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Alan Altmann |
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Dannion Brinkley |
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Kathryn Brinkley |
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Ken Blanchard |
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John Bradshaw |
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Rodney Burge |
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Colette Chandler |
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Deepak Chopra |
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Art Copes |
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Dr. Steven Dell |
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Al Gore |
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Salle Redfield |
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Anthony Robbins |
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Don Miguel Ruiz |
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Patricia Sherman |
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Keyboard Culture About Alan Altmann About Dannion Brinkley About Kathryn Brinkley About Ken Blanchard About John Bradshaw About Rodney Burge About Colette Chandler About Deepak Chopra About Dr. Art Copes About Dr. Steven Dell About Wayne Dyer About Paula Fellingham About Valerie Fitzgerald About Joyce Gioia-Herman About Al Gore About Steven Halpern About Jean Houston About Cathy and Gary Hawk About Louise Hay About Corbett Kroehler About Dr. Bruce Lipton About Bo Lozoff About Dalai Lama About Dan Millman About Raleigh Pinskey About Lori Prokop About Suzy Prudden About James Redfield About Salle Redfield About Anthony Robbins About Don Miguel Ruiz About Dr. Bernie Siegel About Patricia Sherman About Jinsoo Terry About Brian Tracy About Marianne Williamson About Gary Zukav |
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April 5, 2008
Xerox recently unveiled the first Sustainability Calculator to help people pinpoint opportunities to reduce their overall environmental impact while reducing costs. The focus is on measuring the impact a company’s document technologies have on the environment then measures the environmental benefits that could be achieved in terms of energy and paper use, solid waste, water, air and greenhouse gas emissions. It’s one fact-based way for them to be able to know their carbon footprint.
April 8, 2008
In my last post, we talked about Xerox’s new sustainability calculator and its approach to thought leadership—position its key management as change agents.
It’s such a non-corporate way of thinking—speaking directly to the end, green and LOHAS user in a real and engaging manner. To me, this is quite a brilliant strategy and I have no direction affiliation with Xerox.
I’d like you to think about how you can be a thought leader in your category. Not to copy what Xerox is doing, but to communicate one-to-one with your audience—the green and LOHAS consumer, and tell a story that they can care about. To tell a story that they can embrace. To tell a story that aligns your values with theirs. Isn’t that really what Xerox did when they created this thought leadership strategy?
So, what else could you do to create this thought leadership category and thinking? Let’s break it down a bit further.
1. Key management – Do you have managers who are experts in their industry? Why not position them as such for your company like Xerox did.
2. Real Green and LOHAS Training – Do you think that everyone in your company automatically embraces your green ideas? Unless you teach them how to embrace them, they won’t. Training is paramount to helping your team understand the key issues about which the green and LOHAS consumer cares. That is why my company started offering green and LOHAS training as part of our S.T.E.P. process. It’s what drives any kind of thought leadership position. If you don’t know what key issues are of importance and your team doesn’t understand the issues, how can you position your company is a thought leader within this category to the green and LOHAS customer?
Continue reading "Thought Leadership—How Did Xerox Do It?" »
April 10, 2008
I’ve devoted my last two blog posts to the idea behind Xerox’s thought leadership positioning. If you didn’t have a chance to read my last two posts, you may want to do so now to make sure you understand this one.
We’ve talked about achieving thought leadership, yet I know companies with smaller budgets will feel that they have financial barriers to achieving it. I think this is the wrong thinking.
Really any company of any size could do the same with a little creativity. Let’s take the travel industry. Couldn’t you talk to consumers about the future of travel and tie in how your product or service is a real solution? Obviously, it would have to be a real solution or this would be considered greenwashing.
So, let’s address one of the areas I addressed in my last blog for you to see how this could work in most industry. I am using the travel industry as an example.
Continue reading "Thought Leadership—How Did Xerox Do It? Part 2" »
April 29, 2008
I just read an interesting piece on zero-waste in a magazine. One of the readers wrote in and mentioned their unique way of recycling this particular publication.
They created an Eco-Depot that sits at the end of their long driveway. It’s a mailbox of sorts that says on it, “please recycle this information to your neighbors.” In the mailbox is magazines they have already read. Apparently, quite a few people take the magazines and pass them along.
This got me thinking, couldn’t businesses do the same thing? Think about it. If you were a medical office or any facility that had magazines in your lobby, couldn’t you put a placard on the table that said, “Please take these magazines and pass them along to your family and friends. When you are done with them, please place them in a recycling bin?”
I bet you would get people to take them and it would create some buzz.
How else could start on the road to creating a zero-waste philosophy?
May 1, 2008
In my last post, I talked about a zero-waste philosophy and campaign, if you missed that discussion, you may want to read it now.
Now that you’ve created this philosophy and started down the path, you need to realize this is a process and not an overnight thing. I am not even sure if it can be done 100%, but you can at least start reducing your waste.
So how can you get the word out and why would you want to do this?
This reminds me of a conversation I just had with the owner of a green facility. She told me that she spent years thinking that she shouldn’t talk about her facility being green, people would just know.
Today, she is quite disappointed that she didn’t get the word out as it has been a tough road. She’s one of the few, if only, green facilities in her state. This is a great example of why you need to talk about what you are doing.
Whether it is your zero-waste efforts, your green and health initiatives targeted to schools or ways to reduce energy usage and more.
How will people know you are doing these things unless you talk about them?
May 3, 2008
It’s amazing how we’ve seen the green trends integrated into American Politics.
Just the other day, the Democratic National Convention announced 2008 was going to bring the most sustainably-produced Democratic Convention in American history.
Not only have they chosen an Energy Star office building, they’ve also put the entire housing selection process online, hired the first sustainability director, used a transportation consultant who committed to offsetting its carbon footprint, hired a construction manager that will use green building practices to prepare the Pepsi Center in Denver for the event, and they’ve required their Official Vehicle Provider to provide an entire fleet of fuel-efficient and alternative full vehicles.
The Republican convention is planning to go green as well.
June 5, 2008
A couple of weeks ago I ran across a printer at an expo in Florida that was not only an environmentally friendly (green) printer, but taking the concept to the next level. I was so impressed with what they were doing that I thought I would mention it so other printers and companies could get ideas of how to really incorporate green into your marketing and operations.
The printer, Aloma Printing, was deemed a non-hazardous waste producer by the EPA for recycling chemicals and products that are harmful to the environment. They also use soy and vegetable inks with low VOCs, environmentally friendly (green) paper, etc. Very impressive, though I know other printers are doing the same thing.
Here is where the real difference is:
Continue reading "Making Your Green Statement Through Printing" »
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