I spent my K–12 years at a Quaker school in Philadelphia, William Penn Charter. And as one would imagine, an education based on Quaker values is rife with reminders of brotherly love and peaceful resolution to conflict. In fact, the Greek motto in the school’s seal translates into English as the command: “Love one another.”

I smiled as I read the school’s quarterly magazine this morning.  My chest swelled with pride as I learned that the new Center for the Performing Arts was granted a coveted LEED certification (Leadership in Energy and Environmental Design) for its use of wind energy, recycled materials and natural insulation.  How effortlessly Quaker philosophy and environmentalism go hand-in-hand; the imperative to make the world a better place lies at the very core of this warm and contemplative way of life.

William Penn and his values had a profound influence on his time (late 17th / early 18th Century — the school was chartered in 1689; Penn died in 1718) though, sadly, that influence has diminished greatly over the years.  In particular, the Quaker belief that all people are equal under God served as a beacon of reason and civility in dealings with the native Americans in the entire Delaware region, until its flame was all but extinguished by the barbarism of the other settlers from England and Europe. Eventually, it became clear that Penn’s teachings and leadership by example were no match for the ceaseless violence and exploitation that have come to dominate the Western world since that time.  To take an example of the day, when the English set fire to a Pequot village and massacred men, women and children, the Puritan theologian Cotton Mather (still extremely well regarded by history) said in celebration: “It was supposed that no less than 600 Pequot souls were brought down to hell that day.”

But Penn refused to succumb to the utter stupidity and brutality of the time.  Undeterred by the constant stream of atrocities around him, he continued to dedicate himself and his brothers to kindness, decency, and the commonality of all humankind.  In fact, he politely but firmly rejected any aspect of human relations that wasn’t based on this notion of equality and fraternity. When, late in life, he sailed back to England to meet King William III, he was urged to kneel and use supplicating language as he entered.  Penn replied calmly, “I don’t think that will be necessary, since the king and I are both men.”

Members of the royal court held their collective breath as they looked on at this act of defiance, fearing a horrible outcome.  Yet Penn walked in confidently with his chin up, smiled warmly, extended his hand to the king in friendship, and said in the purest of simplicity for which the Quakers would come to be known, “Hello, I’m William Penn.  It’s a pleasure to meet you.”

I’m proud to be among three centuries of Penn Charter graduates who echo the same gratitude towards Penn, and share an abiding respect for his principles and legacy.  It is indeed a pleasure – as well as a profound honor — to have met you, sir.

The first experience on which I’d like to comment is one that I know I share with many readers: the PBS special on the National Parks. I know we are all deeply moved to learn about the discussions between John Muir and Teddy Roosevelt and how, at the beginning of the last century, our world was transformed forever with the establishment of protection for many of the national treasures.

The second experience is a far more personal. I took my 13 year-old daughter (pictured here) and one of her friends to the Santa Barbara Art Museum last Sunday for a docent-led tour of the travelling exhibit of Jean-Baptiste-Camille Corot. I happened to join another tour an hour or so later in the day for a discussion of a piece of contemporary art: a huge piece of pale grey and pink with almost no content; it was like looking out on a dense fog. The docent asked the crowd, perhaps 25 of us, what we felt the artist had intended to communicate. I didn’t answer, as I’m by no means an art expert, and I certainly didn’t want to pontificate in front of this group of strangers who couldn’t hit their “back” button and shut me up.

But in fact, the artist’s message was very straightforward me: ambiguity. We struggle to assign meaning to the people, the things, and the events in our lives. We live in a cold and uncaring world, one that is quite indifferent to your and my happiness. Our presence in this universe is the only thing that confers meaning upon it.

And with this fact comes responsibility. Exactly what meaning do we confer? What decisions and actions do we make, and what are their consequences? What difference will we make in our own lives, in the lives of those around us, and in the lives of generations yet to come? It’s up to each of us to create lives of true meaning – and preserving the natural purity and beauty of our planet is a great place to start.

I believe that the most fundamental ingredient in successful marketing is understanding your target market’s “self-concept.” Generally, people like themselves; they approve of who they are and how they think. And they manifest this self-concept by aligning themselves with brands that reflect that approval back to them. If you doubt this, I offer this simple challenge: write down a few of the values that are at the core of your own self-concept—the beliefs that make you who you really are. I think you’ll find that the car you drive, the clothes you wear, the books you read, etc., are all a very direct reflection of those values.  And no place is this more important than in the marketing of environmentally sustainable products and services.

I know that you and I are are totally wrapped up in the idea of clean energy — both on a personal and professional viewpoint – and I’m cautious about thinking that everyone on Earth is as tuned into this as we are – which is obviously not the case. But each time I wash my 14 year old BMW with its 206,000 miles on it, I remind myself of the promise I made to myself (that I’ll never my another car without a plug on it). I’m SO done with traditional transportation, with defining myself in terms of what I drive, with needing a car that will go 130 MPH, with driving a car that causes a little piece of environmental death each time I step on the gas. I simply can’t help but think that other people must be tired of this stupidity as well.

I believe most of the 25 tips apply fairly well to businesses of all types, but I have to think this concept is even more relevant in the clean energy space. As I’ve written elsewhere, the zeitgeist that surrounds environmental stewardship is probably the most pronounced and sweeping trend of the 21^st century. 

I’m reminded of the seachange that took place in the fur industry in the 1960s, when civilization took hold of the brutality by which minks and chinchillas were slaughtered to make ladies’ coats.  In a very short period of time, women who didn’t get the message and weren’t willing to make this minor sacrifice were regarded as pariahs.  It seems to me that the situation is the same now, with Hummer drivers and others who somehow haven’t developed some level of eco-consciousness. 

In a few words (by no means original), I would say that this consciousness is summed up as:

I live in a world where others’ rights — even the rights of those as yet unborn — are just as important is mine.

I do not own the Earth or any piece of it; I am a caretake of Earth for a short period of time.

I am proud and happy to make sacrifices of my own convenience and comfort to ensure that the world a better place for us all to live — now and forever.

My advice:  Do some research to validate the idea that this spirit is alive in your target customer base.  If it is, work hard to capture the essence of that spirit in your marketing.

….And as for all those guys & gals of the coal, oil, nuclear and auto industries who have been delaying it all for years/decades, I wonder if they can look proudly into the eyes of their innocent kids…

First, thanks for writing, and let me say that I love Belgium. I used to consult to Philips in Eindhoven; I’d fly into Brussels and drive out that incredible road past the fields and beautiful little towns.

This also reminds me to note that we sent “Brass Tack #1″ to people in 22 different countries. My sincere thanks to everyone internationally for their interest.

To your point, as I have written elsewhere, I agree with you 100%. There are thousands of people who will have to explain to Saint Peter at the Pearly Gates that their life’s work consisted to befouling a planet and damaging the health and safety of 6.8 billion innocent people. I’m certainly glad I’m not one of them.