radical business: marketing consulting for hippies

Is Your Bio Doing You and Your Business Justice?

noreply@blogger.com (Tad Hargrave) — Tue, 20 Apr 2010 22:59:00 +0000

"Is Your Bio Doing You and Your Business Justice?"

If Not, Don't Miss this Timely Opportunity to Do Something About It.

Hey all,

I want to tell you why I will likely not be helping anyone redo their bios anytime soon.

This connects with me wanting to tell you about a limited time deal on the coolest new ebook I've seen in a while.

(If you are an independent professional such as a coach, consultant, solopreneur, aspiring and thriving author, speaker or infopreneur - pay attention - Even if you aren't this could me more relevant than you might think)

It's about your bio.

But to rewind . . .
I was just in California for a pretty amazing meeting of some of North America's top business and marketing coaches.

I'll tell you about it sometime. Pretty cool.

While I was there I met a lady who has been referred to as a "bio whisperer". She helps people take their mediocre bios and make them 'wow' worthy. In the last year I've come to understand how our bios are one of the most overlooked and undervalued parts of our marketing. So, a few months ago I totally redid my bio.

And, since she was sitting next to me, I pulled out my laptop and I showed it to her.

I thought it was really good!

She did not.

Within five minutes, she had given me a whole new understanding of what my bio could sound like. She lovingly, expertly and yet ruthlessly eviscerated, critiqued, took apart, reworded and re-imagined my life story.

I was sold. You need to check her out.

Her name is Nancy Juetten, and she is the author of the popular and well-reviewed "Bye-Bye Boring Bio Action Guide".

I just bought it. It kicks ass. It's one of the most practical, high value ebooks I've ever read.

If you want to jump right to buying it - you can go here:

CLICK HERE

But before you do - let me give my pitch on why your bio matters. A lot.

Why your bio matters more than you think:

We live in a day and age where people are more skeptical than ever about advertising, marketing and business. Cynicism is rampant. Dealing with faceless corporations in the age of facebook is losing its luster.

In the age of social media - relationships matter more than they ever have. People are no longer buying from 'companies' they are buying from 'people'. And the beginning of the relationship is them being clear about who you are and what you're all about.

Relationships matter. So does authenticity.

People smell bullshit faster than ever before.

And attention spans are shorter than they've ever been.

To sum it up: we live in an age of A.D.D. cynics

So you have to capture their attention FAST. And they need to get that you're 'REAL' extremely quickly too. Within seconds of seeing your marketing materials (e.g. brochures, business cards, websites, posters) they will decide if you are relevant to them and whether or not they like and trust you.

Harsh but true.

Your bio is the place they look to learn about who you are and what your story is.

Your story is what they will or won't connect to. If they connect to your story - they will overlook a lot of marketing gaffes.

There are three possible scenarios with your bio:

SCENARIO #1: No Bio. This is terrible. Suddenly your business feels cold. Bureaucratic. Antiseptic. A bit too clean.

SCENARIO #2: A Bad Bio. This might even be worse. I have read bios that come across as resumes, or too quirky and no substance - some that make the person seem incredibly arrogant. If you're making reference to your "extraordinary capacities" as a "prodigy" and citing your "exemplary achievement" - I might consider cutting those bits out. Regardless of 'how' it goes wrong - a bad bio will lose people faster than anything. After all, if you're they're going to be getting the support from you but they don't connect with you . . .

SCENARIO #3: A Great Bio. When you have a great bio people's hearts will leap. It will become immediately clear whether or not it's a fit. They will feel your humanity and already have warm vibes towards you - before you've ever met. A rockstar bio will also share your story in such a way that you earn expert status and media attention. More and more people aren't buying products or services - they're buying stories. They want to feel a connection with what they're buying. Your bio is central to that.

And there is no product on earth that I know thatcan help you create an inspiring, clear and powerful bio like Nancy's ebook.

When people ask me for help with their bio I will send them to her ebook.

Why is it so good?

Her ebook (and I think this is the best part) is paaaaacked with examples of real life bios that work. It's one thing to hear the concepts and hope they work - it's another to read a bio and feel the impact of it.

It's also packed with step by step instructions on how to craft your own.

So, go check this out and let me know what you think:

CLICK HERE

warmest,
tad

Four Keys to an Inspiring Bio

noreply@blogger.com (Tad Hargrave) — Tue, 20 Apr 2010 22:55:00 +0000

"Does your bio have all four of these critical elements in it? (Most bios don't, but the three below do)."

Hey all,

Since I sent out the promo for the spring sale of my colleague Nancy's kick ass bio ebook "Bye Bye Boring Bio!", I've had a few people ask. "What about youuuuur bio Tad?"

Uhhhm . . . I'm working on it? Will totally share it when I'm done.

Perhaps we can all work on ours together? (high fives)

If you want to check out the special deal Nancy is offering right now, just go to the link below:

CLICK HERE

The Four Critical Elements of a Kick Ass Bio:

So, today, I thought I would share with you what Nancy (The Bio Whisperer) considers the four 'must have' elements of a homerun bio (you may have never considered some of these before).

CRITICAL ELEMENT #1: Stunning Results

Your stunning results are the most compelling benefits you deliver for your ideal client.

Here are a couple of quick examples:

- Bette James Laughrun's Isagenix nutritional supplements business was the #12 income earner in the company for much of 2008.

- Patricia Fripp is an award-winning speaker, sales presentation trainer, and executive speech coach who delights audiences, electrifies executives who speak, and transforms sales teams.

- Marci Shimoff is the woman's face of the biggest self-help book phenomenon in history, Chick Soup for the Soul. Her six best-selling titles in the series have met with stunning success, selling more than 13 million copies worldwide in 33 languages and have been on the New York Times bestseller list for a total of 108 weeks.

CRITICAL ELEMENT #2: A Succinct Story

This is a short, concise story that gets to the heart of your passion for
your business and grabs attention in a compelling, memorable way.

Here are a couple of examples:

- Even as a young child, Dennis Conner was aware of his environment. He noticed that by pushing furniture and accessories around, he could affect
how his space felt. This passion for three-dimensional space has been a driving force behind his career and life choices ... If you've looking for help in selling your home, wanting to make your home or office feel and look better, or need assistance with holiday space planning, call Dennis Conner at Design Dialogue. After all these years, he's still pushing furniture around.

- Publicists need to be able to keep a secret. Publicist Nancy Juetten often tells her clients that as a nine year old, she figured out how many licks it takes to get to the center of the Tootsie Pop, and she'll never tell.

This is a memorable, compelling, and engaging way to build trust and invite new opportunities to be of service. It works very, very well.

CRITICAL ELEMENT #3: A Sassy Sound Bite

This is a memorable, compelling, engaging way to build like, trust, and
respect with your ideal client.

- Kim Duke of www.salesdivas.com believes that cold calling is best left in
the freezer.

- Credible quotes from the media can also serve as sassy sound bites. For
example, Meetings and Conventions magazine calls Patricia Fripp "one of the country's 10 most electrifying speakers."

CRITICAL ELEMENT #4: Social Information to Help Your Clients Know, Like and Trust You Immediately

Don't keep your bio strictly business. Add a comment or two to help your
ideal client like you on the spot.

For example:

- Emmy Award Winning TV Show Host John Curley can make balloon animals and grow a beard in less than a week.

- Viva Visibility Blogger Nancy Marmolejo is fun, friendly, smart as a whip and prone to creative outbursts.

- DIY Publicity Expert Nancy Juetten's son Kyle says that if there were Olympic medals for cleaning, she would earn the gold.

So, those are the four key elements.

But, what do YOU do with them? And how do they work together?

It's probably easier to show than tell.

Three Real Life Kick Ass Bios . . .

A while ago Nancy did a radio interview with Michael Ray, host of Dresser After Dark. He invited her to his talk show to workshop his bio on the air. Live. Listen in and see how she offered some compelling upgrades to transform his bio from OK to really great in short order using the four elements above.

Holy gutsy.

Would YOU put your chops on the line like that?

Give it a listen by clicking here.

But to jump right to Michael's redone bio . . . Check it out below.

Bio Makeover #1: Michael Ray, Radio Host

Four words that describe Michael Ray's life and business philosophy:

"OK. I Can Do That!"

Michael Ray, host at Dresser After Dark, is a talk show host with passion, skill and talent for coaxing outstanding content from guests whose messages shine with confidence, clarity, and relevance. His engaging interview style sets the stage for authors, experts, and trainers worldwide to captivate, inform, and inspire action.

His 27-year career in radio and media skills training got its start when he sat down behind a microphone at a radio station in Fairbanks, Alaska in January of 1983. Since then, he's interviewed thousands of radio guests from stations all across the Midwest and beyond, and he can't wait to meet who comes next.

Ray is a sought-after media skills trainer serving clients such as X, Y, and Z around the globe with his proprietary media skills training system. His new book - "The Link to Connection: Techniques for Getting What You Want Out of Any Media Interview On or Off the Air" is coming soon and will guide experts the world over to achieve winning results through the power of compelling and engaging conversation.

Guests such as (important name, important name, and important name) on Dresser After Dark describe Ray as engaging, thought provoking, and gracious.

Michael Ray lives in the Milwaukee area. His passion for conversation is rivaled only by his enthusiasm for living an engaged and vibrant life. Something about him that might surprise you is that his biceps are impressive enough to turn heads and stop traffic. He is often mistaken for being decades younger than his XX years.

Bio Makeover #2: Larry Kaminer Personal Safety and Security Trainer, Consultant, Speaker, and Expert to the Media

"Within a very few minutes of listening to me answer her very specific
questions during our initial call, it was apparent to me she understood the
nature of my business and the unique vertical we are in. It then became
abundantly obvious to me that she had nailed down one of our target
audiences when she referred me to the editor of a magazine focusing on
international corporate relocation. Within a month my article on
international travel safety for those relocating was published. Now that is
what I call a tangible result. I am very excited to see where Nancy's
excellent talents and entrepreneurial instincts will take me this year!"

Larry Kaminer, President of the Personal Safety Training Group
www.personalsafetygroup.com
Seattle, WA

* * *

"Don't wait to be on the receiving end of gunfire or to have a knife at your throat before you learn essential strategies and tactics that can save your life and the lives of people you care about."

Saving Lives & Bringing Peace of Mind,
One Spell-Binding Presentation at a Time:

Larry Kaminer's passion for saving lives - including his own - began one night as a teenager growing up in Johannesburg, South Africa. Pinned down by gunfire during an attempted home invasion, he struggled to think his way through the chaos of the moment as the bullets whistled by. In that instant, Larry resolved never again be caught off guard without a personal safety strategy. Today, he is president of Personal Safety Group, based in Seattle, WA.

Larry's Riveting, Memorable, and Practical Advice
Saves Lives & Inspires Change:

Today, Larry's "man on the street, from-the-trenches, pull-no-punches" approach to teaching crime avoidance is what sets him apart and makes his message riveting, memorable, and practical. Believing that the mind is your best weapon, Larry teaches audiences to think like criminals, understand the victim selection process, and learn how to eliminate the elements that contribute to being an easy target. These are lessons learned over three decades of travel in high threat environments in Southern Africa.

Since 2006, Larry and his team of experts, trainers, and consultants from the Army Special Forces, Naval Special Operations, SWAT and Executive Protection arenas have inspired thousands of people to craft personal safety strategies that have the potential to save lives all over the world. At the same time, he and his team bring priceless peace of mind to all who benefit from their compelling and empowering message.

What Larry knows for sure is that no matter how we make our ways in the world, we are all ultimately responsible for our own personal safety.

Audience members and meeting planners from leading Puget Sound corporations, non-profits, county governments, safety councils, and law enforcement training events rave about the impact Larry's message brings to their audiences as personal security earns top-of-mind awareness and inspires new, life-saving behaviors.

Whether he is addressing relocating executives en route to new countries, college aged kids on their way to enjoy campus life, corporate employees or offering provocative media perspective in response to a breaking news story about personal safety, Larry's commentary always packs a powerful punch for personal safety empowerment in perfect timing.

* * *

Bio Makeover #3: Vicki Draper, Energy Healer for Treasured Pets
Vicki Draper says, "Nancy is nothing short of amazing. She can take good information and turn it into great information in a very short time. My bio is now something that really portrays me and I am proud of sharing it. For anyone having trouble expressing the right words, Nancy is your best resource. I am so grateful to have benefited from Nancy's service and expertise!"

Energy Healer Vicki Draper is passionate about ensuring vitality and pain free lives for pets and the owners who love them.

She discovered her unique talents at an early age. When Vicki was just 11 years of age, her kitten was diagnosed with distemper. Rather than accept a tragic diagnosis, Vicki intuitively began visualizing a long, healthy life for her beloved pet. The kitten lived a happy and active 16 years more. Since 1999, Vicki has worked with thousands of happy and loyal pet owners and their veterinarians to bring to life similar stories for their own pets. With Vicki's healing touch at their sides, anxious animals are empowered to be calm. Fearful animals are empowered to feel safe. Abused animals are empowered to release the old and embrace the new with comfort. Many pets and their loving owners enjoy more joyful years together as a result. Happy clients cry tears of joy to watch the quick patter return to the steps of pets who are touched by this angel.   Customers from around the world also purchase Vicki's line of essences that invite healing.

With extensive training and clinical experience from leading institutions including the Northwest School of Animal Massage, Tallgrass Animal Acupressure Institute, Wild Reiki and Shamanic Healing, Bellevue Massage School, Acupressure Institute of Berkeley, and Upledger Institute, Vicki has invested thousands of hours to learn the best ways to apply her special gifts with animals for their physical and emotional benefit. Pet owners and their veterinarians have come to trust and rely on Vicki to solve the unsolvable. She brings to light the right way to proceed in concert with conventional methods and how to apply new approaches to best serve each pet's unique circumstances in perfect timing.

Vicki embodies a remarkable combination of Sherlock Holmes-inspired investigative skill, Dr. Doolittle-like communication and connection with animals, and Fairy Godmother-like oversight and compassion. Giving back to the animals in ways to facilitate both healing and peaceful passages is how Vicki's work makes the most crucial difference. This is her passion and what compels Vicki to serve the animals and their owners every day. Vicki's God-given and inspired intuition, healing gift of touch, and heart-centered commitment to make a difference give pet owners and their pets relief, healing, and peace of mind.    Her phone number enjoys placement on the "speed dial" function of many cell phones across the Puget Sound region as clients engage with Vicki in a variety of ways:

1)    Engage by the hour for energy healing;
2)    Purchase her popular line of essences that invite healing;
3)    Enjoy new information products that support their commitment to lovingly care for their pets throughout their lives.

Vicki also welcomes invitations to speak to pet loving groups and teach about her methods.   Visit this link to see Vicki's healing gifts in action and see happy "Client Tales" in progress. Get in touch by calling her at 425-785-4232, sending email to vicki@vimiere.com, and visiting the website.

If you like what you've read, I can't recommend Nancy's ebook, 'Bye Bye Boring Bio' enough.

Check it out:

CLICK HERE

warmest,

tad

Tad Got Interviewed

noreply@blogger.com (Tad Hargrave) — Wed, 14 Apr 2010 02:09:00 +0000

To listen to a recent interview with me about the emerging green and conscious economy just:

CLICK HERE

Tell Them the Ugly Truth! (how to write a compelling bio)

noreply@blogger.com (Tad Hargrave) — Thu, 12 Nov 2009 22:17:00 +0000

By: Suzanne Evans, Helping Professional Expert

http://www.helpmorepeople.com/

I teach my clients the power of telling their own story as they start their own businesses, with this phrase: Your Truth Will Set Them Free. This is one of the biggest neon light mistakes that I see helping professionals make.

They believe that this has nothing to do with them. "I need to focus on the clients and what the clients need. I need to make sure that I'm looking at their problems and their struggles and I'm working towards it." They don't tell their stories.

There's nothing that I hate more than going to someone's website or reading their marketing materials and reading a bio. Everybody goes, "But I'm supposed to have a bio on my website. I'm supposed to have an 'About Me' on my website."

Bios are credentials and, for the most part, pretty boring. What is fascinating, what enables you to connect with someone and enables you to really care about someone and discover empathy, is when you tell your story. This is so vitally important when you are building relationships with potential clients.

Don't tell the Cinderella version, tell the ugly step-sister, the warped version. It is your mistakes that really are going to leverage your clients to their own success.

For example, I'll share that I did some things in the beginning of my business that, had I known what I know now, I certainly would have done them differently.

I worked way too hard in the beginning. Way too hard! I put in a lot of hours that were not necessary. I will admit to that. I also took on every client that came my way. If I could nab them, I took them. That was something that didn't serve me well in the long run.

I also followed the marketing "gurus". I believed that if I just do everything exactly their way, this would work for me. The result was that I was exhausted, a little bit confused, and really frustrated. What happened was I didn't have a core message.

I thought, "I've got to have a name. It's got to be cute. It's got to appeal to people. It's got to be as big as Pepsi and Coca-Cola."

That only made me exhausted. It came to the point where I really stopped trying to create this business that seemed like a 24-story building in some imaginary business land. I just said, "This is who I am. The best thing that I have to offer is me."

Your truth will set them free. Your journey, your mistakes, how you overcame obstacles and your conclusions, this is the insight your clients are looking for.

You know that your bio is about everything that you've accomplished. Maybe you have 67 credentials and maybe you talk about where you went to school. Maybe it's talking about your kids or your family - and those things are important as well. People like to hear about them.

But what's most important is: Why you? What's your story? If you're going to work with parents having difficulties with their kids and you're going to be a parenting coach, what's your story in that? Why are you coming to this area? What do you have to bring to other parents?

Was it that you struggled as being a parent and now you really made a turn and now you can share this with other people? Was it that you had an extraordinary parenting situation that maybe wasn't so pleasant but taught you a lot that you can now share with others?

If you're a health coach, what's your story around health? You wouldn't be drawn to something that you don't have a story about or that you don't have a stake in or something in your life didn't bring you to it.

If you answer, "Oh, I don't know what my story is," I ask you to really dig deep. It's there. It may be covered up or it may be something that you're afraid to share, but it's definitely there. Share your story. It is what opens people up to wanting to work with you.

Top 7 Reasons Why This Recession Is a Great Time to Start a Green Business

noreply@blogger.com (Tad Hargrave) — Wed, 06 May 2009 19:35:00 +0000

An article from Scott Cooney (author of Build a Green Small Business: Profitable Ways to Become an Ecopreneur (McGraw-Hill)). He hopes that someday the green economy will simply be referred to as...the economy.

While counterintuitive, a recession is actually a terrific time to start a business. Sure, credit is tight, and venture capital is definitely hard to come by, so startup ideas requiring large amounts of up-front capital are perhaps best left to the drawing board for the moment. But for many entrepreneurs with a dream, startup capital requirements are small, and other elements of the economic outlook are very favorable.

As far as timing, for most businesses, it simply takes time for their product, service, or brand to become recognized, trusted, and sought after. Estimates vary widely, but it is simply a truth that average customers have to see your product or company several times before they make a purchase. This makes a recession a great time to get your name out there while most other companies are cutting back and the competition for people's attention is less. Your company will be in good shape when the economy rebounds.

So while recessions can be a good time, and historically have been a good time for businesses to get their start, this particular recession is a great time to start a green business. Here's why:

to continue reading this article CLICK HERE

To Beat Recession, Indies Launch Buy-Local Push

noreply@blogger.com (Tad Hargrave) — Sat, 28 Feb 2009 01:08:00 +0000

Business week online

Small business owners are banding together to encourage consumers to
shop nearby independents. Would such a campaign help your business?

http://www.businessweek.com/smallbiz/content/feb2009/sb20090226_752622.htm

Ten Steps to Sustainable Marketing in an Uncertain Economy | GreenBiz.com

noreply@blogger.com (Tad Hargrave) — Sun, 22 Feb 2009 03:50:00 +0000

January 29, 2009

Here’s a terrific article from GreenBiz.com that deserves repeating, and your time to read:

There’s a standard journalistic trope that abounds during times of crisis: take the hot topic du jour, mash it up with something you know about, and you’ve got an instant article. For example: “Peanut Butter Preferences during a Global Recession,” or “Sparrow Migration Patterns during the 2008 Wall Street Collapse.”

Now, after nearly a decade of build-up, sustainability and “green” were the issues du jour for much of 2007 and 2008; but with the recent market crash, the national dialogue has turned more toward keeping a roof over your head than keeping a green roof over your head. So what’s a sustainable brand to do? Here are a few strategies to keep you afloat during these tumultuous times.

TO READ MORE CLICK HERE

Should I use online video?

noreply@blogger.com (Tad Hargrave) — Thu, 12 Feb 2009 16:53:00 +0000

Online video is becoming the new website.

Pretty soon every business will be using it (or desperately exploring how to).

Should YOU use it?

Well . . .

My basic suggestion is: yes.

You might not need the level of quality Erica Ross has in her video

http://www.youtube.com/watch?v=MDxM9IAe4eU&feature=channel_page

but consider this . . .

I'd be willing to bet that when people meet you they like you.

I'd be willing to bet that your marketing materials will never be as powerful as meeting you in person.

Sure, your website and brochures and ads might sound good, but people are going to doubt them - after all - you have a vested interest in them buying.

I'd be willing to bet that when you really have a chance to explain how you do what you do and tell your story - that people are impressed and far more likely to do business with you.

Isn't there something about meeting someone - and getting to read their vibe - that matters a lot?

How many times have you heard of people meeting celebrities and telling their friends, "Wow. He was so down to earth. He wasn't pretentious at all."

I doubt most celebrities are that pretentious.

But most people are naturally suspicious.

And, sad to say, they're suspicious of you too.

Which is a shame.

After all, you're nice. You have integrity. You'd never try to lie, cheat or steal from them. But, until they meet you in person, they just aren't really going to trust you.

People trust their experiences, not your rhetoric.

I can't tell you how many times I've had folks come to my free intro sessions and come up to me afterwards to tell me, "You know, I've been to so many marketing sessions and I thought, 'Hmm. This sounds good but maybe he's just another hype filled marketing ass****.' But you weren't. You were really down to earth. I like you and I think I'll be coming to the weekend."

How can you create this personal connection?

This can mean:

1) Teleseminars
2) Speaking at events
3) Running free intro sessions
4) Meeting with people one on one

But all of the above are very time intensive. You have to actually be there in person.

What if there was a way for people to 'meet' you that required almost none of your time?

Wouldn't that be useful?

I recon it would.

Before I tell you what I did - let me come at this from another angle and then tie it all together.

Word of Mouth is powerful, right?

But, why?

Because, instead of people having to take the time and energy and risk of meeting you in person (and being trapped in a two hour seminar that ends up sucking) they can hear about your experience. And since you're someone they trust and since you're independent of the business you're recommending - you can be trusted.

But sometimes, this isn't enough.

After all, can't you think of times when you have recommended some workshop or seminar or restaurant to someone only to have them never act on it?

Of course you have.

Why?

They hadn't experienced it for themselves yet.

They weren't sold on the relevance or value or the product or service for themselves (and maybe you aren't as credible to them as you thought you were - owch).

Imagine you're at an ice cream shop with a friend.

You want them to try the Mango Tofulatti. They shrug. You tell them it's the most delicious thing you've ever tasted. They seem unimpressed.

"Think I'll just stick with strawberry."

You keep trying to convince them but you are afraid to push it too far. After all, if you push them too hard they might decide to never try it just out of principle.

So, why don't they try it?

Well, if they spend five bucks on the cone and they don't like it, they're out the money and they know they could have spent that money on something they know they would have liked. Right?

But, what if you said, "Here, try this little pink spoon."

They do. They're curious after all, they just don't want to have to commit their whole five bucks.

Pink spoon marketing is powerful.

You give people a sample - not enough to satisfy - but enough to let them make an informed decision about whether or not they want more.

Do you have any of these for your business?

What are YOUR pink spoons?

Your pink spoons should fit a few critical criteria.

1) It should contain enough to let them know if it's a fit.
2) It should be something that your existing clients will actively WANT to pass on to their friends.
3) It should be low risk (or ideally NO risk) for people to try out.

Now, there's lots of different things you can do:

- Offer people a free buyers guide or special report on a critical topic
- Free downloadable audio files
- A Blog

etc.

But there's a relatively new medium that's available to you now - for almost NO money.

Online video.

It's a powerful way for people to learn about you, who you are and how (and why) you do what you do.

Instead of simply reading words - they can see you, read your body language and get a sense of who you are.

Again:

I'd be willing to bet that when people meet you they like you.

I'd be willing to bet that your marketing materials will never be as powerful as meeting you in person.

Online video fits the criteria below extremely well.

1) It should contain enough to let them know if it's a fit.

An online video can give them a chance to get as much or as little information as you want.

2) It should be something that your existing clients will actively WANT to pass on to their friends.

A link to an online video is incredibly easy to send. Youtube.com has made it brainless. And it's becoming more and more common to do. People are sending each other videos all the time. Remember: your clients probably love you. They want to support you. They want to spread the word - but you almost certainly haven't given them the tools to do so.

And your website likely isn't exciting or novel enough to warrant them sending it to folks.

But a cool online video?

Why not create one about your business.

I know - you don't know how. I'll address that in a second.

But, imagine the email from your client to a friend of theirs . . .

"You remember that organic restaurant I was telling you about? Check this link out."

"You remember that practitioner I was telling you about? Check this link out."

"You remember that eco-friendly house cleaner I was telling you about? Check this link out."

3) It should be low risk (or ideally NO risk) for people to try out.

Is there anything less risky than watching a video on your computer? No pushy salespeople. Nothing to print off. You can stop it (and restart it) anytime you want. No obligation to buy.

And it doesn't have to be perfect.

You don't have to spend thousands of dollars. It can be a quick 7 minute video shot on a friends camera of you giving a tour about your restaurant or your clinic.

The point is that people get to meet YOU before they take the risk of meeting you in person. And, right now, YOU are likely the critical piece to your businesses success. People are likely buying YOU as much as they are your product and service.

Online video gives YOUR clients an easy way to introduce you to their friends.

It gives you something you can send to someone you meet briefly so they can 'get to know you better'.

**How can YOU put up your own online videos?**

To be honest, I have no idea.

But Gurbeen Bhasin from Meow Films does. She made Erica's video.

Why not drop her an email to see if an online video might be a fit for you?

gurbeen (at) meowfilms (d.o.t.) com

www.meowfilms.com

And feel free to drop me a line with any questions you might have.

--
warmest,

tad
radical business

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Offer Makeover – Case Study Summary #2 - Hayley Rothenberg - http://backyardclothingcompany.com/

noreply@blogger.com (Tad Hargrave) — Sat, 25 Oct 2008 20:33:00 +0000

CORE FOCUS OF THIS MAKEOVER:
Making your business an authentic expression of who you are.

This makeover is hard to summarize – you really need to read it to ‘get it’.

To read your free copy of Hayley’s 17 page Offer Makeover go to:
http://www.tadhargrave.com/backyard.pdf

Hayley came to a recent weekend workshop I did in Edmonton.

She had this idea of starting a clothing store – all second hand – but collecting the particular kind of clothes that she loved to wear. She wanted to create a collection of clothes that was wild, eclectic, colourful and fun. Clothes she usually had to spend hours searching for herself.

What became immediately clear was that Hayley had a great idea. Whenever I shared it with women their eyes widened. They just ‘got it’. And, in marketing, the most critical piece is the core concept. Is it a good idea? Sometimes you’ll hear an idea and, for some reason you just know it’s good.

But where could she sell them? How could she find a space?

In the end, she made the brilliant decision to sell out of her backyard in women’s only clothing events – and the name of her company was born. “The Backyard Clothing Company”. The name captures a lot of who she is. And it invites her story. It raises the question, “what’s the backyard piece about?” And that allows her – whether or not she continues to sell from her backyard – to tell her story of being a scrappy entrepreneur with a good idea but a shoestrong budget trying to make things happen.

The ‘backyard’ element also speaks to her desire to make shopping a fun, intimate, social experience for women – not just some sterile process in a chain store. She’d grown up in the markets of London and wanted to bring that experience – in some small way – here.

In marketing lingo – the ‘backyard’ is her USP. It’s the heart of her story. It speaks to her authentic self. And by bringing that to her business – it’s infinitely more attractive.

Before this name, she was playing with “Perfect Fit” (i.e. these clothes will fit your style perfectly). It’s a good name – but, ironically, it wasn’t a perfect fit for her.

Another issue raised by this makeover is really clarifying what people are buying. What’s the result they want?

Every business must identify this. And it’s always something simple like, “more money” or “live longer” or “better communication”. There’s always something simple at the core of it.

Consider these examples:

FEDEX – When it absolutely, positively has to be there overnight.
DOMINOES – Hot, fresh pizza to your door in 30 minutes or it’s free.
CLEARASIL – Visibly clearer skin in three days – guaranteed.

And I think we captured hers well in the headline below:

psssst - Eccentric Edmonton women - revealing one of Edmonton’s hidden gems:

“Everything on the rack screamed my name.”

How you can snag more fabulous, wild, eccentric, outrageously colourful and inspiring clothing in one hour than you did all last year (and at a fraction of the price you’d expect to pay).

To read your free copy of Hayley’s 17 page Offer Makeover go to:
http://www.tadhargrave.com/backyard.pdf

Candid feedback from Hayley on how the process was for her:

How valuable was the process from 1-10?
The process was a great big 10 that is how much I got out of it. The process gave me confidence to go for what I wanted with Tad standing on the other side of it cheering me on. If you have any doubts, contact me at: hayleyrothenberg@gmail.com or 780 819 4636.

What would it have taken to make it a 10?
An even bigger 10 would have been to understand the questions in more depth to begin with. This would have helped me a lot because I spent hours trying to understand what the questions meant! Although none of this was really a waste because it becomes part of the process in becoming clear, it was very time consuming within a very short time frame. I suggest having a guideline for the questions, a guideline to the offer, make it even clearer that it is a lengthy process to get it all clear. That there will be a lot of back and forth’s, which is a lot of work with amazing, results at the end.

Roughly how many hours did you invest?
Not sure, as we went back and forth for at least 2 weeks! Perhaps have time sheets available to note how long we spent on this process.

If money were no option - what would you like to have paid for this?
Wow what a question, the back and forth’s were worth their weight in gold, without that process I would have not got to where I am today so quickly. Tad deserves the going market rate for his consultations in the back and forth’s.

What was hardest?
The questions and defining those questions with my answers.

What was most valuable?
Becoming very clear that I had something to offer which I did not need to change to fit into what is considered normal for success. But most of all it was that Tad believed in me which helped me in moving forward and NOT holding back. Part of the back and forth’s is you get to really see where you could be resistant to moving on and I loved that Tad would stretch me by asking a bit more of me, which is ultimately what I wanted.

What did you think it would be like before and how does that?
Compare to how it actually was? I had no idea what it would be like, I had only the willingness to go for it , a vision and Tad’s enthusiasm. In reality what it is actually is, is a lot of good wholesome work and the more you put in the more you get out of it, to me that’s the key.

When you look at what you first sent me vs. what we created in the end - how do you feel?
Its great, I love it, when we first started it was all an idea which became a reality, one of the things that struck me the most in the process was the more I dived into tads back and forth’s the more I became clear and could define my vision. One of the things that also startled me the most is that I started to remember as a child being involved in a lot of bargain shopping experiences, going to Markets etc, I forgot most of this which is what gave me the natural ability that I have today in what I do!

Was there a good balance of loving encouragement and honest challenge?
Absolutely, that was the best part for me

To read your free copy of Hayley’s 17 page Offer Makeover go to:
http://www.tadhargrave.com/backyard.pdf

The Small-Mart Revolution Talking Points

noreply@blogger.com (Tad Hargrave) — Tue, 07 Oct 2008 05:07:00 +0000

The Small-Mart Revolution Talking Points
- Michael Shuman

• The Small-Mart Revolution represents a major new trend that thus far has largely escaped public notice. Local businesses in the United States suffered setbacks during the era of globalization but still make up more than half the economy—and they are now on the verge of a huge comeback.

• More than a half dozen trends are increasing the competitiveness of small business. The rising price of oil, for example, makes local production and distribution more competitive against Wal-Mart production in China. Local businesses are enjoying advantages in mastering local markets, delivering the best services, and bypassing inefficient global distribution systems. The imminent decline of the U.S. dollar also will benefit local business.

• This is good news for communities that have been told by their economic development departments that “there is no alternative” (TINA) to attracting or retaining global businesses by paying millions in incentives and reducing labor and environmental standards – policies which studies and experience are
• showing to be dead-ends.

• A growing body of evidence shows that local businesses are the best promoters of good jobs, high environmental standards, economic stability, smart growth, the “creative economy,” social equality, and political participation.

• Local businesses actually have improved their competitiveness in recent years, but these improvements haven’t registered yet, because public policy has foolishly favored of global business. Global businesses get more than $113 billion in subsidies each year, while local businesses get almost nothing. And a variety of other laws – such as banking, trade, tax, securities, and antitrust – increasingly disfavor local business.

• These policy biases mean that for the Small-Mart Revolution to take hold, waiting for the “invisible hand” of the free market is not enough. Instead, concerted actions by consumers, investors, entrepreneurs, policymakers, and organizers are necessary.

• Consumers should buy local wherever possible. By shopping smart, they can localize most of their expenditures at no increased cost and even realize significant savings. Replacing the use of nonlocal oil with local energy efficiency measures can save a U.S. household several thousand dollars per year. Around the country are directories, labels, campaigns, and local money systems that help consumers to buy local effectively.

• Even though most of the competitive economy is made of local small business, it receives very little equity investment. Even Americans who are committed to buying local have no way to localize their pension funds. One reason is that securities laws have effectively kept small businesspeople separated from small investors. A new generation of securities laws are needed that promote local stock markets, local hedge and venture funds, and local mutual funds.

• Local businesspeople are pioneering a number of strategies to beat global competitors. They are tapping consumers’ growing interest in local goods and services. They are working together through small-business associations, small-business emporiums, producer cooperatives, and flexible manufacturing networks. They are launching successful local businesses that promote local purchasing, local investing, and local entrepreneurship.

• Public policymakers are beginning to realize that smart reforms of their economic development can save millions by ending incentives, bribes, and payoffs to nonlocal business. Some of that money can wisely be spent instead to support municipal programs to buy, invest, hire, or train local. Also urgent is to press national policymakers to remove the vast number of imbalances facing local business.

• Around the country communities are organizing residents to develop comprehensive strategies for localization. Local First campaigns can be found in three-dozen cities, from Bellingham (WA) to Philadelphia (PA). In upstate New York and Maine, organizers put together hundreds of community members to envision a local economic future, to assess unnecessary imports and dollar “leakages,” and to create new local businesses that could replace those imports and plug the leaks.

• The Small-Mart Revolution is not just for the United States – it’s actually happening throughout the world. It has a new vision of globalization—to protect the local, globally. Communities are giving away technology, policy ideas, and technical assistance to increase the self-reliance of their partner communities. Global networks of communities are forming to promote fair trade, corporate responsibility, global small-business networks, global funds of local funds, and global exchanges for local currencies and barter.

• The Small-Mart Revolution offers communities worldwide a fundamentally new approach to reducing poverty, solving global environmental problems, preventing conflicts, and reducing uncontrolled immigration.

• The politics of the Small-Mart Revolution are inherently multi-partisan. Conservatives like the focus on small business, free markets, and local government, while progressives like the emphasis on community empowerment.

Free "Offer Makeover Executive Summary" #1

noreply@blogger.com (Tad Hargrave) — Wed, 01 Oct 2008 23:38:00 +0000

** Offer Makeover – Case Study Summary #1**

Renaissance Life Coach, Katie Curtin - www.katiecurtin.com

CORE FOCUS OF THIS MAKEOVER:
The Importance of Clarifying Your Niche and Being True to Your Own Voice

The core lesson of this makeover was about the importance of a clear niche or target market.

Katie came to me needing help with her offer.

She was feeling confused, frustrated and helpless

She knew that she needed to focus - to pick a niche. She couldn’t very well go around saying, “My coaching can help everyone.”

But she couldn't seem narrow it down.

"Tad, there's so many target markets I’m interested in. I don’t want to have to give any up! There's activists, artists, social entrepreneurs . . . I hardly know where to start."

After a few minutes, I suggested that, "Maybe your niche is people like you who are struggling to weave together all the parts of their life. People who don't want to live the mono-cultured existence that we're sold. Modern day renaissance people and 21st century nomads." And I encouraged her to dial UP to volume on her political views – instead of toning them DOWN out of fear of offending people.

Something clicked in her. She loved it. And that became the basis of articulating her work.

*

To read your free copy of Katie’s 31 page Offer Makeover go to:
www.tadhargrave.com/katie.pdf

*

- KATIE’S CANDID FEEDBACK
ON THE ‘MAKEOVER’ PROCESS -

KATIE GAVE THIS PROCESS AN OVERALL GRADE OF: 10/10

HOW DOES SHE FEEL WHEN SHE LOOKS AT THE BEFORE AND AFTER VERSIONS: "It’s so much clearer who I am orienting to, and what exactly I have to offer. I just love the end result. It feels very ‘me’. I was actually nervous about sending it to some of my clients, as I wasn't sure how they would react to my whole spectrum of opinions on the politics, spirituality, activism and the world etc.

But the response was so heartfelt and enthusiastic from some of my most treasured clients and friends. I feel reassured that I can be my most edgy self and have a fulfilling and thriving practice-- in fact being daring and "out there" is the key to this!"

WHAT DID SHE THINK ABOUT THIS PROCESS BEFORE IT STARTED: "I thought the process would be faster and involve less work on both of our parts. And I had no idea I would be able to unite so successfully my diverse ideas for my niche."

TIME SHE SPENT: 25 hours.

AMOUNT OF MONEY SHE WOULD HAVE BEEN WILLING TO SPEND: "I would love to give the market rate for people at your level of expertise. I am not sure what that is, but probably well in the thousands, given the amount of time you spent with me.”

WHAT WAS HARDEST FOR HER?: "Getting away from jargon and vague wording, and really addressing in detail the problems of "modern nomads" and "renaissance souls". Also in a sense honing it down to a subniche among this group, of people who were both creative, spiritual and social activist types who really want to make change both personally and globally."

In a sense this experience was not just about "marketing" (a word I don't particularly like) but about really identifying in what ways I can serve others and the planet, going to the edge of what is safe, and expressing in my own voice how I see things and what my personal vision is, and through this attracting my ideal clients, those creative, versatile souls who want to make a difference.

WHAT WAS MOST VALUABLE FOR HER? "Getting crystal clear on my niche and what their needs and problems were. Articulating what I had to offer which could help them with these challenges. It makes everything I do for my business, so much clearer now, not just the promotion of my services and products, but how I design what I have to offer, and what my clients needs are."

WHAT KATIE HAD TO SAY ABOUT WORKING WITH ME: "Tad’s a wonder-- every time I work with him, I’m delighted with the results, as I find he’s on the same page as me, warmly guiding me to find my authentic voice in promoting my services as a coach. Last, but not least, in my books, he’s a fun caring guy to work with, has a great sense of humour and a very creative approach.

I highly recommend his workshops and consulting services to my clients, and to any socially conscious practitioner, or business owner whose looking to market their services and products. If you have any questions about Tad’s work - I’d be happy to take a few minutes to answer them - you can call me at 416-656-6455 or email me at katiecurtin@mac.com." - Katie Curtin, Life and Small Business Coach, Toronto, Ontario, www.katiecurtin.com

*

To read YOUR free copy of Katie’s 31 page Offer Makeover go to:
www.tadhargrave.com/katie.pdf

BOOK: The Green Collar Economy - Van Jones

noreply@blogger.com (Tad Hargrave) — Wed, 01 Oct 2008 23:37:00 +0000

The Green Collar Economy:
How One Solution Can Fix Our Two Biggest Problems - by Van Jones

* * *

This book explores the central question:

"Can we fight pollution AND cut poverty at the same time?"

If you want to believe that we can - keep reading.

I've met author Van Jones many times.

He's one of the most inspiring and visionary people I know.

He travels around the country giving a powerful presentation weaving together issues that have - for decades - seemed at odds - social justice and the environment.

Van often jokes that, "this is the presentation Al Gore would give if he was black."

Most environmental groups seem to be full of . . . white people.

And yet the communities most impacted by the issues are communities of colour.

Van argues passionately that 'green collar jobs' - trade jobs working in solar panels, wind energy etc. may be the very tool to get great jobs to those who need them most, cut poverty AND , at the same time, helping our environment.

He has just launched it and he's hoping to sell 5000 of them by Tuesday, October 7th.

This would make publishing history.

Why?

No African-American author has ever written an environmentally-themed book that became a best seller. Strong sales will pave the way for other vital new voices in the environmental movement!

warmest,
tad
co-founder
e-sage

* * *

"Van Jones demonstrates conclusively that the best solutions for the survivability of our planet are also the best solutions for everyday Americans." - Al Gore

NY Times columnist Thomas Friedman quotes Van Jones, saying, "It's time to stop borrowing and start building. America's number one resource is not oil or mortgages. Our number one resource is our people. Let's put people back to work — retrofitting and repowering America." (9/28/08)

Green For All founder Van Jones has proposed a powerful green cure. His first book, The Green Collar Economy, hits bookstores on October 7th.

Answers to these tough questions are between the covers of The Green Collar Economy:

* How can the next U.S. president create millions of new green jobs?
* How can we lower energy prices without drilling our shorelines and burning up our planet?
* How can the government help create energy independence – at practically zero cost to the tax payer?
* What is eco-apartheid? What is eco-equity?

Buy your copy of the Green Collar Economy now and find out the answers to these and other critical questions of our times. See how people's lives are changing with green pathways out of poverty and into prosperity.

* * *

Please order it from your locally owned bookstore:

But here's the amazon.com link for more info . . .

http://www.amazon.com/Green-Collar-Economy-Solution-Problems/dp/0061650757/ref=pd_bbs_sr_1?ie=UTF8&s=books&qid=1222903011&sr=8-1friends.

The Four Things Most Entrepreneurs Need:

noreply@blogger.com (Tad Hargrave) — Sun, 20 Apr 2008 20:22:00 +0000

An excerpt from my ebook "The Way of the Radical Business":

to get a copy for yourself go to - www.tadhargrave.com (sign up on left hand side)

The Four Things Most Entrepreneurs Need:

I find that there are three things most of the entrepreneurs I meet need. Maybe you can relate to this:

First is Empathy: Hell, being an entrepreneur can be hard. We can work so hard and take failure or rejection so personally. We can work so hard for so little money.

Second is Context: They need a map to help them understand where they are. They need to understand where they’re strong and weak. They need a clear diagnosis that helps make sense of their symptoms. All they know is that some things just aren’t working. But they don’t know why. They’re lost and they don’t know where they are. They need someone to help them understand where they are and why.

Third is Options: Once they feel heard and understand where they are - they need to understand the various options for getting to where they want to be. This is where more information, reading books, listening to audios can be helpful. It’s a general level of solutions. From this they can begin to pick and choose what feels relevant. This level is about learning the language in a certain arena. They start learning the general principles of marketing, some of the core strategies and tactics and maybe even hear a lot of examples.

You can start to feel really powerful, like you now know how to navigate the terrain. You walk a bit taller. But at a certain point it becomes clear that the more you learn, the more you know you don’t know. You become increasingly aware of where you’re still ignorant. And you start to suspect that you need more than just guidance.

Fourth is Guidance: In many ways, this fourth level is what they were really after when they were looking for options. At the end of the day, they can get too many options. So many that they feel overwhelmed and immobilized. “Overwhelmed by insurmountable opportunity” as Pogo said. I find that most people are silently begging to be led. They’re craving for someone to take their hand and walk them from where they are to where they want to be.

They don’t always want this guide to make the decisions for them (though often they do), but they do want someone who can not only explain the options but also give them their best advice and opinions on what would be best. And guidance can only be done one on one - in a personal relationship.

You just can’t get guidance by reading a book or listening to some audio or watching a video. That just becomes more information. And more overwhelm. In fact, all of these levels are more powerful when it’s person to person. You can get a general level, a surface level, of all of these through books and online - but working with a coach or mentor will be, obviously, far more powerful.

After they’ve absorbed enough information (and for some people it’s more than others) a question begins to surface: “How does this apply to me?” They understand that it works - and why - but they are still struggling to make that principle fit into their business.

But you need to go through these four stages in order. You’ve probably experienced this where someone tried to give you guidance without any real empathy or diagnosis and it felt awful.

If all you do is get empathy - you’re still stuck.

If you get empathy and context but no new information - all you know is what’s wrong but you feel lost about how to solve it. A lot of flailing about can happen here.

In terms of empathy - I hope this ebook provides a little for you.

In terms of context - there are two diagnostic tools (‘The Horrible Hundred’ + and ‘The Radical 180’) you can use to give you an overview of where you are.

In terms of options and information - there’s a lot here to start you off.

In terms of guidance - I’m afraid this ebook won’t be of very much help at all. Isn’t that rotten news? Ah well. It’s a start.

In fact, let’s start off with one of the core principles I base all my marketing and marketing coaching on.

People Want Guidance, Not More Information

noreply@blogger.com (Tad Hargrave) — Sun, 20 Apr 2008 19:59:00 +0000

People don’t want information. Ultimately, they want guidance.

If you think you’re selling them a product or a service - think again. You are selling them a point of view a perspective.

Let me explain: they are suffering from whatever symptoms they have (e.g. not enough clients, lower back pain, an angry wife threatening divorce, inability to get pregnant).

But - why do they have this problem? And what will it take to fix it?

Does it make sense to you that there are a myriad of ways to solve any problem? Dozens of lenses to even put on it? And, does it make sense that the lense you put on it might shape the treatment you offer?

Let’s take the general example of ‘illness’. There’s many theories on what causes it:

An inconsistency between the will of the soul and the will of the personality:

o Karma
o Genetics
o Bad diet
o Stress
o Excessive acidity in the system
o Fear

Etc. I know some people who think that what you eat is almost irrelevant to your health. I know others who think that food is the only thing that matters.

Here’s the point for you: what is YOUR perspective on why your clients are struggling with their challenges? What’s your point of view? What’s your opinion and perspective?

Here’s what people want:

1. empathy and understanding for their symptoms
2. a clear, well thought out point of view on why they have these symptoms that doesn’t cause them to feel ashamed and stupid. Something that makes sense to them.
3. clear and personalized guidance on what to do about it.

Your job is to do those three things.

Your job is to make your case as to why your perspective is correct. Not to convince them - but just so they understand where you’re coming from and what kind of help they’re likely to get from you. You can’t just say, “Take these pills.” First they need empathy. Then you need to explain your understanding of how things got the way they did. Then you need to share exactly what you think they need to do to resolve it. And of course, engaging them in this conversation is critical.

They don’t want to have to read through hundreds of pages of books and e-books. They don’t want to have to listen to hours of downloadable audios. They don’t want to sit through a weekend seminar. They want someone to give them insight into their own situations. They want you to hold their hand. They want personalized, customized advice.

Always remember this: People don’t want information. They want guidance.

Toronto: Radical Business Participants - May 2008

noreply@blogger.com (Tad Hargrave) — Wed, 16 Apr 2008 22:16:00 +0000

I know that before I go to any damn event I always want to know one thing:

"who's going to be there?"

So, if you're like me - I encourage you to browse the following bios and check out who you'll be having the chance to share the weekend with.

Only 11 spaces left.

For more info or to enroll in the weekend:

http://www.tadhargrave.com/RBI

Here they are:

Ann Phillips:
Martial Arts Wellness Instructor

I have a PhD in environmental studies and before that studied Human and Medical Genetics. I have a diploma in Acupuncture and am a certified Reiki Master, Reflexologist, Niei Chi Instructor and have black belts in several martial arts. I have apprenticed with various practitioners of traditional medicines and have reached a basic level of understanding in energy healing. I am starting a socially responsible business which aims at using 'martial arts training technology' to train people to improve their health using natural methods, and inprove the health of their community and the earth.

It's purpose is to train people to achieve physical, mental, emotional and spiritual well-being to heal and empower themselves and to heal the earth.

*

chloe shackelton:
Eco-Friendly Clothing.

I am new to the eco-game and a brand new business. I am a sales agency representing three eco-friendly clothing lines with fabrics including organic cotton, bamboo, soy and hemp. All companies I represent must be fair trade or Canadian made. I am selling to retailers that are eco-conscious.

I work out of my home office, so i definitely walk to work and reduce waste by never eating out. I primarily use email and the telephone as my contact methods, use only recycled paper if i need to. i am using all used office equipment and display items. I have donated merchandise to the local upcoming art festival and will be donating to the Halton eco-festival. I spend my days researching new ways to improve the environment within my community and i am looking forward to being a part of environment Canada's Earth Week by providing a fashion show and sale to over 700 employees and will likely be doing a presentation for them on the benefits of eco-responsible clothing options.

*

Gurbeen Bhasin:
Progressive Film Production Company.

Has her educational and professional background in Social Policy and International Relations. She has been practicing Social Work for over two decades. During that time she has focused on the areas child welfare and mental health. On a creative level, Gurbeen has been writing as long as she could hold a pen and has over the last couple of years used film to further her artistic expression and capture that of others. She has lived in Iran, India, Canada and the United States and has traveled extensively and this helps her to tell the untold story in unique ways. Gurbeen has taught communications and other courses to help others learn to live the lives they love and do so powerfully! Toronto is her home, where her heart has grown roots and soul attachments. Her love for Rumi and the spirit that connects us all inspires her to stand of truth and justice in art, in life, in all.

Aangen: is the Sanskrit word for the front yard of a home where community members gather to give each other comfort, support, and nurturing. We are... a Supportive Community Centre; a non-profit organization that proposes to facilitate independence and cause community. We also aim to provide personalized emergency relief to those in disadvantaged life situations, by providing unconditional support and wraparound services. Our philosophy... is that in order to help our community members facilitate independence, we must facilitate our own, As such, we do not count on government or external funding, we raise our own funds. This is our definition of independence. We are committed to providing educational workshops for everyone that are easily affordable and promote self-reliance whilst causing community.

Meow Films: is an independent production company specializing in event coordination and promotions. Meow Films is here to understand your media and marketing needs and offer solutions that get attention and desired results whether product or service related. Our other services include a full array of film production, film/event/festival coordination, personalized documentary video memoirs, training workshops, industrial video solutions for promotions and training/education. Meow Films is a production company that cares about your marketing needs and want to work with you to meet your goals.

*

Laurie Varga:
Green Design Pro
http://www.anatomycommunications.com
http://www.divineonadime.ca

Anatomy Communications is a full spectrum design and marketing ﬁrm committed to helping our clients communicate clearly and powerfully in the marketplace. We deliver innovative solutions with ecology and social responsibility in mind.

Is it possible to be good in the world of business, you ask? We stay true to our values in this crazy world by practicing serene business.

I'm just an average person doing my best to live a sustainable lifestyle and run a small, green business. I'm also an activist, working to encourage other people to understand that more does not equal happiness.

I work from home and do everything possible to keep my business operations eco-friendly and low impact. I provide green design and marketing services to socially conscious businesses and I'm working to encourage other designers to do the same in an effort to transform the industry.

*

Beatrix Montanile:
Yoga instructor.

My principal objective is to “help others gain optimum health and well-being through the practice of yogic sciences”. Three years ago I initiated an out door program called PARK YOGA in order to make Yoga accessible and fun for the community. From June through October, free classes are held in 4 different parks in East Toronto; Withrow Pk., Riverdale Pk, Greenwood Pk. and Leslie Grove Pk. To date approx 300 students have attended these classes. During the winter months, classes continue in St. John’s Presbyterian Church in Riverdale and at my home in Leslieville where students can attend on a “pay-what-you-can” donation basis. Every winter I also host a 30 Day Yoga Retreat to India where participants have the opportunity to safely experience India’s culture and study under the tutelage of accomplished yoga masters.

Recently I registered myself as a company, Atma Shakti Yoga, in order to expand my ideas to include specialty workshops and additional affordable yoga retreats to rarely visited global destinations such as Cambodia and Croatia. I plan to also partner with other organizations or teachers that share my vision.

*

Leehe Lev:
Personal trainer and lifestyle coach.

I go to clients' homes and help them reach their fitness and healthy lifestyle goals. I use a wholistic approach to my fitness training, which mean providing nutritional consulting, stress management etc. to make sure they are balanced in the mind, body and soul. Check out my website at http://www.wholeself.ca

The business is just me for now. I bicycle to my clients and am a huge bicycling advocate. I'm a minimalist and constantly find ways to cut my carbon footprint. I also do a ton of eco-related volunteer work for the Toronto Bicycle Union, Green Enterprise Toronto and Green Neighbours 21.

*

Marla Gold:
Nia Instructor

I am a Holistic Practitioner and a Nia Instructor. I am trained in several modalities from Reflexology, Acupressure to Energy Psychology techniques. I balance my practice between treating clients in my office and facilitating weekly Nia classes and workshops about Energy Medicine and movement. My goal is to help people get back in touch with their bodies and how they move through life in order to feel happy and full of energy!

The energy exercises I teach to my clients helps keep them happy and energized. They are easy to learn and I encourage them to teach their friends, family and colleagues to pass on the joy! The Nia Technique is all about joyful movement and moving from a place of authenticity. My participants experience a release of stress and an inner sense of peace and happiness after taking a Nia class and they get the benefits of getting physically fit!

*

Jaclyn Sherry:
Wellness Centre manager & Business Consultant.
www.CAISH.ca

My focus is on building loyalty programs to keep existing clients and attracting new clients to the wellness centre.

The Wellness Centre is an Ayurvedic Centre with Ayurvedic Doctors. The philosophy of Ayurveda healing system is to live consciously-mindfully and in harmony with each other, nature, the Divine Creater and ourselves. So we promote living consciously in every aspect of life. Within my marketing initiatives/strategies I promote spiritual marketing a conscious way of doing business. I would greatly appreciate the opportunity to learn how you implement conscious marketing strategies.

*

Jennifer Hicks:
Nia Instructor
www.jennhicks.ca

I have been teaching Nia for the past 2 years. Learning how to share my skills and expertise with the right target market is my objective for 2008.

Nia combines dance, martial arts and healing arts. It provides an inspiring cardiovascular workout that is suitable for everyBODY. Not only does it help develop strength, flexibility, mobility, agility and balance, but it teaches people how to be healthy by "dancing through life".

The Waking Up Syndrome

noreply@blogger.com (Tad Hargrave) — Sun, 13 Apr 2008 09:38:00 +0000

by Sarah Anne Edwards and Linda Buzzell

“Humankind cannot bear very much reality." — T. S. Eliot

Just dealing with our daily lives keeps most of us too busy to worry about whether or not the sky is falling. We focus on getting to and from work, paying our bills, doing our errands, and, if our time-stressed schedules allow, enjoying a little time to relax with friends and family.

But we’re deluged of late with dire pronouncements from high-profile newscasts, documentaries, and scientific reports about global warming, melting ice caps, dwindling oil supplies, and a looming imminent economic collapse. Closer to home, we’ve experienced climate-related disasters: floods, wildfires, hurricanes, wildfires, and severe droughts.

While the sky may not be falling, this day-after-day onslaught of alarming news is making it more difficult simply to overlook the triple threat of environmental, climatic and economic concerns. It’s leaving many of us feeling like Alice in Wonderland, being sucked down a Rabbit Hole into some frighteningly grotesque and unfamiliar world that’s anything but wonderful.

Few of us are eager to contemplate, let alone truly face, these looming changes. Just the threat of losing chunks of the comfortable way of life we’re accustomed to (or aspiring to) is a frightening-enough prospect. But there’s no avoiding the current facts and trends of the human and planetary situation. And as the edges of our familiar reality begin to ravel, more and more people are reacting psychologically. A noticeable pattern of behavior is emerging.

We call this pattern the Waking Up Syndrome, and it unfolds in six stages, though not necessarily in any particular order.

Stage 1 - Denial.
When we first get an inkling of the shifting environmental reality and its potential impact on both the national economy and our daily lives, most people begin by denying it. We slip into one of four common ways to discount things we’d rather not deal with:

“I don’t believe it.”
We simply deny the existence of any such concerns and refuse to consider them. This might include latching eagerly onto any few remaining naysayers for confirmation and comfort. But as the number of reputable naysayers dwindles, more people are forced to face the fact that “something” is happening.

“It’s not a problem.”
We may admit there’s a change taking place, but deny that it’s significant, seeing such things as climate change and economic fluctuations as part of a normal pattern that is nothing to concern ourselves with. Or we may incorporate the changes we see happening into our spiritual and religious beliefs, regarding them not as a problem, but a test of faith, a sign of a global spiritual awakening, or evidence of a long-awaited Apocalypse. Some may believe focusing on such problems makes them worse and that we should instead visualize, meditate, or pray for the world to be as we want it to be.

“Someone will fix it.”
We may admit major problematic changes are underway but conclude that there’s nothing we personally can do about them and we needn’t worry because technology, scientists, the government, or some expert authority will come up with a solution in time to save us.

“It’s useless.”
We may believe there’s nothing anyone can do about macro-problems, so why do anything, except perhaps eat, drink and be merry. What will be, will be.

Stage 2 - Semi-consciousness.
In spite of the various ways we may try to discount what’s happening to our environment (and consequently to our economy and whole way of life), as evidence mounts around us and the news coverage escalates, we may begin to feel a vague sense of eco-anxiety. Some express this as virulent anger at all this discussion about global warming. Others dissociate from their growing concern and misdirect their feelings toward other things in their lives, perhaps blaming family members or jobs for their undefined discomfort.

Stage 3 - The moment of realization.
At some point we may encounter something that breaks through our defenses and brings the inevitability and severity of the implications of our collective problems into full consciousness. We might read a particularly compelling article, learn more about the aftermath of Katrina, hear a news broadcast about polar bear deaths or rampant fires and flooding, see a documentary like “An Inconvenient Truth” or “The End of Suburbia.” Or — most dramatically – we might experience a natural disaster ourselves with all its personal and economic costs.

At such moments, suddenly we realize no matter how we try to explain away the changes that are happening, they are and will be accompanied by huge challenges to life as we know it and cause considerable pain and suffering for many, including ourselves and those we love.

Even if we believe all these disruptions are leading to a global spiritual awakening or a long awaited Apocalypse— even if we think some helpful new technology is going to emerge (hopefully soon)— we nonetheless begin to understand on a visceral level that the changes taking place will have dramatically unpleasant implications beyond anything we’ve faced in our lifetimes. In fact, we realize many of these uncomfortable changes are already underway and will be growing in coming months and years, affecting most of the things we love and cherish.

But like the character Neo in the 1999 movie The Matrix, even at this point we still have a choice. We can choose to swallow the metaphorical red pill and find out just how deep this rabbit hole goes and where it leads. Or we can take the soothing metaphorical blue pill and choose to “escape” from the nightmarish Wonderland of the rabbit hole we’ve fallen into by slipping back into the comfort of our favorite form of assuring ourselves that all is well.

But if, like Neo, we take “the red pill,” we wake up to the reality of our individual and collective situation. We get that the triple threat challenge facing us is a real Medusa monster. Once we’re awake, the problem is full-blown in our consciousness. It’s right in our face. It won’t let us turn away, and the force of it makes “waking up” incredibly painful.

The moment we realize — even briefly — that we’re slipping into a dangerously threatening new world that no longer makes sense according what we’ve always believed, our genetic wiring kicks in with predictable physiological and emotional threat responses that can take many forms.

Some of us become obsessive newswatchers, documentary filmgoers, internet compulsives or book readers, wanting to know more and more about what’s really happening. Loved ones may think we’ve gone nuts. Spouses may consider divorce; kids may decide mom and dad are hopeless cranks.

The more fragile or vulnerable among us may get depressed or experience panic attacks. If something about this current eco-trauma retriggers earlier traumas in our lives, we may have a Post-Traumatic Stress Disorder (PTSD) reaction. Even the more resilient may throw themselves obsessively into save-the-planet and other activities, soon to become exhausted and weary from trying to do what no one person can.

Others, once they realize what’s happening, see it as a new business or political opportunity. These green business ventures can sometimes be helpful and productive, but at other times can actively circumvent or sabotage the efforts of those who are trying to solve the problems.

Stage 4 - A Point of No Return.
Once awakened, especially as economic and environmental changes intensify, most of us find there is no turning back. We find ourselves traveling deeper and deeper down the rabbit hole. Whatever methods we’ve used to avoid facing the coming changes is no longer successful to quell our personal concerns. We can no longer help but notice the continuing rapid progress of the bad trends – more expensive energy, higher costs of living, a weaker economy, more species in trouble, rising temperatures, more devastating severe weather events, increasing political, economic and military competition (wars) over remaining resources, etc. It all starts to make a dreadful sort of sense as we let in the enormity of the situation.

One of the most difficult aspects of this stage is the profound but unavoidable sense of isolation and disconnection we may feel when living in a different world from most of those around us, a world we can no longer escape from, but one few others seem to notice. The result is a bizarre sense of surrealism. Interaction and communication can become a challenge. How do we relate to a world that’s no longer real to us, but is business as usual to most? Do we try to reach out to others about the ugly new reality and endure their defenses? Is it better to indulge those who don’t yet see the reality we’ve stumbled into and act “as if” nothing has changed just to get along? Or might it be easier to withdraw from life as we’ve known it and turn into a hermit?

5. Despair, guilt, hopelessness, powerlessness.
The realization sets in that one person or even one group or community can’t stop the effects of such things as climate change and peak oil and their economic consequences from impacting millions of people around the planet and at home. We see this thing spiraling out of control and realize that our species, and even we individually, are responsible for much of what’s happening! As the mayor of Memphis said to the Los Angeles Times when a major heat-wave hit his city and most of the Midwest and South last summer, “This is pretty akin to a seismic event in the sense that there is no solution that we here in this room can come up with that will take care of everybody.”

Some have suggested that this stage is similar to the traditional grief process, and indeed, this is a time of grieving. But there is a significant difference between this awakening and the normal experience of grief. Grief that occurs after a loss usually ends with acceptance of what’s been lost and then one adjusts and goes on. But this is more like the process of accepting a degenerative illness. It’s not a one-time loss one can accommodate and simply move on. It is a chronic, on-going, permanent situation that will not only not improve, but actually continue to worsen and become more uncomfortable in the foreseeable future, probably for the entire lifetime of most people living today. This is what author James Howard Kunstler calls “The Long Emergency.”

Our grief and sorrow are also amplified by having to bear the pain of upbeat acquaintances who go merrily along in their denial, discounting their own uneasiness about what’s happening and wondering why we’re so “negative.”

Stage 6 - Acceptance, empowerment, action.
As we come to accept the limits of our general powerlessness, we also find the parameters of the power we do have in this strange new situation. We discover we no longer need to resist our current and emerging reality. We don’t need to feel compelled to save the entire world or to hold onto a world that no longer makes sense. We are freed, instead, to pursue what James Kunstler calls “the intelligent response, ” seeking and taking whatever creative, constructive action will best sustain those aspects of life that are truly most important to us in the context of the changes unfolding around us. At this point our curiosity and creativity kick in and we can begin following our natural instincts to find what is both feasible and rewarding to safeguard ourselves, our families, our communities and the planet.

And indeed, growing numbers of people are beginning to respond with a plethora of creative, socially and personally responsible actions along four paths that are similar to those identified by Joanna Macy in her book World as Lover, World as Self: Courage for Global Justice and Ecological Renewal and Richard Heinberg in Peak Everything: Waking up to the Century of Declines. We are finding individual and collective ways to:

Resist making matters worse.
What’s going on may or may not be inevitable, but we don’t have to speed it along. We can do at least one thing to ease or lessen the negative impact of these changes. We can join an environmental action group, plant a tree, bike to work, help with a protest march or write letters to our congressperson. Just doing our little bit to limit the damage eases the psychological distress we’re feeling, even if we’re not “saving the whole world.” Taking even a small stand for what Macy calls “the life-sustaining society” (as opposed to the life-destroying one) gives us back our dignity and sense of agency.
Raise our level of consciousness so we can maintain some serenity and not burn out in the midst of all this change. We might adopt a spiritual practice of some kind, take up meditation, expand our understanding of ecology or history, or spend time reconnecting with nature, learning to live our lives in harmony with the rest of the earth.

Build a lifeboat for ourselves and our loved ones.
Many people are already taking steps to create a richer yet more sustainable way of life better suited to weathering the new economic and environmental realities. Some are moving to less vulnerable or expensive locales. Others are simplifying their lives, starting to lower their energy use, or creating personal and community permaculture gardens. Still others are changing into more sustainable careers, joining relocalization efforts to safeguard their local economy, or adopting alternative ways to exchange needed goods and services. Learning more about these positive possibilities is vital. Until we can see that there are options, there’s no way out of despair except to return to dissociating or denying, which only makes us more vulnerable to the difficulties around us.

Join with others in small communities
for support and understanding. Don’t try to cope with this enormous challenge alone! Find others who share your concerns and views. Some people have formed reading or study groups around books like David Korten’s The Great Turning: From Empire to Earth Community, Richard Heinberg’s Powerdown: Options and Actions for a Post-Carbon World, Cecile Andrews’ Circle of Simplicity: Return to the Good Life, or Middle Class Life Boat by Paul and Sarah Edwards. Others are becoming active in relocalization efforts like those described on www.relocalize.net . Still others are joining together to turn their neighborhood into a sustainable “eco-hood” or exploring options for co-housing or eco-villages.

Taking some action in each of these four areas prevents us from getting stuck in panic and paralysis. It energizes us and re-establishes a sense of confidence and security in life. Does it mean we will no longer be plagued with concerns, doubts or even fear at times? No. The threat of what we face is huge and relentless. There’s never been anything like it in human history. All who awaken to the enormity of the challenges before us still slip and slide somewhere along this continuum at times. One day we may feel encouraged with our forward action, the next we may be back to despairing. Or we many need to take a mental holiday altogether for a few days or weeks so we can come back refreshed and reinvigorated, ready to work again on the survivable future we’re creating for ourselves and our loved ones.

When asked in an interview with The Turning Wheel if there are times when she ever thinks “Oh, no! This is impossible,” even Joanna Macy, who has been a leader in championing ways to address these changes, replied, “Every day.” But she goes on to explain that while she does think this at times, such times pass because she can’t think of anything more engaging and enjoyable than addressing the most pressing issues of our time.

Such wisdom seems to be the secret to living positively while navigating the painfully difficult stages of awakening until we get to the point where we can enjoy the daily challenges our dismaying situation presents to our imagination, our creativity and our deep and abiding love for the most valuable aspects of life.

To Learn More

Books

Circle of Simplicity: Return to the Good Life by Cecile Andrews.

World as Lover, World as Self: Courage for Global Justice and Ecological Renewal by Joanna Macy.

The Great Turning: From Empire to Earth Community by David Korten.

The Long Emergency: Surviving the End of Oil, Climate Change and other Converging Catastrophes of the Twenty-first Century by James Howard Kunstler.

Middle-Class Life Boat, Careers and Life Choices for Staying Afloat in an Uncertain Economy by Paul and Sarah Edwards.

Permaculture: Principles & Pathways Beyond Sustainability by David Holmgren

Peak Everything: Waking up to the Century of Decline by Richard Heinberg.

Powerdown: Options and Actions for a Post-Carbon World by Richard Heinberg.

Reconnecting with Nature by Michael J. Cohen.

Documentary DVDs

The End of Suburbia: Oil Depletion and the Collapse of the American Dream. www.endofsuburbia.com/previews.htm

Escape From Suburbia: Beyond the American Dream

The Power of Community: How Cuba Survived Peak Oil

What a Way to Go: Life at the End of the Empire. www.whatawaytogomovie.com/

Crude Impact

Organizations

The Post-Carbon Institute www.postcarbon.org

Sarah Anne Edwards, Ph.D., LCSW, is an ecopsychologist, author, and advocate for sustainable lifestyles. She is founder of the Pine Mountain Institute (www.PineMountainInstitute.com ), a continuing education provider for professionals seeking to empower their clients to respond to today’s challenging economic and environmental realities.

Linda Buzzell, M.A., M.F.T. is a psychotherapist and career counselor in private practice in Santa Barbara and Los Angeles, California. She is the founder of the International Association for Ecotherapy (http://thoughtoffering.blogs.com/ecotherapy ) and the co-editor of Ecotherapy: Psyche and Nature in a Circle of Healing (in press, Sierra Club Books).

Beyond the Green Economy

noreply@blogger.com (Tad Hargrave) — Tue, 01 Apr 2008 06:24:00 +0000

BEYOND THE GREEN ECONOMY: COMMUNITY, LOCALITY, AND INDIGENOUSNESS

In an interview, Tad Hargrave speaks about the web of life needed to make a sustainable world.

Joshua: I’m very excited about this interview. I’m speaking with Tad Hargrave (tadhargrave.com), a green marketer and personal hero. He is one of the major people to inspire me to start InspiringWebCopy, and he generously agreed to be interviewed for Inspiring Newsletter.

Because of technological problems the interview could not be recorded, but I was taking furious notes.

JOSH: Tad, you’re “the marketer who works with hippies.” Are you a hippie? What was your journey, were you a “hippie” first or a marketer first?

TAD: A mix. I went to a Waldorf school, was raised with politically progressive values, and environmentally conscious. Then in high school I read Anthony Robbins and got really into that—seminars on personal growth, New Age, Steven Covey—and they are pretty capitalist, on the more progressive end of the suicide economy but still a part of it. Even the idea [in Tony Robbins] that you need to be always growing, that you are either growing or dying, that dying is bad, is a part of that I feel is problematic in personal growth. The perspectives around money are capitalist. I led Tony Robbins seminars and was really into that.

At the same time,I went to a YES! Camp in Oregon – Tony Robbins is really yang, and then I was at this YES! Camp which is really yin, and it was bugging me. I wanted to say "stop whining and telling stories and making excuses". But I felt changed, and loved. And it made me question my whole world-view really deeply.

I spent a few years doing both. I’d say to campers, “I’m a capitalist, capitalism works, it’s just misunderstood.” But I started learning more about [the politics of] environmental issues. I was still in the leadership-within-the-system model, I led Tony Robbins seminars at schools to build school spirit, then spent time at YES I out grew that model started to think well, the system works, but there are some pretty big problems with it and that there need to be some major lifestyle changes.

In 1999 I started YouthJams. I started having deeper conversations with more seasoned activists, some challenging conversations, about the IMF and WTO. I went to protests, I met anarchists. My politics shifted. I was no longer feeling that it was possible to make change within the system—now I believed the system is fucked.

And then I began to get the itch to train and facilitate things. At YES, it’s a very yin space, and I like to talk, to coach, to give advice. I was feeling bad about that, I thought I should be “holding space” more. But then I realized I didn’t have to make myself wrong about that—I like to train and facilitate. I had started a business at 18, leading the Tony Robbins workshops in high schools, and learned a lot about marketing (some of which I feel I’ve recently recovered from)—but a lot of it is very simple and commonsense. And I also began to realize that there’s a big difference between the local, mom-and-pop, green business and the multinational corporations. I thought, I’ll teach this stuff to green businesses.

I led my first green business workshop, and it was just awful. Three people showed up, it was just me pontificating and with only a few real life examples. One person left. Ugh.

Then they got better.

JOSH: How’d you learn about Stephen Covey?

TAD: In junior high school, on PBS. I was fascinated by this idea that natural law and princple could be the center of things, integrity. Leo Buscaglia was the first person I read, he had a book called Love. He was a teacher at UCLA and taught a class on it, how to be more loving, since there wasn’t any other class like that in the curriculum, and it was packed. There were assignments like go tell your parents you love them.

JOSH: What in your view is sustainability?

TAD: A sustainable world is something that can be sustained, and that means an entirely different way of living from what we see now. Way beyond “the green economy” I which I think is not sustainable. If we all did everything suggested in the Al Gore movie, we’d have a %21 reduction in carbon emissions, that would not be enough. I see that we need to get away from a) nation states, with so many modern conflicts being started based on artificial borders (e.g Iraq, Israel, the USA, Canada), and b) cities, requiring importation of food: if you’ve outstripped the land’s capability to support you, that’s not sustainable. We must challenge the centralization of power.

A friend of mine recently went to a women’s empowerment group, and she spoke her vision, and that was be a billionaire. I’ll be a billionaire, imagine all the good things I could do with that money, she said. I looked at her and said, “Show me the way you’re going to make a billion dollars without exploiting the environment or people.” And is that the answer, putting greener people at the center of power? I don’t really think if Obama, or Edwards, or even Kucinich got in office that would solve everything.

Tolkien had it right. When Boromir wants to take the ring from Frodo, claiming he can protect them with the help of the ring, Frodo sees how the ring is already twisting [boromir[. The only way is to destroy the ring, to destroy the power center—and recreate a web of life.

Martin Prechtel says in the modern world, if you want a knife you go to the store. In his village, you have to talk to spirits first, you have to get it out of the ground, you have to take everyone’s needs and opinions into account. It’s very easy to have a fast social movement and a revolution of white, male, land-owners if you all the think the same, but if you include women, people of color, nature and animals—then things need to slow down. This web of life is the real green economy. At the same time it’s true that the present green economy is bringing us some things that will help us get there, The Internet is horrible and violent, but does decentralize communication and power. We’re seeing a shift in energy production also, where individual’s homes have solar arrays that feed into the grid.

I believe the way of the indigenous is the only sustainable way.

JOSH: What can your clients—green businesspeople, holistic healers, mom-and-pop—do to be more sustainable, more indigenous?

TAD: I think the first thing is to have a new conception of wealth—the assumption of wealth is that it’s an individual thing, not a community thing. Even New Age books, while they b.s. that it’s really gratitude or health or relationships, talk about those things in a way that is really individual, I feel. One reason the green economy is crucial is in setting up the community—we’re seeing BALLE, living economies.org, growing tremendously.

The key word here is local. [] [Meetings of people in circles] are the most important thing I think now, not because it’s the most radical, but because community is formed. The entrepreneurs are so grateful to be learning about each other. Obviously there are ways to become greener and more sustainable and take more of a stand—that’s not what I teach but I think there are a lot of ways, from what they sell to where they source materials) but the main thing is the new organic not going to be 'super organic' it's going to be local. I’ve started seeing “Don’t buy organic, GROW organic" bumper stickers. Business can focus not only on their own growth but focus on the growth of the local economy.

It’s about not seeing ourselves as isolated, but as part of the re-weaving of the economy as a different thing.

BALLE (Business Alliance for Local Living Economies) http://www.livingeconomies.org) is growing incredibly quickly, their conference sells out every year.

Also, people are starting to see that all the many issues — racism, sexism, classism, colonization, civilization, all are part of the same package. These words all describe who’s in the center and who’s not; white people, men, people with money, the colonizer, those who live in the city versus country; all have the common dynamic of centralizing power, and people need to stop taking it in the first place.

JOSH: What’s your spiritual stance, on the spectrum of materialist to “out-there”?

TAD: The animist philosophy resonates with me the most; I feel there are different levels of reality, and that if this world is extremely diverse the spirit world must diverse too. I haven’t had any direct experiences; I don’t feel qualified to comment. Some days I feel as though I can’t give a shit about spirituality but I do know thatempathy is really important. I see someone watching The Secret and then their friend goes through a tragedy, and the person who saw The Secret asks them “How did you create this? What are you learning from this?” without extending to them basic compassion for what they’re going through. I think the re-humanizing, re-“indigenizing” is important, not the fascination with bells and whistles of spirituality. Everyone wants big vision questions, and fireworks. No one in their past lives was the guy who shoveled shit. Everyone was King Arthur.

Recently I’ve been interested in Marshall Rosenberg’s Non-Violent Communication work.

I have seen at the rainbow gathering scene, while there are progressive elements, I’ll see very young people leading workshops, someone in their mid-twenties. I don’t see experience and groundedness. One workshop about "Spiritual Experiences" was just a guy talking about his various drug trips. A weird ego gets into it. Sort of a "who’s got the biggest spiritual dick?" thing. But then a lot of them will come to people like me to wrestle with what’s going on in their lives, and they seem to get nervous around me. They realize they need to get real about what things they're doing to make money, the consequences of the development deal they’re a part of. They’ve rationalized these things to themselves and to other people around them, and now they feel they need to stop. They crave more of a human realness versus importance. People dealing with their issues---those conversations are so beautiful. But at a conference I went to recently people began to talk in New Age speak and I felt myself fly away, I just had to leave the room. They were not speaking from experience; they were wsying things to 'sound' loving and wise. I find myself getting bored or disgusted.

JOSH: What about holistic healing, if anything, contributes to sustainability?

TAD: Holistic practitioners are definitely important. They’re very connected to the whole green economy; the medical/pharmaceutical industry is horribly violent; alternatives are super-critical.

The healthiest thing, though, is community. There have been studies, one says that if you have a shitty relationship with your parents that’s a bigger factor in shortening life expectancy than smoking a pack of cigarettes a day.

[In terms of holistic practitioners I’m working with currently in helping them re-word their descriptions of what they offer] I see a common problem that they need to be conscious of what language they are dropping. Platitudes, New Age-speak, it’s true in any kind of business, but I think it’s especially a challenge for holistic healers. You’re talking about “raising your consciousness,” but what does that really mean?

JOSH: What projections do you tend to get, if any, from your clients?

TAD: I don’t get a lot. I’ve worked a lot to cut through and to name most of the pretenses that show up in this industry. But a lot of marketers are actively courting the projections and crafting the elaborate pretenses, wanting to be viewed as experts. As worthy and powerful. Deana Metzger writes that healing is a community event; and points out that, in many ways the whole doctor-patient relationship, the professional-patient relationship, is part of the problem. It struck me that in marketing this is true as well. If I make myself 'seem' like my time is scarce or a like I'm a genius, that can be a fun game, but at the same time. . . .I see a lot of holistic healers who don’t want to talk socially with their clients. It’s a mentality of professionalism and protecting oneself. But I also think it's a way of them not needing to admit they human. They get to pretend that they're all healed and enlightened by not dealing with people outside of their sessions. They get to keep it from being a real human relationship. There is a similar thing in marketers. Trying to keep a distance and seem to be very powerful.

One projection I do get is that I’m all about the green economy. I don’t talk about indigenous life in my workshops. People assume I’m all New Age-friendly and compact fluoreseents, maybe.

JOSH: What are you doing now?

TAD: SAGE—Socially Aware Green Edmontonians, is about a local living economy, local business members meeting and community members meeting. We have had four or five meetings so far. There’s been lots of information gathering, meetings twice a month. Green business entrepreneurs and sustainability. We’ve had meetings about how to grow a business and meetings about how to grow a garden. Also about nuclear power and Sari, the exploitation of oil in Northern Alberta that is presently the largest oil deposit in North America and would be an extremely resource-intensive extraction process. We’re looking at meeting with the city and how to get people together around these topics. www.e-sage.ca

JOSH: Thanks so much for your time and for sharing about your work and your visions. Tad Hargrave (www.tadhargrave.com)

Is Localism Just a Fad?

noreply@blogger.com (Tad Hargrave) — Thu, 13 Mar 2008 21:51:00 +0000

We all know that the new organic is not 'super organic', it's local. The new mantra is not to 'buy organic' but to 'grow organic'.

But is this newfound passion in localism just a fad? or is it here to stay? James Kunstler explores . . .

LOCALISM,
By James Howard Kunstler
Wednesday, 05 March 2008

At the moment, the ideas bundled under the rubric of “localism” are regarded as a lifestyle choice, which is to say a fashion statement of environmental concern, practiced by those with the time and means for following fashions. “Locavores” who make a point to eat locally are represented overwhelmingly by college-educated, high-income Baby Boomers who buy those $6 pint baskets of boutique blue potatoes at the farmers’ market as much to make a statement of principle (and derive moral comfort from doing so) as to eat nutritionally sound, good tasting food. Meanwhile, the rest of America keeps driving to the Shop Rite for tubes of frozen ground-round, jugs of Pepsi, and bags of Cheez Doodles made (grown?) God-knows-where. So, the stylishly fit locavores end up looking like stuck-up moralistic snobs while the majority follows the mindless corporate programming du jour like the overstuffed lumbering TV zombies they have become. By the way, locavores also overwhelmingly drive to the farmers’ market, (as I have observed in my town) and usually in motor vehicles the size of medieval war wagons.

Localism, in this sense, is very much related to the current craze for styling one’s endeavors as “green.” Tom Friedman cheerleads for “green” globalism in his New York Times column while Time Magazine runs “Greencast” programs on its website, and all kinds of specialists design green cars, green light bulbs, green toilets, green campuses, and green corporate headquarters (all the better for hawking those Cheez Doodles). Much of this activity can be described, to borrow a locution from public relations, as blowing green smoke up our own collective ass. Such, alas, is the sorry state of our culture nowadays that just pretending to mean well, for most people and institutions, is good enough.

A reality-based view of all this suggests that localism and “green” economic practices will be taken up more broadly and earnestly only when we don’t have a choice about it, and can no longer manage our bad old ways. My personal serene conviction is that we are much closer to reaching that point than most Americans realize. The romance of Climate Change currently holds the nation’s attention because it’s more like a made for Hollywood horror movie plot. Plus, there are a lot of secret side benefits. Will Connecticut become more like South Carolina? Surely some of the denizens of Fairfield County, CT, wouldn’t think that was such a bad deal. Will the grain belt move 800 miles further north into Canada? Very well, then, Canada’s our bitch, anyway. Will there be more tornadoes in Nebraska? Who cares – God made the place only so they could show movies on airplanes.

What’s roiling backstage, itching to shove climate change out of the spotlight, is Peak Oil, which is currently poorly understood at best by the public. For one thing, it’s not about running out of oil. It’s about the complex systems we depend on for everyday life in this country becoming unstable and failing as we enter the slippery slope of global oil depletion – a point which, arguably, we are already at. By complex systems I mean the way we produce our food (oil-dependent agri-business), the way we do commerce (Wal-Mart, et al), the way we do transportation (extreme car dependency), the way we do finance (Ponzi-style), and so on. The oil markets themselves are just another such complex system – and a year-over-year price hike of about 100 percent for a barrel of oil is certainly a manifestation of instability.

Price hikes are one thing. ; There is plenty of evidence that the American public can keep sucking up increases a while longer. What will probably bite harder is spot scarcities, when your favorite convenience store hangs a cardboard sign on the pump that says “out of gas.” This is liable to resolve out of a growing export crisis combined with a new oil nationalism – phenomena only recently acknowledged even by experts in the trade. It now appears that exports, in nations with surplus oil to sell, are going down at an even steeper rate than production declines. A country like Saudi Arabia may have produced X percent less oil in 2007 over 2006, but their exports actually declined X+5 percent. Why? They are using more of their own oil. The population is growing robustly. The Saudis are building the world’s largest aluminum smelter and many chemical factories. Russia, another big exporter, saw its car sales jump by 50 percent in 2007. Mexico is depleti ng so rapidly, and using so much more of its own oil, that it might be out of the export game altogether in three years. The new oil nationalism is prompting countries like Norway and Russia to husband more of their own resources as the awareness hits that they are past peak and might want to keep their own motors humming further into the future. They are also trending more toward selling oil on the basis of long-term contracts with favored customers rather than just auctioning the stuff off on the futures market.

All of this ought to be bad news for big importers like the USA – more than half of the oil we use. These days, we are not such a favored customer among other nations, in particular those of the Islamic persuasion. And when Mexico stops exporting we will lose our number two source of imports. Imagine that? Few Americans have imagined it so far, which is why we are about to be bl indsided by this set of problems.

As they gain traction we’ll be forced to make very different arrangements for virtually everything that constitutes everyday life in our society. Living much more locally will increasingly be the only choice. We are utterly unprepared. We’ll have to grow food differently, at a smaller scale, closer to home, with fewer oil-and-gas-based “inputs.” It will surely require more human attention. National chain discount shopping will shut down as its economies-of-scale dissolve and formulas like the “warehouse on wheels” and just-in-time inventory lose viability. Happy motoring will fade into memory and the entire suburban equation will wilt along with it. And just about everything else you can name from centralized high schools to professional sports will be cruelly affected by problems of scale and energy.

Where arc hitecture and urbanism are concerned, there are several major issues in my view pertaining to local outcomes. One is certainly counter-intuitive. Our big cities will contract, not grow. The fortunate ones will densify at their old centers and waterfronts, but overall the trend will be severe shrinkage, really a reversal of the 200-year-long demographic movement of people from farms and small towns to mega cities. (Places over-burdened with skyscrapers will prove to be exceptionally troubled. The skyscraper is an endangered species that will, like the Baluchitherium of yore, soon go extinct.) The overall trend will benefit the smaller cities and towns, in my opinion, but only the ones that can maintain a relationship with productive farming hinterlands and/or trade-via-water. The implications for land-use regulation are obviously huge. Rural land will no longer be valued for suburban development. Those who chose to live in rural places in th e decades ahead ought to be prepared to follow rural vocations. The end of suburbia will be the end of urban lifestyles lived in rural (or ruralesque) settings.

I happen to believe that our zoning laws and land use codes are un-reformable. Instead, they will simply be ignored. We’ll return to traditional modes of inhabiting the landscape by default, as it were, because we’ll no longer have the choice of doing it 20th century style. We’ll discover the hard way that the New Urbanists won that argument. It will just not be called “New” Urbanism anymore because it will no longer stand in opposition to other practical ideologies like suburbanism or Modernism. We’ll just have plain urbanism – and design disciplines to go with it.

Architects ought to prepare for a return to traditional local materials. Modular snap-together panels and frame syst ems will be increasingly unavailable due to the prohibitive cost of fabrication as well as the cost of exotic metals such as Frank Gehry’s favorite, titanium. It is hard to say how severe this problem may become – a whole new industry will surely arise dedicated to the disassembly of old structures and salvaging of materials – but personally I’d say that we’re headed back to mostly masonry for the best new construction. It will necessarily be regional or local in flavor and it will require traditional tectonic methods of assembly – which necessarily implies at least a return to a kind of methodological classicism.

What remains for now is a terrible grandiose inertia among people who really ought to know better: our culture leaders. The cutting edge has become a blunt instrument unsuited to fashioning the patterns of the future. Everything we do from now on will have to be finer in scale, quality, and chara cter. Exercises in irony will no longer be appreciated because there will no longer be a premium paid for declaring ourselves to be ridiculous. The localism of the future will not be a matter of fashion. It will be in the food we eat and the air we breathe, and we’d better start paying attention.

The New Danger of Greehushing

noreply@blogger.com (Tad Hargrave) — Thu, 13 Mar 2008 21:39:00 +0000

A great article about why you should tell the world about your green efforts . . .

Greenhushing Doesn't Help Anyone: Why Green Business Should Speak Up

Greenwashing is the corporate image version of money laundering − a way to maintain the status quo under a shiny thin veneer of change. One of greenwashing's negative effects is that it dissuades genuinely green companies from promoting their own far more substantial green practices. Companies that are authentically doing good stay silent, for fear that they'll be tarred with the same brush as those who are carrying on with business as usual. We hereby christen this unfortunate phenomenon "greenhushing." Although its intent is admirable, its effect is almost as negative as greenwashing. Here's why:

To read the rest of the article . . .
CLICK HERE

The Key Factor in Your Offer

noreply@blogger.com (Tad Hargrave) — Sun, 09 Mar 2008 01:19:00 +0000

2. The Customer Values Question: What things are most important to your prospects when buying what you sell?

IMPORTANT POINT #1: This isn’t what is most important to people in buying from YOU. It’s what is most important to them when buying the generic product or service you sell. This is about their experience of buying as a customer - not yours as a seller. You must put yourself in their shoes. You must learn, above all, to see the world through their eyes.

IMPORTANT POINT #2: We’re asking what is most important to your ideal client - whether or not it’s something you provide yet. If what’s most important to your customer is 24 service but you only have 8 hour a day service, still write it down.

IMPORTANT POINT #3: Remember, there are two parts to any business interaction - there’s what they’re getting and how they’re getting it. There’s the product and then there’s the process of getting it. And they are both equally important. There are things that are going to be important to them about the product they’re buying but there’s also going to be things that are important about the salesperson.

IMPORTANT POINT #4: This question includes not only the value they want to get but the values they hope or expect your business will embody. These values are what makes them feel good about themselves for doing business with you.

Example #1: What things are most important to your prospects when buying a new car?

I want the car to:
o be fuel efficient
o be a nice colour
o have a good warranty
o not have too many miles on the odometer?
o not have too much wear and tear
About the salesman:
o is the sales-person slimy and manipulative or trustworthy?
o can i trust that they have my own best interests in mind?
o no hidden fees?

Example #2: What things are most important to your prospects when buying a new fence?

o I want the fence to: look good, not turn brown quickly, not sag or lean, last at least ten years and be of high quality.

o About the fence contractor: I don’t want any hidden costs, I want the fence to be completed in a reasonable time frame, I don’t want the workers to be scary drug users, I want a reasonable price.

Example #3: What things are most important to your prospects when hiring a life coach?

I want to know that my coach . . .
o will be on time for calls
o is able give me templates, quizzes and other materials to help me
o has made significant, positive shifts in their own life dues to life coaching
o is aligned with my life values
o asks questions vs. doling out advice
o is committed to their own growth
o is certified by a recognized coaching organization
o is not going to pressure me to do things I don’t want to do

Example #4: What things are most important to your prospects when hiring a web designer?

I want to know that my web designer . . .

o will be able to respond quickly to any changes i need to make to my site.
o will ask me a tonne of questions upfront to make sure that they really understand what exactly it is I’m wanting and needing
o can explain to me, up front, their process for designing a website.
o has designed other sites that I like
o will deliver their work on time and on budget

Example #5: “British Airways wanted to keep customers happy, so it asked regular customers on the transatlantic run what they most wanted. The answer was an overwhelming "Leave us alone and let us sleep!" Passengers wanted their own comfy universe, and they got it. British Airways first-class passengers currently dine on a five-course meal with fine linen and candlelight in the waiting lounge before they board the aircraft, and then it's to sleep right after take-off. The seat reclines almost to horizontal - as close to a bed as you can get. The airline lends you a two-piece running suit that is like a nice pair of pajamas and provides you with a comforter and face mask. If you don't want to sleep, you have a choice of movies at your own seat and an in-flight banquet.” - Marketing Without Advertising

Then Identify What They Don’t Want:

“When you identify what is broken among you competitors, you've found a free prize. Your growth will come instead from the dissatisfied and the unsatisfied.

The dissatisfied know that they want a solution, but aren't happy with the solution you've got. The minute they find it, they'll buy it. Yahoo!'s best customers weren't Google's first users. Nope. The happy Yahoo! customers weren't busy looking for a replacement. Google focused on dissatisfied Web surfers.

The unsatisfied are the folks who don't even realize that they've got a problem that needs solving. The question you ought to ask first is, "will people dissatisfied with what they're using now embrace this, and even better, will they tell the large number of unsatisfied people to go buy it right away?”

Yahoo! changed its focus from engaging the dissatisfied and the unsatisfied to trying to maintain it's hold on the satisfied.

Go find some people who hate what you've got and who hate what your competitors have but still have a problem they want solved. Those are the folks that want the free prize.” Seth Godin

Dental Office Example of Industry Frustrations:

“Just fill out these forms and hand them back when you’re done…” say the medical receptionists handing you a clipboard with the pen on a string.

I don’t know about you, but I hate when I hear these words, and I get them a lot. I don’t like them for several reasons.

o I look at forms and go bug-eyed – literally I find most of them difficult to comprehend and a pain to fill out. Apparently I’m not alone in this regard!
o Questions on medical forms are often complicated or difficult to understand – ie they’re often poorly written and confusing … and seemingly irrelevant!
o There’s rarely enough space for the questions that matter, as if I can figure out which ones do matter.
o I just “KNOW” that no one will look at these forms ever again. I “know” that because no one ever seems to mention that information again, and I’m often repeating the same answers verbally later.
o It seems that even though I’m on time for my appointment, I only get my place in line after I complete the forms – anyone who comes in while I’m writing gets in before me.
o Now, because I’m writing so fast, I’m certain my already scratchy hand- writing is doubly illegible! Nobody ever asks for clarification. Nobody seems to care.

(Can you tell I’ve been to the doctor a lot with my kids recently!)

I think completing forms is one of the most obviously frustrating customer service problems that exist in the world today. Big statement, but more so because it’s so obviously unpleasant and yet no one seems to want to do anything about it!

Well Paddi did, and how he fixed the problem is so simple and seamless that it’s admirable and worthy of specific mention.

~~~~~~~~~~~ Back to your Walk Through of Paddi’s practice ~~~~~~~~~~~

You rang the doorbell and were personally greeted by Merilyn, your Care Nurse. Merilyn showed you to your Personal Lounge, and she has just poured you a cup of Special Blend Tea from the lovely Royal Doulton china and silver tea service.

As you chat over your cup of tea, Merilyn is affable and genuinely interested as she asks about you and shares a little about herself (mutual disclosure is another of Paddi’s principles of building trust). You already have a few things in common because of your friend who invited you to the practice.

In the first few minutes Merilyn explains, “As it’s your first visit with us today, as we get to know each other I’ll be asking a few questions about your medical history that might be important for us to know.”

At this stage, Merilyn draws your attention to the laptop computer on the coffee table in front of her that you noticed as you sat down.

“I’ll just take a moment every now and then to type the important information directly into your file. Please don’t think me impolite, but we think it’s better than giving you forms that we’d have to type in later anyway. Is that ok with you?”

“Hmmmmm,” you ponder. You might have to think about that one for a moment!

And that’s Paddi’s answer to the problem of forms. They don’t have them. His Care Nurses have wirelessly networked laptops they carry around with them so they can update client’s records in real time, even in the dental surgery.

It’s perhaps a little detail, but it makes such an impact on anyone who dislikes forms as much as I do. The pain that once was filling out forms has been transformed into a pleasant conversation with a very likable Merilyn over a lovely cup of tea and a fresh baked dental bun.

And it’s a much more efficient use of everyone’s time:

o Merilyn doesn’t have to find time later to decipher your handwriting – let alone another admin nurse who doesn’t know you at all.
o The data is recorded accurately the first time, no additional questions later or mistakes from mistyped information.
o As your Care Nurse, Merilyn is with you your entire visit – in the Personal Lounge and in the dental surgery –you’ll never have to repeat information to Paddi that you’ve already told Merilyn.
o Hence, you only have to share the information once, enjoyably and accurately, in less time than it would take to write the same history.
o And the privacy of the Personal Lounge is so much more appropriate for these somewhat personal conversations than the conventional all-in-one waiting room. As Paddi likes to say, “Treat in public, communicate in private.” (More on this in an upcoming issue.)

People really seem to open up when they’re comfortable and in control, in their personal lounge talking with their Care Nurse. It’s an important part of building faith and trust in Paddi’s expertise.

And because it’s enjoyable, customers are quite happy to spend the time chatting – anyway, they were told in advance that they should set aside 90 minutes for their first appointment, so no one is watching the clock wondering how long all this will take.

For more on the importance of addressing key customer fears and frustrations, see Paddi’s Advanced Manual, “Training Customers to Treasure Your Business” at
http://www.solutionspress.com.au/page.asp?nid=dwzltpp&name=TrainingCustomers

~~~~~~~~~~~ What this means to you? ~~~~~~~~~~~

If you’re in professional practice where new patients fill in forms, you might consider how Paddi’s solution to this key customer frustration might work with your service systems. Paddi has found it a far more simple and effective way of doing things, and the extra 20 minutes or so that Merilyn spends chatting is time and money well invested in the future business relationship.

But even if you’re not in a medical related business, you might consider these points:

o What key frustrations do your customers experience when doing business with you? (ie what are your businesses “Forms & Clipboards”?)
o How can you change your service systems to turn those frustrations into enjoyable parts of the service experience? (If for no other reason than your obvious care in addressing an otherwise common problem in a creative way.)
o How can you integrate your new process into your systems, procedures and checklists so that the problems never arise for your customers again?

Why not make a list of what you think are the most common key service frustrations in your industry and send it to me by e-mail. I’d be interested in comparing notes.

Coming up in the next issue, we’ll visit the one room in Paddi’s practice that has the most impact on how customers perceive his business.

Until then,

Fletcher Potanin
Managing Director
Solutions Press Business Publishing
www.PaddiLund.com

* * *

A COUPLE MORE EXAMPLES:
If you can address the common industry frustrations - you’re going to be ahead of the game.

DENTISTS: No one likes to go to the dentist because it’s such a painful experience.
Potential Irresistible Offer: ‘Sedation Dentistry, the safe, pain free way to healthy teeth.’

REALTORS: People are wary of letting real estate agents sell their homes because the don’t believe the agents will aggressively try to sell them fast enough.
Potential Irresistible Offer: ‘Our 20 point Power Marketing Plan gets your house sold in 30 days or less.’

PLUMBERS: They show up late (or give you an all day timeline, don’t fix it right the first time and charge more than the initial estimate)
Potential Irresistible Offer: ‘We will give you an exact time and guarantee to have some there at that time. If we’re more than an hour late - it’s on us. We guarantee to never charge more than the initial quote and, if we have to come back to fix a job we were already working on - it’s on us. You shouldn’t pay for our mistakes.’

Robert Boduch of the website: www.makeyoursalessoar.com has this to say:

“The best system I’ve seen for developing a strong USP, comes from Marketing guru, Jay Abraham. He suggests taking out 2 sheets of paper. On one sheet write, “You Know How...” and on the other write “Well, what we do is...”

HOMECLEANERS: “You know how most home cleaners only work to schedules that suit them. Well, what we do is send a crew whenever you want, anytime of day or night, 7 days a week, including holidays, 52 weeks a year. When you want your home cleaned, we’re there fast, guaranteed!”

CONTRACTORS: “You know how most contractors promise a hassle-free renovation, then... they’re always behind schedule, leave your house a mess... and they even have the nerve to charge you 15% more than their estimate! Well what we do is ensure your job will be completed on time and at the initial price quoted – 100% guaranteed! And, our crew understands that you’re living in your home throughout the renovation, so we promise to take extra time at the end of every day, just to clean up any mess. We help you create dreams... not nightmares.”

Is green business doing enough?

noreply@blogger.com (Tad Hargrave) — Sun, 17 Feb 2008 02:17:00 +0000

Here's an interesting interview with Joel Makower that explores the new report on “The State of Green Business 2008” is just out from GreenBiz.com.

here's some of the questions they ask Joel.

Click the link to read the whole article . . .

http://www.socialfunds.com/news/article.cgi?sfArticleId=2462

Bill Baue: The report seems to reach two seemingly contradictory conclusions: pessimistic optimism or, more precisely, optimistic realism. On the one hand, you say that green business has passed the tipping point on many indicators you consider, shifting from a movement to a market. On the other hand, the positive changes seem woefully inadequate to the crises that we face, like climate change and water scarcity. Say more about this tension between the positive growth of green business and the daunting task at hand.

Francesca Rheannon: The stock markets have been incredibly roiled lately. There are fears of a recession, perhaps even of a depression. Could this throw a monkey wrench into the kind of positive developments you're talking about?

BB: You say that "while carbon intensity represents improvement of sorts, it also obscures the fact that overall carbon emissions need to decrease significantly, not grow more slowly, in order to avoid what a consensus of scientists predict will be the worst impacts of climate change. According to many scientists, greenhouse gas emissions need to decrease 80% by 2050. At current rates, the US will never get there." That is a really dire prediction. Can you talk about the problem that carbon intensity creates for creating environmental solutions?

BB: Describe the impetus behind creating the Green Index and what impact you intend on green business practices.

BB: Explain the rating system that you created: “swimming”, “treading water” and “sinking”. How did you come up with that rating system and what are the implications in terms of where we are right now and where we're heading?

BB: The report also includes what you consider the ten biggest stories from 2007. What are a few of the big stories to take away from 2007?

FR: There's the issue of green washing and green marketing. On your blog and podcast you covered the report, The Six Sins of Greenwashing, by TerraChoice Environmental Marketing. Could you discuss the tension between greenwashing and bona fide green marketing?

BB: Recently, Bob Langert of MacDonald’s posited a list of the “Six Sins of Greenmuting” — when companies choose not to communicate their green initiatives for fear of being accused of greenwashing. What are your thoughts about that?

BB: You mentioned Clorox earlier, and they just bought out Burt’s Bees. Can you talk about what Clorox is doing in greening their business?

Going It Alone

noreply@blogger.com (Tad Hargrave) — Thu, 14 Feb 2008 23:19:00 +0000

An article I think you'd like:

Going It Alone

In a recent poll by Small Business Guru, 66 percent of small business owners said they were not involved in any sort of peer group. It’s all too easy for small business owners to feel isolated.

http://biznik.com/learn/articles/business-networking/going-it-alone

16 Key Irresistible Offer Making Questions

noreply@blogger.com (Tad Hargrave) — Fri, 08 Feb 2008 22:38:00 +0000

1. What’s the product or service or special promotion you’re offering (in plain english)? If it’s a service - how many sessions and how long will each one run? If it’s a product - how many, how big etc?

2. How much does it cost?

3. Who is the target market (if any) you’re trying to reach?

4. What are the major problems this product or service solves? What happens that makes them start to think about buying what you sell?

5. What is the major result/benefit/outcome that this product or service gives?

6. What is most important to your target market when buying the type of thing you sell? In terms of the product/service - but also the process they have to go through to buy it. What do they want and what don’t they want (again - not just in buying from you but in terms of buying from your industry - buying the kind of thing that you sell)?

7. What do you do to give your clients what they want (see answers to the above question)? What are your standards, policies, procedures and processes you use to maintain a level of excellence in what you do? We often assume far too much here. Tell me all the details, all the lengths you go to.

8. Is there any evidence you can show to prove all of this?

9. What are the common frustrations, annoyances and hassles people have when buying the kind of thing that they sell? What are the horror stories people have about dealing with your industry?

10. What are the 5 biggest risks that people perceive about doing business with people like you? Are they afraid they’ll look stupid? people will laugh at them? that it won’t work? That you’re a cult? This is the time to get real and honestly assess what fears (realistic or based on myths) might stop someone from taking the step to do business with you.

11. What are the values that you seek to embody as a business? Prove to me that you’re in this for more than the money. Where do you go above and beyond to live your green, ethical, spiritual or community based values? Why should I feel good about myself for doing business with you? Be specific. Do you manufacture or sell sustainable products or services? Do you give preference to suppliers that create positive social and environmental benefits (e.g. local companies, certified organic ingredients, fair trade partnerships, ethical manufacturing, renewable energy), demonstrate a commitment to responsible business practices (e.g. pay employees a living wage, donate a percentage of profits to local charities, minimize environmental impact)? Are you concerned with employee safety, work/life balance and development (e.g. Living wage, benefit programs, telecommuting)? Do you affirm a mission that includes sustainability? Do you wish to educate the public about the economic, social and/or environmental impact their choices have?

12. What is it that you think most people don’t see or appreciate about your business that you wish they did? What are the tiny details they don’t get to see? What’s the extra effort you’ve put in that seems to go unnoticed?

13. What do they need to know (see or hear) in order to feel confident that they making a good decision when buying what you sell? If your best friend in Australia was buying what you sold - and couldn’t get it from you - what would you tell them to look for to protect them from an unpleasant buying experience? What questions would you have them ask? What are the telltale signs of an excellent or a very bad business in your industry? What criteria should they use to determine whether what they’re about to buy is of good value?

14. What else is it that makes it so irresistible? Why is it more than worth the money? What makes it better than the competition to your clients? What’s so different about it? How do you give them what they want but not what they don’t want? I want you to convince me, make your case, show me the evidence, tell me a story etc. Help me understand why I would want to pay you my hard earned money for this.

15. What are the three best testimonials you can send me for this offer?

16. What are the three best one paragraph long stories or case-studies you could provide for this offer?

The 10 Biggest Offer Blunders

noreply@blogger.com (Tad Hargrave) — Tue, 29 Jan 2008 07:44:00 +0000

Why don’t other people love your business as much as you do?

Why don’t you get the kind of response you’d like to your emails, ads or mailings?

Why do you get only mild interest or blank looks from people when they ask you what you do?

I want to make two bold claims. Here’s the first:

As it stands right now, your offer is - almost certainly - resistible. It’s easy to say ‘no’ to. When you tell people in your target market what you do, when you place ads or try to market your services - you’re met with either confusion, blank faces, mild (read: polite) interest, ‘That’s nice,” followed by a change of topic or . . . absolutely no response at all.

Here’s the second:

Radically (not moderately) improving the irresistibility of your offers is the simplest and most powerful action you can take to grow your business - pretty much at any pace you want. Literally like a faucet you can turn on or off at will.

That sounds like hype.

And of course there’s more to it.

Having an offer won’t do everything.

You still need to know where to find your target market.

And you still need to have a plan on how exactly you plan to introduce your offer to them.

It’s important to make sure you have the business systems in place to make sure you can consistently deliver on what you promise.

You still need to think about the mechanisms, incentives and excuses to make it easy (and desirable) for people to talk about what you do.

All true - but consider this:

What good is it to know where to find your target market if you have nothing to offer them. Or - more to the point - nothing they are excited to buy?

How can you possibly create a strategy around introducing your offer - when the offer isn’t that good?

What’s the point of creating some really whizbang word of mouth strategy if all it’s going to do is let people know that what you’re offering is actually pretty mediocre?

But let’s go back to the first . . .

People just aren’t that excited about what you have to offer. Let me tell you exactly why your offer hasn’t been pulling even a fraction of the response you secretly know it could.

You don’t want confused faces when you tell people what you do.

You don’t want polite interest.

No, you want them to say, “Hell yeah!” or “Wow! How do I get one?”

Your offer must - at the very least - get their attention and engage them to want to know more. It must at least strike the chord of relevance.

Your offer must be crystal clear. It must give easily understandable answers to the following questions:

1. What are you offering me? (in plain english)

2. What’s the return on investment (ROI)? If I give you my hard earned money - what do I get back? Why is this worth it to me?

I’d be willing to be that you aren’t answering these questions as well as you might think you are.

In fact, let me tell you the logical reasons why people aren’t as excited about your offer as you wish they were. There’s 10 likely culprits to the disinterest you’re getting from the marketplace. I think they’ll make a lot of sense to you.

Big picture: It’s because there are certain core elements of your offer that aren’t ‘right’. You can look for all the bells and whistles and fancy new marketing tactics but - at the end of the day - if you’re missing these things your offer is much more likely to fail.

In fact, if you are suffering from too many of the following the problem may not be that you have a ‘bad’ offer - but that you have NO offer.

The 10 Biggest Offer Blunders

1. Unclear or Non-Existent Target Market: I’d say that I see this in about 90% of the cases of resistible, moribund offers. When I ask “who is this for?” I get answer that translates as “everyone. this product/service can help everyone.” But targeting everyone doesn’t work. You can’t do it. When you narrow your focus to just the communities you most love and are best able to helps you will be shocked at how the floodgates of creativity open up. You will find yourself in a place to create offers that pull many times the response of our current ‘do-nothing’ offers.

2. No clear problem being solved. This is directly related to #1. Your inability to articulate - with crystal clarity and profound empathy - the experience, problems and needs of the person your marketing too stops everything dead in its tracks. The first filter that your product and service has to make it through is the filter of relevance. People look at everything product or service and silently ask themselves, “can this help someone like me?” And if they don’t get an immediate answer of yes - the game is over - no matter how great your product is. Hard but true. They must see themselves in the product. It must be immediately apparent - with no need for guess work - that this can help them with a problem they are currently experiencing.

3. No clear results being promised. This is the flip side or mirror image of #2. You can’t just give empathy for the problem they experience - you need to paint a picture of what life would be like without the problem. You need to tell them exactly what sorts of results, benefits or changes this product will bring. You need to articulate the experience they’ll have once they own it. Most businesses don’t do this - instead, they drone on ad nauseum about how great they are.

4. Wrong Package: If you’re really clear about the three above (and I can tell you that you probably aren’t even if you think you are) and there’s no response still - then it could be a few things - almost certainly you haven’t identified the right mix of products and services. If you have a core product and service - that product or service can be made far more relevant by choosing a target market and far more valuable by adding other products and services to it. It can be made more valuable by thinking through the whole experience people will have with you from booking the appointment to the appointment itself to them leaving. From them buying the product to using it. With a few simple tweaks and additions your offer can likely be twice as attractive. What to add? What to tweak? This depends 100% on who your target market is and what problems they’re dealing with.

5. Wrong articulation: To correct that - people just aren’t that excited about what they understand of what you’re offering. You’re using a lot of confusing jargon. You’re speaking in platitudes.

6. Too much too soon: You’re trying to sell them on the whole farm on their first visit. You aren’t taking the time to build a relationship. It’s as if they come into your ice cream shop and ask to try a taste of the pistachio gelato and you try to sell them a quadruple scoop waffle cone. You haven’t thought through you marketing strategy from meeting to buying.

7. Selling your methodology before promising a result: When people ask what you do - what do you tell them? What is it that you highlight in your ads or on your website? For most people it’s their company name and logo. This is the first thing that people see. Hard truth moment: no one cares. But the next place a lot of people go to is straight to how they do what they do. The classic example is someone at a cocktail party saying, “Oh, I do a unique combination of trager, shiatsu, the reconnection, quantum healing and rebirthing.” Eyes glaze over. Awkward silence ensues. No business occurs. What just happened? They jumped to far ahead. People don’t actually care how you do what you do until they know what you do and who you do it for. I don’t tell people, “I do workshops and one on one consulting.” That’s how I do my work - but it’s not what I do. What do I do? I work with green, community minded and holistic entrepreneurs who are struggling with their cashflow and not attracting enough clients and what I help them do is to craft strategies that allow them to attract more of the kinds of clients they’re looking for.

8. No empathy for or understanding of ‘industry frustrations’: In every industry there are certain things that piss people off. Cell phones? The way they lock you into unbreakable contracts. Plumbers? The show up late, don’t fix it right the first time and charge you more than the initial quote. Web designers? You always have to go to them to make updates on our site, which they charge you for, and you have to wait til they get around to it. Make sense? The point is that it’s not just one company that does these things. It’s the whole industry. And here’s the golden question - do you know what these are for your industry?

9. Not understanding why people are really buying what you’re selling and not speaking directly to those needs and desires: This one is shockingly difficult to wrap one’s mind around. We spend years becoming experts in articulating the features and benefits of our products and services - but we’re still novices at articulating the experiences, problems and needs of our target market. Remember, they aren’t buying your product per se. In their minds, they’re buying relief from pain. They’re buying a solution to a problem. But what is that problem or pain? Can you articulate it better than they can?

10. No case being made: credibility. It’s not enough to make wonderful, huge claims about what you can do. You must be seen as a credible source of the solution they need. They must trust that you can produce the results you say you can. You must, in short, make your case before the jury of your target market. You must show them the steps you would take them through, give them evidence (e.g. testimonials, case studies, certifications, articles written etc). Without credibility - they will not buy. Period.

Before you add any bells and whistles you must have your core information figured out. You must know what it is that you’re offering to whom - and why exactly they would find it irresistible.

Six Sins of Greenwashing

noreply@blogger.com (Tad Hargrave) — Tue, 29 Jan 2008 06:33:00 +0000

Do you know that your competitors aren't as green as they SAY they are?

Are they misleading the public?

Sure they are.

A lot of big companies are.

Arm yourself with this information on the 6 major types of greenwashing. To get it - just click on the link below.

http://www.terrachoice.com/files/6_sins.pdf

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