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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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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.Read more ›
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.Read more ›
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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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. Read morePublished on August 23, 2010 by SuzyK