Category Archives: Partner Strategy

Video

Infographic shows why Branson’s Virgin formula for branding #biodiversity is so right on

This video by a Vancouver art student group is a good overview of the value of #biodiversity, but seeing it makes me realize how much I like Richard Branson’s method of branding biodiversity.

Richard Branson’s Biodiversity Branding Formula has five elements. Start with A. an at risk animal that’s cute or magnificent (for biodiversity, cute and exotic may trump charismatic megafauna (lions, hippos, etc.) The big animals are usually seen alone; the small animals are believably dependent on context; local habitat, and ecosystem. Then it says B. We are starting to make a difference; we are protecting its habitat, it’s coming back in some places. Next he says C. That it’s safe to give to this country or region; there are fair elections on the way, or some other validator so that people won’t be afraid to give or get involved there. The rule of law is essential for biocultural diversity. That’s why the confluence this September of the UN and International Funders for Indigenous People annual conference and the first ever real time meeting of representatives of indigenous nations and the nation states of the UN is so important and why I plan to be  deeply involved in those September gatherings.

Then there is D. a brief mention of the fact that biodiversity is good for people, too. But you don’t sell that too hard; you don’t lead with it. I’ve learned in seven years of involvement with Fair Trade companies, that the message of linking poverty alleviation is not one you lead with if you want to talk to a broad audience. It doesn’t resonate well with people beyond a core group of justice seekers.

There could be a greater link with faith based people in the U.S. on this, as there is in the UK. The tragic failure of Fair Trade USA to make this a key component of their message has to be overcome. In the UK, 83 % of grocery store buying decisions are positively impacted by fair trade as a factor. In the U.S.  it’s under 10 % largely, I think, in the UK the governing fair trade organization linked faith based people with activists, while in the U.S. the leadership was only about motivating activists. Until the church and the secular justice activists effectively link up, selling justice as a key reason to get important things done will lag behind using environmental motivations.

Finally, when you look the pictures on Branson’s project on Pinterest, E. the money line appears; not in the story. There is no intrusion into the story experience of Branson’s business reasons for being involved in biodiversity (whatever his personal reasons are). That’s the way to sell. Let the cute animals lead the way. Follow with the reassurance that it’s safe to give and that there is reason to hope, mention the people in passing, and leave the money pitch until the story is finished and has gotten its proper reaction.

Branding the Regenerative Capital Fund

I like the idea of describing the thesis of the Regenerative Capital Fund as a bridge between the ideas of John Fullerton at the Capital Institute and his co author Hunter Lovins and the ideas of Morgan Simon and Andrea Armeni and her team at Transform Finance. If it works, we will be a fungible anecdote for two related, aligned but not yet actively partnering, as in making common cause, for two groups of thought leaders.  We can, if we do this well, be an example each one uses to illustrate how a fund would make use of their ideas,  as they explain to people how the world should be. We want to be one of the funds they point to as an iconic example.

My simple formulation of our thesis is we are about biodiversity meets inclusion at the corner of non extractive profits. Good Capital Holdings in investing in the General Partnership of the fund, (one of three we are investing in)in order to inform the thesis; the truth they are trying to prove and show the world. Shaun Paul is the managing director, with Ed Dugger the transaction guy and the one who has sold institutional players.

It’s really that simple. They carry our story everywhere they go. People who want to get serious about those ideas find us. We have a sidecar donor advised fund, (DAF) so the average person who can put up $5,000 can invest directly in our companies, or in us. We give them the choice; we have to validate our position as an intermediary in a transparent marketplace. We could even be paid with tips, like Kiva when they saw something good they realized we had a significant hand in.

I am thinking of ways to make our fund communal, partly owned by the community, easily, maybe through local lending clubs, which also let people put in small dollars. There is one forming here that I will be participating here. I plan to invest in Accelerating Appalachia this fund’s sister accelerator through that. I could not find a way to invest in a single seed stage company was in line with our Good Capital Holdings thesis. We are investing in horizontal ecosystem infrastructure. My continual push as I work with RegenCap is to push for the best story. Shaun and my own good sense will moderate that desire to make the story I want conform to reality. It will be fun.

Iirro Niemi and Anna Blume got us this far. I am excited to continue to work with them.

We also plan to tell this story as kind of road to SOCAP14 building the Regenerative Capital Fund reality series with this blog cross-posted on the SOCAP site. We will also open that platform to other funds which are forming.

Overall, my goal this year to light up and connect the nodes in my network, from the Impact Hubs we now own and operate in TriBeCa, Philly, San Francisco and soon DC with SOCAP and the funds and companies Good Capital Holdings (GCH) is investing in.

Tell us your story of bio-cultural resilience in business

Business effects and sometimes even drives resilience in socio-ecological systems.  There are many many examples throughout the world where blended value companies driven by for-profit and non-profit entrepreneurs are greatly contributing to and sometimes even driving systemic change toward social and environmental sustainability.

With this blog, we seek to begin to capture examples and tell stories of companies about where and how business is pursuing business opportunities and successfully managing risk to guide their success often measured with financial returns along with social and environmental impacts.

Building biocultural resilience in business:

  • enhances and generally increases biodiversity;
  • affirms traditional and customary resource rights especially among Indigenous Peoples;
  • contributes to good governance for people and nature; and,
  • enhances the ability of people and nature to navigate economic and environmental shocks and disruptions like extreme weather events.

What does this look like today? I offer a few examples here with an invitation to share your story of biocultural resilience in business.

EcoMadera is pioneering a new business model to conserve threatened rainforests of the planet’s most biodiverse forests in Ecuador by producing sustainable hardwood products.  They are organized around a provocative business model bridging international partnerships between forest communities, and academia.

Maya Mountain Chocolate from Belize has adopted a direct trade model producing some of the best chocolate I have EVER tasted while offering Mayan farmers a price and value beyond fair trade and organic. Growing cacao MMC-style can have a powerful affect regenerating local biodiversity while affirming traditional land use and culture.

Dune Lankard is a native Athabaskan Eyak from the Copper River Delta of Alaska, and the founder of Redzone, an ongoing First Nations project created in the wake of the 1989 Exxon Valdez oil spill. He started the Copper River Wild Salmon Company to help local fishermen regain control over processing, packaging, labeling, and marketing their fish.  He’s is furthering a big vision to further sustainable fisheries management, bring high quality product to market and invigorate indigenous activists working to keep their fisheries healthy by keeping large coal beds underground in their traditional territories.

I welcome your joining us in telling stories about when and how business can offer profits while protecting and restoring nature aligned especially in ways that empower traditional knowledge and cultural practices.