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By Posted on Posted in Advertising, Entrepreneurship, Marketing Techniques and Philosophies, Shel's Personal Life, Technology, Uncategorized Tagged with , , , , , ,

In Part 1, “Steve Jobs Introduces the first Macintosh, January 1984,” I discussed why “the computer for the rest of us” was such a big deal at the time. Now, I want to show you how the Mac allowed me to completely reinvent an old business model and dominate my local market for ten years. You might find some marketing lessons you can apply to your own business.

In 1984, when I bought my first (and one of the first) Mac, the bulk of my work was typing term papers and writing résumés. The difference for résumés, even with the dot-matrix printer that was all the Mac had back then, was amazing. Being able to bold or italicize, having the words appear on the screen exactly where they’d show up on paper, and most importantly, knowing exactly where the bottom of the page was and being able to adjust typographically to make things fit—W O W !

Up to that point, I would write a draft of the resume without worrying about formatting during the first interview, send the client away, type it up on an IBM Selectric typewriter (which sometimes took two or three tries, although it got better when I realized I could type on legal-size paper for photocopying onto letter-size and not worry so much about matching the top and bottom margins), and then bring the client back in to review the final product. Changes either required whiting out the error with a special paint, letting it dry thoroughly and very carefully inserting the correction, or retyping the whole bleeping page.

Now, here’s the lesson: Having access to this better technology meant I was not only able to change my business model, but create an unstoppable marketing advantage—and even back then, I was thinking like a marketer.

I went into the Yellow Pages with a little half-inch in-column listing that said “Affordable professional resumes while you wait.” (Couldn’t do accent marks in the Yellow Pages at that time.) Almost instantly, I had the busiest résumé shop in my whole three-county-area. And that slogan was my USP (Unique Selling Proposition) for the next decade. Résumés were not only more lucrative but a lot more fun than typing term papers, and within a few years, they (along with the growing percentage of students who had access to a computer) pretty much pushed out the term paper portion of my business. We rode the résumé train as the bread and butter of our business until Windows 95 started to catch on, with a résumé template that let people think (incorrectly, in most cases) that they could do their own résumés. And oddly enough, none of my local competitors offered the while-you-wait service that attracted so many people to us.

If you missed part 1 of this two-part series, https://greenandprofitable.com/steve-jobs-introduces-the-first-macintosh-january-1984

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By Posted on Posted in Uncategorized Tagged with

These tips to green your clothes-washing range from no-brainer easy to fairly extreme in the DIY mode. I personally am not ready to start making my own washing solution by grating soap bars into flakes. But I’m already doing a lot of this, the easy stuff that makes no impact on lifestyle but a significant impact on carbon footprint. One he leaves out is to use a detergent formulated for cold-water washing, and then wash in cold water. If it hasn’t been sunny for a few days (we have solar hot water), I often do a load in cold water, and it comes out just as clean.

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By Posted on Posted in Energy & Sustainability, Uncategorized

Despite the rosy tone the New York Times reporter used, the real message here is that “many evacuated residents must accept that it won’t happen in their lifetimes”—and

that radiation levels inside homes had dropped by only about 25 percent. That left parts of the city with levels of radiation four times higher than the recommended maximum exposure.

And

Experts say residents can return home safely only after thousands of buildings are scrubbed of radioactive particles and much of the topsoil from an area the size of Connecticut is replaced.

Even forested mountains will probably need to be decontaminated, which might necessitate clear-cutting and literally scraping them clean.

The Soviet Union did not attempt such a cleanup after the Chernobyl accident of 1986

Tell me again why nuclear power makes any sense?

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By Posted on Posted in Energy & Sustainability, People Helping People, Shel's Personal Life, Uncategorized Tagged with , , , , , ,

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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By Posted on Posted in Energy & Sustainability, Uncategorized Tagged with , , ,

I love hearing stories about old buildings, especially iconic and massive ones, getting a serious green makeover. The US Treasury Department HQ in Washington, which took 33 years to build (1836-1869), has just achieved gold-level LEED certification.

So now, if people say to you, “and what other historic large office buildings besides the Empire State Building have gone green?” you can cite this great example. (Via GreenBiz.com)

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By Posted on Posted in Business Ethics, General Commentary, Marketing Techniques and Philosophies, Marketing Trends/News, People Helping People, Publishing, Uncategorized

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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By Posted on Posted in Abundance and Prosperity, Corporate Social Responsibility, Demographics/Psychographics, Entrepreneurship, Green Business, Socially Responsible Investing, Uncategorized Tagged with

In honor of the push to bank local by Green America, the push to buy local by Business Alliance for Local Living Economies, and because business bankers want to see business plans and December is National Write a Business Plan Month, I present this guest post from Tim Chen of NerdWallet, on sustainable banking.

Take it away, Tim:

Seems like everywhere you turn these days people are promoting something green. From locovore diets, to green building and green business, there’s a big push for more sustainable living, and a certain trendiness that goes along with it. Chances are if you’re reading this blog, you’re already in the know. Maybe you have your own sustainable business venture, and you’re looking for tips and ideas to make it work. Here’s one for you: Green banking.
Green banking means different things to different people. Maybe you switched to online statements, and you’re darned proud of it. If so, good for you. If not, check it out. Going paperless with your banking is one of the easiest ways to give the environment a little help, and just about every bank offers the service.
But there are other ways to green your banking, and options you may not have heard of. Take, for example, New Resource Bank in San Francisco. The bank only offers accounts to green businesses, and allows accountholders to network with each other. New resource composts and recycles in an effort to meet their goal of 95% waste diversion away from landfills, and every swipe of your debit card earns money for their nonprofit partners.
There’s also GreenChoice Bank, which is based in Illinois. The bank targets their lending to the sustainable business community, and half of the management is accredited in Leadership in Energy and Environmental Design (LEED).
Houston-based Green Bank will donate $50 to one of a list of local environmental organizations when you open a business or personal money market or checking account. The bank headquarters are LEED Gold-Certified, with minimized resource consumption and rainwater irrigation.
If these banks aren’t in your area, don’t despair! Green America offers a list of community development banks and credit unions, as well as a campaign to “break up with your mega-bank.” Switching to a greener bank can help you take your business sustainability one step further. It will also put you in good company––who knows, you might even make valuable connections with likeminded entrepreneurs.
Tim Chen is the CEO of NerdWallet, an unbiased resource for the best business credit cards.

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By Posted on Posted in Energy & Sustainability, People Helping People, Shel's Personal Life, Uncategorized Tagged with ,

Got to brag on myself here. I was deeply honored to be inducted in October, honoring my 40 years of work as an environmental activist and wrier. Now I just found out the National Environmental Hall of Fame put up a whole spiffy page about the event.

I welcome your comments about it here.

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By Posted on Posted in Uncategorized Tagged with ,

I am always thinking of you, my readers–so when I saw this in this morning’s Help a Reporter,
I stopped what I am doing to tell you about it. I know nothing about this other than what is below,
but it certainly seemed worth passing on. If I lived in the Tri-State area and had kids the right
age, I’d enter myself.

HARO is a no-charge service that sends reporter queries three times a weekday.
You can subscribe at www.helpareporter.com.

I suggest you respond with two or three bullets and a sentence or two about your qualifications–
let them follow up later)–the faster the better.

Please respond to the reporter *using the address in the body of the request* (I wouldn’t mind
being copied but if you only send to me, I won’t forward it) with HARO as the first word of the
subject line.

Remember–I didn’t write this and can’t answer any questions about it. All I know is what’s below.

18) Summary: CASTING: How green is YOUR family?

Category: Entertainment and Media
Media Outlet: Anonymous

Deadline: 7:00 PM EST – 8 December

Query:

How green is YOUR family? A NYC based media company is casting
three families in the tri-state area to enter an eco-friendly
challenge! We are looking for outgoing families who are
comfortable on camera. Shoot dates will be mid-to-late January
for two days in your home.

Here’s the deal! Each family will name one of their children
(age 6-10) as team lead, and under the guidance of a green
expert, each family will be asked to create solutions to (1)
save water, (2) save energy, and (3) reduce waste at home, in
their neighborhoods and in their schools. Each family will be
compensated; however points will be awarded for each activity
and the winning family will appear on Better TV and receive a
$25,000 savings bond for their child’s college education.

Does your family have what it takes to win this challenge? Write
a brief description explaining why, grab your favorite family
photo, and submit to greenfamilycasting@gmail.com

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By Posted on Posted in Energy & Sustainability, Frugality/Frugal Fun, Green Business, Uncategorized Tagged with , , ,

According to a new study by Environmental Health Perspectives, biking instead of driving for trips under five miles turns out not only to be healthful, cleaner, more fun, etc.–it’s also apparently good for the economy to replace car trips with bike trips.

As a long-term bike fan (and sometime bike commuter all the way back to high school), I’m not surprised.

(via @undriving)

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