Sustainability by Design: A Subversive Strategy for Transforming our Consumer Culture by John R Ehrenfeld
Ehrenfeld articulates that the goal of businesses should be allowing humans and life on earth to 'flourish'. He says there are only three reasons to fill the world up with more crap and your business should always nail at least one of them: 1. products should connect us with nature; 2. products should make us feel more human; 3. products should make you ask important ethical questions. This book challenges us to confront the scale of change required to achieve a sustainable world.
Let My People Go Surfing: The Education of a Reluctant Businessman by Yvon Chouinard
Chouinard's inspirational outdoor gear brand Patagonia has gone out to make the world a better place. It has inspired big industry players like Nike to set up the Sustainable Apparel Coalition. Patagonia has stayed true to its vision as an independent company and it is on my back when I'm in beautiful natural places. This book inspired a new generation of values-driven businesses. I'm off surfing.
How Brands Grow: What Marketers Don't Know by Byron Sharp
This is one of the most interesting books I've read on the subject. Sharp says you will never increase your brand's market share by targeting existing users. What seems like a prudent use of funds - focusing on people who have already proved they like the brand - is actually just spinning wheels. A brand needs to reach people who are not interested in it, have never bought it, or who bought it so long ago they can't remember - so that when they are ready to buy, it automatically springs to mind. In the wastage is the value.
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