In both the marketing and activist worlds for more than 40 years, Shel Horowitz, “The Transformpreneur,” shows how to identify/create/market profitable offerings that turn hunger and poverty into abundance, war into peace, and catastrophic climate change into planetary balance while increasing revenues and lowering costs. In his speaking, writing, and consulting, Shel emphasizes the crucial importance of honesty, integrity, and environmental sustainability for long-term business health.
Shel says being green and ethical while focusing on social good is not only the right thing to do, but brings key success. He documents this view with successful examples and case studies from toilet paper to ice cream to construction, including companies as large as Unilever or Walmart and as small as solopreneurs.
Shel’s latest book is Guerrilla Marketing to Heal the World. 7 of his 10 books have won awards and/or been republished in other countries. An International Platform Association Certified Speaker, he’s presented as far east as Istanbul, as far west as Kauai. He’s been blogging at the intersections of environment, politics, technology, and social change since 2004 and started his e-newsletter in 1997.
Living in Western Massachusetts since 1981, Shel has been married to novelist D. Dina Friedman since 1983 (they met at a poetry reading in Greenwich Village, NYC, in 1978). Daughter Alana was born in 1987, and son Rafael followed in 1992. They’ve lived since 1998 in a restored 1743 antique colonial farmhouse in Hadley, Massachusetts, which they solarized in 2001 and switched to a cow-powered heating system in 2018. As far as he knows, it was the oldest solar home in the country when the panels were installed.
In his adopted community, Shel’s been active in numerous environmental, social justice/human rights, sensible development, electoral, and business activities. He served on official government committees, shepherded several pieces of legislation to adoption, initiated the first nonsmokers’ rights regulations in Northampton, Massachusetts, and managed a successful campaign that unseated a three-term incumbent. And he’s used his strategic marketing and copywriting skills for several environmental and social change organizations—especially Save the Mountain, the group he founded in 1999 that mobilized thousands of people (in a rural county) and rapidly beat back an “unstoppable” poorly-planned development on a mountain abutting a state park.
Starting with Save the Mountain, Shel began actively combining his two lifelong passions: green, ethical business and living—and creative and effective marketing.
As a speaker, writer, and marketing strategist, he shows how to:
Go green
Market to the green sector
Take green products and services to nongreen audiences
Develop profitable new products and services that help make the world better, lower cost and boost revenue all at once.
