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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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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I recently discovered that my pages have vanished from the top couple of pages for searches for résumé writing in my local area.

From 1985 to 1995, résumé writing for local clients was the biggest chunk of my business. At this point, it’s a very small percentage of what I do—my focus is far more on marketing consulting and copywriting for authors, publishers, and small businesses (especially those with green products and services).

But even though it’s a tiny fraction of my business, it’s work that I enjoy and am good at, and for local clients, it provides me with some human contact that I don’t get through a lot of my other work. And I do want to be found if people are looking.

For years, Google has brought me an occasional résumé client. I hadn’t noticed any drop off, but the résumé portion is such a small part of the operation these days, that it’s hard to measure real drops.

So, in December, I made a special page, just for resume writing in Western Massachusetts, and crammed it full of place names for cities, towns, and counties around here. And added Like buttons for Google+ and Facebook.

Google is known to “sandbox” new pages: to let them sit outside the index for a while until they determine the page to be legitimate. And a page with this many keywords may be particularly at risk.

You can participate in this experiment at https://www.accuratewriting.com/wmass_resumes.shtml. Please click the two buttons; let’s see how long it takes for Google to notice. I will report back the results, whatever happens.

So far, in the three months since the page went up, Google has sent me one résumé client. I think the page is still in the sandbox. However, if you beleive in the Law of Attraction, here’s some validation: I’ve had a noticeable uptick in résumé work generally, but from other sources.

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Very interesting article on Sustainable Brands, “Climate Change – Good For Business” by John Friedman.

Friedman cites Richard Branson on the opportunties in the environmental field:

“I have described the increasing levels of greenhouse gases in the atmosphere as one of the greatest threats to the ongoing prosperity and sustainability of life on the planet,” he says. “The good news is that creating businesses that will power our growth, and reduce our carbon output while protecting resources is also the greatest wealth-generating opportunity of our generation.”

And I agree. I have profiled many entrepreneurs over the years who are succeeding with creative green businesses. In many cases, they are creating whole new market sectors—such as an entrepreneur who saves water by selling a spray fluid that largely neutralizes the odor and stain of urine, thus substantially reducing a family’s need to flush.

What is perhaps most interesting about the Friedman article is his historical perspective of energy and transportation not only as wealth-generators, but as environmental problem-solvers for their time:

A high percentage of the wealthiest people in history – excluding despots and conquerors – have made their fortunes in the areas of energy, transportation and construction. The Rockefeller fortune was based on oil (energy), Andrew Carnegie (steel), Cornelius Vanderbilt saw the revolution from wind to steam engines and built an empire in shipping and railroads. Henry Ford took the automobile from the purview of the wealthy to a staple of the average American household by increasing production efficiency, thereby reducing costs for consumers and creating an entire industry that was much of the basis for the American economy for decades…

Indeed many of these changes in industry and transportation have followed the evolution from individual power (feet or paddles), to animal power (horses and horses and buggies) to steam (initially powered in the U.S. by wood and then coal) and finally to internal combustion and electricity. It is important to note that in addition to increasing speed and efficiency, many of these changes were furthered by the desire for more environmentally friendly alternatives [emphasis added]; streetcars and buses in New York were seen as a solution to the manure that was lining the city streets.

Of course, there’s an obvious caution here. The message from the past, viewed through the lens of 2012 and catastrophic climate change, is that sometimes, solutions to old problems cause greater problems. This is a principle that must inform us as we go forward, to avoid blundering into even worse situations as we fix the urgent problems we face.

The good news: we know a lot more about what works and what doesn’t. For instance, we already know that nuclear power is not a solution to climate change and has enormous catastrophic potential. We know that fracking to drill for natural gas not only pollutes water but probably causes earthquakes.

And we also know that we have to be careful to develop solar, wind, hydro, tidal, magnetic, and other clean, renewable energy sources in ways that are both environmentally and economically sustainable.

This is our mission, our duty, our responsibility. Let’s get it done—the right way.

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“Imagine Walmart doing distribution for food banks…in which The Gap runs thrift shops…in which The Home Depot is involved in rebuilding.”

This challenge comes from Ron Shaich, CEO of Panera, as he closes a wonderful talk at Sustainable Brands about Panera Cares, a series of pay-what-you-want stores aimed at alleviating hunger. So far, his first charity store, in St.Louis, is more than self-supporting, and they’ve opened a second location in Dearborn (metro Detroit)—both in economically diverse neighborhoods. The idea is that some who can afford it will pay more than the suggested amount, subsidizing those who pay less. And so far, it seems to be working.

Great to see this sort of abundance-based thinking from the CEO of a major restaurant chain.

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It’s nothing new to have bicycles as commercial haulers. In much of the world, bicycles are commonly used to haul both freight and passengers. In the US, where I live, I remember hundreds of delivery bikes on the streets of New York when I was a child: industrial-frame one-speeds with huge boxes on the front. More recently, many cities have added bicycle-rickshaws to their public transportation fleets, competing directly with gas-powered taxis. They’re cheaper and of course much greener than motorized ones, and in congested, traffic-clogged cities, often just as fast.

My much more rural area has had Pedal People, a bicycle-based trash-hauling and farmshare-delivery company, since 2002. Oh yeah, and when I was a high school student in the 1970s, I commuted by bike, 5-1/2 miles uphill in New York City traffic, when the weather permitted. It saved me half an hour each way over the bus, because the bus route was far from linear (although I could read on the bus and not on my bike).

So what makes this decade different?

First, the growing green consciousness. When people who are already disposed to lower their carbon footprint (and their costs) learn that bicycles are really viable transportation alternatives in many cases, the switch becomes easy.

And second, the rapidly developing technology of bicycles. The kind of high-tech freight-hauling bikes described in this article about a bike-powered cargo company in Victoria, British Columbia would have been unimaginable just a few years ago.

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Someone just asked on a LinkedIn group who inspired group members to go green. I decidced my answer is worth sharing here:

For me it was a gradual process with many key moments. Here are a few:

  • Age three, realizing I had some power over my environment and didn’t have to tolerate cigarette smoke in my own house. I destroyed several packs of cigarettes at a party my parents threw–their guests had left the packs lying on the coffee table.
  • Age 12, feeling injustice in a much more personal and direct way: I had to pay adult price for a movie ticket but sit in the children’s section. I started a boycott of that theater, and have not been back in 42 years–even though it was my neighborhood theater until I went to college.
  • 1974, doing a research project on the pros and cons of nuclear power, I discovered that there were no pros but a lot of very serious cons–and recognized that I had to be actively involved in changing this country’s energy picture.
  • Beginning to read (in the late 1970s) sustainability thinkers like Amory Lovins, Hazel Henderson, Ralph Borsodi, Helen and Scott Nearing–and to learn via magazine articles some of the ugly history of car companies buying up and yanking out trolley tracks, etc.
  • 1981, having an 80-something woman demonstrate to me that we could wash dishes with about 5 percent of the water I’d been using, by turning the water off, soaping them all, and turning on a small stream to rinse.
  • In 1999, learning so much from my fellow organizers of Save the Mountain—and proving that we could in fact harness enough citizen energy to protect our endangered mountain range

There are many more, continuing to the present day. Going green is a process.

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This is a guest post by Edward Hasbrouck, author of The Practical Nomad, in a rebuttal to Amazon’s latest blow against independent bookstores: getting its customers to spy on them for price checks and then buy online. Remember: when big dogs attack, we are stronger in a circle than standing alone.

Here’s Edward now.
—Shel Horowitz

Amazon.com wants you to browse your local bookstore to find the books you want, then go to Amazon.com to see if you can get them cheaper online. Why not turn the tables? Go ahead and browse the reviews on Amazon.com to find books that might interest you—then order them from your local bookstore, where there are no shipping charges and you can pick books up at your convenience without having to wait at home for a delivery.

The links from both my own Web site (Hasbrouck.org) and my publisher’s site for my book series (PracticalNomad.com) go to Powells. if you sign up as a Powells.com “affiliate”, and include the appropriate code in your links, you also get a cut of sales referred from those links. Small, but royalties on book sales are also small, and every penny helps. It took some effort to get my publisher to link from their site to Powells.com for my books instead of Amazon.com (their default), but eventually they agreed.

You can also create direct links for a specific book from Indiebound/Booksense, a joint online marketing effort of local independent bookstores. If someone follows the link, they can find out what store has the book in stock nearby, or request that a copy be sent to a store near them for pickup. And as with Powell’s, you sign up with them as an affiliate to get a small referral commission.

 

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This is a reminder of two critical concepts for the coming years:

1. Money is not a goal; it is a means of accomplishing something. While having more money means you can purchase the goods or services you want, there are often other ways to accomplish the goal.

2. Buying stuff is not the only way to accomplish something.

Here’s a look at how to leverage other  methods of getting your needs met and your wants fulfilled.

Zipcar just commissioned a study on the sharing habits of Millennials, showing that they are more willing to share not just cars, but a wide range of resources, than their parents and grandparents.

That may be true of the majority culture, but there are plenty of us older folks who know a good thing when they see it. I’ve been lifelong practitioner of this sort of approach, and a public advocate all the way back to at least 1995, when I published my fourth book, The Penny-Pinching Hedonist. I’m turning 55 on Saturday, and here are some among many sharing experiences I’ve had over the years:

  • As a college student in Yellow Springs, Ohio, 1973-76, I became aware of a mostly Quaker community called The Vale. Instead of everyone going out and buying a lawnmower, they pitched in and bought a communal tractor.
  • In 1990, when laser printers cost several thousand dollars, I organized a co-op and brought in a bookstore owner, a community activist, and a magazine publisher to share the costs of purchasing one (it lived at my house, since I organized it).
  • As a member of Servas since 1983 and Couchsurfing since 2009, I’ve shared my home with strangers traveling through, and received hospitality form others on three continents.
  • My neighbors, a Republican mainstream farm family, constantly drive each other’s vehicles. The question seems to be what’s the best car, truck, or tractor for the task, and not who owns it.
  • Two decades ago, I was on the board of a group called Homesharing in Hampshire County: a mainstream social service agency that matched up people with extra space in their homes (often elders in need of both companionship and home/property maintenance) with people who needed a place to live.
  • Thirty years ago, I lived in a community in West Philadelphia (a place with good public transit), where three or four cars were shared among about 120 people, as needed, and users paid a small fee per mile to cover costs. When we needed to make a supermarket run or fill our water jugs (we all hated the municipal water, so we self-bottled 50 gallons at a time at a spring in the next town), we borrowed one of the communal cars. Most of this community lived in group housing: six or eight people sharing a big old Victorian. It worked out very nicely.
  • For a decade at least, Freecycle has provided a formal structure to get rid of stuff you no longer need by passing it on to someone else, or to get something you need without having to buy it.

The article, in The Atlantic, also linked to a cool website (and concept) called Collaborative Consumption, which may be increasingly important as we try to turn the world green.

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