Today, I encountered a post from an Internet friend who lives in Israel, urging Israeli Prime Minister Benjamin “Bibi” Netenyahu to bomb Iranian nuclear facilities.

The post made me feel queasy. My original response was a desire to scream and yell that this was racist. Fortunately, I had enough self-control not to give into that stupid and unproductive urge. I also didn’t want to start a firestorm of negative attacks on me because I had the temerity to disagree with a view that I felt was both racist and extremist. And yet I wanted to confront this way of thinking and not let it go unchallenged.

So instead, I thought for a couple of minutes about what type of response would actually be heard and not blocked out—what could actually advance a dialog. (I will confess that I haven’t always been skilled in that type of response, but I think I’ve gotten much better in the past several years.

And this is what I finally wrote—knowing that my friend is deeply religious, and that an appeal to his religious convictions might actually get through.

Even as poor a student of the Torah as I am knows that God does not want to see innocent blood shed. Your recipe for Bibi would leave hundreds of thousands dead and the Middle East–including Israel–in flames. Possibly the entire world. I urge you to think carefully about unintended consequences.

And amazingly enough, this actually did open a door for some mild and thoughtful dialog. Not a perfect outcome but one I could feel reasonably good about. I had used the marketing principles I teach, and given the right message for the audience.

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I just took a first stab at writing an Environmental and Social Change Business Bill of Rights. Adopting these principles would level the playing field and enable green, socially conscious businesses to compete as equals—and in that competition, they will win almost all the time.

But this should not be just me spouting off. I got the discussion started, but I want to learn what others would be important in that kind of a campaign (and who has energy to work on it.

Also, I’ve got seven points here. If we continue to model it after the US Bill of Rights written by James Madison (who later became President of the United States), we need ten What did I leave out?

We, the people of Planet Earth, hereby declare that every nation and the planet as a whole have certain inalienable rights, including Life, Sufficiency, Peace, and Planetary Balance. To these ends, we call upon the governments of the world, at all levels, to establish these rights through mandating the following policies:
1. Manufacturers shall take full responsibility for their products at all stages in the product lifespan, including manufacturing, distribution, use, collection, reuse, disassembly, recycling, and disposal. Retail and wholesale channels shall accept used products and convey them back through the supply chain to the manufacturers.
2. Passing off costs to others, as externalities, is not acceptable. Pollution, waste, destruction of others’ property, etc. will be paid for by the entity that causes it.
3. All new construction or major renovation shall meet minimum standards of energy, water, and resource conservation, as well as fresh air circulation. Such standards shall be incorporated into local building codes, meeting or exceeding LEED silver or stretch codes.
4. All newly constructed or significantly renovated government buildings shall be Net Zero or Net Positive in energy and water use, producing at least as much energy and water as the building uses. Private developers shall receive incentives to meet this standard.
5. All subsidies for fossil (including but not limited to oil, diesel fuel, airplane fuel, natural gas, propane, and coal), nuclear, or other nonrenewable energy sources shall be phased out as soon as practical, to be completed within a maximum period of three years.
6. All subsidies that promote fossil-fuel-powered vehicles over cleaner alternatives, including subsidies to infrastructure exclusively or primarily for their use, shall be phased out as soon as practical, to be completed within a maximum period of ten years.
7. Average fleet vehicle mileage standards shall be increased to 70 MPH for passenger vehicles carrying up to six people, and to 40 MPH for trucks and buses within ten years. Non-fossil-fuel vehicles shall be designed to make a contribution to stationary power needs.

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Many years ago, I signed up for a Discover card for some very specific reason (it may have been in connection with buying an appliance from Sears, which owns Discover). I use this card so rarely that at least twice, when I’ve received replacement cards, I noticed that I had never bothered to activate the one that was about to expire.

So I was extremely amused to get a very hypey 4-page mailer—it looks like the copywriter studied all the greats and completely misunderstood the lessons—that begins (bolding and underline in original—see picture),

Headline of the lying letter from Discover
Headline of the lying letter from Discover

YOU’RE ABOUT TO BE REWARDED …
The Loyalty You’ve Demonstrated
The Past 14 Years Has Earned
You This Exclusive Invitation.

How Exclusive? Fewer Than
One Discover® Cardmember In Five
Is Receiving This Mailing.

And then it goes on to tell me I qualify for fast-track balance repayment that could shave a year and several thousand dollars off my repayments.

What’s wrong with this picture? Let me count the ways:

  1. As I mentioned, I’m not a loyal customer. I don’t even keep this card in my wallet. So I don’t believe the copywriter’s attempt to make this offer sound exclusive.
  2. Even if this were my primary card, I’m not exactly bowled over to learn that 20 percent of a user base in the millions is getting the offer. Exclusive? Ha ha ha.
  3. One more way to assure me this is nothing resembling the exclusive offer it pretends to be: the invitation code (required to participate in the program)—is 23 characters long, not counting hyphens.
  4. The lack of segmentation—OK, so this is the mailing manager’s fault, rather than the copywriter’s—is appalling. I never carry a balance. On ANY of my credit cards. I use them as 20- to 50-day access to funds without accruing interest, an easy way to track my purchases and save on postage (by paying one bill on line rather than a bunch of bills with mailed checks), and oh yes, a way to get air travel by accumulating frequent-flyer points for stuff I was going to buy anyway. So under any circumstances, I’m not even in the target market for this “exclusive” offer.
  5. The text of the letter is actually a strong argument against running up credit-card balances. It shows just how much this costs—something many consumers barely think about. The takeaway I get from this letter is don’t buy what you can’t afford, and pay your bills on time and in full, as I do, so you never pay these exorbitant charges.
  6. The meme of “make 2015 the year you took control” is ludicrous. You want to take control of your credit card debt? Pay off your balance and stop running it higher. Switching from five to four years of repayment servitude doesn’t cut it.
  7. Finally, the visual layout is a real turn-off. The thing is just drowning in too much bold, too much underlining (and the underlining is inconsistent—either underline the individual words or the phrases including the spaces, but don’t mix them), too many call-outs in a fake-handwriting font (does the designer really think we’re going to be fooled by the slight bowing in the underline?).
  8. Page 1 of the lying letter from Discover
    Page 1 of the lying letter from Discover

    Oh, yeah, on page two, which is even more cluttered with bold, underlining, and “handwritten” pull-outs, a footnote mentions that not everybody gets the spiffy 6.99% APR that “Jim” gets. Some people are going to pay usurious rates of up to 18.99%—YIKES!

It’s letters like this that give marketers a bad name.

This letter actually did inspire me to take action. First, I’m writing this blog. I get to use them as an example of how not to do direct mail. And second, I’m finally going to cancel my Discover card. I don’t choose to do business with companies that lie to me.

By the way, if you’d like marketing that doesn’t scream, doesn’t lie, addresses its exact target audience and effectively differentiates your products and services, give me a call at 413-586-2388 (8 a.m. to 10 p.m., US Eastern Time) or drop me a note. I make my living as a marketing and profitability consultant, with particular emphasis on green/socially conscious, businesses, independent small business, and authors/publishers.

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This may be a new level of stupidity. Murdoch-owned publishing behomoth HarperCollins actually prepared and started to sell an atlas that does not show Israel. At all. Lebanon, Jordan, Gaza, and the West Bank are there.

No big surprise, there was lots of pushback when word got out, and HC removed the atlas from circulation and said it would pulp any remaining copies. Even the UK Bishops’ Conference Department of International Affairs condemned the publication as a blow against peace in the region.

The company sheepishly withdrew, saying,

HarperCollins sincerely apologises for this omission and for any offence caused.

But the company is talking out of two sides of its mouth. Earlier, as reported in the Washington Post, it tried to justify the omission:

Collins Bartholomew, a subsidiary of HarperCollins that specializes in maps, told the Tablet that it would have been “unacceptable” to include Israel in atlases intended for the Middle East. They had deleted Israel to satisfy “local preferences.”

HarperCollins has quickly found out that it’s also unacceptable to abandon truth in a volume that claims to offer

“in-depth coverage of the region and its issues.” Its stated goals include helping kids understand the “relationship between the social and physical environment, the region’s challenges [and] its socio-economic development.”

Ummm, hello, and just how do you intend to put the region in context if you ignore the most conflicted issue it faces? Do you really think students in Arab countries haven’t heard of it? Did you really think this would stay a safe little conspiratorial secret just for the cognoscenti?

HarperCollins would have been totally justified in marking the West Bank and Gaza as disputed territory held by Israel, following conquest. But there’s no dispute about Israel being a nation.

This is a time when we all have social media at our disposal. That means it not only should have been totally obvious that this would backfire, but HarperCollins had the tools at its disposal to make the governments demanding this absurdity to be the ones looking ridiculous. If any governments insisted on refusing entry to accurate atlases, the company could have had a skilled social media manager explain why HC would no longer sell atlases into these countries, and create a pressure movement both from outside the country and from those inside who recognize that not knowing geography is a handicap in the global economic arena, and the Gulf states would have lifted the restriction.

Instead, what HarperCollins has done is to eliminate its own credibility. It’s hard to imagine anyone in the future trusting any reference materials from this publisher. Blatant and deliberate repudiation of truth is not a recipe for success in the world of reference books—especially reference books about the world.

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A libertarian participant on a LinkedIn discussion group posted,

how does business do anything to make you miserable ??

dont like their products then dont buy them

without biz making those things you would [be] naked growing your own vegetables in the wilderness

My response:

William: I know you espouse libertarianism but I don’t think of you as naive. I was once a member of the Libertarian Party, and still see a great deal of merit in libertarian approach to foreign policy as well as civil liberties; I would love to see Ron Paul as US Secretary of Defense, because if HE were willing to go to war, the situation must be dire indeed. But when you write,

You come across as VERY naive. Or are you pulling our collective (yes, a loaded word in libertarian circles) chain?

Consider…there are many corporations that do great things, create reasonably enjoyable workplaces, and work to heal the planet. BUT, worldwide, there are others that 1) create utter misery for their employees (think about the sweatshop workers in the factory that burned in Bangladesh a year or two ago); 2) pollute and destroy the neighborhoods they’re located in, causing severe adverse health effects for their neighbors and others; 3) rape the earth for their raw materials and then dump the toxic leftovers back on the poor, beleaguered planet, taking no responsibility for their actions.

You will say to #1 that no one forces people to work in slave conditions; they could just go off and start their own business if they don’t want to work for “The Man.” I did that, and from your ID line, it looks like you did, too. But that’s disingenuous. Not everybody can think through that alternative, not everybody has access to even a sliver of capital. If you’re making barely enough to keep your family from starving and from being thrown out of your one-room shack, even a few bucks will be too much.

I started my own business with $200. I was pretty poor at the time, but I did have the $200 (and even a bit more) in the bank. And I had to survive during the very lean start-up phase. At the time (1981), I knew almost nothing about marketing and was in a community that had little use for the service I was offering. I made $300 the first 6 months—before we moved to a more supportive community—and lived on a mix of rapidly depleting savings, odd-job income, and what my wife-to-be brought in from her meager job at a restaurant. But I had that luxury! I had a couple of thousand in the bank that I could draw from. Many people in developing countries, or even in our own inner cities and poor rural areas, do not. If they have no job and they start a business that isn’t immediately viable, how do they eat?

I would have more respect for the libertarian position if it accepted responsibility for #s 2 and 3. But libertarians discredit themselves with me when they claim that it’s their right to plunder the earth because they got there first, and that it’s perfectly OK to extract the resources, pollute and dump wastes just because of that arbitrary fact.I don’t object to profit; I make a chunk of my living writing and speaking about how to be a better capitalist, after all. But I have no respect for businesses that claim they have every right to privatize their profit while externalizing—dare I say socializing—the harm. A true libertarian would see overharvesting and pollution/dumping as theft from others, forcing them to incur economic costs to clean up someone else’s mess. But somehow, the libertarians I know sound a theme more like “we got here first, too bad for the rest of you, and the mess is not our problem.”

Libertarians often cite economist Milton Friedman on the social responsibility of business to maximize profits. However, even Friedman saw a need to limit business. I went back to the source: his New York Times Magazine essay of September 13, 1970. And to my amazement, I found that Friedman added some major conditions to his remarks. Here’s what he actually said:

In a free-enterprise, private-property sys­tem, a corporate executive is an employee of the owners of the business. He has direct re­sponsibility to his employers. That responsi­bility is to conduct the business in accordance with their desires, which generally will be to make as much money as possible while con­forming to the basic rules of the society, both those embodied in law and those embodied in ethical custom. (emphasis added)

At the very end of the essay, he quotes from his own textbook and repeats the qualifier, phrased a bit differently:

“there is one and only one social responsibility of business–to use [its] resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.” (emphasis added once more)

To put it another way, in this essay, Friedman was totally willing to concede that self-rule doesn’t always work in the business world. Government is needed to keep business from exercising its self-interest at the expense of others’ self-interest and the wide society’s interest. Whether it’s a retailer avoiding the cost of health insurance by paying its workers so little that they qualify for government assistance or a manufacturer spewing poisons into the air and water and land, expecting that the government—in other words, the taxpayers: we the people—to clean it up,  I would definitely count as “deception or fraud”: the externalizing of responsibility for the mess.

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Very interesting post on Business Week: “Can Small Businesses Start a Gay Rights Movement in Mississippi?

I totally support nondiscrimination in any public accommodation or retail setting—and I’m delighted to see the “We don’t discriminate. If you’re buying, we’re selling” campaign in Mississippi. But at the risk of alienating some of my friends, l think service businesses–especially values-based ones—are a different case. Before you jump all over me—read the language I send to new prospects for my marketing and consulting services:

Please note that I reserve the right to reject a project if I feel I’m not the right person for it. This would include projects that in my opinion promote racism, homophobia, bigotry or violence–or that promote the tobacco, nuclear power, or weapons industries–or if I do not feel the product is of high enough quality that I can get enthusiastic about it.

Notice that this language doesn’t discriminate against a person or class of people–but it certainly does discriminate against a set of beliefs.

Now, if I reserve that privilege for myself, how can I possibly justify withholding it from someone else who runs a service business and has different values than mine?

Also, there’s a provider quality issue. If I were forced to write a piece of marketing copy for a product whose values I despised, I would do a terrible job. Even if I consciously tried to do my best, it would come out shoddy and insincere, because I wouldn’t believe in what I was promoting. By the same token, I can’t imagine why a same-sex couple would WANT to hire a homophobic wedding photographer (one of the examples cited in the article); the pictures will be terrible.

If you’re renting a room, buying a sandwich, riding a bus, patronizing a theme park…yes, you should have the right to be served. But if a service provider is being asked to use specialized skills to support a cause that service provider finds morally repugnant, I’m not at all sure we should coerce that behavior.

Please comment below. I’d love to get some good dialog going on this.

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mosque-sunset-jeddahStaying in the Embassy Suites in Kissimmee, Florida. Inside the usual Guest Services manual, I found this remarkable document (spacing and centering in original):

To Our Guests

In ancient times there was a prayer for

“The Stranger within our gates”
Because this hotel is a human institution to serve people, and not solely a money making organization, we hope that God will grant you peace and rest while you are under our roof.
May this room ad hotel be your “second” home.
May those you love be near you in thoughts and dreams.
Even though we may not et to know you, we hope that you will be comfortable and happy as if you were in your own home.

May the business that brought you our way prosper.
May every call you make and every message you receive add to your joy.
When you leave, may your journey be safe.

We are all travelers. From “birth till death” we travel between the eternities.
May these days be pleasant to you, profitable for society, helpful for those you meet, and a joy to those who know and love you best.

Wow!

As both a frequent traveler and a professional marketer who focuses a lot on values-based businesses—green and ethical ones, specifically—I invite you to walk with me as I analyze this document a bit.

  1. This says to me: here’s a business willing to take a risk and say what they stand for. They’re willing to alienate the militant atheists and say that God is important not only to them personally, but also to the way they run their business.
  2. They did it in a way that was very inclusive. Most of the time, when I come across religious messages in the US heartland, they tend to be specifically Christian. I’m a non-Christian who was raised an Orthodox Jew until age 10. I consider myself fairly spiritual but not very religious. I’m often turned off by religious messages that assume my Christianity (or, for that matter, assume I’m Muslim, Buddhist, Jewish, whatever). There was nothing in this message embracing any particular religious tradition. If you accept the idea of God (and not everyone does, of course), there’s only welcome here, not exclusion.
  3. The content of the message is wonderfully positive. It’s about peace, prosperity, safe travels, and joy. How could I not feel better about a business that takes the time to draft a document conveying these various blessings in my direction?
  4. Never be your own editor. OK, not many people are such grammar nuts that they’ll notice the language flaws—but what if they host a convention of English teachers? I’m actually here with a conference of people who teach business communication, and I’m betting a high percentage of those attenders who saw the message will pick it apart for its sloppy writing. It’s so easy to avoid the problem in the first place.
  5. Most importantly, being greeted by this message sets a tone for all my interactions with the hotel. I’m going in to any conversation with the attitude that they care about me. This perception is reinforced by the very helpful nature of every staffer I’ve dealt with so far (even before I opened the services notebook and saw the memo)—and would, of course, be destroyed if their personnel were rude, etc. But it certainly creates a good flow of positive energy.
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As Barack Obama delivered his State of the Union speech last night, I found myself agreeing with upwards of 95 percent of it—something that NEVER happened under his predecessor. And it’s good to be reminded in very concrete terms of how much progress has been made on the economy, and in drawing down the wars in Iraq and Afghanistan (one of the few bits of foreign policy that made it into the very domestically focused speech).

Of course, some of why I agreed with such a large percentage was because of what he chose to omit: government spying, drone attacking civilians, support for highly dubious massive energy projects, and other things that I find strongly objectionable. He did mention the disgrace that Guantanamo is still open.

And he left out other things that should have been in there. I’m still waiting for him to call for a Marshall Plan-style conversion to clean, renewable energy. I’ve been waiting for that for years. He talked briefly about energy independence and the success in switching much more to US-based power sources—but failed to put it in context of solving environmental problems as we change our energy sources.

But the real question is: How will he get it done? Despite his calls to the Republicans’ higher selves, and his pointing out repeatedly that he could have moved a lot farther if he’d gotten some cross-party cooperation, implementation is the problem. He needs to motivate his base to be heard in the halls of power, to be convincing their Senators and Representatives that it’s in their own self-interest to end the gridlock.

With less than three years left in his presidency, he still has time to claim a place in history as one of the great presidents. But he’d better get started with that.

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Progressives can be a gloomy lot. Too often, we focus on all the things wrong with society, all the problems we need to fix. I say “we,” because I’ve certainly done my share of that global kvetch.

But every once in a while, we actually win a major victory. I’ve been actively involved in a few of them, and I have to tell you, they feel great.

One of my favorite members of Congress, Rep. Alan Grayson (D-Fla) knows the importance of celebrating our victories. He sent out an e-mail with the headline, “Hey, We Progressives Won Something.”

I opened the e-mail and discovered what we won: we didn’t go to war against Syria. And Syria destroyed its chemical weapons stockpile, under international supervision. The massive outcry of opposition certainly helped us get there.

Grayson gives us a lot to celebrate:

Let’s celebrate the war that never happened.

Let’s celebrate NOT having to hold sad and somber funerals for young Americans who would have lost their lives fighting in Syria.

Let’s celebrate NOT having to nurse and care for the wounded veterans who would have returned from the U.S.-Syrian war.

Let’s celebrate Congress NOT having to appropriate billions of tax dollars in emergency spending to support U.S. military operations in Syria.

Let’s celebrate NOT having to attend bitter marches protesting the U.S. war in Syria.

Let’s celebrate NOT having to rebuild Syria’s roads and bridges and schools, so that we can have a shot at rebuilding our own.

Let’s celebrate peace.

We won the battle, and the military-industrial complex lost the war.

We should be proud of our victories, because our victories matter. I know that politics sometimes can seem discouraging right now. Progressive often seem to lose, and lose frequently. But, you know what? Sometimes we win. And when we win, we save lives. We promote equality. We serve the cause of justice. We improve people’s lives.

(You can read Alan Grayson’s whole essay at this blog.)

Indeed, we do! Our actions–as individuals, and especially when we band together–actually do make a difference. Think how much poorer the world would be if the likes of Nelson Mandela, Lech Walensa, Wangari Maathai (the tree-planting woman of Kenya, who won a Nobel Prize for her work establishing a greenbelt in her country), Gandhi, Gray Panthers founder Maggie Kuhn, and Martin Luther King, Jr. had not walked it.

And you don’t need to be an activist. The world is richer for the presence of scientists like the brilliant energy strategist Amory Lovins, who is still very much alive–and Jonas Salk, Rachel Carson, and George Washington Carver, who are not…writers like Harriet Beecher Stowe, Alice Walker, and even Chicken Soup’s Jack Canfield (his The Success Principles is the one self-help book I regularly recommend)…and ordinary people whose names you won’t recognize, who turned their lives into blessings for the world. I’m going to honor one of those unknown heroes by name: my late mother, Gloria Yoshida, who was a civil rights volunteer in the 1960s. If a black person was told an apartment had already been rented, my 5’3″ white, Jewish mom was one of the people who would go and try to rent it afterwards. I remember her yelling at our own landlord, who towered over her, and looked pretty ashamed as she lit into him because “you just don’t want to rent to them because they’re black.”

That family history made it easier for me to take on a long list of causes over the past 40 years–even organizing the movement that saved a threatened mountain while all the “experts” said “this is terrible, but there’s nothing we can do.”

What are YOU doing to make the world better? Please share in the comments section, below.

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My hometown newspaper, the Daily Hampshire Gazette in Northampton, MA, noted today that the City of Northampton’s Office of Planning and Development has been renamed the Office of Planning and Sustainability.

When I moved to town in 1981, Northampton was in the midst of a building boom and developers were snapping up large farm and forest parcels on the fringes of town. Sprawl was the order of the day.

Now, huge amount of acreage have been protected, both in Northampton and all surrounding communities; Hadley, the neighboring town where I currently live, has preserved thousands of acres. And the City of Northampton has openly changed the mission of the planning department to embrace sustainability.

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