The Gort Cloud: A Must Read … for Wineries?

Richard Seireeni‘s The Gort Cloud: The Invisible Force Powering Today’s Most Visible Green Brands is an important guidebook for any entrepreneur looking to grow a sustainable business and connect with like minded eco-preneurs. It looks at the triumphs and the pitfalls of some of the most well-known green businesses, and provides a roadmap to the ever-expanding web of appropriate-scale, ethical corporations.

And, according to Reign of Terroir, it is particularly useful to wineries looking to share information and create a tightly-woven community of vintners.

The Gort Cloud, written by Richard Seireeni, a “30-year veteran in brand consulting and marketing”, is the most important internet savvy 2.0 ‘how to’ business book I’ve yet encountered. And every winery should read it. It offers a compelling strategy for brand positioning based entirely on ‘Green’ credentials. The book, subtitled The Invisible Force Powering Today’s Most Visible Green Brands, provides a significant deepening of our understanding of how exactly a business, for our purposes, a winery, might successfully use the internet to secure and extend brand recognition. All that is required is a computer, a story, and commitment to environmentally-friendly practices.

So what is the Gort Cloud? From the book’s blurb:

“[It is] a vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that in its entirety has the power to make or break new green brands.”
 
The book documents a series of case studies, successful companies, from Dr. Bronner’s Magic Soap, TerraCycle, to Ben and Jerry’s Homemade, Green Mountain Coffee Roasters and Stonyfield Farm, all of whom have participated, in varying degrees, in the Gort Cloud.

 
And of its discovery, Mr. Seireeni writes,
 
“As I was busy sourcing information on these companies and their markets, I continually came across families of similar organizations, all sharing some aspect of sustainability. They included individual green businesses and green business alliances; advocacy groups; nongovernmental organizations (NGOs), government, and education Web sites; bloggers; trendspotters; social networks; certifying groups, technical libraries; news organizations; green guides and shopping sites; authors’ sites; and so many others.”
 
“Despite the fuzzy nature of the beast, I realized that this vast network is connected. People know one another. They share information…. They form alliances and cross-discipline exchanges…. [T]he network is not limited by the internet but facilitated by it. The internet provides convenient glue, but the contents spill out into the real world.”
 
The book’s endpapers provide a helpful visual aid of the Gort Cloud. It is reproduced on Seventh Generation’s web site.

 
So how does this book’s approach to brand promotion and marketing differ from others? After all, we have a multitude of titles to choose from, some of the best listed by the author himself: Cradle to Cradle, Eco-economy, Harvard Business Review on Business and the Environment, The Sustainability Revolution, The Ecology of Commerce, Green to Gold, and Natural Capitalism.
 
As Mr. Seireeni writes, “This book is more focused. It’s written for anyone interested in exactly how others have built green brands and how they developed a following.”

Read the whole article here.

 

Related Articles:

Share This:

Recent Articles

The Man Who Hated Work and Loved Labor

In response to one of the nation’s darkest labor-history chapters, Congress passed a law in 1894 making the first Monday of every September “Labor Day,” to pay tribute and honor the achievements and contributions of American workers. While the passing of the law helped to improve conditions, standards, and relations there was still work to…

Read More

Why Economic Development Incentive Programs Don’t Work

When it comes to economic development programs, most people are quick to hang their hat on the incentive rack. It’s shiny and big and full of promise. Yet, the stark reality is almost all programs of that nature miss the mark on actually creating sustainable growth. Rather than focus efforts on wooing new companies to…

Read More

Radical Thinking for 21st-Century Economists

The economy is a complex, evolving system, and that’s an empowering thought: it means that every one of us can play a part in shaping its evolution. When it comes to understanding economics you may be familiar with classic texts like Adam Smith’s, but don’t view that as the be-all-end-all, lest you get stuck in…

Read More

Hip Hip, Hooray! It’s National Book Lovers Day!

 If you’re anything like us, this might be one of your favorite days of the year. To help you celebrate as only a book-lover can (with a stack of tomes in your favorite reading nook), we’ve rounded up a few Chelsea Green faves – from bestsellers to staff favorites to brand new, just hit the…

Read More

Separate and Unequal: A Story of How Wealth Divides Us

For Chuck Collins, privilege and wealth were birthrights: As the great-grandson of hot dog-royalty Oscar Mayer, he would inherit part of the family fortune as a trust fund. While most people would have viewed this as a blessing, Collins simply felt a profound sense of guilt. Having become aware of inequality at a young age,…

Read More