Commerce | The Barefoot Spirit

Stop Single-Use Plastic Pollution by Leveling the Playing Field

Michael Houlihan & Bonnie Harvey — Thu, 25 Oct 2018 17:00:58 +0000

The European Union finally voted this week on a proposition that’s been on the table since May 2018. It’s a proposition to ban single-use plastics. How this finally happened at this highest level of European government is a testament, in our opinion, to the more intelligent use of social media.

Enlightening documentaries like David Attenborough’s BBC Blue Planet Series and vivid YouTube posts like Richard Horner’s Dive through a sea of plastics have educated and motivated average citizens to demand controls on industry. Shocking videos like Dead whale had eaten 80 plastic bags and ‘Decades’ of deep-sea plastic pollution have finally created the political climate for new laws. Videos that demonstrate how tiny plastic fragments in the ocean can end up in fish and can be passed on to humans are a serious wake-up call for even the most apathetic consumer. But, producers have yet to catch up…

So, the 21st-century environmental action process goes something like this:

Activists and scientists decry the environmental problem that commercial and industrial practices are causing. (They are discredited by accusations of having a political agenda.)
The public gets confused because the proponents create debate and uncertainty. (Most consumers don’t actually see the pollution or realize its effect on their own health.)
Actual videos of the problem finally go viral on YouTube and other social platforms. (Many consumers see it for the first time and realize it will affect their own and their children’s health.)
Pressure mounts on elected officials to do something about it. (Industry won’t control itself so people resort to pressuring the government for more controls.)
Lawmakers pass laws controlling commerce and industry. (Consumers pay more in the short run in their desire to protect their health.)

It’s unfortunate that commerce and industry couldn’t see this coming and regulate themselves to a point that many of these types of environmental catastrophes would not have taken place …and continue to mount. As business people ourselves, we hate to see more arduous government controls clumsily pushed on industry. We know that these kinds of controls will hurt business in the short run by increasing costs. But, by the same token, it’s clear that industry will not control itself without governmental intervention. This is the price industry pays for no self-control. And the fact is that these controls will ultimately help new, non-polluting packaging industries that are currently competing with unfairly “cheaper” single-use plastic producers.

The Elephant in the Room…Competition

The elephant in the room that nobody wants to discuss is competition, plain and simple. Why would a perfectly sensitive company, concerned with the health and welfare of its employees and customers, go to single-use plastics in the first place? It’s simple. It’s competition! Because industry is not yet paying the real cost of pollution, it operates on the false premise that it’s cheaper to pollute. If one producer does it, they all have to do it!

The New European Law

Governmental controls will ultimately change that – but at a steep price to industry. Industry could avoid these controls if they could agree on their own rules and regulations to level the playing field. Perhaps this move by the European Union will send a clear message to American companies that their own consumers are watching these videos and fearing for their own health as well. Perhaps this new European law will send the message that viral videos demonstrating the unhealthy effects of industrial pollution result in more government controls.

What’s interesting about the European law is that it gets very specific. It bans outright single-use plastics where there are readily available alternatives such as paper and cardboard. It also bans cigarette filters which are the #1 pollutant on our beaches. This we can tell you from personal beach cleaning experience. It also calls for 90% of all plastic drink bottles to be collected for recycling by 2025. One member of the European Parliament said that without action now there will be more plastic than fish in the ocean by 2050. Just imagine…

So, as much as we hate more governmental control, let’s level the playing field for business. Let’s not give polluters an unfair cost advantage that their competitors feel obligated to copy. Our lives and that of our children depend on it. So do all forms of life on the planet we call home. Producers, whether they be environmentally responsible or not, can only stay in business if end-users purchase their products. Consumers, we implore you to spend your money wisely. Check out the videos and decide for yourself!

Who We Are

Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.

Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.

They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.

Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

The post Stop Single-Use Plastic Pollution by Leveling the Playing Field appeared first on The Barefoot Spirit.

Preoccupation with the Launch Can Sink Your Entrepreneur Ship

Michael Houlihan & Bonnie Harvey — Thu, 05 May 2016 17:00:25 +0000

Just because you launched your business don’t think that’s the key to success. The Spanish launched 1,000 ships … and they all sunk in a storm! So what exactly does success look like? If you’re a ship, it’s getting safely in to port. But where’s port? And how do you get there? How do you avoid the icebergs, storms, rough seas, and pirates? And how do you keep from running aground? The answers are navigational skills. Sure, you need a sturdy ship, but success on the high seas of commerce has more to do with captaincy than shipbuilding, and it has very little to do with launching.

Today we are constantly bombarded with stories of the new business that launched this week. There’s the press release, the launch, launch party, and even the launch lunch! Seems like everyone in the startup world is always celebrating. We don’t know why. Their concept has yet to be proven. The market has yet to accept them. They are a long way from positive cash flow. And their crew (staff) has yet to prove themselves seaworthy. The business plan is about ready to be scrapped for the cash flow plan. And no acquirer is in sight. What lie ahead are uncharted waters with many perils waiting to make themselves known. What’s all the celebrating about?

Are they celebrating the fact that they raised the capital to open the doors and stay open for a quarter or a year? This is a temporary fix. Sooner or later businesses must make more than it costs them to stay in business. Are they celebrating the creation of a business that promises to change the world? Promises are not bankable.

So what is the sober approach to a launch? We think apprehension, humility, and down right fear are some good starters. We think understanding the basic navigational skills are essential. We think starting small with a careful shake down cruise to knock out the bugs is crucial. Here’s our short list of business navigational questions that beg to be answered.

The Port. Why are you launching this business? Do you want to create a certain lifestyle? Do you want to build a legacy? Or do you want to monetize on your brand equity? If it’s monetization, who are the 3-5 potential acquirers and why do they want your business? How big does it have to be before you become an acquisition target? And how long will it take you to get there? This is the port your Entrepreneur Ship is headed for. You won’t do a good job of navigation until you know your destination. Where are you now and where are you going?

The Currents. What’s going on with the market? What are the trends in your space? Can you overcome the pushback from the gatekeepers? Are you agile enough to take advantage of opportunities as they present themselves? Can you change course quickly to avoid disaster and can you recognize favorable alternatives and have them buoy you along? Can you stay the course when you own staff begins to doubt you? Do you have a map and do you know how to get though the obstacles?

The Captaincy. Can you choose the right crew? Can you orient them, train them and inspire them? Can you engage and empower them to be their best? Can you create a team that can pull together to get through the rough seas ahead? Can you “sell” your decisions to your own people? What about your vendors? Are they strategic allies? Will they watch your back? Are you willing to learn, improve, and not make the same mistake twice? Are you a leader? Can you make the tough decisions? When you have a bold new idea, will you be able to captain your shipmates, or will they move towards mutiny?

The answer to these questions and much more are waiting for you, not in the classroom, but in the board room. They are not coming to you from a professor, but from seasoned, and successful business navigators who have actually done it. We have experienced firsthand what you are about to. You can learn by our mistakes, see them coming on your own horizon, and successfully navigate around them. It cost us plenty, but it can save you time and money. Before you launch your entrepreneur ship, get the admiralty skill and experience to bring you safely to port from folks who have successfully navigated the rough waters. Don’t wind up like one of the ships in the Spanish Armada!

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

The post Preoccupation with the Launch Can Sink Your Entrepreneur Ship appeared first on The Barefoot Spirit.

A College Degree Can Give You an Entrepreneurial Edge

Michael Houlihan & Bonnie Harvey — Mon, 28 May 2012 03:08:20 +0000

This year’s grads face serious employment challenges, but there’s probably never been a greater opportunity to create your own job. According to Robert Reich, former US Secretary of Labor, the job prospects look rather dim due to the economic down turn. He cites some trends that may throw into question the very value of a college degree itself: heavy competition for jobs, a significant decrease in earnings, outsourcing, and student loan debt.

While traditional employment prospects are certainly less accessible and less rewarding, college grads faced with these challenges might consider a different strategy altogether – starting their own business.

Here are some reasons why today’s college grads have an advantage as entrepreneurs:

1. Less to lose. If it’s going to take a year or two to find a job, if it’s going to pay peanuts anyway, and if the chances are it can be outsourced and leave you unemployed, then the prospects of self-employment suddenly don’t look risky by comparison.

2. Information Explosion. There has never been more information available on how to start and run a business. In addition, with your college education, you have learned how to learn, how to research and how to access that information. Your college experience has taught you to seek out the advice of experienced experts, a key to business success.

3. Essentials. If you had any liberal arts classes, you learned how to communicate with people, and respect history, culture and psychology, all essential for entrepreneurial success. If you had any business classes, you will be able to at least understand the basic principles of commerce and provide value to your customers.

4. Youth. Most of you grads are relatively young and can handle the long haul it takes to develop a successful business. Get started soon and have a greater advantage over folks who wait or who are forced to become entrepreneurs. You have more time to learn from your mistakes, perfect your processes, and build your brand.

5. Cheaper Costs. Ironically, labor is relatively inexpensive. Rent is down. Interest rates are down. Suppliers and service companies need strategic allies and are more likely to offer beneficial terms. Unemployed and retired experts are available to give you advice.

6. Increased Demand. More than ever, the country is looking for new ideas to help invent our way back to prosperity. “Find a need and fill it” has never been more necessary. We need to save our environment, find clean energy, feed more people, improve education, and solve our clean water problems – just to name a few.

7. Opportunities Abound. Technological advances are begging for applications. We have only scratched the surface of what we can do with what we already have discovered. From digital to genomes, from materials to biotech, and from optics to communication, the world is your oyster. Check out “Abundance” by Peter Diamandis http://www.abundancethebook.com/.

Yes, times are tough, but remember that the last downturn spawned many of the top companies of today. Many of them were started in a garage. As you approach today’s challenges, your college education will give you a big advantage.

A degree is not a vaccination, anyway. Can’t find a job? Maybe its time to say hello to your garage.

Who We Are

To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.

The post A College Degree Can Give You an Entrepreneurial Edge appeared first on The Barefoot Spirit.