One of the most valuable lessons I've ever learned (and shared) is the power of one. I learned this lesson when one advertising great pulled out a palm-sized bed of nails and laid his hand upon it much like art that originated in India. Nothing happened.
"See," he said. "When you have too many points, nothing sticks." It was a very effective visual lesson, and his only point.
Advertising works just like this old street-festival spectacle. It's all about weight distribution. If you place equal emphasis on thousands of points, there is too much information for anyone to make an informed decision. Focus on one point; it sticks.
How To Make One Billion Acts Of Green Stick.
As important as Earth Day can be, it has lost some of its impact as it became more commercialized. Nowadays, some of the biggest supporters are organizations that may or may not even be all that kind to the environment. It's hard to say so let's focus on something that works.
One idea that I really appreciated this year comes from the Earth Day Network. It is asking people to make one pledge, written and posted, that will ultimately help our planet.
Over 100 million people had already participated last week. People are sharing pledges to take small and large actions this year — not just for one day, but for a lifetime. And what I like so much about this idea is that those people who pledge the smallest contributions — one thing — are much more likely to stick with it.
A few highlights: One person pledged to turn off the tap when they brush their teeth and another person pledged to purchase more local food. Another person pledged to plant a garden at school and yet another pledged to change their lightbulbs for more energy conservation. One person pledged to turn off the shower when they shampoo and another pledged to install dual toilet flows.
Sure, there are bigger pledges. But I like the small ones because they are one-time reachable goals that are much more likely to stick. And, even if it doesn't seem like a lot, one billon of those actions (even 100 million) add up to a significant impact.
The Earth Day Network also goes a long way in making suggestions, broken down into categories that include green schools and education, advocacy, energy, transportation, sustainable development, conservation and biodiversity, recycling and waste, and water. People can also join pledges that other people have already created.
It's the power of one point. It's the power of one personal action. And it's magnified by the number of people who participate.