150 words a day for seven days. I can do this!

When Michelle Shaeffer first told me about Jeannette Cates’ Blog 30 Challenge to write 30 posts in June, I decided not to participate. It was already a week into the moth when I learned about it, and I knew that with my sister’s family of six coming for a week, I was going to be way behind (and in fact, my inbox ballooned by 1000 unread e-mails while they were here).

Jeannette has set up all sorts of systems that build on this commitment to get more traffic, Twitter fans, etc., and I was disappointed that it wasn’t going to work for me.

But now they’ve gone home again, life is getting a bit more sane, and Jeannette just announced a more do-able version: 7 posts in 10 days. Except that 3 of the 10 days are already gone, so for me, it’ll be a post a day for a week. Or two posts today while I’m in the groove :-).

I think I’m going to use these seven days as a laboratory to explore my next big project: a trade association for Green marketers. Stay tuned—and PLEASE comment on the ideas I’m exploring. If I find your comment especially useful, I’ll even send you a nice surprise.

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My I-friend Kevin Lovelady is going after a market that few would dare to pursue: people who’ve failed in business.

Kevin, who has been a strong and consistent supporter of my Business Ethics Pledge campaign, feels that people who experience business failure feel “abandoned” and need resources. So he’s set up a blog, a Facebook page, and various other channels to offer free support to those in this situation. It’s certainly a growing market, and I’m sure he has plans to monetize it down the road. Though, from personal experience in the frugality market, I’m not sure if he realizes what a challenge that might turn out to be. I could, however, easily see it turning into a Web 2.0 or Web 3.0 community for mutual support, and THAT could open up many channels to success if it gains traction.

Anyhow, if you or someone you know had the legs knocked out from underneath your company, you might have a look. And Kevin best of luck!

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Cooperate with others to open new markets. It’s one of the key principles of my brand new book, Guerrilla Marketing Goes Green (co-authored with Jay Conrad Levinson), released this week by John Wiley & Sons. The book is a manual for thriving by doing the right thing, showing businesses that Green and ethical practices aren’t just a way to stay out of jail–they’re a success strategy–and cooperation is one of those practices.

So–do we practice what we preach? Here are some of the things we’re doing to launch the book:

  • We chose to partner with Green America for the launch. We are donating a portion of proceeds, and they have spread word of our book to their 94,000 members.
  • We solicited other partners who will tell their following about the book–and we gave them two powerful incentives: the chance to build their own lists by submitting a bonus, and to promote an upsell product that pays commissions.
  • With these partnerships, we’re able to offer anyone buying the book this month a package of extra worth well over $2750 (and still climbing)–AND to reach at least 702,000 people who are on the lists of these partners.

    So…adding Jay’s lists and mine together, we have about 94,000 subscribers. Adding Green America alone doubled that. Adding in the partners means we multiplied our original 94,000 by about eight times, to 890,000. Even chopping off ten percent for duplicates, that still means 801,000 people are hearing about this book, and that’s 703,000 people that Jay and I couldn’t have reached on our own. And that doesn’t even count Twitter, e-mail discussion lists, Facebook, LinkedIn, etc.

    Oh yes, and let’s talk about my bringing in Jay as a partner co-author. Leveraging the strength of his name definitely helped to build all these partner relationships, as well as strong partner relationships within the publishing house. So now, instead of reaching 10,000 of my own subscribers to inform them of my newest book, I’m reaching 801,000, of whom 791,000 are the result of our outreach efforts, outside of my own network.

    Cost to me? Only time. OK, quite a bit of time, including my assistant’s time, which I am paying for. But time well-spent.

    Is it resulting in sales? A week ago, the Amazon sales rank for Guerrilla Marketing Goes Green was in the 575,000s. In other words, five hundred seventy five thousand books were outselling mine.There have been some wild swings, but at the moment, it’s at 28,793. In the environmentalism category, it’s #13 right now. And Amazon is only one of the five channels that we’re linking to from the books website, https://www.guerrillamarketinggoesgreen.com. In other words, yes–people are BUYING the book, and in doing so, validating this key concept.

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    It must have been somewhere around 1986, in the early days of my business, that I first encountered the work of Paul and Sarah Edwards, gurus to the home-based business sector that was just beginning to take off back then. I’ve been home-based since I founded my company in 1981, so their message resonated.

    I’ve been corresponding with Paul recently, and am very excited by something they’re into now: Offering the “Elm Street” economy as an alternative to both Wall Street and Main Street.

    Elm Street, in most communities, is typically in a residential neighborhood. In Northampton, Massachusetts (the closest Elm Street to my house), it’s a graceful, tree-lined boulevard of large Victorian-era homes.

    As Paul and Sarah Edwards describe it, an Elm Street economy is also firmly rooted in sustainability, at multiple levels:

    It’s a local economy, composed of locally-owned and locally-financed enterprises, industries, and independent practitioners who are invested in bringing long-term well-being to all living there, including nature. It’s focus is on working together to create dependable, environmentally sustainable way of life that bring basic services, products, and resilience back to our local communities.

    Local Economy
    Be it in a city neighborhood, a suburban sub-division, a small town or rural community, the Elm Street Economy is coming to life. It may look a little different from locale to locale, with urban Elm Street communities growing food on rooftops instead of backyards, for example, but wherever they might be located, they can flourish due to values and characteristics symbolized in this logo.

    • Local production of food, renewable energy and goods.

    • Local development of commerce, government and culture.

    • Reduction of consumption while improving environmental and social
    concerns.

    • Being an exemplary working model for other communities when the effects
    of decline of the existing economy and our natural resources becomes more
    intense.

    In short, very much aligned with the values I’ve been espousing for years, in this blog, in my books, in my speeches, and elsewhere.
    The Edwards’ vision of the Elm Street economy, and their analysis, go far deeper than what I’ve quoted here. Go and read it.

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    1. Have you heard about the barbaric, fascistic anti-homosexuality law in Uganda? Yes, they’re calling for the death penalty for consensual sex. Read CNN’s article. Here’s the group to oppose it, please join.

    2. Especially if you’re in Western Mass, but even if you’re not: a Facebook support group has sprung up for the Northampton, Massachusetts victims of arson. My old neighborhood in Northampton got hit with dozens of fires in a one-hour period Sunday night. Two people died, and two families including some friends of ours were left homeless. Several lost their cars or sustained severe damage.

    Please distribute this message widely.

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    Horace Mann, founding President of Antioch College, famously said “Be ashamed to die until you have won one victory for humanity.” Neither Nicholas Negroponte nor Iqbal Quadir will ever have to worry about shaming themselves in front of Horace Mann’s ghost.

    These two M.I.T. professors have both made substantial contributions in developing countries, bringing life-changing technology to villages that don’t even have electricity or running water.

    Negroponte is the key mover behind One Laptop Per Child, an initiative to develop and distribute rugged but cheap (like $100 per unit) laptops to school children, in 18 countries so far. Quadir convinced Bangladeshi microlending pioneer Grameen Bank (founded by Mohammad Yunnis, who received the Nobel Peace prize for his efforts) to underwrite Grameenphone, a business providing cell phone services to villages with no telephone at all.

    Both men spoke at a panel during the Boston Book Fair, coincidentally on Climate Action Day, October 24, 2009. And both have had a major impact.

    Negroponte’s rugged, lightweight laptops can be thrown or dropped with no bad consequence, use only three watts of power (he’s aiming for just one watt on a forthcoming redesign), and both the battery and the computer are designed to last at least five years—about double the typical laptop lifespan—and to minimize waste impact when they are finally past their useful life and life extensions such as use as a TV. With no electricity grid, they’re recharged with hand-cranks, solar photovoltaics, or car batteries.

    Each laptop comes preloaded with not only productivity software, but also 100 books whose creators have agreed to make their content available. That means that if a village receives 100 laptops, it suddenly has a library of 10,000 titles (a larger collection than many small-town physical libraries in the United States).

    These computers are designed directly to foster social change: newly literate school children use satellite wi-fi to access the Internet, learn literacy as well as research skills, and even teach their parents to read. For many of these kids, their first English word is “Google.”

    In October, 2009, Uruguay became the first country to get these laptops into the hands of every single school child; Cambodia, Iraq, Afghanistan, and Peru are among the other countries with a program. Negroponte would love to “take one day of [the cost of war in] Iraq and Afghanistan and do the children in those countries.” In Afghanistan, where many girls are prevented from going to school, the plan he has worked out with the Afghani Minister of Education is to seed the laptops first to girls, so they can learn outside of the classrooms they’re not allowed to attend.

    But his vision is much grander: “It would take $30 billion to do every kid in the world. We gave away more than twice that much to AIG.”

    Grameen Phone
    uses a very different business model: funding new small businesses through microlending, and then changing the society as that business rewrites the entire village culture. “Connectivity is productivity,” says Quadir.

    In 1993, there was one (land-line) telephone for every 500 Bangladeshis, and 73 percent for the phones were in Dhaka, the capital. Grameen came in and began lending small amounts of capital to entrepreneurs, who provided and operated a village telephone, where residents could rent time whenever they needed to make a call, and paid back the loans out of profits.

    The benefits are “inclusive, egalitarian, and immediate,” and the results are astounding. Each 10 percent increase in cell phone penetration corresponds with a .8 percent increase in the country’s Gross Domestic Product. By 2005, the company had 250,000 retailers, 22 million subscribers, and 50 million cell phones (many of them smart phones that bring computing power to these remote villages). It expects to have 5 billion phones in place by 2015, which will be near-total penetration of the population.

    Yet the magnitude of change from this initiative may not even be apparent for some time. Rural electrification in the U.S., says Quadir, didn’t happen immediately after the development of electrical utilities. It went to rural areas decades later, when refrigeration made it possible for farmers to store food much longer, and therefore shift perishable food production and distribution from regionally to nationally based.

    Telephone service, he says, is “the low-hanging fruit. From the juice of the low-hanging fruit, you get the energy you need to climb the tree and take the higher fruit.”

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    Organizers of Blog Action Day are pleased indeed, calling it “one of largest social action events ever held on the web.”

    32,000 posts, including three world leaders: UK Prime Minister Gordon Brown, who got the very first UK post in just as the clock turned midnight–and staffers from President Obama and the ruling party of Spain.

    CNN covered it here.

    What’s fascinating to me is that organizer Robin Beck thinks 99% of the participating blogs have never written about climate change. I suspect that figure is high. I know that I cover climate change frequently in this space, although it’s certainly not the main focus.

    Anyway, a rip-roaring success and hats off to the organizers. I’m glad to have participated. Now the real question is…while those 32,000 bloggers an their hundreds of thousands of readers put some actions into place in their daily lives?

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    Today is Blog Action Day, and this year, the international day of action focuses on climate change.

    I could write about climate change for days, but I’ll keep it simple. Here are some quick, easy, painless things you can do to lower your carbon footprint, and some of them will save you a nice pile of money this coming winter, too.

  • Buy foam outlet insulator pads and plastic baby-fingers-out-of-electrical-outlet protectors, and install them in all the outlets on the outside walls of your house. You’ll be amazed and how much cold air you keep outside.
  • Eat for a day, or at least a meal, only foods grown within 100 miles (organically grown, if possible), and stop supporting the carbon-intensive culture of shipping foods all around the world instead of supporting local economies. You can get local produce, breads, dairy, and meat in most parts of the world.
  • Leave your car at home and go by bike, public transit, or on foot. In congested cities, it’s actually often faster to take a bike for distances up to about five miles; in more rural areas, it’s more like two miles. If that’s impractical, park your car in one central location and do all your errands without moving the car. I sometimes throw my bike on a bike rack, drive to one place, and then bike to all the stores I need to visit.
  • Saturday, October 24, is an international day of climate action. Click on the link. to locate (and participate in) an event near you.
  • Sign the Blog Action Day climate change petition, which has the support of Al Gore and others.
  • Do one thing to demonstrate a positive and easy change to someone in your life who’s skeptical that we can be Green without suffering.

    Need more tips? Spend a princely $9.95 on my e-book, Painless Green: 111 Tips to Help the Environment, Lower Your Carbon Footprint, Cut Your Budget, and Improve Your Quality of Life—With No Negative Impact on Your Lifestyle.

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    Since the Republicans have taken a few pages from the Saul Alinsky organizing playbook—Alinsky was the legendary Chicago community organizer who influenced Obama, known for such tactics as a fart-in—maybe it’s time for Barack Obama to ask himself “What would Alinsky do?

    What he wouldn’t do is capitulate. Alinksy would know, as Obama should know, that if he lets health reform die now, his entire agenda will be sunk in a quagmire of intransigence, lies, and loud, even violent public opposition. He will have no legacy beyond this point, and that would be a tragedy.

    Barack Obama, President should turn to the Barack Obama of the past: that community organizer and brilliant marketer who knows how to galvanize a crowd, frame an issue, and move the discourse.

    The Barack Obama who understood from Alinsky the impact a group of low-income could have when they move from disenfranchised, socially alienated aloneness with their troubles to a cohesive community group able to press the power structure. The Obama who was a contributing writer to a book called “After Alinsky: Community Organizing in Illinois.”

    THAT Barack Obama would not be talking about taking the public option off the table. Instead, he’d make a speech something like this:

    “Fellow Americans, for the past several months, we’ve been trying to move this health care system forward from the disastrous present where good solid working folks can’t afford to get treated, but healthcare executives live the high life. All we’re trying to do is create a system where health care is the right of every American, just as it is the right of the citizens of almost every other industrialized country in the world. But we are blocked at every turn. We’ve tried to meet them half way, and we have been rebuffed. We try to negotiate, to compromise. And instead, we’re shouted down, we’re lied to, and we’re faced with people who will not budge an inch because they want to protect their own perks.

    “We will not allow this little group of small-minded selfish liars to control the dialogue. We made a promise to make healthcare not only affordable but he guaranteed right of every American, and we’re going to keep this promise.

    “To get out of the stalemate, I am withdrawing the existing health reform legislation and replacing it with just one paragraph that everyone can understand, that can’t be misrepresented, and that will rapidly transform us to full universal coverage. I ask your wholehearted support of this clear and simple action plan. It uses the one part of our healthcare system that has been working, and working well, since 1964. It’s tested and proven.

    “As of one year from the passage of this legislation, the effective age of eligibility for Medicare shall be lowered to age 55. As of three years from passage, the eligibility for Medicare shall be age 35. And as of five years from passage, all citizens of the United States shall be eligible from birth. Companies now offering healthcare coverage to their employees shall continue to extend coverage until they are Medicare-eligible or until an employee takes a position with another company that offers equal or better coverage.

    “That’s it. Instead of hundreds of pages of confusing legal jargon, a single paragraph of enabling legislation to open the door to the right of healthcare for millions of Americans. Citizens of America, this is your birthright.

    “I will introduce this legislation every year that I am in office, until it passes. And I will work with you to organize, community by community, until your Senators and Representatives, whether Democrat, Republican or independent, support this bill or are replaced by those who do.”

    Let’s see this speech on every network, every blog, every radio show, and in every newspaper in the country. Delivered, as he surrounds himself on stage with the victims of today’s healthcare policy madness: those who can’t get treatment, get the wrong treatment, are marginalized or even see family members die because of the cost-first, profit-only, single-bottom-line narrow-mindedness of today’s system.

    In 1979-80, Shel Horowitz advocated for single-payer healthcare as a staff organizer for the Gray Panthers of Brooklyn. His eight books include Apex Award winner Principled Profit: Marketing That Puts People First.

    Source for the “fart-in story and Obama’s book contribution: Bill Dedman, “Reading Hillary Rodham’s hidden thesis,” https://www.msnbc.msn.com/id/17388372

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    OK, so everyone knows by now, bottled water is uncool if you live in a place where the water is fit to drink (and that includes most of the U.S., Canada, and Europe, as well as many other parts of the world). Issues include environmental impact, cost, depletion of public resources, and centralization of corporate power.

    On the other hand, the health benefits of water are very clear—and having suffered a kidney stone, I personally make a priority of drinking water a whole lot.

    So…what do you do when you need that second (or third, or eighth) drink of water, but you’re out and about? Triple Pundit just featured a free service that matches those offering water with those who need it.

    And quite correctly, TP spent some time on the advantages to businesses of participating: getting people in the door, positive word-of-mouth, and more—but they missed a big promotional opportunity: This clever idea, called TapIt, so far has database listings only in New York City and Orlando, but the concept is infinitely scalable. If you have a physical location and can wash a few extra dishes, visit the TapIt site and click “become a partner.” And then, smart marketer that you are, send out a news release in your local area announcing that you’re the very first business in (location) to participate in this environmentally friendly act of good will.

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