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Impossible Things Happen When You Do This One Thing
Most businesses think helping the planet costs money, and Shel shows how ethical marketing can grow profit while doing real good.
Shel Horowitz talks about a bold idea: treat the Earth like your best client. He says businesses do better when they care about people and the planet. In this episode, Shel shares stories that prove green choices are not a burden—they are business fuel. He explains how buildings saved millions by using less energy, how waste can become new products, and how honest messaging builds trust. Shel reminds us that “impossible” is just an opinion and that small steps can create big change. When a company mixes purpose with profit, everyone wins—customers, workers, and the world.
Shel teaches that marketing should talk about benefits, not labels. Customers care about warmer blankets, cleaner air, and lower bills more than the word “green.” He shows how saving water, energy, and materials puts money back on the table. Ethical brands also keep staff longer and turn them into proud ambassadors. Shel calls this the win-win-win model: good for business, good for buyers, good for the Earth.
The conversation is full of practical examples. Big retrofits paid back in months. Creative companies turned brewery waste into mushrooms and fish food. Simple habits like using less water while brushing teeth show how thinking differently changes results. Shel believes every business can design products and services that heal the world while earning strong profits.
Key topics covered
- Ethical marketing as a growth engine
- Regenerative business that lowers costs
- How sustainability ROI beats old thinking
- Telling honest stories customers trust
- Turning waste into new value
- Building loyalty through purpose
Guest links & resources
- Shel Horowitz LinkedIn: https://www.linkedin.com/in/shelhorowitzethicalmarketer/
- Going Beyond Sustainability: https://goingbeyondsustainability.com/
Supporting people
- Host – Bernie Franzgrote:https://link.v1ce.co.uk/berniefranzgrote
- Knack 4 Business: https://tinyurl.com/43fdyzew
- Supported by Canada Growth Network: https://canadagrowthnetwork.com/
Special offers
Shel provides free gifts including a PDF of his book “Guerrilla Marketing to Heal the World” plus slides and tools to help companies begin their ethical marketing journey.
Calls to action
- Read more and share your thoughts—comment on the episode and connect with Shel or our team.
- Email us: [email protected]
- Grow with Canada Growth Network: https://canadagrowthnetwork.com//ghl – $47 CDN/month, no contract
- Subscribe to Knack 4 Business on Simplecast and YouTube.
Watch & read
- YouTube: https://youtu.be/Z1hDu2_zrSI
- Article: https://knack-4-business.ghost.io/impossible-things-happen-when-you-do-this-one-thing
COMMUNITY
Want practical ideas that grow profit and protect the planet?
Watch the full YouTube episode, connect with Shel Horowitz, and join us live at East Trade Winds Tuesdays 8–9 AM EST to meet more guests like this.
👉 Register free:
East Trade Winds Weekly meeting
https://us06web.zoom.us/meeting/register/tZUlf-msrzktGdz-UTwX8Tv6CK5Lu3tacGI9
Come ask questions, share your story, and build a business that does well by doing good.
Disclaimer: Please note that the East Trade Winds 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.
View all episodes
By Bernie FranzgroteMost businesses think helping the planet costs money, and Shel shows how ethical marketing can grow profit while doing real good.
Shel Horowitz talks about a bold idea: treat the Earth like your best client. He says businesses do better when they care about people and the planet. In this episode, Shel shares stories that prove green choices are not a burden—they are business fuel. He explains how buildings saved millions by using less energy, how waste can become new products, and how honest messaging builds trust. Shel reminds us that “impossible” is just an opinion and that small steps can create big change. When a company mixes purpose with profit, everyone wins—customers, workers, and the world.
Shel teaches that marketing should talk about benefits, not labels. Customers care about warmer blankets, cleaner air, and lower bills more than the word “green.” He shows how saving water, energy, and materials puts money back on the table. Ethical brands also keep staff longer and turn them into proud ambassadors. Shel calls this the win-win-win model: good for business, good for buyers, good for the Earth.
The conversation is full of practical examples. Big retrofits paid back in months. Creative companies turned brewery waste into mushrooms and fish food. Simple habits like using less water while brushing teeth show how thinking differently changes results. Shel believes every business can design products and services that heal the world while earning strong profits.
Key topics covered
- Ethical marketing as a growth engine
- Regenerative business that lowers costs
- How sustainability ROI beats old thinking
- Telling honest stories customers trust
- Turning waste into new value
- Building loyalty through purpose
Guest links & resources
- Shel Horowitz LinkedIn: https://www.linkedin.com/in/shelhorowitzethicalmarketer/
- Going Beyond Sustainability: https://goingbeyondsustainability.com/
Supporting people
- Host – Bernie Franzgrote:https://link.v1ce.co.uk/berniefranzgrote
- Knack 4 Business: https://tinyurl.com/43fdyzew
- Supported by Canada Growth Network: https://canadagrowthnetwork.com/
Special offers
Shel provides free gifts including a PDF of his book “Guerrilla Marketing to Heal the World” plus slides and tools to help companies begin their ethical marketing journey.
Calls to action
- Read more and share your thoughts—comment on the episode and connect with Shel or our team.
- Email us: [email protected]
- Grow with Canada Growth Network: https://canadagrowthnetwork.com//ghl – $47 CDN/month, no contract
- Subscribe to Knack 4 Business on Simplecast and YouTube.
Watch & read
- YouTube: https://youtu.be/Z1hDu2_zrSI
- Article: https://knack-4-business.ghost.io/impossible-things-happen-when-you-do-this-one-thing
COMMUNITY
Want practical ideas that grow profit and protect the planet?
Watch the full YouTube episode, connect with Shel Horowitz, and join us live at East Trade Winds Tuesdays 8–9 AM EST to meet more guests like this.
👉 Register free:
East Trade Winds Weekly meeting
https://us06web.zoom.us/meeting/register/tZUlf-msrzktGdz-UTwX8Tv6CK5Lu3tacGI9
Come ask questions, share your story, and build a business that does well by doing good.
Disclaimer: Please note that the East Trade Winds 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.