures like Barbara Jordan, Birch Bayh, Bela Abzug, Shirley Chisolm, Tom Harkin, James Abourezk and so many others—all of whom served with George McGovern in Congress? Where is even a figure like Lyndon Johnson, able to grow past his southern segregationist heritage and shepherd through a series of civil rights bills? These were Democrats who were not afraid to speak their mind, not afraid to fight for justice, and willing to do what they could to steer the US toward a better path. They didn’t turn tail and start mumbling apologies any time someone called them a liberal as if it were some kind of curse word instead of a badge of honor—a disgraceful path embraced by Michael Dukakis during his 1988 Presidential run, and by far too many Democrats since.

Daniel Ellsberg
Another of my pantheon of childhood heroes, Daniel Ellsberg, 80, spoke on a panel of whistleblowers Thursday evening at Mt.Holyoke College. Ellsberg risked life in prison to release the Pentagon Papers, a massive set of documents that utterly discredited any plausible justification for the Vietnam war.

Ellsberg didn’t go to prison, though—because the government’s case was dismissed after it was discovered that the feds had way overstepped their bounds in investigating him. Unfortunately, under laws championed by and passed under both Presidents George W. Bush and Barack Obama, what they did to him would be legal today. That is a travesty, and part of what I mean when I say the Democrats have abandoned a progressive agenda. Despite whistleblower protection laws and even payment passed since the 1970s, the government is not nice when the whistleblowers go after government fraud. Whistleblowers still risk severe punishment (just look at Bradley Manning).

If you ask me, those who expose corruption at great personal risk are heroes, not criminals.

Rachel Maddow
Local weekend resident Rachel Maddow speaks tonight, also at Mount Holyoke. Maddow, who turns 39 tomorrow, has been a refreshing progressive, articulate, and intelligent voice in a generally desolate mainstream-media landscape. I’ve been a fan of hers since she made her radio debut as a morning-show newscaster on WRNX here in the Valley.

It’s great that there are people like Maddow to catch the torch as my generation, and my parents’ generation, starts passing it. We need more like her.

[Disclosure: I was not able to attend any of the events in person. This post is based on hearing McGovern and Ellsberg in separate appearances on Bill Newman’s radio show on WHMP, and on coverage in the Northampton, MA newspaper, the Daily Hampshire Gazette.]

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