Index

153

ABC Home Furnishings, 136–137

advertising

alternatives to, 90

brand presentation, 91

flyers/word of mouth, 57

nontraditional, 95–96

press kits, 98

simplicity in, 62

advice, seeking, 69–72, 84

African American Women on

Tour, 23

alliances, 14, 19, 101–102.

See also Partnership Strategies appreciation of employees, 132

Ashby, Darin, 129

Ben & Jerry’s, 112

Birkenstock, Konrad, 29

Birkenstock USA, 21, 29–32, 135

blogging, 120–121. See also Internet/Web sites brands/branding, 91–94, 99

Brooks, Stephen, 47–48

building distribution channels. See Distribution Strategies Burlington Chemical, 112

business models, 95

business plans, 5–6

buyers. See Distribution Strategies

Cabaluna, Samantha, 59

capitalism, responsible, 79, 83

celebration of achievements. See Recognition Strategies Center for Responsible Business, 46

Chaco, Inc., 95–97

change

avoiding disruption during, 13–14

flexibility for adapting to, 62

openness to, 59, 61

patience during, 19

Chappell, Kate, 16–17

Chappell, Tom, 16–17

children, 68–70, 87

Clif Bar, 112

Cloud, Henry, 103

Cole, Paulette, 136–137

Colgate-Palmolive, 16

collaborations. See Partnership Strategies

common good partnerships, 104–105. See also Partnership Strategies communication, 14, 119–121, 132

communities of support, 76, 77–78

community

aligning vision with community interests, 6–8

communities of support, 84

empowering your, 79–80

relations, 19, 79, 125

competitive edge, 111

co-op marketing, 89–90

core values. See values corporate social responsibility (CSR), 46

Corsair Studio, 91–92

Costco, 59

customers

adding more, 49–53

collaborations with, 69–72

creating, 31

demographics, 23

educating, 86–91

empowerment of, 83

enhancing lives of, 115

expanding outside targeted, 32–35

fulfilling needs, 29–32

locating potential, 27–32, 39

loyalty, 9, 90–91

relationships with, 10–11, 39– 40, 79

reward systems for, 55–58

seeking input from all, 68–72

154

studying trends, 24–25

targeting new, 21–22, 22–24, 112–114

Dancing Deer Baking Company, 61

Defining Strategies

connecting with retailers, 35–38

customers outside target market, 32–35

keeping product concept, 24–27

locating potential customers, 27–32

summary, 39–40

targeting a population, 22–24

demographics, 23, 32–35

differentiating your product, 53–55, 62, 110–112

direct-selling companies, 76, 127–131

Distribution Strategies

adapting to new opportunities, 58–60

aligning your values with distributors, 45–48

customer reward systems, 55–58

developing distribution channels, 42–43

differentiating your product, 53–55

factors in creating, 42

promoting your product, 49–53

summary, 62

targeting distribution channels, 43–45

distributors

aligning values with, 45–48

educating your, 97–98

knowing your, 62

relationships with, 43–45, 128–130

retailers, 35–38, 39–40, 42, 43–45

supporting your, 99

Earthbound Farm, 59–60, 101, 109–110

Earth Creations, 85, 97–98

Edelman, Jeana, 8–9

education

building product awareness, 85–86

of employees, 72–76, 94–97, 99

of/by partners, 108–110

of suppliers, 65–68

Einstein, Albert, 122

Elton, Chester, 118–119, 122

employees. See also Recognition Strategies

building loyalty in, 72–76, 76–78

communication among, 132

educating, 94–97, 99

morale, 118, 130

treatment of, 11, 63, 79, 81–83, 117

wages, 66–67, 81

Empowerment Strategies

determining standards, 78–83

educating suppliers, 65–68

employee, 63

financial incentives, 76–78

instilling passion/loyalty in employees, 72–76

opportunities for empowering, 23–24

results of empowerment, 64–65

seeking input from customer base, 68–72

summary, 84

expansion. See growth

financial incentives, 76–78

First Nation Peppermint, 26

focus, maintaining product, 24–27

focus groups, 69

Ford Escape Hybrid, 107

Fraser, Margot, 21, 29–32

French Meadow Bakery, 41, 50, 51–52, 135

funding sources, Link TV, 34, 35

George Foster Peabody Award, 34

Goldman, Seth, 25–27, 87

Goodman, Drew, 59–60, 101, 109–110

Goodman, Myra, 59–60, 101, 109–110

155

Gordon, Lynn, 41, 44, 49, 50

Gostick, Adrian, 118–119, 122

Greenpeace, 112

Grossman, Daniel, 69–72

growth

adjusting your strategies with, 10–13, 22–24

creating, 101

fueling, 82–83

incremental versus fast, 92

planning for, 39

Seventh Generation’s, 13

shareholders and, 83

guerilla marketing, 41, 51–52, 53

Hain Celestial Group, 54–55

Henderson, Henry, 123–124

Henry, Eric, 111

Henry, Tom, 111

Hidden Beach Recordings, 73–76, 113–114

Hollender, Jeff, 11–13

Honest Tea, 25–27, 87, 107–108

honesty, 82–83

Hot Lips Pizza, 4, 8–9, 117, 125–127, 134–135

imagination, 122

Imagine Foods, 54–55, 135

incentives, financial, 76–78

Indigenous Designs Corporation, 66–68

innovative approaches

attracting customers, 28–29

openness to trying, 58–60

partnering for, 112

product differentiation, 54–55

recognizing/rewarding employees, 121–124

socially responsible, 135

integrity, 103

Integrity: The Courage to Meet the Demands of Reality (Cloud), 103

Internet/Web sites. See also

mission/mission statements blogging, 120–121

creating a Web site, 87–88

employee contact using, 119–121

internal use of, 120

online sales/promotions, 57

recognition of employees on, 125

internship programs, 72–73, 74–76

intranet use, 119–121

investors, 31, 79

Invisible Employee, The: Realizing the Hidden Potential in Everyone (Gostick and Elton), 118, 122

Jackson Group, 119

joint ventures, 110–112. See also Partnership Strategies

Karter, Trish, 61

Kid Inventor Challenge, 69–70

knowledge, sharing, 109–110, 115

Knutson, Dave, 95–97

Kopali Organics, 47–48

Kraus, Michael, 37

labeling, 125

labor strikes, 1

LaMagna, Dal, 63, 79, 80–83, 92–94

leadership, 124–125, 128–129

Ledvina, Martin, 85

Leonard, Scott, 67–68

Link TV, 33–35

listening, 5, 14, 68–72

loan programs for employees, 122–124

logic, 122

loyalty

customer, 9, 90–91

employee, 72–76

to retailers, 96–97

in sales force, 76–78

to suppliers, 82–83

Maples, Joy, 85, 97–98

marketing. See also customers

adjusting to needs, 93

attracting retailers, 85

choosing alliances for, 115

co-op, 89–90

guerilla, 41, 51–52, 53

network (direct sales), 128

156

niche markets, 36–38, 39

targeting specific markets, 23–24

traditional, 89

trends, 24–25

Marquardt, Sandra, 106–107

Mayhew, Scott, 91–92

McElhaney, Kellie, 46, 50, 51–52

McKeever, Steve, 73–76, 113–114

Meltzer, Michael Irwin, 118

Mendelsohn, Jeff, 5–6

mentoring programs, 72–73, 84

Michaelis, David, 33

Mischkind, Louis A., 118

mission/mission statements. See also vision

clarity of, 48

collaborative, 113–114

customers as part of, 6

developing clear, 15

educating public about your, 86–91

employee education about, 94–97

focusing on initial, 39

socially responsible, 137

Mission Ranches, 101, 109–110

Mountain Equipment Co-op

(MEC), 88–91, 120–121, 122–124

music for on-hold customers, 123–124

NAFTA (North American Free Trade Agreement), 111

Nalebuff, Barry, 25–27

Natural Step, 8

needs, identifying/fulfilling customers’, 29–32

network marketing, 128

New Leaf Paper, 4, 5–6

niche markets, 36–38, 39

Nissenbaum, Robert, 54–55

nongovernmental organizations (NGOs), 47, 67

Nu Skin Enterprises, 127–131

O. C. Tanner, 119

O’Brien, Tom, 17, 104

Oluleye, Kunmi, 44–45

openmindedness, 39

opportunities, adapting to new, 58–60, 61

organic products, 26, 46

Orthodox Union, 26

packaging, 59

Paigen, Mark, 96

Partnership Strategies. See also alliances

alignment of socially responsible goals, 105–108

creating value-based, 102–105

joint ventures with experienced partners, 110–112

learning from/teaching partners, 108–110

product enhancement through, 112–114

summary, 115

passion

about your product, 62

instilling in employees, 72–76, 94–95

for promoting the product, 49–53

using your own, 88

press releases, 98, 106–107, 130

pricing strategies, 44, 96, 112

products. See also Distribution Strategies

approaching retailers, 41

attaching values to your, 79

attracting attention, 37–38

believing in your, 49–53

demonstrations/samples, 28

differentiating your, 53–55, 62, 110–112

effective selling methods, 99

keeping original concepts, 24–27

naming, 93–94

partnership for enhancement of, 112–114

perceived value, 11–12

placement with distributors, 62

value guarantees, 83

profits, first-year, 44

157

promoting the product. See also Distribution Strategies

education efforts, 86, 97–98

Kopali Organics, 48

partnerships/collaborations for, 103–104, 106, 107–108, 112–114

passion for, 49–53

sales, 36–38

publicity, 8, 88, 98, 106–107, 130

public relations, 107

Pura, Stan, 101, 109–110

Putumayo World Music, 36–38

Quintana, Danny, 3

Recognition Strategies

finding ways to reward employees, 124–127

keeping in touch with employees, 119–121

recognizing/rewarding employees, 121–124

for sales force, 127–131

summary, 132

Rehance technology, 112

relationships

building business, 78–83

community, 19, 79, 125

customers, 10–11, 39–40, 79

distributors, 43–45, 128–130

employee/customer, 91

sustainable, 134–135

researching alliances, 102–103

responsible capitalism, 79, 83

retailers, 35–38, 39–40, 42, 43–45

return on assets (ROA), 119

return on equity (ROE), 119

rewarding employees. See Recognition Strategies Rhino Records, 36–38

Rice Dream, 54–55

sales approaches

connecting with retailers, 35–38

direct to customer, 55–58

driving sales, 14–17

empowering suppliers, 66–68

gaining local sales, 7–8

guerilla approach, 41

incentives, 114

innovative, 96–97

listening, 5

personality of salesperson, 28

storytelling, 4–6, 19

studying your trends, 24–25

values-centered, 17

sales channels. See Distribution Strategies sales force, recognition of, 127– 131, 132

sales staff. See employees scandals, 134

Scott, Jill, 75

Seventh Generation, 1, 3, 10, 11

Shapiro, Steve, 51, 52

shareholders, treatment of, 81

Sheba Foods, 44–45

simplicity, in advertising, 62

Sineath, Tom, 111–112

Sirota Consulting, 118

Small Potatoes Urban Delivery (SPUD), 56–58

social responsibility

alignment of socially responsible goals, 105–108

corporate social responsibility (CSR), 46

innovative approaches, 135

mission/mission statements, 137

Social Venture Network (SVN), 51

Soy Dream, 54–55

specialty markets, 36–38

Spencer, Kim, 33–35

standards, 78–83, 86

stewardship model, 17

Storper, Dan, 36–38

storytelling, 4–6, 19

strategic alliances, 14

strategies (in general). See also Defining Strategies; Distribution Strategies; Empowerment Strategies; Recognition Strategies; Support Strategies; Vision Strategies adjusting, 22–24

158

developing strategic alliances, 14

pricing, 44

success, reasons for, 5–6

Sunflower Market, 52

SuperValu, 52

suppliers

educating/empowering your, 65–68

empowerment of, 84, 135

loyalty to, 82–83

recognition of, 125–126

treatment of, 11, 79

Support Strategies

clarity about your brand, 91–94

educating distributors, 97–98

educating employees, 94–97

educating the public, 86–91

summary, 99

sustainability, 12–13, 47, 112, 121, 134–135

Taschereau, Denise, 120–121, 123–124

Taylor, Derek, 134

technology, 115

ter Weeme, Peter, 89–91

Thompson, Nadine, 23–24, 77–78, 113–114, 135

Timberland, 112

Tom’s of Maine, 16–17, 104–105, 135

TOP (Toy Opinion Panel), 69–70

training. See education transparency, trend toward, 47–48

trends, market, 24–25

trust, establishing, 46

T.S. Designs, 111–112

Tweezerman, 63, 80–83, 92–94, 135

U.S. Department of Agriculture, 26

value-added propositions, 111

values

aligning vision with core, 14–17

clarity of your, 15

connection to brand, 91–94

determining your, 19

promoting core, 104–105

of sellers of your product, 45–48

as source of empowerment, 80, 84

values-based partnerships, 102–105, 115

values-driven businesses, 2

integrity of, 103

making changes in, 13–14

success of, 133–137

Van Seters, David, 56–58

vendors. See suppliers vision. See also mission/mission statements

aligning with community’s interests, 6–8

evolution of, 10–13, 18, 19

role of, 2–3

visionary moments, 1–4

Vision Strategies

adjusting your vision with growth, 10–13

aligning vision with community interests, 6–8

aligning vision with core values, 14–17

combining vision and product, 4–6

summary, 19

Wal-Mart, 90

Warm Spirit, 23–24, 77–78, 113–114, 127–128, 130–131, 135

Web sites. See Internet/Web sites Whole Foods, 44, 48

Wild Planet Toys, 69–72

Willis, Jack, 33–34

Wolf, Daniel, 23–24

Yudkin, David, 8–9, 117, 125–127, 134–135

Zaidman, Zak, 47–48

Zwilling J.A. Henckels Company, 82