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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

by Bill Roth (Author)
5.0 5.0 out of 5 stars 5 ratings
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Dr. Letitia Wright Book Review: Roth provides "...a different way to thinking about the green market. Need a human resources plan? He covers it. Need to engage your CFO? He covers it. Need a strategic plan? He covers that too! Roth lays it out, easy to understand and use. This book is a great start to your 'green education."
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  1. Print length
    148 pages
  2. Language
    English
  3. Publication date
    November 19, 2009
  4. Dimensions
    5 x 0.34 x 8 inches
  5. ISBN-10
    0981994539
  6. ISBN-13
    978-0981994536
  7. See all details
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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 Entrepreneur.com. 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.

Product details

  • Publisher ‏ : ‎ NCCT (November 19, 2009)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 148 pages
  • ISBN-10 ‏ : ‎ 0981994539
  • ISBN-13 ‏ : ‎ 978-0981994536
  • Item Weight ‏ : ‎ 5.4 ounces
  • Dimensions ‏ : ‎ 5 x 0.34 x 8 inches
  • Customer Reviews:
    5.0 5.0 out of 5 stars 5 ratings

About the author

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Bill Roth

Bill Roth

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Bill Roth is a clean tech business pioneer who led the team that launched the first hydrogen fueled Prius. Bill is ranked as a Twitter top five sustainability blogger. His articles are posted in Triple Pundit, Latin Business Today, Huffington Post and Entrepreneur.

The Secret Green Sauce is Bill’s best selling book on proven green best practices for growing sales and profits. It outlines pricing, branding and marketing strategies that win customers.

Roth’s most recent book is The Boomer Generation Diet. Jen Boynton, Editor in Chief of Triple Pundit says this about Bill’s newest book: “Written in Bill Roth’s lovable, relatable tone. The Boomer Generation Diet is a must-read for any Boomer who is looking to jumpstart their health and have fun at the same time. I hope my parents read it!”

Electric Knights is Bill’s first novel. It is a Gresham like legal thriller. A fun, fast and engaging read for those that love the South, mystery and murder!

Follow Bill on Twitter at @earth2017 and please like The Boomer Generation Diet Facebook page at https://www.facebook.com/boomergenerationdiet/?ref=aymt_homepage_panel

Customer reviews

5 out of 5 stars
5 out of 5
5 global ratings

Top reviews from the United States

SuzyK
5.0 out of 5 stars Bill Roth tells all the Secrets for GOING GREEN SUCCESSFULLY!
Reviewed in the United States on August 23, 2010
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 !! SuzyK@greenspeakers.info
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Shel Horowitz
5.0 out of 5 stars Going Green is Very Good for Business
Reviewed in the United States on May 25, 2011
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. And he notes that workers in green teams at their workplace start being change agents at home and in their neighborhoods. Also, workers in green buildings are demonstrably more productive, and green companies also boast typically higher stock valuations. Cool!

Yet making dollar savings the only criterion for starting green initiatives is short-sighted, in Roth's opinion. Many great green initiatives take longer to pay back than the two years CFOs typically look for, and they get left on the table, along with the revenue they would have brought in. "Siloization" is another enemy of greening the corporate world, and too many initiatives fall victim to turf battles or simple death-by-bureaucracy.

In short, this brief book has a lot to offer. It would have had even more to offer if Roth had worked with a good book shepherd. The editing is poor, there's no index, and the interior design reminds me entirely too much of a book I typeset myself in a word processor in 1985, before I knew anything about publishing. We book shepherds can make a big difference.
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Michael Olson
5.0 out of 5 stars Growing 'Green' Revenues
Reviewed in the United States on January 19, 2010
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.

Bill offers numerous examples (as many `making green pay' authors do) and wraps these into a clear series of steps that help the business owner actually grow green revenues as opposed to the less-satisfying simply saving money being green. One analogy I liked was Bill's prompting of a client with a baseball analogy: "OK, you know the objective in baseball is scoring a run by touching all four bases in sequence. But what is your strategy to get to first base? Do you even know where first base is?" Here he focuses on price-strategy and builds on Geoffrey Moore's "Crossing the Chasm" insights for entrepreneurial success. But this is just getting to `first base.' Bill leads one around all the bases to home plate with sound advice on vision, strategy, crossing the green-pricing chasm, innovation of "cost less-mean more" products, and growing revenues via the green aware customer to score. In all, he presents a quite useful roadmap for framing your successful engagement with the emerging green-aware customer.

And as a footnote, I met Bill in mid-2008 when he gave a presentation on his book, "On Empty, Out of Time." I took the time to mind-map the content of that book to better retain all the useful points. Since then we have engaged in an ongoing discussion of how to best develop green businesses. 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." He offers sound practical advice for the small to medium-size business owner who seeks to grow green revenues.
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