Top Business Authors and Green Business Experts Endorse Guerrilla Marketing to Heal the World

Why Do Jack Canfield, Seth Godin, and Other Top Marketers, Business Innovators, Social Media Mavens, and Green/Social Change Business Leaders Love Guerrilla Marketing to Heal the World? Why did Frances Moore Lappé, Cynthia Kersey, Ken McArthur, and Yanik Silver contribute guest essays?
Because it’s a book that can change not only the way we do business, but the way the world works.

Like all of the best Guerrilla Marketing books, this one is powerful, direct and simple. Unlike the other ones, this book also heals our communities, fortifies the planet and helps you build an enterprise for the long haul. Just in time.
Seth Godin, Author & Blogger

The success of Chicken Soup is because most people want to help others and want to do the right thing. Jay and Shel show that not only do people want to change the paradigm toward people-centered, planet-friendly behavior, but that they can lift people out of poverty and profit handsomely by doing so. I’m delighted to recommend Guerrilla Marketing To Heal the World—the world needs more of this.—Jack Canfield, Co-Creator, Chicken Soup for the Soul series, Author, The Success Principles, and CEO, Canfield Training Group

For decades, I’ve supported the idea that business has a higher purpose. Guerrilla Marketing to Heal the World offers practical examples and fresh insights into how business can address poverty, war, and climate—profitably and collaboratively. I’m delighted to recommend this book.
—Ivan Misner, Ph.D., Founder of BNI (Business Network International)

A wonderful combination of guerrilla marketing chockfull of practical green and social change marketing tips and first hand advice from two pros.
Jacquelyn Ottman, Author of The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding

The tools that wire the social web are perfect for driving interest and action around sustainability and bringing people up out of poverty. Jay Levinson and Shel Horowitz have a clever blend of ideas, recipes, and thoughts for the future. Their ideas might just become your blueprint, if you want to see the successful greening of the world and empowerment of its citizens.
Chris Brogan, co-author, Trust Agents

As consumers use their own guerrilla techniques to hold companies accountable, Guerrilla Marketing to Heal the World levels the playing field, a playbook for companies that want to succeed in a world where integrity and transparency trump slick slogans. This is a gem that should be required reading—not just for so-called green marketers, but for any marketer who wants to succeed in today’s economy, and tomorrow’s.
— Joel Makower, Executive Editor,, and author, Strategies for the Green Economy

Guerrilla Marketing to Heal the World proves marketing and making the world a better place are not mutually exclusive. Jay Conrad Levinson and Shel Horowitz demonstrate how you can build a better business based on ethical, Green and value-centered principles.
—Michael Port, New York Times bestselling author of The Think Big Manifesto,

Taking a long-overdue holistic approach, Guerrilla Marketing to Heal the World shows business how to heal the world—not through guilt and shame, but by weaving the profit motive into this work and honorably embracing core business values that honor humanity and the planet.
Alicia Bay Laurel, author, Living On the Earth

In a world filled with shameless self-promoters and hype-filled hucksters, Shel Horowitz and Jay Conrad Levinson stand out as honest, ethical marketers. I like the clear, high-content, value-based, forthright approach to selling with integrity they teach in Guerrilla Marketing to Heal the World, and from experience, I know their ideas can generate highly profitable results.
Bob Bly, author of 80+ books and the man McGraw-Hill calls “America’s top copywriter”

Green, social change marketing is here for good. This book will show you how to market, influence others and resonate with the times. The advice is simple and the premise is compelling – read this and join the 21st century.
—Tim Sanders, author of Saving The World At Work, Love is the Killer App, etc.

When it comes to finding your voice online or offline, it takes much more than transparency and authenticity. It takes connectivity and inspiration. Jay and Shel are no strangers to helping brands and entrepreneurs build creative and effective channels to reach and attract customers. Now they’re helping businesses increase profitability through green, socially conscious, and eco-friendly strategies and services that also benefit our environment. Build in a higher purpose or go home!
—Brian Solis, leading digital analyst and bestselling author (@briansolis)

Guerrilla Marketing To Heal the  World  is an extraordinary effort that is as inspirational as it is informative. This book takes those interested in the world of social impact to ‘church’!  Shel and Jay cite real-life examples of well-known corporations who are changing the way America does business with their good intentions and innovative strategies. Not only have these organizations added increased profits to their bottom line  by adopting the principles of social conscience, but they are changing lives around the world, healing our planet and lifting our spirit.

It’s time we all meet in the social impact space to tackle big world issues like, hunger poverty and climate change! This book is a winner!
—Frankie Picasso, Socialpreneur,  founder of The Good Radio Network, and author of Midlife Mojo and No Bull Allowed! 

Finally some people who get it! Shel and Jay have brilliantly crafted a framework for turning innovation for business into transformation for the planet. This book reveals not only how any company can not only go green, but make money addressing hunger, poverty, war, and climate change. Readers will discover how being socially conscious and being successful go hand in hand.
—Kristie Notto, author of Ignite your Impact: How Entrepreneurs Can Share Their Light and Love and Make a Difference,

…It’s good to have friends in your corner. This book is such a friend, pulling together some of the best threads available to weave a blanket that can keep you warm. It’s full of practical ideas, stories and insights that will have you feel a little less alone and more capable of doing the work you feel so called to you. Shel is a mensch and this book is all the proof you’ll need to believe me.
—Tad Hargrave,

In Jay Levinson’s and Shel Horowitz’s world, people do matter. The book combines the best of marketing and relationship theory with real-world examples and practical advice to create a winning, inspirational package. If we all adopted their advice to create value for others in everything that we do, the world would be a better place.
Melanie Rigney, Former Editor, Writer’s Digest magazine/Editorial Director, Writer’s Digest Trade Books, author, Sisterhood of Saints

Guerrilla Marketing to Heal the World is a clear call to action and a magnificent mandate for the rewards of our better nature. Jay Conrad Levinson and Shel Horowitz enlighten you with a bright new world and give you a clear manifesto for feeling good about yourself as you reap bigger profits and create a better, more ethical place to live and work in. This book will IMPACT!
—Ken McArthur, Best-Selling Author of Impact: How to Get Noticed, Motivate Millions and Make a Difference in a Noisy World and founder of

No message could be more timely than Jay Conrad Levinson’s and Shel Horowitz’s. In the long run, only an ethical approach to marketing works.
Al Ries, author of several best-selling marketing books including Positioning, The 22 Immutable Laws of Marketing, and The Fall of Advertising and the Rise of PR

Good marketing is about doing things right, but more importantly about doing the right thing. Guerrilla Marketing to Heal the World will show you how to be more successful by doing both.
—Brian Jud, Executive Director of the Association of Publishers for Special Sales

Very wise words from very wise men. Shel and Jay are seasoned marketing pros who not only talk the talk, but walk the walk…of business both making a real difference in the world—and making a profit. Their brilliance shines through and their methods will not only help you to make lots of money, but to feel great while doing so. And that, in essence, is free enterprise—that the money you make is directly proportionate to how many people you serve and how well you serve them.
Follow the advice of Guerrilla Marketing to Heal the World. Your current customers, your new customers, and your bank account will be richer for it.
Bob Burg, author of Endless Referrals, co-author, The Go-Giver

A course in marketing for mensches. Stop wallowing in the sleazy world of dog-eat-dog business and learn how making the world better will actually improve your bottom line! Guerrilla Marketing to Heal the World is the wave of the future. Books on green, ethical, socially beneficial business practices, like this one, are sorely needed in today’s world. This is one of the best books on the topic that I’ve seen. Buy it for your CEO.
—Fern Reiss, Director,

The essential key to marketing is making friends, creating relationships. My friend and competitor Shel Horowitz explains in clear terms why those two roles are in harmony and not conflict, and how serving the most underserved can build on this idea. A must read for anyone who wants to understand the new way of doing business and doing it well.
—John Kremer, author, 1001 Ways to Market Your Books

It’s about time someone wrote a book about the way things REALLY work at the values, ethics, and service levels in the marketplace. Yes, there are scandals and scoundrels in business. But they’re truly in the minority. Because the people who last… the people with whom others most want to do business… the people who set the pace for the rest… are quietly and consistently principled individuals operating to help the world overcome its hardest problems. This book spells out what those people are doing and why it’s to your advantage to follow their lead.
David Garfinkel, bestselling author, Breakthrough Copywriting

Jay Conrad Levinson and Shel Horowitz show, on every page, that not only can business succeed by tackling hunger, poverty, war, and climate change, but that doing so can change the world. Doing the right thing not only feels good, it works. Guerrilla Marketing to Heal the World should be required reading in every marketing class.
—Mary Westheimer, Marketing Director, Kevin Caron Studios, L.L.C.

Creating socially responsible businesses is not only a good thing to do, but it will give you company a unique competitive advantage. And Guerrilla Marketing to Heal the World shows you how to do that. This book will give you dozens of new and fresh green ideas about how to not only market your business responsibility, but break new ground in solving the world’s most pressing problems—AND beat the pants off your competitors.
David Frey, Author, The Small Business Marketing Bible

This is a refreshing, wonderful and practical book. Jay Conrad Levinson and Shel Horowitz tell you that integrity is not naiveté and that you can stand up for what you believe in and still make a profit. I’d like to thank the authors… Bravo!
Jeffrey Eisenberg, New York Times bestselling co-author of Waiting for Your Cat to Bark, Call to Action, and other books

Quotes from Media Interviews and Profiles (a few among hundreds)

New York Times, Fair Prices for Farmers: Simple Idea, Complex RealityStill, the fair trade system, which is independent of the food industry, carries weight in the mind of Shel Horowitz, a writer in Hadley, Mass.
(Note: Shel has been quoted in at least four New York Times articles, two of which are excerpted/linked here. He has also published several New York Times letters—the first time, as a 17-year-old college freshman, in 1974.)
Forbes, Why CSR? The Benefits Of Corporate Social Responsibility Will Move You To Act: Shel Horowitz, a CSR consultant who says he practices what he preaches, says, “For the past ten years or so, I’ve been very publicly touting the benefits of eco/social responsibility—in my books, articles, blog, and speeches. I don’t think it’s a coincidence that during this period, my business underwent significant growth in average per-client revenue and total revenue.”

Entrepreneur, Five-Step Guide to Marketing a Business As GreenThe best way to avoid these claims, according to Shel Horowitz, CEO of, is to keep messages consistent and support every claim with incontrovertible evidence.”Transparency and honesty is the best approach,” he says. “If you’re accused of greenwashing and there’s some stick to it at all, you’re dead.” (Note: Shel has been quoted in at least 21 articles in Entrepreneur, 3 of which are excerpted/linked here.)

The Guardian, Full disclosure: product makers are getting better at revealing what’s within“Even if your ingredients are complex and spelled with 15 letters, there are ways of making them understandable,” Horowitz says.
Inc, 11 Businesses You Can Start in Your Pajamas: Shel Horowitz started his first home-based business in 1981 on the kitchen table of a rental apartment. Horowitz is still home-based with Green and Profitable, an international marketing consulting and copywriting service focused on the green market, with clients throughout North America, Europe and Asia, and Australia. Horowitz now works from a 1743 farmhouse in Western Massachusetts with mountain views, which he’s…solarized.
(Note: Shel has been quoted in at least 6 articles in Inc.)

Los Angeles Times, Marketing on a budget: Advice for small businesses: Form a marketing partnership with a business that already reaches your target customers. “Results can be impressive, because you come in as a trusted partner of an established brand, and it costs you nothing,” said Shel Horowitz, coauthor of “Guerrilla Marketing Goes Green.”You can also join forces with other small companies to form a larger marketing entity, Horowitz said. Social media is essentially free and you can use it to build long-term relationships with potential customers as well as to announce promotions and new products.

Entrepreneur, Cause to Celebrate: Some PR firms strive to make a difference by promoting causes as well as products“There’s a much deeper awareness that business cannot be divorced from values,” says Shel Horowitz, a Hadley, Massachusetts, author of several marketing books… “[Consumers] are realizing [they] have the power and the right to demand accountability. Businesses are realizing it’s smart to have good principles.”
New York Times, Doing Well in Your Career by Doing Good Outside ItWherever you volunteer, branding yourself as a person who cares makes you a better job candidate, said Shel Horowitz, a marketing consultant… “It says to an employer: If you hire this person, you can trust them.”
Entrepreneur, How to Determine Which Eco-Friendly Changes Your Business Should Make: Hadley, Mass.-based Shel Horowitz, a green marketing consultant and author of Guerrilla Marketing Goes Green, agrees. “Start with the low-hanging fruit,” he says. “Do the easy, inexpensive things first and use the savings to fund bigger improvements.”



Famed guerrilla marketer Jay Conrad Levinson and Shel Horowitz, a consultant to social change organizations, show how to combine principles and profit in Guerrilla Marketing to Heal the World.
—Toronto Globe & Mail

Guerrilla Marketing to Heal the World is the perfect book for your friends and family members who are business owners or marketers interested in altruistic goals. It combines the skills of two noted multi-title authors and marketers…Guerrilla Marketing to Heal the World is a thoughtful book for those who strive for a balance between their self-interests and the best interests of generations to follow.
—Roger C. Parker, Content Marketing Institute

A deep dive into the new conscious approach to marketing – a guerrilla approach that is destined to change the world. At the core of this new entrepreneurial path is an understanding that in today’s world of commerce, good business is relating to customers as humans, creating wealth in a manner that supports everyone winning, for the betterment of individuals and society. Guerrilla Marketing to Heal the World is your road map to achieving principled profit.
—J V Crum, III,

The book has numerous real-world examples of its approach…It also explores some areas of controversy: for example, while supporting localism is central to green ethics, there are industries and products where that’s not possible… Green marketing is becoming mainstream; Horowitz cites studies showing that 76% of consumers would switch to green goods, if they had parity of price and quality. But plenty are switching even with the premium many green products command. That’s one of the reasons companies can stay profitable even when the costs of ethical and green production might be higher…
—Francesca Rheannon, CSR Wire*

Extremely well written…also motivational and covers beyond what the title suggests…You will learn that at the very least, 1/3 of people make purchasing decisions based on social responsibility. I’ve also read studies that millennials are a big reason why this number continues to increase. Customers are expecting more from companies and this book will show you how you can benefit from this while helping the world be a better place. This book shows you that EVERY BUSINESS can adapt principles that help the world…This book uses trustworthy sources to back up statements and rather than just providing good ideas and examples of their implementation, it arms you with call to actions. So not only do you get great concepts and ideas, you are given the tools to adapt them to your own marketing arsenal.
Fashion Blawger

Showcasing dozens of practical examples of successful companies doing well by doing good ranging from solo entrepreneurs to Fortune 100 global corporations) anyone with the responsibility for any manner of commerce can learn how to heal the world while gaining the practical marketing savvy to turn ethical and moral values into business success. “Guerrilla Marketing to Heal the World” covers: Creating projects (and products) that accomplish social change, profitability, and cost reduction all at once; Greening a company in ways that save money and make money; Gaining enormous positive reputation as a visionary company worth supporting; Expanding successfully into totally new markets through strategic thinking, powerful partnerships, and commitment to core principles; Turning marketing from a cost to a revenue stream; Embracing abundance and transformation — and stop worrying about market share. Exceptionally well written, organized and presented, thoroughly ‘user friendly’ in tone and commentary, “Guerrilla Marketing to Heal the World” is unreservedly recommended for corporate, community and academic library Business Studies & Marketing collections.
Midwest Book Review

We can be responsible, green, and make an abundant living…This book showcases…how you can participate in this optimistic marketing style…how to tap into this growing consumer base, and how to build authentic marketing to cater to their needs.

Well executed, this book is stock full of information for any marketer and entrepreneur… a book and a concept that should not be ignored.…No fluff…a book to learn from.
Claudia Blanton, Miss Fiercely Independent blog

I firmly believe marketing can be done in a positive, heart-centered way to benefit the world (as opposed to just benefiting a bank account). This book is testament to that belief and provides much needed guidance for those of us looking to move in that direction.
Kevin Taylor

A great resource for creating a company that will rise above negative criticism…I was pleasantly surprised by the value and variety of the information. The book is over 300 pages, but the information is presented with lessons and actions that sum up chapters and make it easy to skim.
Cristin Frank

The authors profile successful companies that have done just that. But they also focus on ways businesses can be profitable by creating products that not only advance social change and environmental protection, but which the company can successfully market.

One example is Dean’s Beans of Orange [Massachusetts], which gets all its coffee and cocoa from organic, fair-trade farms, ensuring coffee growers an above-market price for their produce; the company also funds village-led community development projects in the countries from which it buys coffee beans.

“This book is designed to redefine what the business world thinks is possible,” Horowitz writes in an introduction, “and to show through hundreds of powerful examples that not only can we succeed by baking our values into our business practices, the path of success is noticeably easier.”
Daily Hampshire Gazette

Especially in these trying economic times, it’s hard to imagine the “Golden Rule” of putting people first and treating them fairly can help one succeed in business. And with all the cost-cutting that’s going on, can a business really afford to put values above value and worry about the environmental well-being of our planet?

According to authors Shel Horowitz and Jay Conrad Levinson, that is exactly what businesses need to do in order to succeed. These veteran marketers claim that the old model of intrusive advertising and marketing not only costs too much, but it no longer works. Their new book contends that what you can do instead is both more powerful and a whole lot cheaper.

My latest fave.  I write for and about Green business, and have found this to be an excellent resource, full of ideas that can be implemented by businesses of all types and sizes to ethically generate leads and increase profits.

My copy is full of underscores and dog ears where I’ve marked fascinating insights and great real-world ideas for marketing your business ethically and effectively, whether you’re a beginner or advanced.

I especially like the fact that it’s well-written and fun to read, as well as the refreshing point of view that good business goes hand in hand with ethical intentions and community building.
– Anne Michelsen, Green Ink Copywriting*

Unbeatable insurgent tactics for increasing your profits while improving the planet. This up-to-the-minute sourcebook gives you the theory and the roadmap to get your sustainability marketing plan up and running…

-Michael Smith, Green Living Review, UK*

Packed with practical examples on how ethical marketing can go past the corporate walls to make real impact (and make money.) Rather than just talking about how green your company is (in manufacturing process, recycling, or use of materials), your marketing can impact lasting social change.

Shel may not have known then when he sent over a review copy, but I’m a big supporter of alternative energies, primarily bio-fuel, and regional organic farming. His lobster story (pg. 163) may be a good idea for small biofuel producers, even organic micro-farms by letting customer own a piece of the result.

I can see myself revisiting case studies presented, especially since book notes include links to referenced guerrilla marketing ideas. Don’t want to make you think this is a tree-hugger book, it includes practical marketing you can use in your business. But …

Even if you were “green” before it was cool, you can appreciate this approach for profits and planet. Book goes a long way towards growing a business and being sustainable. Highly recommended.
—Justin Hitt*

  • Review of Jay and Shel’s earlier book, Guerrilla Marketing Goes Green, published a few years ago by John Wiley & Sons. The current book, Guerrilla Marketing to Heal the World, includes ~80 percent of the earlier book, plus 40,000 words of brand new material.

Your Next Step?

Guerrilla Marketing to Heal the World was published April 19, 2016 and is available through your favorite in-store or online bookseller—or get a personalized, inscribed, autographed and copy directly from primary author Shel Horowitz. Order from your favorite independent bookstore, using ISBN 978-1630476588  (we LOVE indies). Or click the appropriate button to order your copy from:


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Get a personalized, inscribed, autographed and copy directly from primary author Shel Horowitz

Arrange for discounted bulk purchase to provide copies to your sales and marketing team, your sustainability experts, your clients and patrons…without or without a custom cover that uses your own logo and brand

Discuss with Shel how he can help you incorporate profitable social change into your business core AND your product/service mix, green your business, and gain the most marketing benefit

Have Shel deliver one of his upbeat and interactive presentations on successful green/social change business and/or train your staff