Environmental Equality
[vc_row][vc_column width="1/1"][vc_separator type="transparent" position="center" up="30"][vc_single_image image="20507" border_color="grey" img_link_target="_self" img_size="full"][vc_separator type="transparent" position="center" up="30"][/vc_column][/vc_row][vc_row][vc_column width="1/4"][vc_single_image image="20505" border_color="grey" img_link_target="_self" img_size="full"][vc_separator type="transparent" position="center" up="30"][vc_column_text] Majora Carter President, MCG Consulting [/vc_column_text][/vc_column][vc_column width="3/4"][vc_column_text] [dropcaps type='normal' color='' background_color='' border_color='']N[/dropcaps]o matter how good you believe your product, your idea, your policy, or even how good you think your intentions are, it doesn’t matter if nobody is “buying” it. There are tried-and-true ways of getting people to buy things and “educating” folks is far down the list. Relationship building continues to be a leading strategy in the foreseeable future, so let’s work with it! Serving on the Board of USGBC for four years, I was able to see its good products, ideas, policies, and intentions firsthand. But I come from the South Bronx, and my consulting firm works in the “South Bronx” you find in every city around the world: “low status” communities where good intentions have come and gone for generations, producing less than expected results. People debate why that is: not enough money, spending on the wrong things, insufficient community education; and all of them are probably correct. Whatever success my company has achieved is based on principles used in nearly every successful commercial product launch: identifying and developing a market that demands what you...


