by kevin, on July 16th, 2009
The Gort Cloud: The Invisible Force Powering Today’s Most Visible Green Brands is a kind of green version of Groundswell (reviewed here last week). That characterization probably isn’t totally fair to either book, but I suspect I feel that way having read them back to back. Where Groundswell talks specifics about social media, The Gort Cloud focuses on an unseen or unclassified social network that binds a rapidly expanding green community.
The book title is a reference to the astronomical Oort cloud – a hypothetical spherical cloud of comets that surrounds the solar system and is suspected to exist roughly one light year from the Sun. Despite no confirmed direct observations, astronomers believe that it’s the source of all Halley-type comets that enter the inner solar system. According to this book, an interconnected network binding the green movement is like that Oort cloud – we have no absolute proof of its existence, but we know it’s real and we can measure its impact. The author’s web site describes the Gort Cloud as “the vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that have the power to make or break new green brands.”
That sounds a little bit like a power elite deciding who wins and who losses, but instead this is an interconnected and interdependent web that gains most when the best brands win. It’s the proverbial rising tide that lifts all boats. But it’s also an arena where the consumers hold incredible influence. It’s a special kind of market that is driven by an honest exchange of information. Author Richard Seireeni points out, “Truth is the currency in this dialogue, and woe unto those who underestimate the number of truth seekers in the Gort Cloud. Outright lies will bring down the greenwashing hammer, as will exaggeration.”
The book’s proposition is propelled forward with in-depth stories of success and interconnectedness. Intermixed are bits of information and green statistics that support and lend credibility. Unfortunately, the stories lost my interest. I was already familiar with the more compelling characters profiled. But the less well-known personalities just weren’t captivating enough. It seemed equal time was spent on each profile, making it difficult to get through the less engrossing tales.
I suspect that for anyone with fairly fresh eyes to the new green community The Gort Cloud will be a good introduction. And for that audience, this book stands out. But anyone with even a cursory knowledge of some central players and key stories will have a tough time getting through without skipping ahead in slower sections. Make sure to check out the web site for missing chapters and other information about the author.