For the better part of last year, I’d been kicking around a website — a community really — that allows homeowners, architects and contractors to build greener, more sustainable homes. When I left DDB at the beginning of the year, I decided it was time to build it.
It is essentially a forum where people can share their knowledge, research and experience around the sustainable building process. As I’ve said before, there is little that is black and white about making “green” choices — everything is a thousand shades of gray. Add to that the difficulty of finding information and perspective, it’s no wonder that precious few people make sustainable choices — opting instead for the “tried and true.” I hope that by building this community, we can change that.
Originally I wanted to do product reviews. I could have done that and spent tens of thousands of dollars. Instead I chose a path that would cost much less (in the hundreds of dollars) by using the Ning Network. I’ve chosen more of a forum format where discussions can take place, helpful links, pictures and experience can be shared. While I believe this idea is filling an important information gap, I want to prove that there is, in fact, a community that will find this helpful. We shall see. It’s the contributions the community makes to it that will make it live or die.
As you may have guessed, after much exploration, I decided to call the site EcoMajority. I landed on this after thinking about Geoffrey Moore’s book “Crossing the Chasm.” While it is more about technology adoption, the lessons certainly apply. It looks like this:
As opposed to Geoffrey Moore, I’m not so concerned with the “chasm” present among early adopters, but the power of the majority — the masses — when they decide to adopt new ways of doing things. The reality is that this market will really begin to take off when the majority not just begins considering these options for their homes, but when they actually begin to implement those changes. When the majority does this — the EcoMajority — good things will begin to happen. More innovation will happen. Production will rise, competition will increase and there will be more options from which to choose. With that, prices will come down and people will buy more. And a positive feedback loop will emerge. And that will be good for the environment.
But there’s a lot between where I am today and that reality in my mind. First, I need a community. An active, engaged, contributing community willing to share their knowledge and experience. That’s you. And your many friends. My contributions are not enough. So please feel free to pass this message along to your friends and colleagues with your endorsement. Blog about it, Tweet about it, tell your friends about it on Facebook.