An Open Letter to @USGBC: Do Not Steal #GreenBuild From #SanDiego In 2016 For The Political Ambitions Of Mayor Garcetti

RE: Don't Take GreenBuild 2016! San Diego is Truly the Future of Sustainability & Los Angeles Needs To Wait In Line.

Although you may think that San Diego is a city of passive aggressive beach bums, we will simply not overlook your attempt to stifle our long-awaited turn to host GreenBuild. GreenBuild, for those who are not fully aware, is the world's largest annual conference and exposition dedicated to the green building industry. David Gottfried, an original founder and founding President of the United States Green Building Council in San Diego, took a big risk to certify the Ridgehaven Building in our city (not LA), which is greatly overlooked as an original seed for this entire movement. Much like David, I moved to San Diego to found my green career—I believed that, if David could succeed in San Diego, I could too. For other young entrepreneurs advocating for sustainability, the influence of David’s project was profound, because it put history makers into motion beyond the confines of trendy Los Angeles. San Diego was destined to host GreenBuild and 2016 is finally our moment!

I saw a Facebook post on April 3^rd at 3:36pm stating that Matt Petersen, the outgoing President of Global Green USA and now staffer for the Mayor of Los Angeles, was proud to announce that: Mayor Garcetti Hosts President Clinton at City Hall; Announces GreenBuild Coming to LA In 2016. I nearly fell out of my chair. How could Matt and his colleagues eagerly deprive the San Diego green economy of such an honor? What about our efforts to advance sustainability into the mainstream consciousness of three million people? 

Many of us started at the bottom in San Diego and endured pressure from critics stating that green building was a fad, a trend, a fluke that would go away—our city is now behind us 100%! And, we have quietly waited for our turn to host GreenBuild. Austin in 2002. Pittsburg in 2003. Portland in 2004. Atlanta in 2005. Denver in 2006. Chicago in 2007. Boston in 2008. Phoenix in 2009. Chicago in 2010. Toronto in 2011. San Francisco in 2012. Philadelphia in 2013 and New Orleans in 2014. I am sorry Matt and Mayor Garcetti, but disregarding us and our legacy of hard work will not go unnoticed. Do the Super Bowl planners simply decide to change venues mid-stream and start fresh in another city? How about the Olympics or World Cup hosts? So, if you are attempting to overshadow our glory for your own, I am asking my city to stand behind me once again. 

You need to play nice in the sandbox and wait your turn. Press releases stating you want Los Angeles to be the greenest city in the United States are just that—press releases. How about trying to beat San Diego in having more installed residential solar than other cities? Or supporting the largest Earth Fair in the world and climate science that's replicated across the globe? More small organic farms than us or more clean technology companies, investments, and innovation?

San Diego residents have just as much right to host GreenBuild as their Los Angeles counterparts, and our green buildings are the same green plus certified in silver, gold, and platinum. Our LEED APs are equally as passionate and our green builders just as celebrated. The citizens of San Diego are just as healthy and environmentally conscious in adopting electric cars, local organic food, green products and materials, renewable energy, and adolescent education. 

What is so appalling and disturbing to me about this complete disregard for glorious San Diego is the equal disregard for our citizens and contributions. If this move occurs, the negative economic impact on our city will be disastrous and will undermine green initiatives and the adoption of green products, services, tourism, and cuisine. The loss of hotel taxes alone will be staggering and the impact on the local job market will result in loss of demand.

I sincerely challenge our new Mayor and old I-Mayor to stand up for San Diego and make a bold statement regardless of the controversy that may ensue.

The city of Los Angeles is not immune to political pressure—neither are the U.S. GreenBuilding Council or its President, Rick Fradrezzi. So, why am I so upset? I am not a LEED AP, however I started from the bottom in 2006, and today own a highly regarded yet small advertising agency with BIG plans for 2016. I am also not your average sustainability advocate. I am a minority presenting an industry that desperately needs more women and people of color to influence for the green movement and inspire "green for everybody,” including the poor and disadvantaged.

My weapons of choice to fight the good fight are better storytelling and better advertising. Let’s remove ads with a simple reference to “sustainability” or strategically placed photos of flowers and children. Instead, lead with a real, sophisticated content strategy based on support for big data and showcasing minorities and Spanish language translation. I push feverishly for mobile advertising, native advertising, social media marketing and digital first strategies every time I meet with a decision maker in any green Industry. I recently introduced a large nationwide brand into new territory with a first ever Twitter chat to engage with a legacy base of 17,000 Twitter followers. I publically advocate for green businesses and urge their executives to make social selling a major priority.

We are San Diego! We support the Qualcomm W building. We are home to the world's first LEED certified Marina, Sun Harbor, and tons of other major projects and residences. Yes, that trend will continue whether San Diego hosts GreenBuild or not, but our storytelling for Green Building has not advanced nationally. Older advertising campaign tactics have not evolved with the technology around us. My individually planned contribution to the 2016 show included a digital-first breakthrough within the green building industry—proving solid value and expertise leading up to 2016.

My ultimate goal is for every expo company to explore the opportunity to go digital and transform marketing and sales functions. They could energize the green community via large digital walls and constantly push the boundaries of off-site marketing and VIP events. I also plan to unleash technology to target hundreds of thousands of smartphone and tablet device users who engage with high volume apps and mobile websites. I would digitally connect budding brands with a hungry social media audience in ways that once seemed impossible.

The taste makers and risk takers in San Diego all have a stake in molding and shaping the future of our green city. We choose different platforms yet share the same goal. GreenBuild 2016 is my platform and true leaders will never back down or be quiet.

I'm not called the Fresh Prince of Cleantech for nothing! 

Why Solar Needs To Win Marketing And Advertising Awards In 2014?

What do we want? Sales!

When do we want it? Yesterday!

Well, if you had met or exceeded your sales goals then you wouldn't need me. Am I right? I'm here to disrupt the industry with award winning work and provide new compelling reasons to lease Solar in 2014.

If 'moving the needle' is truly the objective then it's time to do something different according to where your Solar business is on the adoption curve. See below:

Based in the number of customers most companies currently have, my estimation is that all Solar Companies in the US are in between the early adopters column and barely into the early majority. After years of following the teachings of Geoffrey Moore, author, speaker, advisor, best known for Crossing the Chasm, I am absolutely clear that Solar needs to get more strategic in digital marketing and mobile advertising. 

Mr. Moore's teaching are simple: As you maneuver thru the adoption curve, the compelling reason to buy is not the same bewteen early adopters, the early majority, and the late majority. So what's my solution to do kick sales into overdrive?

Peanut Butter and Jelly:

Marketing solar in 2014 needs to achieve a clear cut "peanut better and jelly" moment where plug-in electric cars and solar are sandwiched together in an effort to create context of: saving lots of money everyday! Context is King in 2014 and branded content needs to drop the hard sales pitch. Once context is established, targeting electric vehicle owners to adopt solar will lead to setting sales records. 

Why electric car owners? With US plug-in electric vehicle sales up 84% in 2013, that means there's movement within the early majority (also known as "Pragmatists in pain") who've discovered their compelling reason to adopt. In fact, InsideEVs.com and the Detriot News have both report:

“In 2013, automakers sold nearly 49,000 plug-in hybrid vehicles — up 27 percent over 2012 — and 47,600 electric vehicles — up 241 percent, according to data complied by Ward’s Automotive.”

And guess what American City is the epicenter of plug-in electric vehicle adoption? Sunny San Diego

San Diego Now Has More EVs Per Capita Than Any Other US City: http://t.co/AV4ap44fOa

Why San Diego? Um, well... Maybe because we endure some of the highest gas prices (high cost of living) in the country, and the majority of drivers commute less than 50 miles per day. In fact, several plug-in owners acquire a second electric car within a year or two after there first purchase after realizing the money saved on a daily basis. San Diego Gas and Electirc estimates there are roughly 5000 plus plugin hybrid, electric vehicles currently on the road in America's Finest City and 2014 is the watershed for pragmatists in pain.

The definition of Pragmatism alone explains why marketing solar in 2014 must adapt: ^[1]Pragmatism is a rejection of the idea that the function of thought is to describe, represent, or mirror reality. Instead, pragmatists develop their philosophy around the idea that the function of thought is as an instrument or tool for prediction, action, and problem solving. Pragmatists contend that most philosophical topics—such as the nature of knowledge, language, concepts, meaning, belief, and science—are all best viewed in terms of their practical uses and successes rather than in terms of representative accuracy.

What's the silver bullet to target electric vehicle owners via advertising? Mobile and Native advertising... Duh!! Fact: the majority of all electric vehicles owners also own a variety of mobile devices and use apps on a dialy basis related to their vehicles especially charging. This also includes news apps. 

Now, I'm not going to give all of my secret sauce away, especially my advertising concepts, however pay attention this year to who's doing what and when because I'm determined to win  lots of these (below) for solar in 2014:

Follow myself and Geoffrey Moore on Twitter. My handle is @frshprnzcleantc. They don't call me the Fresh Prince of Cleantech for nothing!

Geoffrey Moore is a Venture partner at MDV. Chairman emeritus of The Chasm Group, Chasm Institute, TCG Advisors.

2014: The Year Of Red & Black

I want to set the stage for men's fashion in Sustainability this year and proclaim 2014 the year of Red & Black. Why? Because passion and aggression are the foremost winning ingredients for any man seeking to standout from the crowd of lame talkers.

However, joining the class of Risk Takers requires courage to wear what's currently out of your league. Why? Because if you were already the "best dressed" in your field, then you wouldn't need me. 

So, allow my to re-introduce myself. My name is Yeves, and I'm the Fresh Prince of Cleantech. You can also call me Jefe. Let me begin with the 1st must have of 2014: Red pants.

 

I prefer a slim fit for my slender 156lb body type, so I turned to Trunk Club out for Chi-town for assistance. This men's fashion club is by far the hottest solution for the iPhone techie man that uses Apps over catalogs or websites anyday! 

My advice: Just don't over-think this... Mobile is the way to go. The future is now. Simply download the Trunk Club App and a personal stylist will contact you promptly. My stylist asked me all the right questions about my style, my goals, and even asked me to send her pics of what I think I look good in. She then built me a trunk and mailed it to my doorstep.

  

I have to be 100% honest... I got such a rush from opening it because I didn't pick anything out other then red pants to be in my trunk. 

And BAM! 'Sex me' red Bonobos washed chinos! These are exactly the kind of risk a real stylish man needs in the wardrobe if he wants to tell the world he's passionate this year. 

Plus, my ass looks great fucking great in these! Fuck yeah, I said it. 

My 2nd must have for 2014: Black V-necks and kicks.

Moving on, I also did some retail therapy at H&M for some essentials such as a organic cotton black V-neck, a few pairs of black David Beckham briefs, and these super dope black kicks. They're so aggressive it's stupid! 

What about accessories? Here's what I wear...

I also recommend a jacket...

This is a Banana Republic modern charcoal wool jacket with a faint pinstripe. Classy women love this shit!

Now, put it all together...

Wear red & black with purpose in 2014.

My final advice is for some dope music to add to your playlist that'll get your swag following. Check out Fashion Killa by A$AP Rocky and the video with Rihanna is cool, too. http://youtu.be/F6VfsJ7LAlE

They don't call me the Fresh Prince of Cleantech for nothing!

Happy New Year!

The Fresh Prince of Cleantech

I might possibly be the most self absorbed, 'selfie-taking', Facebooking, Tweeting and retweeting obsessed Instagrammer you'll ever meet w/ deep LinkedIn 1st connections in the realm of Sustainability. I really don't care what you think bc I'm a Mad man who made another breakthrough happen in Cleantech's history.

I started at the bottom of the Cleantech industry back in 2006-2007. San Diego only had a hand full of dreamers, thought leaders, and risk takers and I paid my dues with my blood, sweat, and ideas on a paper napkin. My scars are deep so my insight comes at a higher price.

Fast forward to 2014... No more paper napkins. It's time for real talk. The industry is severly lacking diversity and style. No matter the sector (green building, electric cars, solar, wind, algae, green consumer products, etc), there are no icons where their style influences "early majority" adopters to... Well... Adopt. And guess what... Innovation without adoption is... Well... Failure.

Let me break this down for those who are slow. Women, Blacks, and Hispanics don't adopt electric cars well from white men in corporate shirts handing out large pamphlets. And if you're not campaigning like your running for President and doing all you can to win Women, Blacks, and Hispanics... Well then... You are just slowly falling into the Chasm instead of crossing it like Apple. Every company in Cleantech, Sustainability dreams for an Apple iPhone moment... Well here's the secret. Without style and diversity... Kiss that dream goodbye. Ask Mitt Romney and the Republican Party.

I believe 2014 needs to be the year where Solar and electric car adoption doubles, and I'm the stylist. I'm the answer. I'm the agent of disruption that will sell the American dream of Solar on every roof and an electric car in every garage as the symbol of 'full recovery' from the Great Recession. 

My style is sophisticated, bullish, and decisive. I don't wear corporate whites. I wear cool clothes. I rock a beard, a fro-hawk, and I speak Swaghili fluently. I prefer Nike Dunks over loafers and my personal hashtag is simple: #freshprinceofcleantech.

This is #HowIRockIt just having coffee. I am a maven and my handle is: @frshprnzcleantc. In 2014, my resolution is to be the most successful public figure in all of Cleantech using my personal style as a weapon to move the needle. Social media is my sword and mobile advertising is my spear, and I'm ready to lead my army into battle and sack whole cities and counties. States even. 

As an award winning Creative Director, I see the weaknesses and patterns in my industry... I see what's not being done in Cleantech that should be... And I recently rectified some of that. Cleantech needs more Women, Blacks, and Hispanics in 2014 or else. The best Digital marketing and mobile advertising is the key.

Cleantech also needs more "selfie-taking"  mavens that are willing to display how cool it is to be green. I recently took a much needed vacay and stayed in a King suite in a Kimpton Hotel... I made it look so fucking cool, that many of my friends want the exact experience I had and price didn't matter. The experience mattered. As a Mad man, living life your way and loving yourself is the doorway to true influence.

Sustainability will forever remain boring without changing.

I'm a AMY winner, and I want to win in 2014. I want to win at the EMAs, the AMAs, the Clio awards, and even take Cleantech to the Super Bowl plus... I want to take Solar and electric cars to promise land... Winner at the Cannes Lions awards... But at the moment nobody in Sustainability knows nothin bout that! Exception: This Leo named Yeves Perez, the Fresh Prince of Cleantech. 

Name someone... One person who even talks like that. Image with me an award winning solar or electric car advertising campaign that earns top nods from the public as the best Super Bowl ad and takes home a Cannes Lion award! That's how you spell a-d-o-p-t-i-o-n.   

Follow me in 2014 because I have a freedom in my speech to say what needs to be said. I have people to pay back and a desire to pay it forward, so failure in not in my vocabulary. So, pick your New Years resolutions carefully and make sure the envolve winning. I'm clear I have.

I'm about to go HAM! www.yevesperez.com

Yeves Perez Has No Fear

@frshprnzcleantc: "Fear nothing and gain everything" - Yeves Perez |http://www.yevesperez.com

#sandiego #sustainability #advertising #freshprinceofcleantech