O'Reilly logo

Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet by Shel Horowitz, Jay Conrad Levinson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 17. Marketing as Social Change, and Social Change as Marketing

The man that says a task is impossible should get out of the way of the man doing it.

Chinese proverb

The merely difficult, we do immediately. The impossible takes a while longer.

Author unknown

Remember the discussion of framing in Chapter 9? One definition of marketing is an action or message (or series of actions or messages) that causes someone else to take an action of some kind: to buy a product, try a service, accept a new idea. In short, marketing involves persuasion.

The best persuaders, the best negotiators, have always come from a mindset where both parties win.

They tend to be excellent listeners, able to tune in exactly on the other person's issues, whether or not those issues are verbally expressed. And they are able, time and time again, to figure out how the other person can benefit from what they want to happen and not just benefit, but actually meet—or even exceed—his or her goals. Sometimes this is a matter of persuading, sometimes listening, but always responding with ideas that move everyone forward.

And moving forward isn't always a pure business proposition. Often, it's about changing the world. Shel's earliest training in marketing was in doing volunteer public and media outreach for various social change groups. His desire to heal the earth's damaged environment and the rifts that drive people to war is still a dominant factor in his marketing career, his approach to business, and, he believes, ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required