Seth Godin brings his considerable marketing talents to bear on the challenge of global warming — actually, on the challenge of getting people riled up about what might be the greatest threat ever to the future of mankind.

The muted reaction to our impending disaster comes down to two things:

1. the name.

Global is good.
Warm is good.
Even greenhouses are good places.

How can “global warming” be bad?

I’m not being facetious. If the problem were called “Atmosphere cancer” or “Pollution death” the entire conversation would be framed in a different way.

2. the pace and the images.

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