About the Contributor

Contributed by John Rooks

• Advertising Is the Price You Pay for Not Being Creative

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  We are at a unique place and time. The crossroads of environmental and economic crises provide agile companies with the ...

• Green Bubbles Pop, Too

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  Housing booms, dot-coms, high-tech, bio-med, religious fervor, Republican or Democrat regimes, peace-war—all of it... all the best (and worst) bubbles ...

• The Green Market Niche, Part 2: Who Killed the Electric Car (or How to Be a Good Greenwasher)

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  Reflecting on past green products that were moving toward mainstream but failed, illustrates some of the challenges of legitimacy that ...

• The Green Market Niche: Being Green, Going Mainstream

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  The long tail of the "Green Marketing" niche seems to be getting thicker as America mainstreams into greener consumerism (some ...