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The Secret Green Sauce: Best practices used by actual companies successfully growing green revenues including "how-to" case studies on pricing, ... seeking "cost less, mean more" solutions. Paperback – November 19, 2009

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Editorial Reviews

About the Author

The Secret Green Sauce is based upon the national network Roth built as the Green Business Coach for He is founder of EARTH 2017, a website offering free business news on how businesses are growing green revenues. Bill is a professional economist and experienced business leader having served as Senior Vice President of Pacific Gas and Electric Energy Services, COO of Texaco Ovonics Hydrogen Solutions and CEO of Cleantech America (a solar power plant developer). His milestone achievements include participating in the launch of the first hydrogen fueled Prius, development of solar power plants and sale of the first enterprise scale, meter-linked energy information system. His public service includes being a Corporate Sponsor for California's pioneering legislation limiting CO2 emissions and he has served on the California Hydrogen Highway.

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Product Details

  • Paperback: 148 pages
  • Publisher: NCCT (November 19, 2009)
  • Language: English
  • ISBN-10: 0981994539
  • ISBN-13: 978-0981994536
  • Product Dimensions: 7.9 x 5.1 x 0.4 inches
  • Shipping Weight: 5.6 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Best Sellers Rank: #2,875,947 in Books (See Top 100 in Books)

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Customer Reviews

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We book shepherds can make a big difference.
Shel Horowitz
This book outlines best practices for greening a business, and gives several real world examples of businesses going green and succeeding.
Michael Paunovich
I was not really aware of the extent of "The Secret Green Sauce" until I read the published version and my reaction was "Good job, Bill."
Michael Olson

Most Helpful Customer Reviews

Format: Paperback
The typical small and medium size business owner has to be practical or his business will simply not survive. I suppose he could get lucky, but that's the rare case. The green energy and environment movement has yet to prove that every business can grow revenues by being green with energy efficiency, waste management, and customer insight focused on green solutions. Sure, you can save some money, but that will take you only so far. The challenge is how to grow your customer revenue base beyond the early adopters and "cross the chasm" to engage with the customer who looks for solutions for the jobs they hire your product to do for them. They want solutions that "cost less, mean more." Bill Roth provides a roadmap of insights that starts with three `most asked' questions from business people - "Can I make money going green?" "How can I do it?" And more importantly for long term growth, "How do I grow green revenues?"

Bill leverages his experiences both as an entrepreneur, participating in the energy efficiency revolution, and interviewing numerous pioneers who are innovating green solutions to offer a roadmap to success. He describes the steps necessary to reach beyond the customer who has embraced the `green religion' to the pragmatic mainstream consumer that has everyday needs that can be met with properly configured green solutions. Bill identifies three key groups to address: concerned caregivers, CEO's who see the handwriting on the wall from `green' regulation and multinationals like Walmart driving green supply chains, and Millenials who are becoming aware that they are in charge of their future `environment.' Each of these provides an opportunity for an entrepreneur to support their `values with [a] value' proposition.
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Format: Paperback
Having seen Bill Roth in action at a monthly Sustainable Business Alliance meeting in Berkeley, CA, I can truly say this guy knows his stuff. Before the words "Green Business" and "sustainable" were coined, Bill was there. For example, he was the COO for the Team that brought the first hydrogen Prius to completion. What an unusual combination - a guy who has the facts and figures from different industries across the boards who have already "gone green" and are more profitable, more visible in their industries - and who holds a deep knowledge of the ripple effect this has already had in our marketplace. The information he shared prompted me to look up his articles on [...], where in addition, he is their Green Business Coach. The BMP's he reports on are not "theoretical" but already in place and getting dollar results. Roth seems to have his finger on the pulse of green businesses across America and champions their successes, as well as charting the rocky roads they have traveled to get there. For me, it's refreshing to read a book written by someone who is in the "green trenches" and not just throwing out theories.

So, don't re-invent the wheel; dare I suggest you use this book to begin or fine tune your own business, to be an ambassador of change? OK, so I'm biased towards sustainability - that's obvious. But, do you have a Green Team? Do you network with others who share a commitment to sustainability? Or are you in an industry that "green washes" its [non-existent] green policies? Do you have a pricing strategy that aligns value with "values?" Do you have a branding that proves it conclusively? Do you have a marketing strategy based upon "know it, embrace it," the mantra of the sustainable customer? Do you have a strong feel for who the "sustainable customer" is? If you can't answer yes to these questions, then buy the book. I did.
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Format: Paperback Verified Purchase
You can read what the others before me have said. I loved the book (information dense and an easy read) and just had to meet Bill and see him in action. I found Bill to be a compelling speaker and very interested in sharing what he has learned with business people around the country who want to take that first step and make a difference - especially where it counts....that bottom line - the GREEN one! In fact I was so impressed that I offered to introduce Bill to Chambers of Commerce around the country. I believe in him that much and want to spread the word. His information educates and brings revenue to Chambers so that they can support their business community in this vital transition. It is a win/win, meeting great people and changing lives. You can e-mail or call me at 760-808-1195 to learn more. He's getting busy, so choose a date and let's go green and spread that recipe! Thanks Bill for blazing the trail and proving that it is most definitely PROFITABLE TO GO GREEN !!
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Format: Paperback
Like my own Guerrilla Marketing Goes Green, Roth demonstrates that going green is very good for business. Not only is it the right thing to do, it's also highly profitable. (He cites one sustainable coffee certification that grew at an astounding 106% per year.)

And sometimes, the right thing to do is long overdue. Roth is deeply troubled that we flush our toilets and water our lawns with clean water, while around the world, 5000 babies die every day for lack of clean water. (Editor's note: There are technologies, like graywater recycling, which has been around for at least three decades, that could drastically reduce our water waste. There are also easy steps we as consumers can take, like turning the water off while we brush our teeth or wash something, except for the few seconds when we're wetting our toothbrush or sponge.) But ultimately, business not only needs to help us get there, but it is showing leadership; many companies, for instance, have pledged to reduce carbon emissions by 20 percent by 2020. We could debate about whether this is fast enough, but it's a huge turnaround from the attitude of a decade ago that it didn't matter.

How do you know when your green program is successful? 1, it actually works, and 2, it's sustainable. And in order to achieve that, Roth recommends being both green and a price-leader. This is in keeping with my own observation that the best green programs appeal to both personal self-interest and planetary good.

What Roth calls the "awareness consumer" is a huge and growing segment, which had already reached $10 trillion per year (85% of that controlled by women) by the time he went to press. He offers many strategies to monetize that segment.
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