I’ve always been early. It’s a common thread throughout my life. When most people are focused on today, I’m distracted by the future. About 10 years ago, when I was at the helm of Surfrider Foundation, I started to see something new taking form — the idea of brand citizenship…

Best ways to prepare now The surfer in me knows to always watch the horizon. When someone yells, “SET!” you don’t want to be caught inside. A similar thing can be said about the rise of employee activism; it’s closing in. …

If our definition of success is a single day dedicated to the earth, we’re toast. Earth Day was an innovative idea 52 years ago when there were only a few environmental laws protecting our natural resources. The EPA hadn’t been established yet. Filthy air and water were the accepted norm…

We read every day that there’s an escalating tension in the air regarding talent. In my opinion, most stories offer a shallow version of this larger shift. This talent war is unlike any previous ones. Different forces are driving it, so we can expect the trajectory to be distinctive. Here…

If you’re reading this, you probably have your fingerprints on a brand. You are at the forefront of a movement of brands to champion their role in society. How do we make this practical? 1. Endlessly study innovation — know what it takes to deserve credit Every day I hear…

Embrace the idea that is bigger than the brand itself Brands are too often groomed to think small. They settle for “mini” brand love. Here are 4 ways a brand can break that cycle and reach its larger potential. First, anchor your brand to a big idea Our actions as marketeers suggest that our brands aren’t capable of much. We create campaigns focused on features and benefits. We market products, instead of the ideas behind the products.