A Piece of the Gort Cloud
Marian found this gem for us last week. The Gort cloud is a play on Oort cloud (the mass of matter at the end of our solar system that affects us gravitationally even though we cannot see it).
Or in Seventh Generation’s words:
While huge consumer products companies rely on advertising (whatSeth Godin calls “shouting at strangers”), start-up green companies reach out directly to the Gort Cloud, using one-on-one relationships with green academics, NGOs, certifying organizations, news outlets, trendspotters, distributors, and eco-conscious consumers to build their brands. Because everyone is connected by the common goal of sustainability and powered by the currency of transparency, start-up green companies can gain an edge over the titans whose advertising strategies are less effective every year.
I think an oort cloud application needs to be built. Something that maps the literal connections between people and media cross-referenced by industry. Surely such a product would be welcome both for mavens (those we seek out) and the people trying to get their attention.
For now, here is the link to the book. Greenies unite!