What does it mean to be green?

aware — Thu, 26 Jun 2008 20:37:44 GMT

So, I am having a great lunch with the folks from The Tech. You know the, the group that started out ten years ago as the "San Jose Tech Museum" and then realized that they were sitting on far more than "and this is an integrated circuit..." They realized that technology was not just something that was about silicon valley, but really about how the world around us was changing.

You scoff? OK, so then, look around your room. No, I will wait...ok...still waiting...now. Do you see anything there that has not been impacted by technology? Can you find anything that you interact with that does have a circuit or memory in it? Kinda weird, eh? It is one of those things that when it happens, you don't realize it until it has already happened.

It is sort of like philanthropy really.

Yeah, I lost you there. Let me back up a bit. As we build this crazy little media company, we are starting to realize something interesting. Philanthropy ain't philanthropy any more. What I mean is that it is not something that we do in our spare time or because we feel we have to give back. In reality, philanthropy is becoming a lens that people use to judge EVERY decision in their live. Car...travel...shopping...job...community. I dare you to find any consumer decision that is not being filtered by this value system. And it really does make sense. When we purchase a product or service, that purchase doesn't just make a comment on that item...it also makes a comment on us.

Who are we. What do we stand for. What do our purchases say about our values and judgements. Many people who buy a Prius do so because they want to be SEEN in a Prius. They walk down the street with their Product (RED) shirt and drinking their Ethos water as they talk in their Credo phone.

And that is just dandy with me.

If you have to buy a card for mom, make it a Hallmark (RED) card. If you have to buy a phone for your teenager, make it a Credo phone. Philanthropy is no longer something we do outside of our life, it is something that is part and parcel of who we are, and how we live our life on a daily basis. Just like technology is more than computers and integrated circuits.

Just as Intel changed the world of technology, philanthropy is changing the world of consumers. And just like silicon valley, those that don't get that will get left behind. It turns out that Adam Werbach was right...the world ain't going green...it's going blue...

What if going green was going competitve

aware — Mon, 09 Jun 2008 19:28:04 GMT

OK, so finished our Earth issue, and before you know it we have the primaries taking up all my time...get the feeling that the real benefit of the always on world is that you find ways to take up every iota of your waking day?

Not really the point, mind you, but what I am wandering aimlessly towards is this: Wouldn't it be great if the Earth WAS the issue for the presidential campaign? And not just to be green, but for so many reasons:

- less need for foreign oil
- an economy that is more efficient
- a healthier electorate (hey, more people to vote for me next time!)

But the one I really like is this. What is the green revolution is really the next industrial revolution? Right, so stop laughing long enough to ponder this. Exxon generated revenue of over $400 billion dollars last year. That number alone is an INDUSTRY that most venture capitalists would drool over. If you could create a new market that could slide just 1% of that over to new companies and new technologies, it is a 4 BILLION dollar opportunity.

America was an industrial nation...until that went offshore. Then we were a technology nation...until that went offshore. Then we started circling around services until that bounced off over the horizon also. But I would posit that we are the IDEAL country to lead the next great industrial revolution...the green revolution. New industries, jobs, competitive advantages and an industry that helps corporate America AND the population at large.

Now that is a platform we could all get on for November...if only...if only...

Blog Aware!

What does it mean to be green?

What if going green was going competitve