Starting Conversations about Marketing and Purpose

Facebook serendipity & One Acre Fund

How are you using Facebook today?  Though Twitter & FriendFeed are much more “real time”, and seem to take the one to many communication revolution to the next level, Facebook is still a place where you can catch up with old friends, or connect to new like-minded people (if they are open to connecting on Facebook).  On Facebook, you can also share a little bit more content (e.g. pictures) beyond just your “up to the minute” thoughts.

Just recently I connected with John Yi, an old friend from my West Point days, on Facebook…after our connection, I learned that John is on the board of One Acre Fund.  One Acre Fund is a relatively new & innovative non-profit that is re-thinking the chronic hunger problem in Africa.  Instead of giving “hand-outs”, One Acre provides families with a tiny investment package (think micro-credit) that enables them to grow their own way out of hunger.  John told me that with $240 worth of qualified seed, hand tools, and training, One Acre Fund can double a farmer’s income in 12 months and have them afford to pay the Fund back (with interest!)  After only 2 years out of the gate, 2000 families have been served and the young organization is closing in rapidly on fiscal sustainability.

Under the leadership of founder Andrew Youn, One Acre Fund has quickly gained credibility within the social entrepreneur community by winning both the Stanford and Yale Social Entrepreneurship fellowships and by gaining support from the Draper Richards Foundation.  As always, however, more resources are needed in order to help One Acre Fund achieve its lofty goals over the next 2-3 years.  Click here to join Andrew, John and the rest of their team in stopping chronic hunger in Africa now.

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CEO of Dynamic Logic discusses Brand Ideals, Personal Branding & Social Media Marketing

Nick Nyhan, the CEO of Dynamic Logic, A Millward Brown Company, gave an inspirational presentation at P&G a few weeks ago.  Recently, I asked him if he could provide a few of his thoughts to m-cause readers.  In the interview below, we discuss a range of topics (Brand Ideals, Personal Branding, & Social Media Marketing).  Some good nuggets in this one.  Enjoy!

Can you tell us about Dynamic Logic and the services you offer customers?

[Nick Nyhan (DLNYC CEO)] Dynamic Logic is a research company that serves as an independent evaluator of marketing effectiveness. Basically, clients use us to measure the performance of their messaging activities in both digital and traditional platforms and its impact on their brand. Brand metrics serve as a good ruler to measure across different media platforms and we think that is where the big questions are. Our vision is to teach people how to be “tradigital” brand builders globally. We collect own data but can also work with other data sets for linkage.

Today there is a lot of buzz around branding from the “inside-out”.  You believe that by putting brand ideals first, everything else (product innovation, brand messaging, etc.) will flow from there.

[Nick Nyhan (DLNYC CEO)] The main idea is that while product, packaging, marketing strategy are all important, great brands - or great companies for that matter - stand for something more than what they sell. They can articulate an ideal, and more to the point, their customers can articulate that ideal as well. Sometimes ideals are used in taglines (Apple: Think Different), but generally they are part of an assumed personality of the company. For example, there aren’t many people who can articulate a Google tagline, but many people would feel they could personify Google and guess what they would do or not do. A simple test would be if you were to ask a CEO what matters beyond profits, what would they say? And then, if you were to compare what was said to how the company or brand comes across - is it consistent?

What are the Dynamic Logic Brand Ideals and how did you build these from the ground up?

[Nick Nyhan (DLNYC CEO)] For my own experience, I didn’t know I would create a research company. But I knew I what situation I wanted: to be part of a group of smart, diverse, hard-working people who were able to “see around the corner” and build accordingly. Those were the characteristics of a company that were important to me and the DL business fit those concepts (but could have been a lot of things) . Our brand challenge was to build credibility so people would believe in our research. We chose a focused path that was limited but also made us experts quickly. Our first ideal was “to save the free internet”… sort of goofy but also true because our research was showing value in unclicked-ads at a time when the whole industry was under-fire. It also made the research seem more noble and I actually heard staff members saying it to other people. [After 9/11, when what we did seemed really insignificant, this helped a lot.] Along the way, our ideals evolved: 1) respect ideas more than titles (this was important internally and instead of using the term we called them “coaches” in that they should support (coach) staff to perform well, not the other way around); 2) challenge and grow again (more internal give junior people opportunities above their title and promote from within); 3) Do the right thing even if harder both internal and external: not looking for easy shortcut and sticking true to vision). 4) Today, I think an emerging ideal for us is about teaching - teach our clients, but also people on our team. I like it also because teaching is implicitly caring about the knowledge and well-being of others, versus trying to hog all the expertise for yourself.

You believe that we should “Tap into our own personal ideals” by pushing ourselves, pushing our company & taking inspired risks.  By doing this, we will make ourselves interesting to others. How have you seen this play out in your own career?

[Nick Nyhan (DLNYC CEO)] Tapping into what makes life interesting to you and then weaving that into work will, I believe, make work more interesting to you. This is not ground-breaking thinking, but it is so simple that it is easily over-looked. For myself, I was working in research and marketing after being an English major and then working in politics. What did I like in those pursuits that I could also find in market research? A lot, it turns out. English was about seeing, writing, expression of ideas. Writing and expression is important in any field (especially when you are trying to raise money for a new company!). And story-telling is a huge part of research (what is story the numbers tell). One year I hired a professional story-teller to come into our DL All Staff retreat to teach the elements of story-telling. And on the political front, for me that was always about trying to get something done that is big. What we were doing in our own little world of online advertising, was big. And it took a lot to get people to buy into a new company, an unproven methodology, to get publishers, adserver and agencies to work together for a common good - those are same things I dealt with in Washington DC for a few years.

Were there also some difficult times along the way?

[Nick Nyhan (DLNYC CEO)] There were many times, where I went home frustrated, thinking I was wasting my time on something that wasn’t very important. And honestly, it wasn’t. But what was important was the skills I was learning - and teaching - to others. Learning HOW to take risks and be comfortable with it. Pushing myself and motivating others. Breaking the mold a bit and finding creativity in the day to day of business (it can be there). There were times when we we wold go through a re-org or when we were re-shaping our budget - and when you push yourself and others - it becomes exciting. But on the days when I would get down on what I was doing, I would tell myself that this is practice for something bigger. One bigger thing is children - being a parent is really big and some of these same skills apply (but kids care less than staff). But in another way, because of the risks we took and bets we made, I am now able to work for Obama campaign for a few months, so maybe some of this can be put to the test.

As Dynamic Logic measures digital marketing effectiveness, you must find it very challenging to deal with the current social media marketing explosion. How will social media measurement evolve from your perspective?

[Nick Nyhan (DLNYC CEO)] Social media is really cool phenomenon, not just the great success of a bunch of web sites. It is unique in that the consumers of the content are also the producers. A funnier side is how it automates the processes of maintaining many friendships in a time-compressed world (aka take the name “friendster” for example). Imagine, software that helps you keep in touch with a lot more people but with less effort - big idea. (Now I can have so many more shallow relationships!) Kidding aside, I hear from people under 25 that if they are not on a good social network, they have no social life. The impact is two sided: on one hand, I like how empowering it is so regular people can be heard and be influential just based on the strength of their ideas. On the other hand, it generates more blather that is not of high quality. I wonder if truly caring editors will get drowned out - or just more people linking to them. As it increases, it may cause a resurgence in the importance of a good idea and creative (versus the algorithms and targeting phase marketing is in now) - when everyone is a publisher and there is so much content/clutter - only stellar ideas will stand out or get passed along.  From a measurement perspective. You have to measure it in comparable ways to traditional marketing just so you can compare on some apples to apples way (reach, brand, behavior). But then there is an added element of the very simple but super powerful “pass-along from a friend” element which is the greatest marketing in the world. Someone you (probably trust and like) telling you to check out something. To measure that requires a way of quantifying not just the impact of a message/creative/campaign but also the contribution of the source. That is something we are working on. I think it is doable, but not simple. Yet, we don’t need to overcomplicate things everytime a new approach emerges. Sometimes in digital there is a tendency to declare “new rules” and want to re-invent. Sometimes, the most revolutionary thing is not throwing everything out and starting over with new metrics and methods, but simply tweaking what you have to incorporate the new platforms.

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Consumer Generated Chocolate…TCHO brings tech onto taste buds

I just stumbled across a pretty cool chocolate company called TCHO.  Apparently TCHO (from San Francisco…where else!) is leveraging the web to create chocolate with its consumers by asking them to provide direct feedback on their chocolate as they launch limited “beta editions”.

TCHO, founded by Wired magazine cofounder Louis Rossetto, seems to be starting-up the venture in a smart/eco, very silicon valley-esque way as well by using recycled and refurbished legacy chocolate equipment and then “mating it with the latest process control, information, and communications systems”.

TCHO’s touts their “m-cause” as: “the next step beyond Fair Trade - helping farmers by transferring knowledge of how to grow and ferment better beans so they can escape commodity production to become premium producers”. I did not see more on this program within the site, but I am giving TCHO the benefit of the doubt…I assume that TCHO already has, or will have, a very cool program around their next generation Fair Trade concept to show off at some point.

TCHO’s product packaging is cool and minimalist.  And, the consumer co-development idea is a fun way to drive interest in an age-old product.  Good luck TCHO!

P.S. I would love to get my hands on one of the Beta versions, but sadly I am in Geneva, Switzerland and they don’t seem to deliver over here just yet… :-(

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Abundance and “Go-Givers”

“Everybody can be great because anybody can serve.”–Martin Luther King Jr.

If you watch too many episodes of The Apprentice, you might fall into the trap of thinking that in business, you only have to look out for #1.

This is definitely not what Bob Burg and John David Mann preach in their book (I need to add this one to my summer reading list) called The Go-Giver. The book was recently discussed by John Jantsch on the Duct Tape Marketing podcast.  The Go-Giver is organized into short chapters & uses a parable to get its message of abundance and “giving to get” across. The Five Laws of Stratospheric Success (which I pulled from an Amazon review) shared in the book are:

1. The Law of Value: Your true worth is determined by how much more you give in value than you take in payment.

2. The Law of Compensation: Your income is determined by how many people you serve and how well you serve them.

3. The Law of Influence: Your influence is determined by how abundantly you place other people’s interests first.

4. The Law of Authenticity: The most valuable gift you have to offer is yourself.

5. The Law of Receptivity: The key to effective giving is to stay open to receiving.

I especially like #3 because it is not intuitive, but very true.  It is easy to get overly caught up in trying to measure the value we are providing to others (so we can put a price tag on that value).  Indeed, no one wants to be “taken advantage of” or put into “lose-win” situations…but #3 seems to point to the idea that we should go out & abundantly provide value to others in advance of them ever wanting to purchase from us.  The abundant mentality helps us consider how we can add life and light to the world with every business transaction.  Of course, our abundance must be authentic (see law #4)…we must place other people first because it is who we are and what we are all about.

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Cartier on MySpace, this time its Unilever + Room to Read

Today as I was scanning through my Google Reader feeds, I stumbled across some interesting articles & tidbits that I wanted to share:

1.  Cartier’s branded page on MySpace: It seems as if more luxury brands are entering the social media space…indeed, myspace currently estimates that 1/4 of its traffic comes from households with annual incomes over $100K.  Click on this review for more details, and click here if you want to learn more about Cartier’s recent cause related campaign.

2.  This time its Unilever…Piers Fawkes (PSFK) continues to beat up on the big FMCG companies.  This time he challenges Unilever in his article Is Unilever Running out of Ideas?.  A couple of months back, he pushed P&G pretty hard as well…if you want to read the lively discussion resulting from his article How Long can P&G Last, click here.

3.  Room to Read:  John Wood is the founder of Room to Read.  If you want some weekend inspiration, click here to check out John’s book…it provides a detailed account of how he established a very successful charity that puts books into the hands of the world’s impoverished kids.

Have a good weekend…AUG 1st is Swiss national day.  Fireworks are going off as I write this.

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10 Things I’m Not Supposed to Worry About this Summer (but 7 DID make me worry!)

We all deserve a break from worry, and we all know excessive worry doesn’t help anything.

But everyone worries…and of course the media feeds our worry urge.  The media normally make us worry via overly sensational articles.  But rarely do they make us worry by overtly telling us NOT to worry (this is strange).

In a recent NYT post 10 things to scratch from your worry list, John Tierney’s asks us not to worry about some pretty controversial points.  That, in & of itself, is a bit worrying because some of his points seem to try and absolve us of responsibility.  This type of mentality is exactly the wrong way to approach the future…we won’t be able to change pressing global issues if we allow ourselves to live in some type of pseudo-denial this summer.

So, I have put my comments beneath (almost) everyone of his “not to worry” points (I am actually worried about 7 of these).  Have a read through…I would love to hear what you think about all of this.

1. Killer hot dogs (Saturated Fat): What is it about frankfurters? There was the nitrite scare. Then the grilling-creates-carcinogens alarm. And then, when those menaces ebbed, the weenie warriors fell back on that old reliable villain: saturated fat.

But now even saturated fat isn’t looking so bad, thanks to a rigorous experiment in Israel reported this month. The people on a low-carb, unrestricted-calorie diet consumed more saturated fat than another group forced to cut back on both fat and calories, but those fatophiles lost more weight and ended up with a better cholesterol profile. And this was just the latest in a series of studies contradicting the medical establishment’s predictions about saturated fat.

If you must worry, focus on the carbs in the bun. But when it comes to the fatty frank - or the fatty anything else on vacation - I’d relax

Ryan’s Comment: I don’t really care what causes the global obesity problem we currently face (the sausage or the bun).  Every other week there is another study on what makes us fat; we consistently hear contradictory messages…next week there will be a study from Timbuktu telling us just the opposite.  Obesity is the real worry here…it is a global problem and even threatens to reduce life expectancy in some western countries over the next generation.  The obesity epidemic was formally recognized by the World Health Organization in 1997 and it is only getting worse.  We need to get a handle on it as I wrote recently here.

2. Your car’s planet-destroying A/C. No matter how guilty you feel about your carbon footprint, you don’t have to swelter on the highway to the beach. After doing tests at 65 miles per hour, the mileage experts at edmunds.com report that the aerodynamic drag from opening the windows cancels out any fuel savings from turning off the air-conditioner.

Ryan’s Comment: We should probably just ride bikes, take the bus, or walk…then we would not really have to be worried about our planet destroying AC.

3. Forbidden fruits from afar. Do you dare to eat a kiwi? Sure, because more “food miles” do not equal more greenhouse emissions. Food from other countries is often produced and shipped much more efficiently than domestic food, particularly if the local producers are hauling their wares around in small trucks. One study showed that apples shipped from New Zealand to Britain had a smaller carbon footprint than apples grown and sold in Britain.

Ryan’s Comment:  So what about the trucks that have to ship the goods in New Zealand to the plane?  John is generalizing quite a bit here…I am not convinced he really did his life cycle analysis work correctly.

4. Carcinogenic cellphones. Some prominent brain surgeons made news on Larry King’s show this year with their fears of cellphones, thereby establishing once and for all that epidemiology is not brain surgery - it’s more complicated.

As my colleague Tara Parker-Pope has noted, there is no known biological mechanism for the phones’ non-ionizing radiation to cause cancer, and epidemiological studies have failed to find consistent links between cancer and cellphones.

It’s always possible today’s worried doctors will be vindicated, but I’d bet they’ll be remembered more like the promoters of the old cancer-from-power-lines menace - or like James Thurber’s grandmother, who covered up her wall outlets to stop electricity from leaking.

Driving while talking on a phone is a definite risk, but you’re better off worrying about other cars rather than cancer.

Ryan’s Comment:  I don’t have much to say here…just that I only know 1 person in my social community who does not carry or use a cell phone (my wife–and she is a journalist!!)  BUT, I admit I still want a new iPhone :-)

5. Evil plastic bags. Take it from the Environmental Protection Agency : paper bags are not better for the environment than plastic bags. If anything, the evidence from life-cycle analyses favors plastic bags. They require much less energy - and greenhouse emissions - to manufacture, ship and recycle. They generate less air and water pollution. And they take up much less space in landfills.

Ryan’s Comment: Missing the boat here…We should not debate paper vs plastic; we should just stay away from both and shop with reusable cloth bags.  My wife and I have been doing this for years.

6. Toxic plastic bottles. For years panels of experts repeatedly approved the use of bisphenol-a, or BPA, which is used in polycarbonate bottles and many other plastic products. Yes, it could be harmful if given in huge doses to rodents, but so can the natural chemicals in countless foods we eat every day. Dose makes the poison.

But this year, after a campaign by a few researchers and activists, one federal panel expressed some concern about BPA in baby bottles. Panic ensued. Even though there was zero evidence of harm to humans, Wal-Mart pulled BPA-containing products from its shelves, and politicians began talking about BPA bans. Some experts fear product recalls that could make this the most expensive health scare in history.

Nalgene has already announced that it will take BPA out of its wonderfully sturdy water bottles. Given the publicity, the company probably had no choice. But my old blue-capped Nalgene bottle, the one with BPA that survived glaciers, jungles and deserts, is still sitting right next to me, filled with drinking water. If they ever try recalling it, they’ll have to pry it from my cold dead fingers.

Ryan’s Comment:  I have no clue about this…

7. Deadly sharks. Throughout the world last year, there was a grand total of one fatal shark attack (in the South Pacific), according to the International Shark Attack File at the University of Florida.

Ryan’s Comment: I admit 1 death is 1 too many for me…I am still scared of sharks!  Plus, I swear I have heard about more than just 1 attack over the past year on CNN (but admittedly I have no data).

8. The Arctic’s missing ice. The meltdown in the Arctic last summer was bad enough, but this spring there was worse news. A majority of experts expected even more melting this year, and some scientists created a media sensation by predicting that even the North Pole would be ice-free by the end of summer.

So far, though, there’s more ice than at this time last summer, and most experts are no longer expecting a new record. You can still fret about long-term trends in the Arctic, but you can set aside one worry: This summer it looks as if Santa can still have his drinks on the rocks.

Ryan’s Comment:  I have heard about this, but the way John discusses this it feels as if this is a veiled attempt to show us that he doesn’t really believe in climate change…maybe that is not the case, but ignoring other climate change facts is dangerous and not really responsible.  Check out this article for more of my thoughts on the topic.

9. The universe’s missing mass. Even if the fate of the universe - steady expansion or cataclysmic collapse - depends on the amount of dark matter that is out there somewhere, you can rest assured that no one blames you for losing it. And most experts doubt this collapse will occur during your vacation.

Ryan’s Comment: Look, here in Geneva we are expecting mini black holes to appear soon due to our new particle collider…of course we are worried!

10. Unmarked wormholes. Could your vacation be interrupted by a sudden plunge into a wormhole? From my limited analysis of space-time theory and the movie “Jumper,” I would have to say that the possibility cannot be eliminated. I would also concede that if the wormhole led to an alternate universe, there’s a good chance your luggage would be lost in transit.

But I still wouldn’t worry about it, In an alternate universe, you might not have to spend the rest of the year fretting about either dark matter or sickly rodents. You might even be able to buy one of those Nalgene bottles.

Ryan’s Comment:  Ummm, OK.  Whatever…did not know I needed to worry about this beforehand.  Now I am worried about my lack of knowledge!

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The Purpose Paradox

I am currently reading a philosophical business book called:  Purpose, The Starting Point of Great Companies by Nikos Mourkogiannis…the book is a bit different from your standard “10 points to success” blueprint.  Nikos builds his arguments on the classic philosophical ideas of Aristotle, Kierkegaard, Nietzsche and Hume.  So if you are looking to grab a business book that does some dabbling in philosophy, then go pick this one up.  Below are a few points from the book that caught my attention:

1.  Purpose is a paradox:  Purpose builds and boots profits, but it will only do so if it is pursued for its own sake.  It will boost morale, build brands, help quickly assess the strategy–but it can never be just a tool.  It is this duality that makes it difficult to harness–and hence so valuable.

I love this point because it is counter-intuitive.  Nikos makes purpose sound almost “other-worldly”…like an invisible cloud of Purpose scans the intentions of a company, looking for necessary levels of “purpose purity”.  If it finds this purity then it sticks, if not, then it moves on.

2.  Four Moral Purposes:

1) Discovery - The existentialist ethic of choice that is rooted in intuition that life is a kind of adventure. Example: Apple
2) Excellence - The Aristotelian ethic of virtue Implies standards and purports the belief that excellent performance in our role in life represents the supreme good. Example: Warren Buffett
3) Altruism - The ethic of compassion (Hume).  A purpose built on serving customers in a way that goes beyond standard obligation. Example: The Body Shop
4) Heroism - The Nietzschean ethic of power.  Demonstrates achievement.  Example: Ford

3.  Purpose is your moral DNA. Purpose is what you believe without having to think.  It’s the answer you give when you’re asked for the right–as opposed to the factually correct–answer.

4.  Purpose provides Energy:  Indeed, when people really subscribe to the purpose of an organization, it provides them with energy and makes them feel as if their work really matters.

Building purpose into companies is so critical for success in this uncertain 21st century world where job loyalty no longer seems to exist.  It gives people something to hold on to…something to strive for every morning.

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One pretty good reason to hope gas prices stay high…

I have been in Europe for about 10 years now & when I first arrived, I was startled by the very high price of gas.  What I quickly realized was that, for the most part, good public transport is widely available and cities are pretty compact…so people often offset the higher prices by walking more and driving less.

Over the years, when I would return to the US for visits, it felt like people were driving more and walking even less.   When I would return, it seemed like everything had morphed into “drive through”.  Sure, we had always had drive through fast food joints, but drive through cleaners??  It felt as if you could seriously do anything and everything via some type of drive though service.  At the same time, obesity seemed to become a bigger issue in the US.

So, it was interesting to read an article in Wired magazine about a guy named Charles Courtemanche, an assistant economics professor at the University of North Carolina in Greensboro.  Charles asserts that rising fuel prices are the ultimate crash diet for a nation that grew fat on cheap gas.

Below is an excerpt from Wired (article from Chuck Squatriglia)

Courtemanche compared 20 year’s worth of government health surveys to fuel prices. The percentage of American adults considered obese doubled to nearly one-third between 1979 and 2004, and Courtemache says 8 percent of the increase can be attributed to low fuel prices. “Cheaper gas during that period made us fat,” he told Wired.com. “Presumably, the opposite would be true.

Courtemanche says a $1 increase in the price of gasoline could cut the obesity rate by 10 percent, saving 16,000 lives and $17 billion in health care costs each year. He makes the case in “A Silver Lining? The Connection Between Gasoline Prices and Obesity,” his doctoral dissertation in health economics. The paper, currently being peer-reviewed, can be summed up in the simple idea that people walk more, bike more and dine out less when gas prices rise.

Evidence suggests he’s on to something.

His number-crunching suggests a permanent $1 increase in gasoline prices could cut the obesity rate by 10 percent within seven years. The number of Americans who are overweight, but not obese, could fall by 7 percent in that time, he says, as people shun cars in favor of walking, biking or taking mass transit. Granted, you don’t burn many calories sitting on the bus, but you burn quite a few walking to and from the bus stop, he says. People also tend to eat out less frequently, opting instead to cook their own meals. “These results suggest that the recent spike in gas prices may have the ’silver lining’ of reducing obesity in the coming years,” he writes in the paper.

Photo from Flickr by Jen-the-librarian

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“Egommunication” + a critical Fast Company article on P&G’s sustainability efforts

Rohit Bhargava, author of the Influential Marketing Blog, and Personality Not Included wrote an interesting post yesterday on what he calls Egommunication.  Rohit believes that Egommunication is probably the best way for a “David” blogger to communicate with a “Goliath” in the web 2.0 space.  In the blogosphere, paradoxically, the big influential Goliaths (though extremely busy and flooded with info) are in reality the most “in touch” with what is being said about them online.  So if you want to communicate with the top blogosphere personas, do the following:

1. Tag someone in a photo, note or other content on Facebook so they will go and check out that content
2. Write a blog post mentioning someone’s blog post and count on the fact that they will check their Google alerts to see that mention
3. Write a tweet on twitter mentioning someone or something so that you can reach the audience of people that are doing searches for those terms

There are others who question this practice and wonder if egommunication is really just another form of  “attention spamming“.  As I am relatively new in the blogosphere, admittedly, I am “on the fence” about what to think about all of this.  I did notice that Mitch Joel did something similar recently in a post called “How do you Track it All?” and it seems like he got at least a few comments.

I thought I would test the concept out a bit with an article that I saw recently from Fast Company called P&G’s Sustainability Initiatives–Not So Sustainable.  The article acknowledges that while P&G may have a great reputation when it comes to delivering products that can reduce energy (e.g. Tide Coldwater) etc…the company is not yet fully addressing one of the most fundamental environmental challenges: “green chemistry”.  Instead of addressing “head-on” the assertion that P&G is not leading in this space (like I recently did in Is P&G Built to Last…a Raging Debate on Brand Purpose), I will try to “linkety-link” (to quote J. Jaffe) to some pretty well known sustainable-biz bloggers Joel Makower, Marc Gunther, David Widger, Andrew Savitz & see what they think (Note:  I also have a couple of these guys on my blogroll, so hopefully they have already seen m-cause).  I am also doing a Saatchi & Saatchi S “shout-out”.

So even if the term “egommunication” feels a bit negative and turns “the Goliaths” away from commenting on this post (who wants to admit that they live in their own “egosphere”?) I hope at least to engage a few others in the debate on how big companies can best lead sustainability change.

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(Recent) all-time best selling books + reading list for summer

Summer seems to have just started in Geneva (it has been so rainy!) so I am trying to get caught up on some books I probably should have already finished by now.  On the marketing & bus. side, I just completed Meatball Sundae by Seth Godin (I know…probably a bit later than some of you) and am just now getting into Groundswell by Charlene Li & Josh Bernoff. I will also check out Purpose, the Starting Point of Great Companies. On the cause side I am (finally) going to check out Capitalism at the Crossroads: Aligning Business, Earth, and Humanity by Stuart Hart and The Power of Unreasonable People by John Elkington.  On the inspiration side, I will pick up The Way of the Peaceful Warrior on a tip from Mitch Joel in a very good post he recently wrote called The Way of the Keyboard Warrior.

As I was fishing through the (virtual) book stacks, I was wondering…which (recent) books have made the all-time best sellers list?  Wikipedia is great for questions like this.  I sorted through the list to find the top 3 selling books since 2000 (in English).  I probably could have guessed #1 & #2…but #3 did surprise me.

1. The Da Vinci Code by Dan Brown 2003:  57 million copies

2. Harry Potter and the Deathly Hallows by J.K. Rowling (2007)  44 million copies

3. The Purpose Driven Life by Rick Warren (2002):   30 million copies

I saw the Da Vinci Code movie, but did not read the book.  I did not read any of the books in the Harry Potter series…I did see a couple of the movies, however.

About a year ago, I had a listen through the Purpose Driven Life audiobook.  Indeed, Rick Warren’s message of hope and spiritual purpose seems to have motivated millions of people worldwide. Eckhardt Tolle’s latest book, A New Earth: Awakening to Your Life’s Purpose is another recent purpose related best seller that continues to linger around the top 10 list after receiving strong Oprah endorsement.

So, my reading list is pretty full for the next couple of months.

What are you guys reading?

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