Know Beans about Green
is a new approach to a subject of high interest in the US today. The growing concern for our environment, and conscientiously doing the things necessary to protect it, is often over-shadowed in businesses with the need to operate profitably. Taking the time to explore the subject of going green is a time consuming task for the business owner or manager requiring their most valuable resource time. This is where
is an answer written in a narrative fashion that takes the reader into a learning process through a fictitious company that has the same concerns. It puts a persona to the individuals who have the inspiration, and then works to solve the issues along the way. The characters in
are in an advertising agency called Focus Marketing. They realize there is a changing world, and they must change with the times or see a continuing downslide to the business. Companies need to catch the next big wave to really develop a strong, sustainable future. But how do they find that wave, and then how do they develop credibility? The subject of credibility is a strong thread that runs through the entire book. There are many books written about steps to being green. There are many products on the market, both high end and budget, that are considered green products. But making a decision to be green, and be recognized as green, is a process that embraces the very culture of the organization and changes the way they do business. In making the decision to be green, Focus Marketing learns to embrace green internally, taking the message to their clients, and then discovering through the process that being greengives them a distinct competitive advantage. Through learning about the behavior, needs and preferences of the green consumer, whose numbers are growing exponentially, Focus Marketing takes their advantage to the market. They not only learn to talk the talk, but they also learn what it takes to walk the walk. Through the development of a brand position that ten years ago would have been a guaranteed financial disaster, Focus Marketing finds prosperity that goes beyond the wildest expectations of business owner, Andy Brown. While not without pitfalls along the way, it does culminate his career with a sustainable growing business that provides him not only the financial resources he needs, but also a great deal of pride in the company s direction. It's a business Cinderella story, but it s based on the reality of the 21st century social and economic issues.