February 5th, 2009

While we list “Go Green” as one of five principles for natural authenticity in Chapter 4, I’ve come to realize that any company that goes green really appeals to influential authenticity as well — promoting how it makes the world a better
place by providing the offering, and/or how you make the world a better place by buying and using that offering.

So at events with a particular focus on green or sustainability, I’ve come to show it as a combination of the two genres of authenticity, asking how the participants could simultaneously appeal to them. But then I further ask if they can find a way to be original in their foray into going green, to do it in an exceptional manner, and even how a referential appeal could enhance their offering.

I did this most recently at the beginning of December when keynoting the Belgium Marketing Association’s annual congress as I knew that the following day John Grant, a great marketer whom I admire, was speaking from the concepts of his latest book, The Green Marketing Manifesto. I recommend the book and John’s ongoing blog: greenormal for anyone looking to go green, for while like most in the field who go too far in places, John keeps his feet firmly on capitalist grounds and provides a great framework (not a 2×2 matrix, but a 3×3 grid!) that will enable you to find a way to go green profitably.