Transparency. I thought about viral marketing after I finished reading Daniel Goleman’s latest book, Ecological Intelligence: How Knowing the Hidden Impacts of What We Buy Can Change Everything. In the same way that companies can use organized word of mouth campaigns to push products, consumers have an increasing number of ways to let their views be known and shared to influence products. Goleman proposes or anticipates the development of what he calls radical transparency by which all the contents and hidden costs of all products are visible to consumers. With that knowledge, sustainability becomes more likely, dangerous ingredients are eliminated, and we are more likely to have product choices that are green and safe. While I found Goleman’s presentation to be pedantic at times, and preachy at others, the bulk of his book presents some clear thinking about one area in which consumers can take action: the decision of what to buy and what to avoid. Anyone making products will find Ecological Intelligence a useful book to read and compare organizational readiness for consumers that will be more activist in their expectations and actions.
Rating: Three-star (Recommended)