Sign by Nancy Hodge Green, used at Seabrook by Shel Horowitz, 1977. Photo by Shel Horowitz
An energy consultant I’ve known since high school raised a frustration he has in his work:
Sadly, the biggest problem is culture, Shel Horowitz. Building owners have a mentality in their culture, in their business dealings of loving the status quo. I can’t tell you how many times I have offered free energy audits, to give them information and tips to save money, and they turn it down. Free (no obligation). They just don’t want to know. I have been involved in many proposals for simple upgrades with numbers that show that this will help their bottomline ($$$), for solar panels or LED lights, and they say no. As long as money is flowing in, they don’t want to change. How do you get over that mindset?
And I responded,
You have to approach changing culture with the mentality of a marketer and organizer–this is what I do, and I’ve helped to change some cultures in my time. Think about what the world was like when you and I met in the early 1970s: Environmental consciousness was close to zero. Most families had never tried organic produce, or tofu, or even yogurt. War was still raging in Vietnam, and you could be drafted at 18 but had to be 21 to vote. South Africa and Rhodesia had rigid apartheid. Dictators were running things in places like Spain. All of these changed because organizers and marketers changed the culture. When I moved to my current town of Hadley, in 1998, the dominant paradigm was “You can’t change Town Hall.” 14 months later, our landscape was threatened and I launched Save the Mountain, and did so with mom-and-apple-pie messaging like “[developer’s name] has wildly underestimated the love the people of Hadley have for this mountain.” I knew we’d win, but I expected it to take five years. We did it in just 13 months!
It’s true that culture change is usually neither easy nor fast. But it DOES happen. Usually, it happens because people’s movements for change bubble up from the grassroots. Sometimes, technological shifts speed the process of change, turbocharge it. As one example, the widespread acceptance of clean energy had to do with technological shifts that made those choices economically as well as environmentally superior–but it was the widespread rejection of dangerous, polluting energy systems such as fossil and nuclear that created the momentum behind the technological growth and price drops/efficiency increases.
I would suggest to my old friend that his offers need to be phrased in terms of how they mitigate pain and add profit. Marketing to others’ self–interest in order to foster your own agenda of social and environmental progress is totally legitimate. And if the case is made properly, they will see that the cost of moving forward is lower, and the benefits higher, than the cost and benefits of keeping things as they are.
When I wrote this article back in 2014, it was published in three places. But it’s long enough ago that I can’t find it online. The message is too important to let slip away, so I’m reprinting it here–unchanged except for adding one sentence. –Shel Horowitz
I laugh whenever I hear that famous phrase, “failure is not an option.” It shows not only enormous ignorance of the real world and the human brain, but also enormous hubris.Let’s get real. Failure is always an option—with sufficient bad luck or timing, loss of motivation, key player defections, or inadequate funding. This doesn’t mean the task is impossible; it’s just that currently, for whatever reason, it doesn’t seem worth marshaling the necessary resources to finish the task. And when the stakes are high (brain surgery or piloting a fully loaded commercial jet, for example), failure is a terrible option with horrible consequences—but even that doesn’t guarantee success.
Sometimes, we can minimize the impact of choosing failure. Almost always, we can embrace it as a learning opportunity.
The trick is to fail cheaply and early—and maybe often, make your mistakes, and move on. See what can be salvaged, what can be reinvented, and what should be thrown in the trash. Thomas Edison took 10,000 steps to invent the light bulb. Most people would say he failed 9999 times. He saw it not as a failure but as a 10,000-step process. In other words, our failures teach us enough to achieve our successes.
I’ve had my share of failures. This spring, for example, I set up a telesummit involving 17 speakers, plus eight bonus calls from my archives for those who purchased the recording package. I spent some money and a considerable amount of time.
And it failed.
The business model is proven. I just got a mailing from the organizer of another telesummit, and she reported 2500 signups and a 5% conversion to the paid recording package. If I’d had those numbers, I would have made a profit even after paying 50% commissions to the speakers who brought in those buyers. But I was not able to motivate people to visit, sign up, and buy.
What did she do differently? First, she had a much broader-based subject appeal. There are a lot more people who want to succeed as book authors than in running a green business. Second, she had more speakers. And third, she motivated all her participants with leaderboards and contests and a general sense that things were really moving and we all would want to get on the bandwagon.
While I was expecting a revenue stream instead of a cost center, I learned enormously from this failure. Among other things, I learned not to count on your speakers promoting your event in a meaningful way. Some of the largest list owners never mailed, and thus my traffic was far lower than expected. Low enough that the sales were basically invisible.
Here are some of my other takeaways: 1. Learn when to work with off-the-shelf products and when to go custom. I could have done 90 percent of what I wanted to with an off-the-shelf software package called Instant Teleseminar. But their model involves paying every month, forever—so instead, I just hired someone to build the functionality I was looking for. That decision led to some serious cost overruns, and I still didn’t achieve all the functionality I wanted. If the summit had succeeded and I did a new one every six or 12 months, developing the in-house solution still would have been the right decision, because it would probably pay for itself around the fourth summit. But since I doubt I’ll organize another series like this one—though I might very well reuse the content I created and rerun the series at some point—I should have just bought the product. 2. Keep it simple! The website is beautiful, but it’s too hard to use. I think it scared people off. I should have really improved the usability before I let it go live. 3. Identify an audience of buyers. The woman who achieved that big telesummit success could draw from tens of millions of people who want to be successful published authors. While there are hundreds of thousands who want to run successful green businesses, maybe that isn’t a critical mass, especially since I didn’t have a direct channel to reach them. 4. Keep the content focused. I think my series split its energy between being about marketing, generally, and being about green business success. This may not have been wise. Maybe I needed to push more of the marketing experts to speak specifically about applying their techniques in the green world.
We’ve all heard toxic, disempowering, dream-stomping clichés like
“You can’t fight City Hall”
“We’ve always done it this other way”
“That’s impossible”
“You’ll always be a failure”
“We call B.S.!”
That’s the appropriate response, made famous by X Gonzales, at the time an 18-year-old survivor of the mass murder at Marjorie Stoneman Douglas High School in Parkland, Florida just three days earlier. That same year, they co-organized (and spoke at) a huge national march on Washington and helped to shepherd through the first meaningful gun safety law in gun-loving Florida in this century.
And we all have to “call B.S.” when anyone tries to destroy our self-esteem, our calling, and our power.
18-year-old X Gonzales (center) gives the “Call B.S.” speech in Ft. Lauderdale, Florida, February 17, 2018. Photo by Barry Stock, via Wikipedia.
Like Gonzales, we must embrace our ability to make change and join with others, nonviolently, to achieve that change.
For some, including me, becoming an activist is a way to do that. For others, the path takes different forms, such as being a parent or teacher or health care professional—or, for that matter, an accountant, manufacturer, or prison administrator—and carrying out those duties in ways that build up others, help them achieve those dreams, and help THEM build up others—to build a community, and a planet, based on the worth of every individual. Because to focus only on building yourself up is narcissism, even sociopathic.
This post was inspired by a private note admiring my activism but saying the writer got too depressed to do this kind of work. Here’s s my response, exactly as I wrote it, except I broke it up into more paragraphs and added more specific locations:
I’m sure you make the world better in other ways. Not everyone is cut out to be an activist–it’s a path where 90 percent or more of your efforts seem to be for naught (though often, change IS happening but not visible in the moment).
Because I focus on the positive, I’m able to find the strength to continue. I keep in mind that when I was born in December, 1956, half of the US was still officially segregated and racism still ruled most of the rest. Women and people of color had very few career opportunities. White women were mostly teachers and nurses while people of color were channeled into laborer, domestic, sanitation worker.
Male-on-female domestic violence and casual sexual harassment were considered normal and acceptable. People were still getting fired or even imprisoned for being in a same-sex or interracial relationship. There was close to zero awareness of pollution, climate change and making our ecosystems more resilient. Decent food was very difficult to find. And the last well-known nonviolent revolution had been in India almost a decade earlier.
Except that OFFICIAL segregation had ended, most of that was still true on October 15, 1969, when one casual comment within a speech at the first Vietnam peace demonstration I ever attended set me on a lifetime path of activism. Yet, in 53 years–a nanosecond in geologic time or even in human history–all of that has shifted. So things ARE getting better because of activism.
The other thing that keeps me going is the knowledge that MY OWN ACTIONS have made a difference several times.
Here are my top three: 1) I founded Save the Mountain, the group that kept a particularly offensive luxury housing development off the Mount Holyoke Range [Hadley and South Hadley, Massachusetts, USA] a mile and a half from my house. Even experts within the environmental movement locally had given up hope. I went in with the attitude that we would win–but even I thought it would take us five years. We did it in just 13 months–because all of us worked on different pieces where we had expertise, and because we had mass support from area residents.
2) I was one of the 1414 people arrested on the construction site of the Seabrook [New Hampshire, USA] nuclear power plant in 1977. By the time the last of us was released two weeks later, a national safe energy movement had been born, most of it adopting the nonviolent resistance techniques and consensus decision making that we used in Clamshell Alliance here in New England. Here’s a link to an article I wrote about the lasting shifts in the culture that movement created: https://greenandprofitable.com/40-years-ago-today-we-changed-the-world-part-4-shifts-in-the-culture/. And while we ultimately lost the battle to keep Seabrook from being built, we basically put a halt to the development of new nukes (unfortunately, we have to fight that battle again–but keeping these unsafe and unnecessary monsters off the drawing boards and out of the power grids for nearly 40 years is a pretty good outcome. And this time, I have great confidence that we will win.)
3) My work in local electoral politics [Hampshire County, Massachusetts] has helped to bring about a lasting progressive majority and a series of four progressive mayors in a row in Northampton, and this April took back the Hadley Select Board again after losing to a Trumpian majority in 2021 when we couldn’t find anyone willing to run. I think we’ve taken control of the board three times. Two for sure.
Again, I recognize that my path of activism isn’t for everyone. Neither is my parallel path of working within the business community to spread the message that solving our biggest problems, like hunger, poverty, racism, othering, and even catastrophic climate change and war, can be a profit path for business.
But each and every one of us can find our personal way to make a difference, to brighten the light for all of us, and to help bring into being the planet we want to pass on to subsequent generations.
If this post inspires you, please post a comment about what you’re already doing, or what you will start doing.
I just came across a query letter I wrote in 2020. It raises a lot of questions that are still very much worth asking—and attempting to answer.
How some people view the world—Opportunity for businesses that genuinely care
In many ways, these questions were easier to answer back then. Unfortunately, as a society, we missed the window to create those kinds of sweeping changes when the active threat of Covid made them easier—but we can still make the effort. We can still transform society, our relationship with other beings, and the planet in our own lifetime. It’ll just take more effort.
Here’s the relevant section of what I wrote back then (I’ve removed a long paragraph with my credentials, as well as my closing.)—and I’d love to get your comments:
Hi, there,
As an experienced journalist and award-winning, best-selling ten-book author with several books on social enterprise as a profit center, I propose an article, Leveraging the Great Pivot: How COVID-19 Creates Long-Term Post-Pandemic Opportunities for Racial Justice, Economic Advancement, and Environmental Healing. Probably in the 1500-2500 word range.
The premise: For decades, activists have been told we can’t fix the crushing problems of our time, like hunger, poverty, racism, war, catastrophic climate change, etc. Yet, starting in early 2020, the entire world pivoted and everything changed. As education, many types of business, and even cultural events shifted online or reinvented themselves, we learned how resilient, adaptable, and creative we are. And that process created opportunities that could never have happened in the pre-pandemic world.
These massive global, national, regional, and local shifts prove we can reinvent the world as the place we really want to live in–and we can replicate the shift in other areas. As a society, we have to do this pivot strategically, and it has to involve many sectors: government, nonprofits, activists, community organizations, academia—and the business community.
Just look at how the massive expansion of the racial justice movement since May has changed perceptions around the US and around the world. And that’s one small piece of a big multi-issue cauldron of solution-driven thinking and activism; a lot of good work is going into solving those big crises, as well as protecting our fragile democracy. The question is: pivot to what?
Could health care coverage be shifted away from employers so the next time an emergency shuts hundreds of thousands of businesses, their laid-off employees don’t lose their safety net? Could this be the US’s chance to adopt the single-payer model most of the rest of the world uses? And to shift from treating the sick’s symptoms to maintaining wellness across the population so fewer people get sick in the first place? Can this be the moment to finally get away from fossil and nuclear, to combine clean renewable energy with massive systemic conservation so we’re no longer squandering our children’s heritage polluting and carbonizing our planet while depleting scarce resources? Is it time for decent affordable housing to be seen as a right? What are the best ways to create more housing that also protect the environment, create pleasant yet affordable neighborhoods, and avoid negative consequences like urban sprawl?
We can ask similar questions in every sector: criminal justice, job creation, transportation and shipping (moving both people and things), replacing armed conflict with peaceful conflict resolution, ensuring a pluralistic society that honors both its majorities and minorities, etc.
After four years of Trump and a year of COVID, it won’t be enough to go back to the “normal” of 2019, or even of 2015. But with the pandemic comes the luxury and responsibility of critically examining every aspect of society. We need to figure out what the goal of every institution is–and how to achieve or surpass that goal as we rebuild. Just as many developing countries skipped landlines and clunky desktop computers and went straight to smartphones, we need to ask questions like:
What are we *really* trying to accomplish?
Is this the best way to meet that goal?
How could we improve it?
How could we make it more inclusive?
Then we brainstorm with these ends in mind, using a seven-step process that opens up new thinking and lets us implement new solutions. To make this concrete, think about spending millions of R&D dollars to create a pen that can write in zero-gravity. But the real goal isn’t to have a pen that can write in space—that’s a means to an end. The real goal is to be able to write in space. And suddenly, with that framing, the solution is obvious: use pencils—or computers! Maybe you create a pencil lead that can make a darker, easier to read impression, create a Velcro mount for your device so it doesn’t go flying across the cabin, or make other little tweaks—but you’ve accomplished the basic goal, with resources you already have. Business has a vested interest in reinventing itself, as dozens of industries were rendered obsolete, as supply chain issues showed up unexpectedly, and as those sectors that strengthened and grew had to adapt. Small businesses can survive and even thrive, but not as it was in 2019. Whether a manufacturer switches from making luxury goods to PPE or a retailer learns how to blend online and (protected) in-person approaches, pretty much everyone has to pivot. Why not seize the opportunity to have that reinvention foster racial, gender, and class equity…green the planet while creating jobs…match product introduction and production not to advertising-created materialism but to solving real needs and getting paid for it? In the activist world, meetings that might have had 10 local people in a room can now draw 500 from around the world—and provide digital tools to mobilize action, such as Spoke, a texting platform that can allow volunteers to send 1000 or more text messages an hour and respond individually and personally when someone replies. In my own professional development this year, from the comfort of my own home, I’ve attended dozens of far-away events. Some had hundreds or thousands of attendees from dozens of countries (among them a worldwide UN conference, multiple 50th-anniversary celebrations of Earth Day, and gatherings on more niched topics such as the special situation of Jews of color). I could not have afforded the time and money to go to so many conferences, and several times, they’ve overlapped. But I was able to participate in more than one at a time, or listen to what I’d missed on replay. I’ve also participated in some thinking and brainstorming calls from widely scattered groups of thinkers and researchers working on global solutions to these and other problems. As somewhat more exciting examples, local cultural performers with no previous broader following are finding global audiences—and the sound technicians who can replace awful-sounding Zoom calls with concert-quality production are keeping busy.
Even on the personal side, some of the restrictions can be reframed as empowerment—just as we can think of a wheelchair user not as “confined to a wheelchair,” but “liberated with a wheelchair,” because it allows that user to go places that would otherwise be off-limits. My wife and I hosted a Passover Seder with family and friends from three generations and 9 different states from Massachusetts to California–most of whom would never have come in person.
A cynical friend responded, “Sometimes…none of this is true.” And I replied,
But all of it is, sometimes. Sometimes is the anchor word here, that allows us to play with our perceptions. All of it is true once in a while, but all of it is not true often enough that the inability to go there feels normative to you. As someone who has spent some big chunks of my life on the margins for various reasons, I can assure you that the narrow, normative, conformist version of reality isn’t real for a big percentage of the population—but who’s in and who’s out might vary over time.
My “margins” experience is both direct and indirect. Directly, I’ve been treated as marginal—”othered”—for living in poverty in my younger years…for not being into sports, hypermasculinity, or TV celebrity culture…for being Jewish…for being bisexual…for being a Northerner in Georgia and an Easterner in Southwest Ohio…And I’ve confronted ageism against both the young and the old—which started when I was very young and has continued now that people are beginning to think of me as old.
But I’ve also worked with a lot of groups that were marginalized in ways outside of my own direct experience of it. In college in the 1970s—long before same-sex couples were socially acceptable—I ran the campus Gay Center and started two more in cities where I had college co-op jobs and went to my first same-sex wedding in 1978 or ’79. I did community organizing around the environment and safe energy all the way back to 1971, when I was a 14-year-old high school junior—and that consciousness didn’t really become mainstream until THIS century. I worked as a paid organizer for an elders’ rights organization at 22 and 23. I had my consciousness raised about a whole bunch of disability rights and minority rights issues during the six years in the 1990s when I served on my city’s official disability access committee (helping public spaces like theaters and restaurants meet accessibility codes) and simultaneously on the District Attorney’s Civil Rights Advisory Board (sensitizing lawyers, cops, and criminal justice workers to the needs of marginalized communities). I worked for 15 years in that city and 24 years in the neighboring small town where I live now on opening up the electoral process and city/town government to disenfranchised voices. And for more than three years, I’ve been deeply involved with immigration/refugee justice work, including an extended visit to the US-Mexico border where we visited a huge refugee camp daily and heard the stories of some of the most marginalized people in the world.
This diversity of experience may seem very random—but certain common threads hold it all together into a larger whole that feels coherent and meaningful to me. A few examples:
All of this work is about empowering people who have felt powerless
All of it embraces the same construct that the poet presents: that just because something is a certain way doesn’t at all mean it’s impossible to change it (I even did a TEDx talk on this called “‘Impossible’ Is A Dare” (it’s 15 minutes long, riffs on a quote by Muhammad Ali that I misattributed at the time, and discusses how socially and environmentally conscious businesses can change the world—to watch, click the link and then click again on “event videos”)
All of it works on the theory that change happens faster and more fully when it becomes a movement—while acknowledging that acting alone can still make a significant difference. (I’m very proud of my one-person, three-day demonstration against the US bombing of Libya that drew middle fingers and jeers on the first day, but supportive honks and waves on the third day, as well as many individual conversations with people who thought differently, sometimes reaching common ground and always de-demonizing each other—but I’m even prouder of the broad-based movement I founded that saved an endangered local mountain.)
It all recognizes that change happens both internally, inside your own heart and brain, and externally, as the actions of one person or a movement ripple out into the wider world–and as these movements find common ground and begin to work together, discovering their intersectionality: their common struggle.
At our best, America’s not a zero-sum society or for you to succeed, someone else has to fail. A promise in America is big enough, is big enough, for everyone to succeed. Every generation opening the door of opportunity just a little bit wider. Every generation including those who’ve been excluded before.
We believe we should leave no one behind, because each one of us is a child of God, and every person, every person is sacred. If that’s true, then every person’s rights must be sacred as well. Individual dignity, individual worth, individual determination, that’s America, that’s democracy and that’s what we have to defend.
These powerful words embrace what I’ve been talking about for years: that we have enough to go around, but have to address kinks in the distribution and a lack of political will that leave some clinging by a thread while others amass far more than they need or even can use. These truths are amplified in powerful books like The Fortune at the Bottom of the Pyramid, Business Solution to Poverty, and my own Guerrilla Marketing to Heal the World.
We don’t need to live in a world crippled by dire hunger and poverty–cutting off who knows how many amazing new discoveries because the people who would have made them are too busy struggling for basic survival. We don’t have to accept war as a consequence of limited resources, because the abundance mindset understands that a particular resource is only one path to a goal, and there are others. We especially don’t need to go to war over petroleum (which has incited so many wars, including US-conducted wars in places like Iraq and Vietnam)–because we are already using different energy resources, such as solar, wind, and geothermal, which are already edging out fossil and nuclear in both financial and environmental benefits.
And we can absolutely reject the outdated concept that if one person or group wins, some other has to lose. The abundance mindset is collaborative: we win by joining forces for common goals. This powerful frame can apply to material goods, and also to intangibles like love–as Malvina Reynolds made clear decades ago in her charming song, “Magic Penny.”
How are you using abundance to create a better world? Please respond in the comments (which are moderated, so don’t bother filling it with junk).
A popular music festival in Atlanta, founded back in 1996, will not be taking place in Piedmont Park (or anywhere else) this September as scheduled. The organizers cancelled it, apparently because of Georgia’s ever-more-skewed laws that give gun owners the right to carry weapons at massive public events. Apparently, this right is stronger in Georgia (and elsewhere) than the rights of people who might not care to be shot at while enjoying a concert. The event was actively targeted by gun worshippers who informed the festival organizers that they’d be sued if they tried to block access to ticket holders bearing firearms, even though contracts with artists mandated a no-gun policy.
Which is really a shame. I hope the organizers find the courage to say, “Georgia legislators, YOU and your guns-without-limits laws are the reason we had to cancel. You’ve cost Atlanta hospitality business owners (restaurants, hotels, etc.) millions in lost revenue because you do not allow us a way to keep our artists and patrons safe.”
Because THAT kind of messaging is how we will eventually, finally, turn back the culture of gun-rights-matter-more-than-human-rights. All the deaths of little kids and innocent bystanders haven’t mattered despite Sandy Hook, Columbine, Tree of Life, Las Vegas, Texas, and all the other horrific mass shootings.
And if businesses, conference organizers and others start boycotting states with obscenely pro-gun policies, the change will come faster.
Here’s the headline and lead from a press release I happened to see:
Continuous Environmental Disinfection System Market Trends, Application Analysis, Regional Outlook, Competitive Strategies And Future Growth Till 2028
The QY Research released a latest market research report on the global and United States Continuous Environmental Disinfection System market, which is segmented by region (country), players, by Type and by Application. Players, stakeholders, and other participants in the global Continuous Environmental Disinfection System market will be able to gain the upper hand as they use the report as a powerful resource. The segmental analysis focuses on revenue and forecast by region (country), by Type and by Application for the period 2017-2028.
Do you have any idea what they’re talking about? I’ve been writing press releases for my marketing clients for decades–and I have NO idea what this one is about. Which means this press release, IMHO, is an abject failure.
Compare that with the clarity of message in the picture. Greta Thunberg pointing an accusatory finger doesn’t even need any words to communicate.
Greta Thunberg on the cover of GQ, with commentary by Marisa Murgatroyd (Instagram screenshot)
A press release should never be a bunch of bland, unintelligible gobbledygook. It should leave the reader with no doubt about what it’s about AND what you want them to do next. And the best press releases tell “the story behind the story.” They give the reader reasons to be involved, to get caught up in the experience, and to think positively about my client.
As an example, when I was hired to write a press release for a new book on electronic privacy, my headline was NOT “Electronic Privacy Expert Releases New Book”–because curing the reader of insomnia didn’t happen to be one of my goals I told the story behind the story, and the headline was “It’s 10 O’Clock. Do You know Where Your Credit History Is?” The book first showed up in the third paragraph. And the reader read that far, because the reader was interested.
Don’t the Republicans ever get tired of their own shameless hypocrisy? A lot of the rest of us are sure tired of it. It’s time for the Dems to focus their messaging on why the Party of Never-if-a-Democrat-proposed-it is no friend of the people.
I offer these as a gift to the Democratic Party, its candidates, and its supporters.
Why do Republicans support socializing the costs of billionaires’ mistakes and misdeeds while privatizing their profits? Why should working folks have to pay to clean up their mess when billionaires don’t even pay taxes on much of their wealth?
Why do we pay so much more for health care, for university education, for prescription drugs, for so much else–and get less for our money than most other countries? Why did Republicans hold all three branches of government and come up with nothing to address these crises?
If we want to free the world of power-mad dictators and thugs like Putin, we need TRUE energy independence from renewable sources like solar, wind, small-scale hydro, and geothermal–so Russia, Saudi Arabia, and other countries can’t push us around because of our dependence on fossil fuel. That’s also our way out of the carbon crisis.
If you want to halt fuel-cost-related inflation, ditto. That will lead to better health outcomes, too.
Green energy will continue to create good, well-paying jobs right here in the US–and by the way Biden has presided over the longest steady growth in employment since 1939.
If expulsions of immigrants at the border due to fear of COVID–which are against both international law and human decency–aren’t warranted for Ukrainians, there’s no justification for their use to keep Black and Brown people out. Don’t accede to Republicans’ racist demands to hold COVID prevention/protection/treatment funding hostage to keep this cruel, illegal, and discriminatory policy in place.
Stop defending domestic terrorists! January 6 was an attempted coup, an attempt to blow up our democracy. Even Republican Secretaries of State admit that the 2020 election was the most fraud-free in history and that Biden won honestly (something we can’t say with certainty about Trump in 2016, since the Republicans blocked recounts in three crucial swing states). And yet you refuse to discipline even the most blatant seditionists in your ranks! Doesn’t democracy mean anything to you anymore?
Why are you, the party that claims to believe in freedom, passing laws that take “cancel culture” to levels approaching those of early Nazi Germany and Stalin’s Russia? How dare you make it a crime to teach or read honest history! How dare you try to suppress the speech rights of whole classes of people! How dare you try to roll back women’s reproductive rights, the right of people of color to vote, and the right to live without fearing violence because of who you are, what way you worship, or what you look like? Stop trying to grasp at your fading power OVER others and focus on your power TO do good in the world (hint: oppressing others is not doing good in the world)
Why was it OK to refuse to even hold a hearing on Obama’s nomination of Merrick Garland because nine months before the election was “too close to the election”–while Barrett was rushed through just weeks before?
I just experienced such a screwed-up customer service encounter that I have to share it.
In August, I received a letter from my primary care doctor announcing that he was cutting back on his patient hours. He has been my doctor since about 2003. In November, as COVID seemed to be easing, I called to schedule a physical exam for the first time in several years. I explained that I had several concerns and I really trusted my doctor’s diagnostic ability and asked if it was possible, despite his scaling back, to schedule with him. And I was given an appointment for today at 2:40 p.m.
Yesterday, at 4:12 p.m., less than 24 hours before my appointment, I received a call from one of the nurses that they were canceling my appointment because my doctor was scaling back and “needed to reduce his patient panel.” I said that they’d had four months to figure that out, that canceling on less than a day’s notice was extremely rude and unacceptable, that I had been willing to wait so long only because it would be with MY doctor. To their credit, they did offer me an appointment with a different doctor on Friday but I said very politely that I had specific reasons for wanting this practitioner and they had no right to snatch it away at the last moment for an issue they could have fixed at the time the appointment was set. She said the practice manager would call me.
This morning, the practice manager called back. Her customer service skills were atrocious. First she insisted that because I had received the August letter, that “it wasn’t our fault.” I explained repeatedly that I had been willing to wait more than four months only because I was promised an appointment with my chosen doctor. I actually had to say (several times) that while I understood it wasn’t her fault personally, it was absolutely the fault of her organization. I said I wanted a real apology that accepted responsibility organizationally, and she eventually admitted that yes, the organization made an error that was causing harm to me, and that she would review the interaction where I booked the appointment and find out why the person I spoke to had made an appointment that shouldn’t have been allowed.
Then I asked her how she was going to “make me whole.” She didn’t seem to understand what I meant. I said “how are you going to make it right for me?” She said there was nothing she could do. “I can’t talk to the doctor!”
Me: “Why not?”
Her: “I can’t talk to him.”
Me: “Could you explain the circumstances to him and ask that just this once, could he make an exception because of the promise made to me that it would be with him. I could find a new primary care doctor going forward but he really should keep this appointment as a one-time exception. I understand if it can’t be today. I don’t mind if it’s later this week.”
Her: “The nurse spoke to him after talking with you. He wanted the appointment canceled.”
Me: “I doubt that she explained the full situation to him, that I was willing to wait the four months specifically in order to see him, and that you gave me inadequate notice. Would you please explain the full situation and ask him if under the circumstances, he would make an exception? Again, if it doesn’t work with his schedule today, I can be flexible about when I see him.”
Her: (big sigh). “Okay, I will ask him and call you back.” No word from her.
2-1/2 hours after she called and only 2-1/2 hours before I was due to show up, I called again. After checking their automated confirmation system, which had only the rescheduled appointment with the different doc on Friday. I spoke with a very pleasant receptionist who told me that the practice manager was in a meeting and would call before the end of the business day. I explained that this was about an appointment for today and I really didn’t want to discover after-the-fact that she had reinstated it. The receptionist said she’d have her call within the next hour. I wasn’t holding my breath and was not surprised that she hadn’t called as of the time I would have needed to arrive, or even by the time I probably would have been done. I have no way of checking, but based on her general attitude, I would be very surprised if she actually bothered to communicate with the doctor.
Customer Service is not my primary jam, but it is something I speak and write about fairly often. Done well, it’s an essential marketing function that turns customer problems into loyalists. The flip side of that is that bad or absent service converts loyalists into enemies–people who will speak up and leave poor ratings, tell their friends to avoid that business. Not the sort of messaging you want following your business around.
If I were training this organization, I would:
First instill a culture of actually serving customers (patients, in this case)–of understanding that it’s not about your convenience but about making the customer feel heard and appreciated–and meeting customer needs.
Teach compassionate listening skills and sincere, immediate apologies that accept responsibility.
Empower the staff to offer suitable make-goods and think creatively about what the right make-good is in a particular situation. This is one time to be led by the customer; it’s totally okay to ask, “what can we do to make it up to you?” Often, their answer will be much more modest than you might have expected. In this case, I gave her what I needed: to have her offer to talk to the doc and see if he would reconsider–and even that faced a wall of resistance.
Teach and model appropriate responses that make the customer feel heard.
Teach the importance of keeping promises–as Google did several years ago when they actually went back and re-listened to the customer service call where I was told misinformation and cheerfully refunded the $200+ I’d been charged for following the advice I’d been given. They’ve now kept me as a cell phone customer longer than three previous companies.
As a customer of this organization, I not only had the bad experience above, but my wife has been getting the runaround for months on a chronic problem, with calls not being returned and a generally desultory attitude. At this point, they will be getting negative reviews in public places from us and we will make inquiries about other area practices that are accepting patients. I recognize that our area has a doctor shortage and we might be stuck with them, but we are tired of being kicked around and we certainly won’t recommend them to others.
When I wrote this article back in 2014, it was published in three places. But it’s long enough ago that I can’t find it online. The message is too important to let slip away, so I’m reprinting it here–unchanged except for adding one sentence.
In August, I received a letter from my primary care doctor announcing that he was cutting back on his patient hours. He has been my doctor since about 2003. In November, as COVID seemed to be easing, I called to schedule a physical exam for the first time in several years. I explained that I had several concerns and I really trusted my doctor’s diagnostic ability and asked if it was possible, despite his scaling back, to schedule with him. And I was given an appointment for today at 2:40 p.m.
