Top of a Bernie Sanders fundraising offer involving a very special custom pint of ice creamFarther down the page, showing the whole container
If you’re friends with me on Facebook, you already know I’m supporting Bernie Sanders in the Democratic primaries. And if you read this blog regularly, you know I’m both a long-time student of marketing and a long-time advocate of marketing with honesty and integrity.
In light of this, I received a mailing from one of the groups allied with the Sanders campaign, and immediately noticed some things I wanted to share.
The product is totally in keeping with Bernie’s message, talking about the “1%” chocolate layer on top of the ice cream
Most marketers, when faced with the opportunity to offer a single unique item, set a stratospheric price—but even with a total production run of just fifty, and only one being given to this organization, the price is only $50 (once again reinforcing the brand messaging)
However, it’s something of a lottery; only one person gets the prize, but anyone who contributes $50 or more by the deadline gets to play
There are also a number of less exclusive rewards—democratizing the lottery somewhat.
Disclaimer and disclosures: I am not involved in any way with organizing this promotion and don’t benefit financially. I have given money to the Sanders campaign and I’ve probably also given money to Progressive Democrats of America, the sponsoring organization.
Here’s what they mean to me, and why I picked them:
Transform
First, there’s the social transformation I want to bring about by transforming the business world. I want to end the biggest crises of our time, and I see the business community as the best lever. Appealing to enlightened self-interest—the profit motive—I want to make the bottom-line business case that just as going green saved costs and increased revenue, so too can addressing big picture issues like how to turn hunger and poverty into sufficiency, war into peace, and catastrophic climate change into planetary balance. When I first started talking a great deal about going green as a profit booster, around 2002, people looked at me funny. Now, it’s common business wisdom. I think the same will be true eventually for creating profitable products, services, and a company DNA that address these issues at their roots.
Second, the transformation in my own business. I see consulting, speaking, and writing on how business can bring about that transformation (and how any particular business can develop and market the right social change products and services for its own culture and markets) as a major part of my business in the coming year, and for the rest of my working life. While I’ve been thinking about these things for many years, have written books and given talks about it, I still have to find the markets that are willing to pay for what I know I can do for them. I go into the year with two possible markets that are quite different: small entrepreneurial and startup companies, and large, established corporations. I’ve developed two different websites for these audiences, because the agenda, methodology, timetable, and price structure will be very different.
All of this is a natural outgrowth of the green business profitability work I’ve done the past several years—but while it builds on the past work, it is different. I’m confident that I can make it work, but am still a bit fuzzy on the how. Which brings us to the second word:
Win
My original choice was “succeed,” but then I went to Chris’s post. He chose “win” as one of his words, and I think it’s like success, but stronger. It can also work as both a noun and a verb, as can my third word.
Also, I feel that on many levels other than the material, my life IS a success. I made a conscious decision about 30 years ago to have a happy life, and I’ve made good on that: I love the marriage I’m in, the house and community where I live, the places I visit, the local organic fresh food I eat, the books I read, the performances I watch, and so on. That decision rippled through all areas of my life. As early as 1985, it was the difference between feeling angry and frustrated and cheated when I had to spend an entire day of precious vacation mailing packages back to myself, as the old me would have—and thinking, even before I was married, about the wonderful story I’d have to tell my grandchildren.
But there are two areas where I need to replace that general feeling of success with a clear, strong victory: the economic underpinning of my business (which has now had two low-producing years in a row while I retooled for the transformation)…and the deeper impact of my work on the world.
The problem with having many interests and multiple skill areas is that it’s really hard to focus. When everything is fascinating, how do you choose? Yet, to succeed—to win—you have to close some doors so you can pass through the doors that remain open.
This is the lens: I’m using to help me choose what to focus on:
Over the past few years, I’ve worked hard to overcome a case of what my friend Noah St. John calls “success anorexia.” I’ve looked at my money/success blocks, and overcome a number of them. But, watching my own failures doing things that have worked really well for others, I realize there’s still some hidden piece, deep in my subconscious, that courts failure. I need to find that piece, hold it up to the light, make an alliance with—and redirect—the parts of it that act out of love, excise the parts that are rooted in self-hatred, and have a clear win. This will be difficult, because I don’t even know what it is that’s holding me back. But it’s essential.
Once that hurdle is overcome, I want to look at how to broaden my impact. I have a great message and great examples of how we can solve these big problems. But for that to really change the world, I need to find tens of thousands, maybe millions of people who are open to that transformational message. None of my books have ever sold more than a few thousand copies. My blog and social media audiences are limited. The number of people who hear me speak in a year is much too small. The second big win I need is to get myself in front of a far larger number of people. That this will help with selling more books, doing more paid speaking to larger audiences, and getting more consulting gigs—in other words, contributing to the win I’m looking for in my own blocks—is an extra benefit. At age 59, I have a limited time to make a big impact on the world. I want to leave a legacy of creating deep transformational change, because I love this planet. And that’s a nice transition to the third word.
Love
Love of others and of self, love of the ecosystem and the planet. In my youth, I was a very angry, loud activist who felt utterly betrayed by governments and corporations and wasn’t good at finding common ground or seeking alliances with those who thought or felt differently from me. Over the years, I’ve learned how mistaken I was—starting all the way back in the 1970s. Some might say I’ve softened but I don’t see that way. I’ve learned to approach with love, respect, and an understanding that almost all of us want a better world; we just have different ways of understanding how to bring it about.
Love is often about deep listening. It’s also about seeking a higher good for a greater number of people, without sacrificing the needs and desires of others. It’s about building the communication skills to allow environmentalists and Tea Partiers to discover their common ground (something I talk about very specifically in my 10th book, Guerrilla Marketing to Heal the World).
Going deeper, this is what allows even the most hate-filled opponents to go past the hurt and build a better world for everyone. Nelson Mandela was a master of this. So were the people who formed the various Arab-Israeli joint projects such as the magnificent Wahat al-Salam/Neve Shalom community in Israel, where Jews and Arabs study and work together—the name, in both languages, translates as “Oasis of Peace”—or Combatants for Peace, which pairs Arab and Israeli former combatants to travel around and speak about cooperation.
It’s easy to love those who agree with you. It’s much harder to love those you might blame for the death of a loved one or the loss of your land. I have tremendous admiration for those involved in these sorts of cooperative efforts and I want to be more like them.
2016 is going to be a GREAT year for the green world, and the green business world in particular. I thought so even before two developments this past week that make me even more optimistic:
Add in the widely spreading understanding in the business world that going green the right way slashes costs, boosts revenues, and generates profit, and it’s not surprising that 2016 will be a year of great progress. (If you don’t yet see the connection, order a copy of my new book, Guerrilla Marketing to Heal the World. It’s got hundreds of examples ranging from Fortune 100 to solopreneurs.)
Expect to see lots more high-level research, looking for holistic steps that create big jumps in energy efficiency and big reductions in waste. Already, we’ve made amazing technological leaps within just the past couple of years. I’ll name two among hundreds:
Approaches like biomimicry—modeling how nature solves complex problems—will let sustainability ripple through the whole culture, relatively rapidly.
Electrical storage (a major restraint on renewable energy growth) has made huge strides, including the vaunted Tesla battery systems.
All is not sunshine and roses, of course. The Act of Congress that extended the clean-energy tax credits also opened up the door for some of the worst kind of carbon-intensive development: exporting the dirtiest types of fossil fuel energy. Public pressure—activism in the streets, in the boardrooms, and in the halls of legislative power—must hound every proposal to put in fracking, use or transport tar-sands oil, build unnecessary pipelines, etc.
One key meme has to be “honor the commitments we made at COP21.”
If the business community, especially, makes it clear that it expects the US to do its part in meeting the targets, and that exporting fossil fuels across oceans will work against this, that open door may stay largely unused. But it will take vigilance.
One not-so obvious trend
The above predictions are relatively mainstream in the green world, even if they appear startling to those outside of it. Let me conclude with a much more “out-there” proposition:
Businesses will go beyond merely going green. Sustainability will be seen as a first step. More and more companies will be going beyond sustainability to create a world where hunger and poverty turn into sufficiency, war into peace, and catastrophic climate change into planetary balance.
Why? Because they will see enormous profit opportunities, and because it feels so much better to oneself, employees, neighbors, suppliers and other stakeholders to see making the world better as a key success metric. How? I wrote a whole book to answer that question.
“What does he mean by ‘attacks on our democratic society?'” you ask. I’ll answer with a couple of excerpts from the article:
The trucking industry wants to allow longer tandem trucks and block rules requiring added rest for drivers.
If you don’t think that’s an attack on our democracy, consider the consequences if the driver of a supersize truck falls asleep at the wheel and crashes into a school bus. There’s the human cost of an avoidable tragedy, of course, but also the financial burden on cities and counties already squeezed to the bone. It will be the safety net that gets shredded.
Financial companies want to ease tighter regulations imposed by the 2010 Dodd-Frank law.
Have we learned nothing from the debacle of 2007-08?
And there are efforts to repeal a law requiring that meat be labeled with its country of origin…and to block mandatory labels for genetically modified foods
Whatever happened to consumers’ right to know?
And then, of course, there’s the usual run of Islamophobic racism in our land built by immigrants, many of them refugees:
Republicans want to include a House-passed bill restricting Syrian refugees trying to enter the U.S. Faced with an Obama veto threat, that may be replaced by a measure, approved with bipartisan support by the House, restricting visa-free entry into the U.S. by many foreigners.
These Republican politicians forget that they are also descended from people who came here seeking a better life.
It happens that I sent a birthday greeting on Facebook to a Muslim (Pakistani immigrant) friend yesterday (I happened to sit next to him at a Bruce Springsteen concert several years ago, and we’ve stayed in touch). His response and the dialog we’ve had is relevant to the conversation. I reprint with his permission:
Him:
Thank you Shell….. It’s been an awesome few weeks. Finally became an American citizen and celebrated my birthday the same week.
Me:
Wow, congrats. We’ll have to change that Springsteen song (did he sing it the night we met? I don’t remember) to “CHOSE the USA!” It’s a powerful time to make that choice, with anti-Islamic crazies running high-poling campaigns for president.
Him:
Lol…. The same day I received my naturalization, Trump opened his mouth …. Lol…. It was funny…. However, the support has been wonderful from friends and coworkers.
Me:
All I can do is shake my head in wonder. He is sounding more like a Nazi. It shakes my faith in America that he has measurable support. My best hope is that he doesn’t get the nomination but gets close enough that he runs as an independent. And Hillary (more likely) or Bernie (my preferred choice) leads a Dem sweep that gets not just the WH but both houses of Congress and we can actually get some stuff done around here. Of course, US media has been playing up anti-Arab and anti-Islamic bigotry since at least the 1970s oil crisis–even though other than 9/11, Fort Hood, and this recent tragedy in California, most of the gun violence is at the hands of people who self-identify as Christian (I don’t think Christ would agree with their claim).
It just occurred to me as I hit send that this might make a good blog post. May I have your permission to reprint your comments–you can be an anonymous “Muslim friend” or I can name you.
Him:
Sure. Trump is just an attention seeking idiot. Amazing that a reality star, upstart millionaire can received so much attention …. Lol.
I’m glad he’s not deterred by recent xenophobia. Like my ancestors and yours, he will help us build a better country in the US.
A similar international meeting (in Bonn, Germany)
After the failure at Copenhagen a few years back, I didn’t have big hopes for this year’s event. Yet, I’m beginning to think the big Paris climate change conference known as #COP21 may actually accomplish some real change.
Oddly enough, my optimism is rooted in something I would have seen a few years ago as a fatal flaw: that the results will be based in voluntary, not mandatory, compliance.
Why? Because:
We can’t GET mandatory compliance. In the US, that would require a yes vote in each house of Congress, or even worse, the 2/3 Senate support required to adopt a treaty. But even as far back as Kyoto, US electoral politics had become a toxic swamp of attack-dog partisanship. No climate change bill with teeth is going to pass Congress any time soon. And without US (or China’s) participation, any agreement would be useless.
The US and China have already agreed to take climate seriously, and have negotiated their own agreement. Weaker than I’d like, but a heck of a good start, and one that seems to have helped apply the brakes on China’s mad rush to coal (the worst scenario for averting climate disaster).
New technology makes it easier to do more with less, use. our resources far more effectively, and solve engineering problems with biological thinking (for example, letting bridge engineers study spiderwebs). We understand now, for instance, just how much energy and carbon we can save by going for deep conservation.
Early discussions about whether the world should agree on a 1.5 degree Celsius vs. 2 degree C cap in global temperatures compared to what existed before the Industrial Revolution means we’ve finally gotten past the question that’s been holding us back for so long: why do we need to contain rising temperatures in the first place? For the first time, the world is pretty much in agreement that it has to be done. Not just scientists, this time, but governments, too. Climate deniers (other than in the US Republican Party leadership, apparently) are now as marginalized as environmental activists were 20 or 30 years ago.
I could keep going, but you get the message—we can do this!
Visiting Minneapolis for the holidays, we happened to walk by the American Indian Movement Interpretive Center and its Thunder Before the Storm Gallery, located in the Ancient Traders Market, 1113 E. Franklin Avenue (at South 15th Avenue).
As a child in the 1960s and 1970s, I learned about the powerful activism of the American Indian Movement; they were in the newspapers constantly with bold actions around native people’s rights in the US and elsewhere.
Their multipronged approach included:
Nonviolent direct action such as the occupation of
Alcatraz Island and the Trail of Broken Treaties March on Washington/occupation of the Bureau of Indian Affairs offices
Shows of force, including the 71-day occupation of Wounded Knee, South Dakota
Creating alternative institutions such as schools, community media (including a radio station), and career training programs
Later, in 1980, I attended the Black Hills Gathering, as did many people involved with AIM, several of whom spoke from the stage. The Black Hills Gathering fused the causes of environmentalism/protecting land and water/the safe energy movement with those of indigenous rights around the world, and particularly the native peoples of North America.
Along with the Seabrook, NH nuclear power plant site occupation of 1977, the Black Hills Gathering was a turning point in my own activist journey. I’d already been involved in the safe energy movement for several years, starting well before Seabrook, and before that was a high school and college activist on ending the Vietnam War, abolishing nuclear weapons, LBG rights, and students’ rights.
The Black Hills Gathering was my first deep exposure to the specifics of the indigenous people’s movements. Speaker after speaker drew connections among seemingly disparate struggles like the Dine (Navajo) people’s resistance to uranium mining in the Southwest, the struggle to replace a collaborationist tribal government on the Lakota Pine Ridge Reservation, and the battles of native peoples around the country and around the world to block the corporatization and expropriation of land, water, and other resources.
I trace my advocacy on water issues, and my promotion of the idea that urban rooftops could be food and energy sources, to this 3-day outdoor conference and festival. Those are both areas that I still talk about 35 years later; they’re even discussed in my newest book, Guerrilla Marketing to Heal the World.
Walking into the AIM Interpretive Center, seeing the photos on the walls, brought back all those memories.
The gallery doesn’t get a lot of visitors, but it is open to the pubic (and it’s part of a neighborhood that’s a hotspot of American Indian culture). We were lucky enough in our visit to meet Eric Byrd, AIM’s archivist and curator, who filled us in on plans for future exhibits and on the photo-history publishing program the organization is working on.
If you’re in the Twin Cities, pop on in. If you’re not, visit the website.
Screenshot of KPMG’s internal “higher purpose” video
This Harvard Business Review article and accompanying video are too good not to share. The video is less than two minutes and well-worth watching. Watch it with your marketer hat on. Pay attention both to the direct message and to the outcomes.
KPMG is positioning itself as an agent of social change, a social entrepreneurship giant involved in everything from keeping the Nazis at bay during World War II to certifying the election results that allowed Nelson Mandela to become the first president of a free South Africa.
I’m not passing judgment on the accuracy of the claim that the wonderful, world-changing projects highlighted in the video represent KPMG’s (and predecessor Peat Marwick’s) overall corporate culture over many decades. I haven’t done the due diligence on that, and frankly, I’m pretty skeptical of the claim. Big Four accounting firms don’t tend to be known as cauldrons of world-changing social entrepreneurship.
But clearly, the company decided to spotlight its role as a changemaker and to foster an employee culture of empowered action—and that’s terrific. Not at all surprised to see the excellent results. Every manager should look at the amazing engagement this campaign created, with over 42,000 stories submitted by employees and 76 percent agreement that their jobs had deeper meaning.
Be sure to note the graph at the bottom, contrasting several employee satisfaction metrics under managers who emphasized or didn’t emphasize a higher purpose.
If one of the largest accounting firms in the world can take this on, your probably much simpler business can do it too. Every person who supervises others should take that data to heart and make sharing their own organization’s higher purpose a consistent part of their own employee motivation (if you get stuck on this, contact me; I can help).
Once again, yesterday, I came across the tired old canard that the only way to fight bad things and bad people is to put weapons in the hands of good people. We hear it after every mass shooting.
And not only is it not true, it’s a very destructive thought pattern. Too often, when good people get guns, they turn into not-so-good people. Lord Acton’s famous dictum, “Power corrupts. Absolute power corrupts absolutely” seems to hold very true. Dictators were often first hailed as liberators; as one of hundreds of examples, think about Zimbabwe’s Robert Mugabe.
Gandhian techniques were actually very effective against the Nazis. The scholar Gene Sharp documented this extensively in The Politics of Nonviolent Action trilogy. And frankly, the Brits in India were no saints. They were brutal and violent, though lacking the organized killing machine (gas chambers, etc.) the Nazis built. You may be familiar with the King of Denmark very publicly wearing the yellow star. That’s just one example of hundreds. Many of these incidents had better outcomes than a lot of gun-based responses. And even when they didn’t, the reprisals were directed against those who acted, and not—as so often happened when partisans killed Nazis—the entire community.
The segregated American South was also quite brutal and violent, as shown very effectively in the recent movie, “Selma.” Martin Luther King considered Gandhi a mentor. Gandhi in turn learned from (and actually corresponded with) Tolstoy. Mandela, I’m sure, studied both Gandhi and King, and in turn influenced the Arab Spring.
Leslie Hinkson: If we want real desegregation, we need to not only make sure black and white kids attend the same schools, but that they interact socially within the school.
Bill Miller: To deal effectively with homelessness, first get people off the streets and into housing. THEN start addressing the other pieces, like jobs, addictions, etc. And this is good for the community, even the business community.
Amanda Herman: Making films “focusing on what people wish to happen, in their dreams. What is it to make someone else’s dreams come true? I gather with people to transform their ideas into public arts projects…The outcome of each project is joy…What’s possible and impossible in the world is largely a social construct. It’s up to us to redefine what is possible…and make it happen.
Darby Dyer: Despite 100,000 objects between the sun and Jupiter, our risk of being hit by the kind of cataclysmic asteroid that may have wiped out the dinosaurs. And the sun will keep producing energy and light for the next 5 million years or more. We are the “Goldylocks planet,” with perfect conditions to support human life. But even if we don’t have to worry about the planet surviving, we do have to worry about human survival. Catastrophic climate change is real, it’s here, and our window for addressing it is shrinking.
Nick Cummings: A recent high school graduate who has faced disability-level breathing problems since birth, he shared insights on being social when you don’t fit in, and on overcoming the depression of being different: “DON’T think the answer is in a pill or a bottle, unless that pill is made of chocolate and the bottle is Mr. Bubble bubble bath…Find the positive in every situation. Take all that raw emotion and have it drive you to be better…We’re all gloomy depressive messes some time. But there must have been something so fantastic before that to make you feel that way. A roller coaster doesn’t only go up.
Laney Rosenzweig: If we can replace the images we have of traumatic events (often with metaphors), we can reduce the post-traumatic stress. Our memories are not fixed, but fluid, and we can create memories of traumatic events that we can live with, that don’t trap or paralyze us.
Thom Fox: As a former drug abuser and gang member, “I’d been on my way to being dead…Life doesn’t have to be miserable. If you don’t like your life, change it. I understood that I could reach out and they’d be kind enough to help. No one succeeds alone. Once you get through hell, you can help one person, two people. That could be exponential and change the world. The more opportunity you create for others, the more you create for yourself.
“The one commonality for all the bad things that happened to me—was me. That’s what I had to overcome.
“Tofu takes on the flavor of whatever it’s with. People are like tofu. Surround yourself with potential, and it will be fulfilled… One person changed my life. I’m passing that on exponentially. What if your conversation was that one thing that changed their life?”
Angela Lussier: “When I graduated, I thought I had to abandon the artist in order to become a business person. What I realized is I can be an artist and a business person. Even stuffed celery could be an art project…I did a video, with sliding down slides and swinging on swings. I thought, is this something business people do? But the response was, ‘we had so much fun watching you have fun as you taught business principles.’
“The difference is my mindset. I was really outcome-focused at the beginning. Today, I have a creator’s mindset, more focused on learning and growing—the journey. The creator’s cycle: Being–>Dreaming–>Doing–>Making–>Being (reflect on what happened/worked: what happened, what didn’t, what am I scared of). The moment we want to quit lies right before the doing stage. When you move from ‘this won’t work’ to ‘let me just try this,’ a lot of things happen.
“When I figured out that I’m a weird person, I found out everyone else is too; we’re all just pretending to be normal.”
Several other speakers were also on the program, and they had good insights as well—but the notes I took on their sessions don’t lend themselves to reportage. Here are their storyboards (all prepared in real time by the graphics agency Collective Next).
What surprised me about Seth Godin’s blog post today on cars vs bicycles was the way he based his pro-bike arguments in classic liberal altruism: protect the underdog, ensure the safety of the less powerful. This is even more remarkable because he lives in New York City, whre bikes have clear superiority over cars for many purposes. (His tounge-in-cheek pro-car arguments, on the other hand, were like the modern Republican Party: I have more power than you, so get out of my way.)
I’m a big believer in convincing by harnessing the reader/listener/viewer’s enlightened self-interest. So I’d rewrite his pro-bike list with these eight positive reasons:
In dense urban areas, you’ll get there much faster on a bike than in a car, for trips of up to five and maybe as much as seven miles, especially in rush hour
You can park within a few feet of your destination (in big cities, I often start looking for a parking space half a mile/one kilometer ahead, and sometimes don’t find a space until a mile/2KM on the other side)
In less populated areas, the bike provides a healthy, fun workout
You notice more on a bike: stores and restaurants to check out, architectural details, big scenic vista, some ripe and yummy fruit to pick on a wild raspberry vine, that gorgeous hawk soaring above you
You enjoy that wonderful feeling of being outside with the breeze and sun
Your carbon footprint during your trip is reduced by orders of magnitude
You get to smile and be smiled upon by other people; positive human connection, no matter how fleeting, is a good thing, and hard to achieve encased in a ton or two of steel and plastic
Bikes are waaay cheaper—bike economics: outright purchase of something between $200 for a decent used street bike on up to, say, $600 for a new one of better quality, maintenance costs of $50-$100 per year, fuel cost of zero; car economics: at minimum, $5000 plus hundreds or thousands in annual maintenance for a functional used car with a remaining lifespan of three years or more, plus costs of fuel and insurance, on up to several tens of thousands for a new one.
Of course, Seth is using the bike vs. car argument as a metaphor for the caring vs. selfish economy. But as an avid biker (going back to commuting to high school in New York City, and continuing through my current rural lifestyle)—and a benefit-focused marketer, I had to point out that bikes do actually offer a number of real advantages.
