According to Richard Seireeni, a Gort Cloud is a tangible green network with a mission and a collective membership comprised of like minded people. Its not a single community or a movement. It defies easy description so it needed its own name. Hence, the Gort Cloud. His inspiration came from Oort Cloud, named after the astronomer John Hendrik Oort , who guessed at its existence. The Oort Cloud is a vast field or stellar debris that orbits the solar system. Given it’s distance from earth we can’t see it but we can detect it electronically and view its effects. It’s mass is huge, greater then the mass of the earth but its invisible to us. He suggests this describes the Gort Cloud, a vast green network made up of untidy bits that is mostly detected through electronic means (think the internet and social media) and that has a huge effect on the evolution of green business.
The Gort Cloud: The Invisible Force Powering Today’s Most Visible Green Brands is the title of Richard’s new book. Richard and his writing partner Scott Fields have chronicled the marketing and brand building efforts of what they consider to be the nations leading ecopreneurs. Together they plot the intersection and emerging potential of two contemporary forces – the green movement and social media. They argue that sustainable companies benefit from a community built on truth, transparency and the free exchange of information.
The book includes compelling stories and insights garnered from some of the iconic green brands including Ben and Jerry’s, Interface, Seventh Generation, Tesla Motors and Stonyfield Farms. It also includes a chapter titled Creating Green Street dedicated to Portland based entities including Ecotrust (one of our Partners For Change organizations), Portfolio 21 Investments and Shorebank Pacific. We had the pleasure of meeting Richard and Scott last year when the book was in the early birthing stages, We’re particularly honored, and humbled, that they’ve chosen to include Nau in Chapter 3 of the book. Its titled Unfuckers United: The Rise, Fall and Resurrection of Nau Clothing.
Of course, you can pre-order a signed copy of the book via one of Portland’s landmark institutions Powell’s Books. And, if you happen to be in Portland on February 26 please join us to hear Richard speak. The talk will take place at 7.30 pm at Powell’s.