Morning

We’re all busy people, but there should always be time to think. So that is what this week’s theme is about; about things that make you think. (Or should do.)

I’ve used Springwise as the source of ideas. A bit verbose, but then that’s never been a problem for me…

Enjoy

A

Tapping into the Green movement
Many of our clients like to believe that their corporate positions on CSR can actually help to attract candidates, so I’ve been looking for some interesting examples of how firms are engaging consumers by involving them in their ambitions to create a safer, more sustainable world.

Earlier this year, Texas-based Whole Foods launched the Whole Earth Generation, a video podcast series dedicated to raising environmental awareness among today’s youth. Episodes of the series address topics generated by Gens Y and Z, with highlights including interviews with celebrities and peers, ideas for a sustainable future, cool green products, and how to convince sceptical families and friends to go green.

To kick off the new initiative, the company ran a contest to find six children aged 8 to 17 to serve as hosts of the green-themed series, which ran (and is still running) throughout April. Children from all over the United States and Canada could either submit a video at Whole Foods’ YouTube page, or show up in person at one of the designated Whole Foods Market stores in New York, Chicago and Austin for auditions on select days. The winners were then chosen to host the podcasts.

Genomic advertising; the first stage
Those of you who have seen me talk about futurecasting know that I am fascinated about the whole genomic advertising debate, which was recently brought to the fore in Michael Crichton’s book, Next. Effectively genomic advertising is altering the genomes of a living object to use it for advertising purposes. Think, for example, of the Tory party’s perpetual attempts to breed a blue rose; take this one stage further and imagine breeding animals whose colouring matches the brand palette of a large Blue Chip. Sounds inconceivable, doesn’t it?

Well, we are much closer to using genomes for commercial purposes than you may think. Whilst genomic advertising is a while away (we hope!) earlier this month saw the launch of a genome mapping service, Navigenics.

California-based Navigenics’ Health Compass is a service that combines a genetic health assessment with genetic counselling and information about the latest discoveries in science and medicine. Using just a sample of saliva, the service gives individuals information on their chances of developing up to 18 common conditions, including Alzheimer’s Disease, heart attack, multiple sclerosis and a variety of cancers.

Results are analyzed and encrypted before being made available to the consumer online through a password-protected website, along with suggestions and strategies for preventing or delaying illness. Navigenics also provides access to a personal Certified Genetic Counsellor who can help users understand their individual results and create a plan for optimal health.

Marketing any new service is a challenge, but that’s doubly true when it involves unfamiliar, cutting-edge technology, requires expert interpretation and is fraught with emotional and ethical issues. In a case like this, taking to the (monied) streets and demonstrating it directly to the people most likely to be interested and able to afford the service makes a lot of sense

Maps for new-energy entrepreneurs
The quest for alternative energy is the gold rush of our era. And as with any gold rush, the companies that sell miners their picks and shovels have a good chance of success. FirstLook is that kind of company. Instead of digging tools, it sells detailed reports to new-energy entrepreneurs. Those reports show just how much wind or sunshine an area is likely to receive, based on years’ worth of meteorological data.

The company advertises its reports via a free interactive map, which uses Google Maps. Preliminary information from the map helps entrepreneurs determine whether a windmill or solar-panel installation at a chosen location would make good financial sense. Registered users simply log in and click a location on the interactive map. Immediately, they receive a brief run-down on the area’s potential. Wind reports, for example, show the area’s average wind speed at different heights, which correspond to the possible heights of a windmill tower. Solar maps give the average daily illumination the same spot receives at differing angles. That information on sunlight angles is critical, unless the project employs solar panels that track the sun’s movement across the sky.

Websites run by the Department of Energy and other government and environmental organizations already provide similar information, though maybe with a less easy-to-use interface.

For now FirstLook’s data appears limited to US locations. But the company has plans to expand to other nations, a move it hopes to help finance with country-based sponsorships. Meanwhile, worldwide demand for wind and solar energy is growing, aptly insuring FirstLook’s potential for growth. At the same time, the alternative energy gold rush will no doubt present other opportunities for pick-and-shovel start-ups.

Career Portfolios for JobSeekers
At a recent client planning session, we were looking at how an organisation could help candidates manage the transition in building and developing live CVs. Social networking websites like LinkedIn transforming the way the a CV can get developed, adding new elements like client and peer references, and recently launched VisualCV hopes to do takes this one stage further.

Anyone shopping for a job can sign on with VisualCV and create a page that resembles an online magazine article. Besides the traditional resume detailing a user’s career, members can upload a video describing themselves. There’s also room for uploading files that list references or examples of creative work, as well as space to highlight specific accomplishments. If a member made sales explode at their last job, for instance, they can display a chart to illustrate growth.

Taken together, VisualCV’s features result in a document that’s more professional looking than what’s possible on most social networking sites, and incorporates features that help employers better assess a jobseeker’s skills and experience. Mouse over the name of a company where a candidate recently wor
ked, for instance, and a pop-up will display a few details about it.

Plenty of variations on VisualCV’s business model are possible. Likewise, customizing features to suit different professions should increase chances of success. Jobseekers could choose from an array of industry-specific templates, for example. And video-conferencing features such as those found on dating websites would let employers more efficiently screen candidates.