Tag Archives: marketing

Now ready to try to answer the question posed in this posting, “what kind of solutions should we be promoting and selling to people”. The answer is: the kind of solutions that improve the efficient use of resources GREATLY ENOUGH to more than offset the one-time and irreversible damage done by using non-renewable resources.

For example, a new building that uses up 100 units of non-renewables, should not be built UNLESS its life-cycle operating costs will be more than 100 units LOWER than in any existing alternative buildings. In addition, the savings should NOT be used to further consume non-renewables but to develop further solutions, that meet the same criteria.

So these are very tough terms under which businesses can operate at all, and it’s clear most if not all current infrastructure projects and other investments do not meet them. It’s equally clear, that the promotion and sales of most solutions and investment projects today should stop until they are re-designed to meet the tough sustainability criteria. Not to mention any overconsumption of non-critical consumer items.

As an exception to the rule, a small amount of unsustainable experimental projects and R&D should be allowed each year to keep the possibilities open for finding breakthrough technologies that, if and when implemented, would radically change the economic and ecologic boundaries within which we must live.

Bonito Business Club – in one of our always unpredictable live meetings –  discussed brand building and effective actions for enhancing brand value. We agreed that the most important dimensions of brand value are Mission, Promise, Delivery, Originality and Consistency.

Three steps for building a strong brand, requiring investment:

1. Standardize operations and build product and service concepts
2. Create internal powerhouse, critical mass for core operations
3. Be consistently original

Three more steps for building a strong brand, no money needed:

4. Communicate company mission and the importance of all work roles
5. Create positive total experiences for your customers
6. Make the small moments of truth work for you

That’s it for the moment. And follow us to get more. There will be more notes to share from our live meetings. Next meeting will be the 21st time we get together as colleagues, business partners and entrepreneurs.