Author: Shel Horowitz—Green/Ethical Business Expert

A lifelong activist, profitability and marketing specialist Shel Horowitz’s mission is to fix crises like hunger, poverty, racism, war, and catastrophic climate change—by showing the business world how fixing them can make a profit. An author, international speaker, and TEDx Talker, his award-winning 10th book, Guerrilla Marketing to Heal the World, lays out a blueprint for creating and MARKETING those profitable change-making products and services. He is happy to help you craft your messaging and develop profit strategies. Learn more (and download excerpts from the book) at http://goingbeyondsustainability.com

#FreeIran Campaign Turns to the Blogosphere

By Shel Horowitz—Green/Ethical Business Expert Posted on June 29, 2009 Posted in Democracy, Ethics-International, People Helping People, Politics

Like many others, I am appalled both by the apparently stolen election in Iran and by the repressive, violent response of the government to the mass protests.

And like many bloggers today who want to be cheerleaders for democracy and (to use Martin Luther King’s wonderful phrase) “drum majors for justice,” I’m joining in a worldwide campaign today to call attention to the problems with the Iran vote and its bloody aftermath. Click the link to see a long list of grievances and solidarity actions.

Thanks to @engagejoe on Twitter for calling this solidarity action to my attention.

Relevant Twitter tags: #FreeIran #IranElection #bloggersunite

Study: Ethics Matters A LOT to Employees

By Shel Horowitz—Green/Ethical Business Expert Posted on June 27, 2009 Posted in Business Ethics, Ethics-International, Uncategorized

I love it that just about every scientific study ever conducted validates the opinions I’ve been expressing (without research stats to back me up) for years.

Here’s a fabulous study from Australia on whether ethics matters to employees. Conclusion: ethics does matter, big time:

* 84% of individuals believe being responsible environmentally is included in the definition of business ethics.

* A staggering 93% of individuals believe that organisations have an obligation to act ethically even if it occasionally harms their profits.

* And 91% agree that all organisations should make a formal commitment to acting ethically.

* 80% of individuals agree that they are willing to put in extra effort at work if they know that their organization is run ethically.

* 77% agree that if their employer acted in a way that contradicted their core principles, they would definitely leave the organization.

So, if you want some hard facts to back up the idea that ethics works better, here you go.

Ecopsychology Stats, With Marketing Implications

By Shel Horowitz—Green/Ethical Business Expert Posted on June 22, 2009 Posted in Abundance and Prosperity, Advertising, Energy & Sustainability, Marketing Techniques and Philosophies Tagged with american lifestyles, amory lovins, ecopsychology, german lifestyles, principled profit, triple pundit

Scott Cooney writes on Triple Pundit about ecopsychology…the correlation between sustainable lifestyle choices and happiness (which seem to focus, in this particular article, on how much happier Germans are than Americans, even though Americans earn and consume so much more. But Germans have a lot more time off work, and presumably spend some of that time getting close to nature.

While he doesn’t exactly connect the dots–in fact, relying on the reader to make some rather big leaps in assumptions–there is a key takeaway here: that beyond the feel-good aspect of doing what’s right for the earth, sustainable lifestyles also offer inherent psychological benefits, because being outside in a clean and well-functioning environment reduces stress, increases feel-good hormones, etc.

And the implication for marketers–and this, I think, is extremely important–is that when marketing a Green product, you should have some hooks not only about saving the world, but about the better mental state that results in doing what’s right for your soul and your psyche, as well as the earth. I bet some very powerful campaigns could be shaped around this message.

For more on marketing Green,I recommend my award-winning sixth book, Principled Profit: Marketing That Puts People First. It includes profiles of people like Amory Lovins and some unique, holistic ways of looking at Green issues in the marketing world.

Reclaiming Family Values as a Progressive Issue on Father's Day

By Shel Horowitz—Green/Ethical Business Expert Posted on June 21, 2009 Posted in language, People Helping People Tagged with barack obama, family values, fatherhood, fathers day, harry potter, Michelle Obama, sasha and malia

Along with a similar campaign around business ethics, I’ve long been on a campaign to reclaim “family values” as a value that progressives can rally around. And to me, that means seeing the family as inclusive. I am not concerned about whether a family has two parents, whether it has different genders or where/how/if that family chooses to worship–and much more concerned that a family be a place of peace, love, support, and very deep connection. And the Left needs to take a firm position in favor of these true family values-to say unequivocally that the so-called Defense of Marriage Act, domestic violence, and the ludicrous don’t-ask-don’t-tell policy are NOT in keeping with our family values.

And therefore I was delighted today to get a bulk email from none other than Michelle Obama, touting a 2-minute video of Barack Obama (and another father with four children) celebrating “responsible fatherhood”. Barack Obama noted once again that his father was largely absent in his life, and because of this, he’s made an intense commitment to be there for Sasha and Malia. Of course, Obama is a master marketer, and this video is an example of his marketing prowess. It shows him as not only charismatic but enormously likable.

Oddly enough, I just finished re-reading the complete Harry Potter series. Harry’s parents are killed when he’s a year old, and late in the series he castigates another character for wanting to stay and defend Harry rather than being there for his newborn child. Harry tells him that if he can be his child, that’s where he should be.

Anyway, the video is very sweet.

Nuclear Power is STILL Shortsighted and Stupid

By Shel Horowitz—Green/Ethical Business Expert Posted on June 20, 2009 Posted in Abundance and Prosperity, Energy & Sustainability Tagged with amory lovins, nuclear power pant decomissioning, nuclear power problems, rocky mountain institute, triple pundit

Triple Pundit’s been getting lots of comments on a post questioning whether nuclear power plant decommissioning schemes can work in today’s economic climate, and stating that this is a reason NOT to build more nukes.

It’s shocking to see how many nuclear defenders have commented. Back in 1979, I wrote my first book about why nuclear power was a terrible idea, and I remain convinced that it is a terrible path. Decommissioning is only one of dozens of serious problems. Just to name a few:

Waste disposal that requires secure storage for a quarter of a million years

Enormous consequences in event of accident, and insurance coverage that won’t even begin to cover claims (thanks to a very dubious US law called the Price-
Anderson Act, which both subsidizes the insurance premium and sets wildly unrealistic caps on liability)

Poor safety record to date

Net power loss over the entire fuel cycle from mining through waste disposal (and transmission to end-users)

Susceptibility to terrorist attacks all along the fuel cycle (not just the heavily protected plants themselves)

Loss of liberty due to centralization of police-state force to protect the plants

Thermal pollution

Radiation leakage

Health effects…

To those who say nonpolluting renewables are just as if not more expensive… 1. Take a look at the work of people like Amory Lovins of the Rocky Mountain Institute, who demonstrates over and over again that when you take a whole-systems approach to locally-grown solar and wind power, economies show up that conventional design and engineering miss completely–like the ability to eliminate a furnace. 2. Count the true costs of nuclear, without all the subsidies and hiding costs by moving them into other budget streams, and the picture is different.

I put solar hot water on the roof of my 260-year-old farmhouse in cloudy Massachusetts and the system paid for itself in about five years. I admit that the pv system we put in a couple of years later has not performed as well, but I suspect some poor siting choices have much to do with that.

But even so, solar is widely applicable, environmentally inoffensive, and, coupled with an aggressive program of conservation, could remove the “need” for many nuclear and coal plants. The days of centralized power generation and remote transmission to user sites are probably coming to a close; far too much energy is wasted in transmission.

On the conservation side, I happen to have written a short, inexpensive ($9.95) e-book called Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life—With No Negative Impact on Your Lifestyle: – this is stuff you can put into practice immediately, and most of the tips cost nothing or almost nothing.

Worst Bit of Corporate Gobbledygook of the Day

By Shel Horowitz—Green/Ethical Business Expert Posted on June 18, 2009 Posted in Copywriting, Energy & Sustainability, language, Uncategorized Tagged with Copywriting, press releases, recyclable coffee cups, starbucks, storytelling

From a Starbucks press release–the second sentence in the first paragraph, and within the quote, I’ve linked to the full press release:

With the goal of prioritization and agreement on criteria for a comprehensive recyclable cup solution, discussions will address obstacles and opportunities.

Who writes this crap? I’m sorry, but that’s not English. Will someone please tell Starbucks that the purpose of a press release is to communicate, not to obfuscate? Especially when there actually is real news buried under the blather: First, that the chain is committing to 100% recyclable cups within three years, and second, that systems theorist Peter Senge will moderate a summit on the topic.

So why not say so without making people dig for it? If it had been my assignment to write this press release, you can bet it would have gotten right to the point and been understandable by ordinary people.

Starbucks of course is not the only offender. But a press release like this is useless. You want to tell the story, not hide it.

How to Run a Super-Successful Social Media-Based Product Launch

By Shel Horowitz—Green/Ethical Business Expert Posted on June 12, 2009 Posted in Marketing Techniques and Philosophies, Web 2.0/Social Media Tagged with ask and you will succeed book launch, ken foster, keneth d. foster, social media marketing campaign

Of course,there are a hundred ways to run a great social media campaign–but when I received this e-mail, I thought it was such a good blueprint for running a social media campaign that I’d like to share it with all of you. Yes, I’ve seen others just as good; this one happened to strike my fancy, and when I wrote for permission, it was granted.

Model this in your own campaigns, and your success chances will be high:

Dear Shel,

Thanks again for supporting what is turning out to be an incredible book campaign. Because of you the Ask and You Will Succeed Campaign has turned out to be one of the largest internet campaigns to date. Our goal is to have over 125 affiliates sending 12 million opt in emails on June 16th, along with a Blog strategy, Social Media Plan, Contests, Internet Radio, Internet TV, Press and much more.

Below you will find several suggestions on what to say to your friends, associates and family on Facebook and Twitter. Our Facebook expert Debra Simpson put these posts together to send to your data bases. You may want to model the strategy here for your next product launch.

Please start posting these immediately to your Facebook and Twitter Sites.

Social Media Verbiage for the Ask and You Will Succeed Campaign

For Facebook:
1. Here are some Short URLs for your posts

AskSucceed.com https://tr.im/AskSucceed

AskSucceed.com/partners.html https://tr.im/AskPartners

Ask And You Will Succeed Fan Page https://tr.im/FanPage

Facebook Posts:

I’m a Fan of Ask and You Will Succeed. Check it out: https://tr.im/FanPage
2. Send your contacts to the Ask and You Will Succeed book launch page:

Ask Your Way To Success. In this life enhancing guide like no other, Kenneth Foster shows readers how to solve any problem, any time, any place by asking the right questions. Ask and You Will Succeed is based on the commanding questions that govern the creative laws of success, and shatters the myth that success is the result of the advice, hard work, or driving ambition of others. https://tr.im/AskSucceed

Human Excellence expert Kenneth Foster shows readers that asking the right questions can increase happiness, prosperity, and productivity, in work and in life. Most of us spend our lives asking the wrong questions and getting nowhere. Ask and You Will Succeed gives you a new perspective on what you can accomplish when you ask the right questions. When you change the questions you ask, there’s no limit to what you can do. https://tr.im/AskSucceed
3. Send your contacts to the Ask and You Will Succeed affiliate sign up page:

Be part of the largest internet book campaigns in history. Kenneth Foster’s book, Ask And You Will Succeed is being launched June 16th. Kenneth has a lot of benefits to affiliates who want to support his efforts. Check out the bonuses here: https://tr.im/AskPartners

Kenneth Foster, author of Ask And You Will Succeed currently has commitments of over 8 million emails going out to opt in data bases with a goal of 12 million and he’s well on his way to hitting this. Another goal is to Tweet to 2 million people on Twitter and have 2 million posts about the campaign on Facebook. He also has a Blog strategy, YouTube plan and a traditional TV, Radio and Press plan. Be part of it by becoming an affiliate: https://tr.im/AskPartners

For Twitter
4. Please RT (retweet) any tweets you see about Kenneth Foster and my book Ask And You Will Succeed

5. Send your contacts to the Ask and You Will Succeed book launch page:

Learning to ask the right questions will help you achieve unlimited success and personal fulfillment. Check out: https://tr.im/AskSucceed

Solve any problem by learning to ask the right questions at the right times. https://tr.im/AskSucceed

Kenneth Foster shatters the myth that people can’t fully control their own destiny and presents questions that prove it. https://tr.im/AskSucceed

Ask and You Will Succeed gives readers the mental tools and skills they need to succeed. https://tr.im/AskSucceed

Ask and You Will Succeed is based on the commanding questions that govern the creative laws of success, Kenneth Foster https://tr.im/AskSucceed

Human Excellence expert Kenneth Foster shows how asking the right questions increases happiness, and prosperity https://tr.im/AskSucceed

Ask and You Will Succeed is packed with thought-provoking questions related to the creative laws of success https://tr.im/AskSucceed

Kenneth Foster presents life-changing questions that will help you define & attain success in every area life. https://tr.im/AskSucceed

Ask and You Will Succeed a breath of fresh air in a marketplace crowded w/advice on what to believe & how to live https://tr.im/AskSucceed

I’m a Fan of Ask and You Will Succeed. Check it out: https://companies.to/askandyouwillsucceed/
6. Send your contacts to the Ask and You Will Succeed affiliate sign up page:

Help Kenneth Foster market Ask and You Will Succeed and receive cool freebies https://tr.im/AskPartners

Be part of the largest book launch in internet history and get some great gifts https://tr.im/AskPartners

Want some great business and life tools? Become an affiliate of Ask and You Will Succeed https://tr.im/AskPartners

Ask And You Will Succeed is going to be the biggest book launch in history. Be part of it, sign up now! https://tr.im/AskPartners

Will you be one of 2 mill+ tweets helping Kenneth Foster launch Ask and You Will Succeed? Check out affiliate program https://tr.im/AskPartners

With warmth and gratitude,

Kenneth D. Foster
CEO, Shared Vision Network
Founder, Premier Coaching
Author, Ask and You Will Succeed

Stupid Marketing Mistake #348: Block Your Own Sales Message

By Shel Horowitz—Green/Ethical Business Expert Posted on June 9, 2009 Posted in Advertising, Marketing Techniques and Philosophies Tagged with block your own sales message, kill the sale, wasted advertising

Oh, this is bright! I got an e-mail from a company I’ve never heard of, about VOIP phone service. By coincidence, I’ve been researching some stuff in that space, so when they offered “The Top Ten Reasons Companies are Switching to (company name),” I actually clicked over to see it (something I normally don’t do in response to unsolicited sales messages).

So they spent all that time and energy to get me to click, and what do I get when I reach the site?

The Top Ten Reasons you should switch to (company name).

Please complete the following form in order to view The Top Ten Reasons you should switch to (company name). Thank you.

They want my name, email address, company, phone, company’s approximate number of phones, number of office locations, and state before they will deign to show me their sales pitch?!? Sorry, guys. I DON’T think so! Utterly clueless!

Search Shel’s Sites

Author: Shel Horowitz—Green/Ethical Business Expert