Monday, August 18, 2008

Marketing Musings: A Paradigm Shift We Can All Learn From

This month Fast Company profiles the endorsement by Sierra Club (America’s oldest environmental org.) of the new Clorox (a big and historically non-green company!) brand, Green Works.

I haven’t looked into the products yet to understand the authenticity behind all of this. Clearly many loyal members are up in arms about an association with a big, bad brand name like Clorox. What did strike me is a quote from the Sierra Club CEO, Carl Pope.

He said he’d been “…pushing for a shift in mind-set…from a mandate to stop bad things…to one about making good things happen.”

Wow. Talk about opening up your mind and looking at a challenge in a new way. It struck me that many trade union leaders, had they been able to make such a shift, may be far more relevant in today’s labor market.

The full article is here.

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