Creating Buy In For Sustainability

I ran across this presentation from one of the green Twitter Lists I follow.
The thing I liked was its common-sense approach to positioning sustainability initiatives. I’ve prepped hundreds of pitches and sales decks and invariably it boils down to understanding motivations.

Whether an organization’s moving towards sustainability is altruistic or money-motivated, you have to hone in on specifics, as Collective Responsibility outlines.

And it’s ok to have financial motivations as the basis for your green initiatives. Wal-Mart’s chairman talked about the genealogy of its green movement recently.

"What Wal-Mart has done is approach this from a business stand point and not from a point of altruism. If we as a company focus on waste, we can make Wal-Mart a better company and at the same time, become a better citizen," he said.


And this was the best part from Martin LaMonica’s piece.

From there, it spread to the point where now people who don’t have an environmentally oriented initiative in the company are "outliers," he said.

AWEA Report Confirms The Winds Are Changing


This past week, the American Wind Energy Association released data showing wind power continues to gain momentum.
The New York Times’ Green Inc. blog had some figures from the report, showing Texas and Iowa leading other states in terms of new capacity.

• Thirty-six states boast large-scale wind projects.
• Texas remained the wind leader with 9,405 megawatts installed.
• Iowa, the No. 2 state in wind capacity, obtains 14.2 percent of its electricity from turbine farms.
• By displacing fossil fuel power plants, which use water for cooling, wind farms saved an estimated 15 billion gallons of water in 2009.

The other thing that caught my eye was the reference to the electric grid. As transmission lines continue to progress, the smart grid becomes even more important as the power to run the wind turbines can be more effectively partitioned to scale up and down as needed.

It’s no wonder there’s so much venture capital pouring into smart grid technologies and power management.

“The inadequacy of the nation’s electric grid is a major impediment to the continued growth of the wind industry..”

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A New Chapter In Blogging, Sustainably Speaking

wind energy is goodWell, it was just a matter of time before I started a green blog. My wife and I talk about our “sustainable epiphany” frequently, trying to peg just when it was that we had our awakening.

For me, most of the attribution has to go to my spouse. She influenced me in so many ways. I’ll never be the same. The other driving force behind my sustainability push is clearly my children. If you have kids, you know what I mean. If you don’t, well your parents feel the same way about your welfare – trust me.

So what the hell is a digitally-inclined marketer and technologist doing blogging about sustainability? It’s really pretty simple. Sustainability is important. And it’s not just about green stuff and being a tree hugger. It’s about questioning everything. How we live. How we work. How we build companies. 

I assure you,  I’m not here to push green stuff down your throat. I’m here to raise the awareness of people and organizations who believe there’s success beyond just making a profit – something we talk about as going beyond the balance sheet. Simply put, fighting the good fight. And it’s a helluva fight going on – I hope you’ll join me.





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