Looking for answers on how to grow your business? These are the top five videos based upon viewer hits on the Earth 2017 YouTube Video Library:
#1 Trisha Jung, Pricing The Nissan Leaf
This video was taken at the launch of the Nissan Leaf. Nissan got it right on how to price a green innovation. Rather than try selling it and confront consumer resistance to buying a new technology they promoted leasing the car. Listen how many times Trisha says the word “green” in describing the Leaf. ZERO! Another best practice for mass marketing green products. Only about 15% of consumers are really motivated to buy based upon a product being green. Most want to hear what Trisha talked about: performance, fun, no risk, saves money, etc.
#2 Bill Roth, Acceleration At The Speed Of Electrons
Is it the Leaf or my cute dog Cooper that got this video of my Leaf test drive the second most views? It is probably me blasting away from a stop sign showing that acceleration at the speed of electrons is a lot of fun. This video also connects the dots on how sustainable cars and buildings are economic and environmental best practices.
#3 Lynn Jurich, SunRun “Cost Control” Sales Pitch
SunRun is a marketing pioneer in selling renewable energy. Their sales pitch is “Cost Control!” They arrange financing, installation and maintenance of a roof top solar installation for the home owner. They structure the deal so the home owner pays for the solar energy through a monthly bill just like they pay for electricity from their utility. The SunRun pricing offer is a price at least as good as the utility’s plus a guarantee the price won’t go up for 20 years! That’s how you become the largest installer of residential roof top solar in the United States.
#4 John Friend, Yoga Produces Business Results
Going green is more than solar or electric cars. It is fundamentally about people and their quality of life. I sought out an interview with John Friend after a seeing a yoga class at Clif Bar’s new and very sustainable headquarters building. This is a pioneering interview on how a business makes money aligning with the best interests of their work associates.
#5 Geoffrey Moore, Crossing The Sale Chasm
Crossing The Chasm is one of the most valuable business books I have read. It opened my eyes to how to win new customers for a pioneering new company or product. In this video Geoffrey Moore talks to how to find the right customer that will buy your green or clean tech product. And how to use those early-adopter sales to grow a larger and profitable business.