Also, I make very little money from publishing books, just fyi. I do it to spread ideas to people who don’t enjoy reading stuff online.

Have a good one.

I read your blog and you talk about being green in many of your posts (like the one where the hotel had the AC blasing for instance). All I’m saying is if you feel that way you should probably have your books made on recycled paper (just to stay consistent with what you say). If you find hypocrite to be the wrong word that’s cool.

I guess my point is that people say one thing and do another. You sell books because it is a major revenue stream for you. If you were to sell them online, well it may cost you a few bucks. Is it green? Especially if it isn’t on recycled paper? No. But you justify that by saying you treat different audiences differently and using the best appropriate solution in the moment.

I guess we can all make some justifications for what we do and how we do it. But when you tell others what to do and how to do it then you open yourself up as well.

Just my thoughts as a branding guy.

My point about Logitech is simple: If they changed the packaging intelligently and bravely, the following would occur:
a. sales would go up
b. costs would go down
c. waste would go down
d. shipping costs would go down

Your point about books is not similar. I do almost all my work online. Almost all my writing on the blog, almost all my presentations virtually. If I didn’t write books, though, and I didn’t go to conferences to speak, my sales would go down and my message wouldn’t spread as far.

That’s not being a hypocrite. That’s treating different audiences differently and using the best appropriate solution in the moment.

Right?