Preserving The Earth: Earth Day

With Earth Day a mere seven days away, it seemed fitting to devote a post to a date that many consider the birth of a global environmental movement (1970) and that helped usher in the concept of ecotourism.

What’s ecotourism? A few years ago, I interviewed Klaus Toepfer, then executive to the United Nations Environment Programme (UNEP), who succinctly defined ecotourism as tourism that “promotes the conservation of earth’s biodiversity.” He said that ecotourism was a unique niche because it required increased cooperation among industry, government, local populations, and tourists to ensure sustainability.

While it’s not covered as much today as it was then, ecotourism continues to grow at a rate of 20 to 25 percent annually, especially in countries like Nepal, Madagascar, and Kenya. In 2003, more than 43 million Americans considered themselves ecotourists. Today, as many as 1 in 3 would qualify.

Interestingly enough, most ecotourism is not passive. Some, like those offered by Thrill Seekers Unlimited blend in rock climbing, sand surfing, kayaking, hovercraft racing, and other extreme sports — activities that founder Rich Hopkins recognized as acceptable because people in their 20s to 40s grew up on skateboarding.

Think Globally.

Beyond thinking about ecotourism, Earth Day provides an opportunity to act on a global scale. This year, it is estimated that as many as 500 million people in 175 countries will celebrate Earth Day on April 22.

A few notable events include the free Green Apple Festival in ten cities across the United States; the Green Schools programs across America; and hundreds of other events listed all over the world, from Tokoyo, Japan, to Togo, West Africa.

Act Locally.

In Las Vegas, the fifth annual Summerlin Earthfaire, the largest Earth Day celebration in southern Nevada, runs from 10 a.m. to 4 p.m. on Saturday, April 19. It features an acoustic performance by Anna Nalick at noon.

In Reno, Econet hosts the largest celebration in northern Nevada at Reno Idlewild Park from 10 a.m. to 5 p.m. on Sunday, April 20. It includes several bands, ranging from bluegrass to reggae, performing on a solar powered stage.

Make It Daily.

Earth Day doesn’t have to be confined to a single day. In Las Vegas, the Springs Preserve is one of the city’s first major cultural attractions developed around the environment. Located three miles off the Strip, the site used to be home to palatial artesian springs that nourished the valley’s fragile ecosystem.

Although the springs dried up in 1962, 180 acres of land were preserved after the area was listed on the National Register of Historic Places. Today, the Springs Preserve has been developed into an indoor and outdoor recreational and educational site, with live concerts, artistic and eco-friendly exhibits, several play areas for children, eight acres of indigenous botanical gardens, and 25 acres of recreated desert wetlands.

Every building at the site was developed to maximize green design, including reclaimed timber, recycled building materials, on-site waste water reclamation, and solar power that provides 70 percent of all the facility’s power needs. Eventually, the Springs Preserve will also be home to the Nevada State Museum.

Writing Accidental Books: David Vinjamuri

After reading a few chapters of “Accidental Branding” by David Vinjamuri, I was perplexed. Could it be that a former brand manager at Johnson & Johnson, Coca-Cola and marketing guru for recent Google-acquisition DoubleClick and Save.com, wrote a book that is both gratifying and grasping at the same time? Exactly so.

“Accidental Branding” is gratifying in that the research and interviews are worthwhile; the writing is vivid and engaging; and the case studies — John Peterman, Craig Newmark, and Roxanne Quimby (among them) — timely. The modest cover price of $16.47 for Accidental Branding via Amazon works.

Without question, Vinjamuri succeeds where so many other business writers fail — by bringing passion to pages of businesses. He does it with flair and style, creating case studies that you actually care about. I love that about the book, enough so to recommend it. Chances are that you will love the book, enough so that you might fall in love with it like Diane K. Danielson did.

But there is something troubling too. “Accidental Branding” seems to drift into a trend that is becoming troublesome. In attempting to dispel the myths of what they teach in business school as being wrong or incomplete (which is largely correct), the author presents solutions that are not strong enough to unseat traditional teachings despite finding case studies to back up his argument.

It makes me wonder. What are we doing nowadays, anyway? Social media is becoming the boom and bane for business in ways that very few have ever expected. And when books are written with the Internet communication in mind, they tend to forget their intent and fill pages with more inspirational ideas than concrete solutions in the way that books like In Search of Excellence used to do.

There’s nothing wrong with that, but it makes one wonder if the next wave of entrepreneurs are somehow missing out because the business and marketing books being written today are chock full of case studies designed to prove some clever ideas. For example, Vinjamuri presents six: sweat the small stuff, pick a fight, be your own customer, be unnaturally persistent, build a myth, and be faithful.

The fifth is especially interesting to me because Kevin Goodman recently asked me about how viral marketing myths might mirror the urban legend phenomena, something Chip Heath, associate professor at Stanford University, wrote about four years ago.

“Creating the mythology for your brand means that you have to understand both
the narrative and how it will be spoken and shared…,” writes Vinjamuri. “… By crafting this story carefully, you will make a better case for your business than
any presentation or advertisement possibly could.”

While there is certainly some truth to the concept that storytelling works (better than bullets anyway) because it’s memorable, creating a mythos for your brand can have some unintended consequences that run afoul in what I call the Fragile Brand Theory . Specifically, a mythos can sometimes overtake the sustainability of the brand and when that happens … they risk collapse. And yet another pitfall that can transpire a well-positioned myth comes straight from the urban legend department: over time, the point of origin becomes expectedly fuzzy and may even be stolen away by someone who demonstrates your story better then you do.

“Mary Worth … Mary Worth … Mary …” ... You get the idea. The story variations have overshadowed the point of origin.

Sure, I suspect Vinjamuri might think I’m missing “rule six,” which reminds entrepreneurs to remain faithful to their brands. He’s right, but sometimes brand busting moments are not manageable as several dozen companies can attest. Brands are much more fragile than that.

Even so, and I cannot stress this enough: where I part ways on some conclusions presented by Vinjamuri, I can appreciate excellent storytelling around some very interesting break-the-mold brands. They are often not covered enough, and Vinjamuri presents those as masterfully as one might suspect from someone who works on Starwood Hotels, among others.

Now the only question that remains is whether his “Accidental Brands” can move beyond the moment and capture its own mythos. We shall see. I hope so.

Failing Forward: Clark County Schools

In 1996, I accepted $50,000 in stock in lieu of cash to help the startup of an amusement park invention. I still have the original stock certificate. It’s worth nothing, except as a reminder that failures are seldom free. I paid for it.

It’s a valuable lesson, but one our school district does not teach.

Last week, I mentioned a Las Vegas Review-Journal story how Clark County School District (which includes Las Vegas) students were failing Algebra I, Geometry, and Algebra II — approximately 88 percent of all students — according to tests administered in January.

This week, the Clark County School District sent a letter to parents, assuring them that these test results will not be a “deciding factor in awarding or withholding a diploma or promoting or retaining individual students in math classes.” In other words, there is no need for concern.

No need for concern. Students will be moving forward regardless.

The letter goes on to stress that the exams were not mandated by the state or federal government. So, these tests will not be used to determine school status under the No Child Left Behind Act and affect federal school funding.

On the contrary, the school sees these tests as an opportunity to convene a committee of experts — as opposed to the experts supposedly entrusted to teach students — to evaluate “the concerns that have been raised about the exams.”

Parents are also advised to visit their Web site to become acquainted with curriculum overviews. It includes bulleted curriculum items like this:

• Problem Solving: Students will develop their ability to solve problems by engaging in developmentally appropriate opportunities where there is a need to use various approaches to investigate and understand mathematical concepts, (sic)

In reviewing the document, I found less comfort in the ability of our school district, not more. The above sentence, ending with a comma as opposed to a period, not withstanding. In fact, the curriculum overview seems to provide an indication why Nevada scored among the worst in the eighth-grade NAEP writing exam, slightly above New Mexico and Mississippi.

No need for concern. Students will be moving forward regardless.

Two years ago, my cousin arranged a meeting with administrators after his stepson brought home a report card with all Ds and Fs. He was concerned.

“No need for concern. He will be moving forward regardless,” he was told.

“You don’t understand. I want you to hold him back.”

“Oh no, we can’t do that. It would be bad for his self-esteem and we really don’t have room anyway.”

No need for concern. Students will be moving forward regardless.

The message is clear, but it’s not the right message. Parents do need to be concerned for the very reason the school district tells them not to be.

The measure of academic success in a school district is not federal funding, number of expert committees, the percentage of correct sentences in a poorly written curriculum overview, how many students are failed forward, or how many receive diplomas. On the contrary, the only measure is whether these students will master certain subjects or not, which will no doubt determine how well they perform as they move forward.

So while there is a perception that “trying” is good enough to move ahead, the reality is that “trying” is not good enough. The truth is that “trying and failing but moving forward anyway” is delusional and detrimental because it deprives students of learning from their mistakes and sets them up for more failures.

Worse, if teachers are continually required to present material suitable for the lowest performing students, it eventually results in entire classrooms receiving a deficient education. That means the paper with the words “diploma” has as much value as the stock I accepted in 1996, except without even providing students the benefit of learning from any of their failures along the way.

Ergo, if there are some faulty math skills, it’s not just students. The school district is operating under a formula that suggests it continually needs more funding while continually producing less educated students, which demonstrates a need for more funding. At the same time, it continually claims to be making progress, with the only proof being the growing number of students who are failed forward.

Right. It doesn’t add up.

Going Green: Eco Engagement

Loomstate, a casual fashion brand that aimed at creating a demand for certified organic cotton using socially and environmentally responsible methods of production, was an early entrant in green fashion. The concept by designers Rogan Gregory and Scott Hahn, dates back to 2004. It was a great idea that just got better.

By partnering with the Sundance Channel and Barneys New York, Loomstate is the cornerstone of launching a national T-shirt recycling program from April 13-27. Any old t-shirts at all Barneys' locations throughout the nation will be re-fashioned (re-style, re-dye, re-print, etc.) to create a new, limited edition T-shirt collection.

The T-shirts will be on sale exclusively at Barneys by the holiday season this year. The proceeds from the program will benefit One Percent For The Planet. And Barneys will kick in a 20 percent discount on men's and women's Loomstate merchandise for anyone who participates.

"Recycling t-shirts to create something new and beautiful personifies the evolution and metamorphosis of the Earth," said Rogan Gregory. "We are taking eco fashion to the next level."

They are also taking eco engagement to the next level. Sure, companies have added ample talk of green this and green that for more than a year. But what makes this campaign stand out is it touches on something communication alone so often forgets — you can talk about the environment until your blue in the face, but talking about it doesn't change behavior. This program does.

Add in support for the program from The Sundance Channel, which is promoting the second season of its "The Green" series, and this campaign, along with an incentive from Barneys, touches consumers several times in different ways throughout the year.

To learn more about "The Green" on The Sundance Channel, visit their Web site. While you're there, you can also enter a contest to win $10,000 for an fresh idea that helps the environment. (Hat Tip: Image Empowering.)

Fishing With Prices: Target

Lisa Thurmond, a college student who pens a sometimes funny, often satirical, and always interesting blog Lisa’s World, recently helped popularize a camera-phone picture posted by Michael Wesch, a professor at Kent State University, on Digital Ethnography, a student work group blog.

The picture? A “2 for $4.98” offer on Archer Farms organic flatbread at Target. The price for one? $2.49. He posted it without comment. She called it manipulation.

Both posts garnered some interesting reactions and responses. Some comments zero in on consumer psychology: if it looks like a sale, our brain reacts like it is a sale, even when it isn’t a sale. Others, they called it patently unethical and misleading.

Only one person defended Target by calling it marketing” that all mass merchants are employing. Her comment was quickly voted to the bottom.

Well, technically, posting “2 for $4.98” as an advertised price is not unethical. It would require Target to imply that there is a sale as opposed to the consumer inferring that it is a sale. However, resting on that point is about genuine as attempting to redefine what the definition of “is” really is.

The bottom line for marketers? It doesn’t really matter whether “2 for $4.98” is ethical or not. If your price point offer is irritating customers, being technically right could cost you more than being theoretically wrong.

Cooking Up Contests: Chef Clive Berkman

Notable and award-winning chef Clive Berkman may have come to expect cooking for presidents and celebrities at Charley’s 517 and later Clive’s in Houston, but he never expected to cook up an online contest for his upcoming book Cooking With Clive, Creating “Empty Bottle Moments” With Those You Love.

The contest, which runs through June 15, invites participants to pick 20 pictures from more than 250 featured on his Flickr account. Whoever selects the most photos that will appear in the book will win a seven-course meal for 20 people, prepared by Berkman anywhere in the continental United States.

“I am hoping the winner lives in an area that has tons of fresh meat and locally grown vegetables,” says Berkman. “Then I can work with them to make a menu with local products like lobsters in Maine for a sake curry soup or lamb in Colorado with rosemary and corn polenta.”

Originally, Berkman had set up the Flickr account as a way to share the photo shoot with his friends and family. But as other people started to visit, he decided that he might as well share it with more people. So on March 24, Berkman announced the contest on a blog that he started in April.

“I could have started blogging last summer,” Berkman said. “But I did not want to ramble on about nothing for no reason at all. So I started about five weeks ago as a simple way for people who are interested in my book to stay up to date.”

Adding one-minute video segments on YouTube happened much the same way. He originally wanted to produce a 4-minute DVD that he could send to speakers bureaus and the media, but decided to try producing one-minute video segments in order to reduce production and distribution costs instead.

“We filmed 25 one-minute videos that are unrehearsed and definitely not-scripted,” says Berkman. I didn’t want show glitz as much as authenticity. That way people can see me as an author who wants to share his reflection of a book.”

The first video, which is a trial demo, features Berkman sharing his disdain for green peppers. While not as popular as his Flickr images, it does provide a true-to-life glimpse of who this Johannesburg, South Africa, native really is — someone with a passion for life and food that began while watching his mother teach cooking classes in the back of their home.

His mother wasn’t his only inspiration. Berkman also had the pleasure of working under noted chef Victor Broceaux, best known for his work at The Four Seasons, Forum of the XII Caesars, La Fonda del Sol, and Tavern On The Green.

“He pushed me every day to be my best,” says Berkman. “But although I was grounded in classic French, my style cannot be only described in one word.”

Like some seasoned chefs, Berkman prefers to present an eclectic approach to cooking by finding the best ingredients available and then creatively combining them into something special and cooking them with the best techniques.

While he is still motivated and inspired by standards set in New York, the recipes in his book are simpler and more user friendly. The idea is not to simply give people specific recipes, about 100, but to also share his passion by reminding people that every meal is an opportunity to create a unique moment with loved ones.

“I truly believe that if we pursue creating moments with our loved ones, it can strengthen our relationships,” Berkman said. “Eating together is designed to bring people together, which is where the subtitle of my book comes from.”

The subtitle, which references Empty Bottle Moments, refers to how decorative glass bottle collections resemble guests at a dinner party. Every bottle may be unique, but together they create a celebratory visual metaphor for people.

“I tell [people] that in a sense, we’re all in the kitchen because it’s a symbol of life, full of joy and spills, glorious successes and burnt dishes, tender moments and unnerving chaos,” Berkman includes in his book. “We’re all in the process of learning, growing, and laughing with each other. It’s there that we develop our recipes for cooking and for life.”

In addition to New York, some recipes are also influenced by Berkman’s home. He enjoys sharing these recipes because people are often surprised to discover South African food includes hints of Dutch, British, Portuguese, Indian, and Greek cuisine. The 256-page book with approximately 80 full-color photos will retail for $30. For more information about its summer release, visit here.