Just in Time for Earth Day: Handbook for Business To Change the World—As General Motors, Patagonia, Ben & Jerry’s, the City of New York, and Others Have Done

HADLEY, MA, US: “Profit isn’t a dirty word. Profit can be your biggest ally in solving hunger, poverty, war, and catastrophic climate change,” says best-selling and multiple award-winning author Shel Horowitz. “If you want to repair the world, you have to motivate people through their own self-interest. Profit can work where guilt and shame will not,” he says.

Guerrilla Marketing to Heal the World

Cover of Shel’s 10th book, Guerrilla Marketing to Heal the World

On Tuesday, April 19, 2016—three days ahead of Earth Day—Morgan James Publishing released Horowitz’s 10th book, Guerrilla Marketing to Heal the World: Combining Principles and Profit to Create the World We Want, co-authored with the legendary (and late) “Father of Guerrilla Marketing,” Jay Conrad Levinson. This groundbreaking book on business success opportunities through social entrepreneurship shows businesses of any size—from Fortune 100 to sole proprietor—how to be a force for social justice and environmental healing while still creating bottom-line business success. Examples and case studies include well-known socially conscious businesses like Patagonia and Ben & Jerry’s but also successes such as these:

  • General Motors turned waste streams into profitable new products and $1 billion in new annual revenue
  • New York City saved $6.5 billion by thinking differently about water—and might avoid the drought problems faced by California, as a result
  • The Empire State Building’s investment in a “deep energy retrofit” provided a 33 percent ROI (return on investment) and $4.4 million in annual savings

While many companies have a philanthropy program, Horowitz says the social entrepreneurship success formula goes much deeper than charity. “For maximum benefit, address these huge social problems in your business’s core products, services, and business practices,” he says.

Need an example? How about a small startup’s innovative solar LED lanterns that eliminate toxic fumes and deadly kerosene fires while creating a ladder out of poverty for their customers.

Horowitz combines four decades as a socially conscious marketer with personal environmental/social justice activism. He even organized the campaign that saved a threatened mountain the “experts” had given up on—four years faster than even he thought possible. Guerrilla Marketing to Heal the World is his 10th book.

Endorsed by 22 prominent business and environmental leaders including Chicken Soup co-creator Jack Canfield and innovation blogger/author Seth Godin, the book also includes guest essays from Cynthia Kersey (author of Unstoppable and Unstoppable Women) and Frances Moore Lappé (author of Diet for a Small Planet and many other books on food and democracy). Green America is the book’s charity partner, and Habitat for Humanity is the publisher’s charity of choice.

Guerrilla Marketing to Heal the World: Combining Principles and Profit to Create the World We Want by Jay Conrad Levinson and Shel Horowitz ($list price $24.95) can be ordered with the ISBNs 978-1-63047-658-8 (paperback); 978-1-63047-659-5 (eBook), or directly from the author by visiting http://goingbeyondsustainability.com/guerrilla-marketing-to-heal-the-world/

For Release: April 5, 2016
Contact: Shel Horowitz, 413-586-2388, shel@greenandprofitable.com