Working for myself over the past few months, I’ve spent much time in coffee shops. One guarantee in these wi-fi monasteries (besides Elliot Smith, always Elliot Smith) is a select group of proto-beatniks waxing philosophical about world affairs.

Always chatting a bit too loud for the environment, I guess they’ve decided against real jobs in favor of solving world problems over cappuccinos and chess.

How productive.

So you say you want a revolution? …We all want to save the world.
- John Lennon

The problem is, nobody knows where to start.

So we’ve got would-be revolutionaries sitting in coffee shops like waiting rooms, hoping someone else makes the first move.

In 2011, how do you spark positivity and change?

Cultural progress has always come from a variety of methods, using whichever industries, establishments and media are most fitting to a given society. Humanity has seen world-changing messages of truth and wisdom come in many different ways. Among them:

• Religion
• Art & literature
• Politics
• Science
• War

These methods all served their era well. But times change. And change-makers need to adapt. Politics have become self-serving and corrupt. Religion is too divisive. Literature no longer has the attention of the mass public. War is hopelessly outdated.

It’s time for the Good Guys of this generation, the next revolutionaries, to figure out how to connect the public with world-changing ideas. We need to ask ourselves, “How can goodness and humanity catch on? How can wisdom and truth go viral?”

As we move forward into a fast-paced, complex world in which relationships and connectivity are more important than ever, I think we’re going to see an unlikely hero emerge as a revolutionary force: business.

At its heart, business is about connection. It’s inherent purpose is to create a need for people, ideas, and services to come together when they would otherwise have no reason to. In the right hands, this strategy can be used purposefully to noble effect.

The question is, will enough Good Guys put on a suit and tie and get their hands dirty? It’s not as sexy as writing revolutionary song lyrics or painting the next Guernica, but we need to start playing the game.

BAD GUYS WEAR SUITS

The art of persuasion is the tai quan do of contemporary society. Mastering it provides a huge edge against competition. A number of psychological studies over the past 50 years have made it increasingly clear that people are easily influenced, usually by forces we’re not even aware of.

This can be dangerous.

In the hands of manipulative people, the power of persuasion is used every day for selfish purposes. And we fall for it. We fall for it because it’s coming from trustworthy professionals, friendly politicians, and important-looking businessmen. We trust them because they’re selling us a packaged image of importance. We trust them because they are so good at playing the game.

The world is a stage, and the way we brand ourselves effects who and where our messages reach. If the Good Guys have any chance of influence in the era of modern media, we need to do a much better job of playing the game. Our various counter-culture movements are too insular, too exclusive, and only preach to the choir. We need a more universal message.

We need to start wearing suits and ties like war paint, squinting in the sun en route to battle over the future of culture. This is it. The responsibility is ours and ours alone. It’s time to stop waiting around for others to make the world a better place.

If we want peaceful nations, equal rights, middle-class security, the right to grow our own food and choose our own doctors, and wish to maintain our God-given human freedoms, we need to be smart. We need to be strategic. We need to stop dreaming and put ourselves in a position to make change. This is our planet. Nobody is going to do it for us.

Sounds good, but how? How exactly can we use business to make the world a better place?

Well, there’s no blueprint, but…

I’m not suggesting that companies start sacrificing their revenue to become broke philanthropists. Many pioneers have proven that socially-responsible decisions can blend seamlessly into smart business plans, and often drive them. The new era of business and media has shown that whoever provides the deepest value and builds the strongest relationships wins. When a company provides value in the world, it’s a win-win. It’s a holistic approach; we all share the same ecosystem.

A few companies are already pioneering this movement. Some examples from people I’m lucky to call friends:

Haberman
I spent 2 1/2 years working with Minneapolis-based cause marketing pioneers Haberman. Founder Fred Haberman believes in utilizing the tools of marketing to tell stories from people and businesses making a difference in the world. Haberman is especially active in the organic food and gardening movements.

Artha Advisors
My friends at NYC consulting group Artha Advisors help businesses discover and align with a purpose. They create harmony within organizations by crafting a vision and philosophy unique to each client. Artha creates value that filters through businesses and touches the world.

Jake Sasseville
Television producer/host Jake Sasseville uses his comedy show, college tours, and marketing events as vessels for shifting global consciousness toward inspiration and possibility. Every week his website, City of Sass, tells stories about empowerment and unity (always with a few laughs).

• What can you do today that will have a positive effect on your community?
• How can you align your career with meaning and purpose?
• Are you an agent of positive or negative change in the world? How so?
• What is your legacy?

Cause-marketing and CSR (corporate social responsibility) are a good start, but are more often than not used as a feather in the cap of less legitimate do-gooders. “Greenwashing” runs so deep in public-facing corporate messaging that it’s difficult to ascertain what’s truly authentic.

We need less rhetoric and more action. We need holistic agencies.

HOLISTIC BRANDING

I believe in holism.

Holistic health treats each part of the body in relation to a whole; you can not treat a body part without considering the context of the environment. Every possible influence is considered: emotion, stress, workplace, relationships, diet, thinking habits, and memory. The holistic approach understands that everything is connected and must work in harmony to ensure the health and wellness of a community.

This is how I approach business.

Now more than ever, every company is part of a global community. The work we do and messages we create echo through society and have a tangible impact on the world around us. We need to start considering our careers as veins in the global human body. Are we facilitating health and wellness with our work and attitude, or are we blocking the organic flow of energy and allowing disease to occur?

Holistic business means developing entrainment (vibrational connection) between the work we do, the business environment, marketplace, and people we work with. It means organizational alignment where account, media, planning, and creative teams work in synchronicity toward the same goal.

Your role is important. You don’t need to start your own business. How you approach your projects, co-workers, and clients makes all the difference. We can create positive change in our own lives and in the lives of those around us.

Every action has impact. Every choice has consequence.

Start now. The coffee shop is full.