I was in the mall today during lunch and I noticed a new term … geoethic.  A store was touting a brand of “green” mattress and was persuading customers to mind their geoethic, buy green.  Some of you may have heard this before, but it was new to me.  I also saw a bumper sticker the other day that said “I [heart] my carbon footprint”.  Carbon footprint - another new “green” term.

Well, be proud Aquaterrians that we have been minding and protecting our geo-resources for over three decades.  We have been providing sound engineering solutions for environmental issues since “environmental” was a buzz word.  We’re geo-technical engineers and geo-logists and geo-biologists and geo-environmental scientists.  You’re now a buzz-word — geo.  Take pride … you’re now also geo-ethical and geo-cool!

Wow!  Seth hit the nail on the head in his post titled The Intangibles.

“Where do you find repeat business or even new business? How do you make a sale (to another business or to a consumer) when you cost more?

The answer, of course, is the intangibles. The things that have no price. Things that customers value more than it costs you to provide them.

If you don’t have that, all you can do is beg. And begging is not a scalable strategy.

It’s the intangibles that drive all of the non-commodity decisions, and your job is to build remarkable ones and tell stories about them.”

This [CLICK HERE] is a MUST read for all Aquaterrians!