In Today’s Menu for Knowledge-Hungry Business Professionals 😋…

• Prioritize growth over profit

• Seinfeld inspires a law in New Jersey

• Podcast interview: from banker to tech innovator

• Success story: A Hawaiian diner with a unique purpose

• How to ace sustainable marketing

Weekly Catchups

News | Industry Insights | Trends

• 💰 Growth Over Profit
  The Rule of 40 may lead to misguided decisions. Long-term models and market valuations suggest that growth should be valued 2x to 3x more than profitability for efficient businesses. Assigning equal importance to both can be detrimental, as the impact of a growth rate increase is compounding and has greater value implications.

• 📞 New Jersey’s Seinfeld Law

  2024 sees new laws spring in Eastern U.S. including a notable one inspired by the popular 90s sitcom. Telemarketers in the Garden State must now disclose their company’s name, mailing address, and phone numbers within thirty seconds of their conversation, addressing Jerry’s frustration in an episode.

• 🐭 Mickey Mouse’s New Avatar
  Slashed free of Walt Disney’s copyright as of January 1, the iconic cartoon character is now the focus of two horror films. The most amusing thing to come out of it all? A ‘Steamboat Willie’ NFT

Nurturing The Leader Within

Personal Development | Success Story

Diner With a Purpose

Rick Kobayashi is a busy man, juggling between being a consultant and a product manufacturer. He co-founded TigerLuv Guitars, a venture specializing in guitars custom-built from a pallet of unique Hawaiin hardwood grain patterns. For RK Builders Hawaii, Rick is a craftsman building exquisite handmade heirloom furniture and home fixtures made from varieties of Hawaiian woods. It’s hard to miss Rick’s laser-sharp focus on facilitating conversations for the local Hawaiian community in each venture he takes on.

When he’s not busy giving his clients ‘the rockstar experience’ or building sculptures and plaques, Kobayashi continues carrying forward the legacy of his family— a 78-year-old diner, Cafe 100 built by his grandfather Richard Miyashiro. Richard was an army veteran and erstwhile member of the 100th Battalion, comprising of Hawaii-born Japanese-American youth. United against the Pearl Harbour attack, these men chose to fight for America during the Second World War.

The iconic 5,561 square-foot restaurant at Manono Street in Hilo was destroyed three times in the wake of devastating floods caused by the Tsunami. But this upheaval didn’t stop Richard from creating “the restaurant of his dreams” in 1962. He created two incarnations of the restaurant each time it was demolished in 1946 and 1960.

The cafe stood the test of time. Its mission to empower local communities continues to live on through the hard-earned efforts of Rick, an Intellectual property steward, immersed in the rebranding efforts of Cafe 100. 

Besides being the home of the Loco Moco and other Hawaiin delicacies, Cafe 100 is also a job site for special ed and mental health programs. It’s a place to impart valuable life skills to adults and children at Hilo. 

Strategies | Tools | Marketing Tips

Acing Sustainable Marketing

But before that, a couple lessons on how not to market sustainability.

An Amazon customer bought nine rolls of window film, small enough to be packed in a box, to make her home energy efficient. When the films arrived, she was greeted by nine separate boxes. “Surely Amazon can do a better job reducing their wrapping wastage,” the customer remarked.

In 2018, McDonald’s started phasing out its plastic straws to make way for paper ones, only to reveal a year later that these straws were not fit to be recycled.

The lesson? Positioning brands as climate-conscious can help grab green credentials but if they’re not 100% committed to the philosophy of a sustainably-driven business, it’ll show.

Sustainable marketing assumes a wide array of responsibilities - from encouraging conscious energy consumption to supporting ethical labor practices while promoting biodiversity. And it’s only growing. There’s a $2.65 trillion market assigned to sustainable goods.

Here’s how you can begin acing sustainable marketing:

1. Choosing your unique selling proposition 

It’s important to stick to your brand’s identification: ‘Zero-Waste’, ‘toxin-free’, or ‘biodegradable’ to identify target audiences.

2. Switch to eco-conscious design 

This shouldn’t be hard if you’re brainstorming about your sustainable brand’s visual identity. Ask yourself:

• What would be the source of the materials I create?

• What about the manufacturing process? 

• Will I generate excess waste? 

3. Pricing reflecting a green business

Reveal to your customers what went into setting a higher cost. Let’s face it, handmade items will almost always command a higher price than mass-produced ones. Be prepared to tell your customers how your product will bring value and create a positive impact on the environment so they don’t retaliate.

4. Go paperless

• Say no to billboards and newspapers 

• Ditch direct mail 

• Bid adieu to print-ads

 Proof of sustainability

• Appropriate eco-labels like the carbon-neutral certification logo can go a long way.

• Draft a digital public statement about your commitment to achieving sustainable goals.

• Share the success stories of supporting local vendors and environmentally conscious organizations with your social media followers.

Don’t Miss It!

Networking | Business Development | Entrepreneurship

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