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Some(green)thing for Everyone

Originally posted on October 21, 2011. Valuable feedback from two different professional marketing consultants last week made me pause, and re-think how we are designing Working Wonders to serve all of our stakeholders as a business concept and  a benefit corporation change agent.

Natural Marketing Institute’s great research about who’s buying green products now led us to design Working Wonders, on the business concept side, in a way that it clearly serves the needs of the green consumers who are most able and willing to prioritize buying sustainable for the greatest diversity of products.

In my day-to-day quick elevator speech interactions, I identify the Working Wonders clientele as the same people who are grocery shopping at the new generation of healthier grocery stores. While it is true that is the group that gets the most excited about Working Wonders, feedback from one of the consultants has made me want to work harder to get out the larger concept and core messaging of Working Wonders as a benefit corporation. Continue reading

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