Why you should read Green to Gold |
| Sesame Street's Kermit the Frog famously observed, "It's not easy being green." Whether easy or not, environmental and social pressures are pushing more and more companies to ride the "green wave" to ecological sustainability. In this beautifully organized, crisply written book, Daniel C. Esty and Andrew S. Winston, both Yale professors, describe how sustainability can create competitive advantage. They succinctly make the business case for sustainability, and then provide a playbook of green strategies and tactics. The presentation is neither too abstract nor too detailed: It's just right. Nor is their presentation one-sided: They enumerate many ways sustainable products and strategies can go wrong. While some of their suggestions may seem obvious, the authors deserve praise for collecting so many excellent tips and tricks, and for describing them in memorable (mostly) jargon-free prose. getAbstract highly recommends this smart book to any business leader who wants to move beyond rhetoric to action. While Kermit's wisdom is doubtless correct, this handbook makes being green much easier. |
About the Authors |
| Daniel C. Esty is Hillhouse Professor of Environmental Law and Policy at Yale University, where Andrew S. Winston is Director of the Corporate Environmental Strategy Project. |
Pacing is basically that you go along with whatever the person is doing at the time. You match where she is at. If she is bored, match her boredom; if she is full of energy, be full of energy; if she is talking slowly, talk slowly. You don't have to do exactly the same, and often it would be unhealthy for you to do exactly the same. But you can always match something about you with something of her's. If you do this smoothly you will both feel that you understand each other to a certain degree.
If that was all you did, getting into good rapport, then nothing much would come out of it. You might both have a pleasant time, but it wouldn't really be a session. It probably wouldn't be anything a client would pay money for.
To make it a session you need to take the client somewhere where she wouldn't have gone by herself. Or at least you need to take her there faster than she would have gone there by herself. The action of taking her somewhere is what is called Leading.
Leading is whatever you say or do that is intended to get the client to change her state of mind, get access to different information, find out something new, or see things differently. Usually it is something you say. You might ask questions, or you might give directions, or you might explain something. You might also just change the way you talk about something and see if the client goes along with it.
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