What if your company could make a difference and grow revenue at the same time?

In this inspiring episode of Knack 4 Business, hosts Bernie Franzgrote and Wayne Pratt sit down with Shel Horowitz, ethical marketing expert and founder of Going Beyond Sustainability. Together, they explore how companies of all sizes—from solopreneurs to multinational brands—can profit while tackling global issues like climate change, poverty, and inequality.

Through real-life examples, like Shel’s grassroots campaign that saved a mountain from destructive development, you'll discover how systemic thinking, smart resource use, and authentic ethics aren’t just nice-to-haves—they’re competitive advantages.

Shel's philosophy? Regenerativity > Sustainability. Why aim for “less harm” when you can aim for more good?

💡 In This Episode, You’ll Learn:

• The difference between sustainability and regeneration in business
• How Shel’s “Save the Mountain” campaign became a blueprint for activism in business
• Why ethical conduct can lower costs and boost revenue at the same time
• How even small businesses can make a global impact
• How to talk to stakeholders who think ethics = lost profit
• Why Walmart might be greener than you think—and what we can learn from it
• The real reason behind ethical greenwashing and how to spot it
• The surprising 1955 recycled toilet paper marketing failure that led to a powerful rebrand
• Why Shel’s next book focuses on late-life changemakers—and how to be one at any age

📚 Featured Book:
Guerilla Marketing to Heal the World by Shel Horowitz – A must-read for entrepreneurs, changemakers, and ethical marketers looking to align profit with purpose.

🎧 Who This Podcast is For:

Startup founders, solopreneurs, social entrepreneurs, sustainable product developers, and business owners scaling with purpose.

✅ What You’ll Gain:

• Actionable marketing tips
• Real-world success stories
• Tools for ethical growth
• Holistic design strategies
• Regenerative thinking for business

👤 GUEST DETAILS

Shel Horowitz
🌐 Website: https://goingbeyondsustainability.com
💼 LinkedIn: Shel Horowitz

🧠 Resources & Mentions

• Freshly Brewed Coaching – Coaching clarity for professionals
• Notionhive – Websites that convert, not just exist
• East Trade Winds – Authentic business networking, no fluff

🤝 Special Thanks

• Carl Richards from Podcast Solutions Made Simple
• Fred Crouch, host of Property Wizard
• Jovan Strika from @Hive Coworking
• Melanie Webber, business partner
• Wayne Pratt from Motive8U Inc

📩 Contact us at [email protected] 
🌐 Visit: https://knack4business.com
🎥 Watch the full episode on YouTube: https://youtu.be/DIE12KI4bXI

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Disclaimer: Please note that the Knack 4 Business podcast episodes are meant solely for educational and general informational purposes. The information and opinions contained within are not intended to be professional advice on any subject matter. The thoughts, views, and opinions expressed by the participants are their own beliefs and do not represent the views of the podcast hosts or any affiliated organizations.

It is important to note that this podcast is not a replacement for consulting with certified experts in your area who possess knowledge of your unique situation. The hosts of the podcast, along with any participants or affiliated groups, do not take responsibility for any actions taken or not taken based on the information presented in this episode.

It is highly recommended that individuals seek guidance from their advisors in fields such as accounting, law, or other pertinent areas prior to undertaking any actions or making decisions that may impact their financial, legal, or other aspects of life.

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