The Golden Circle of Motivation

This column originally appeared in the September, 2012 issue of Funeral Home and Cemetery News by Nomis Publications, Inc.

The Golden Circle of Motivation

The art of explaining why

A friend recently shared with me an inspiring TED talk by Simon Sinek that introduces a visual model of motivation that can be applied to both individuals and organizations.  This model has three concentric circles--it looks like an archery target.  In the outer most circle, Simon writes "What" to represent the idea that all enterprises know what they do.  At the Northwoods Casket company, we manufacture and sell green caskets.  Most organizations create their marketing messages from what their business sells (ex. Want to buy an eco-friendly casket?).

"Want to buy an eco-friendly casket?"

The middle circle represents a smaller group of companies--those who know "How" they do whatever it is they do.  In many organizations only a select few individuals know exactly how they do what they do.  For example, think of food companies where employees and consumers really don't want to know "how the sausage is made" when deciding to purchase.  For some companies there is much benefit in explaining how as it more easily (but still indirectly) conveys the seller's motivation.  Some marketers use the how in their marketing messages to motivate consumers to buy their products.  We've certainly experienced success in telling our story and explaining how we manufacture our eco-friendly casket products.  (ex. We make green caskets by using locally harvested sustainable pine lumber.  We air-dry our lumber instead of using a fuel-burning kiln.  We use no metal in our caskets and no chemical finishes making both our manufacturing environment and our product clean, safe, and healthy for our craftsman and for the environment.  Want to buy an eco-friendly casket?)

"Want to buy an eco-friendly casket?"

The inner-most circle is where this model gets interesting.  This small circle represents "Why" we do whatever it is we do.  And "make money" isn't a valid answer.  Despite how Wall Street and Banking has shaped our economy, consider for a moment that companies make money to exist--they don't exist for the sole purpose of making money.  Just as we humans do not exist for the sole purpose of breathing air, but rather breathing is a necessary activity to support life.  Without making money a corporation's life would be short-lived.  Not every organization knows why it exists, but those that do demonstrate inspirational leadership.  Mr. Sinek cites several examples of individuals and organizations that truly understand why and use it in their messaging.  Apple, for example, illustrates this with the simple fact that loyal consumers are willing to buy phones and music players from a computer company.

Planting trees is important to our family.

The reason my friend shared Simon Sinek's TED talk with me is that he recognized that we know why we do what we do at the Northwoods Casket Company, but our marketing message does not espouse this.  We exist to plant trees--lots and lots of trees.  We helped plant more than 10,000 trees last April in state forests as well as urban areas with the guidance of the Department of Natural Resources Urban Forestry Initiative.  We have a goal of planting 10 million trees in the next decade.  We do this for the health and enjoyment of our community.  This is important to me, my family and others close to me.  Planting trees is the reason my wife and I created our casket company, but we haven't taken this message to our customers--at least not as bluntly as Mr. Sinek suggests.  Here's how our message might change:  At the Northwoods Casket Co, we value the quality of life and the world in which we live.  That's why we plant 100 trees for every casket we make. This is our permanent commitment to our children and the next generation.  We do this by making green caskets with locally harvested sustainable pine lumber air-dried and assembled using no metal and no chemical finishes making both our manufacturing environment and our product clean, safe, and healthy for our craftsman and for the environment.  Want to buy an eco-friendly casket?

"Want to buy an eco-friendly casket?"

There is some science to Mr. Sinek's Golden Circle model.  As it turns out, scientists and psychologists have understood for years that the part of our brain that makes a purchase decision is emotional.  It is not logical.  This is why it can be so difficult to make a purchase decision.  I've done this before by grabbing a pair of jeans at my local home improvement store.  The jeans were on sale for a good price, the right size, satisfactory color, and good brand name--the product is functional and logical in every respect, but I didn't come to this store to buy a pair of jeans.  Something doesn't "feel right" and I cannot explain it despite how logical this purchase decision might seem.  That's the emotional part of my brain at work in making this decision.  We can't explain it with logic and the best thing we can do is simply say, "It just doesn't feel right."  Then I put the jeans back on the rack.

The opportunity for marketers is to recognize the why and supplant our messaging to lead with why we do what we do and the rest will follow.  If we can appeal and attach our message to the emotional part in decision making, the how anbd what will naturally follow to support the decision.  I think this whole idea is particularly compelling in funeral planning decisions--especially when related to being green.  We already fully understand that families making funeral decisions are doing so in a very emotional context.  Simply espousing how "green" some part of the funeral may or may not be isn't likely to generate an effective response.  Those of us who learn to lead with why and be transparent in our motivation may find more success in marketing our products and achieving our mission--whatever that mission may be.  Making a purchase decision motivated by agreement with your mission is a very powerful motivation in any decision.

The Conversational Undertaker

This column originally appeared in the August, 2012 issue of Funeral Home and Cemetery News by Nomis Publications, Inc.

The Conversational Undertaker

Finding the meaning of "green" in green funeral inquiries

I've heard this story many times in the last few years as relayed to me by funeral directors.  A couple arrives to make funeral arrangements for an elderly family member in the final days of life or immediately after death.  Early in the conversation, a member of the family says something like, "Dad wants one of those Green Funerals... you know, like we heard on Public Radio."

As professionals in the death care industry, hearing a family ask about a Green Funeral is a good conversation starter.  In the whirlwind of news, sensational articles, books, television shows and Hollywood productions in the last several years, many people are interested enough to ask about a Green Funeral.  However, not every family knows fully what "green" can mean regarding a funeral.  The family's request could be motivated by any of several factors and warrants further conversation to understand the family's wishes.  The better we understand the reason for the family wanting to know more about green funeral options, the better we can serve them.

For some, a "plain pine box" is a bold statement.

Often times the key motivator for inquiring about a green funeral is cost.  Many funeral directors have shared with me the family's directive, "Dad just wanted a simple pine box.  Simple and plain, nothing fancy."  Directives like this are sometimes a bit hostile and motivated by Mitford's writings on American funerals.   We've learned that after presenting an inexpensive "simple pine box" like our Simple Pine Box casket, many families shy away from this option unless the deceased had made explicit arrangements beforehand with the funeral home or a family member.  In this early stage of grief, many families are not prepared to make as bold a statement as might be perceived by the family and community with just a plain pine box.  For this family, we can show a more conventional-looking wooden casket like our Three Panel Casket that appeals to the family that is both price-conscious and eco-conscious.  Additionally, we can address their concerns for cost in other ways--planning a funeral to meet a budget is not new to the death care industry.  The lesson learned here is that there are a few families who will ask for a Green Funeral when they mean to be more informed about ways to manage cost.

This pine panel casket appeals to both price-conscious and eco-conscious.

For some families the foremost concern when inquiring about a green funeral is the environment.  Unlike the cost-conscious, this family is primarily concerned with minimizing the impact on the environment.  Until recently, the only perceived alternative to a conventional funeral has been cremation.  We now have alternatives to cremation that convert many families to a full service green funeral that may be much more appealing to the eco-conscious.  A good indicator that a family has already done their homework on green funerals is their openness and willingness to discuss detailed matters such as the cemetery, burial vaults, biodegradable caskets, and embalming alternatives.  Cost is typically not an issue when it comes to paying a premium for a burial site in a natural burial cemetery, a hand-crafted wooden casket, and the added cost for refrigerated storage and/or dry ice in lieu of embalming.  For the family most interested in avoiding environmental impact, it may be appealing to complement the funeral services with a memorial tree-planting or a donation to an organization that will plant trees as an off-set for the impact of the funeral.

For other families, the main concern when considering a green funeral is more personal.  A family that is well-informed about natural burial may seek a funeral that inters the remains of the deceased in a manner that does not prohibit decomposition and allows the body to return to the earth.  For some, this is a spiritual matter and they want to be in direct contact with the soil in order to return to the earth more naturally.  Depending on the cemetery requirements, there may be options to fore-go the concrete vault altogether or use a grave liner.  The family may ask about biodegradable caskets that do not contain precious metals or chemical finishes.  For these families it is important to recognize that "biodegradable" and "low environmental impact" are not the same.  (Recall from a previous installment of this column that a biodegradable natural burial casket shipped from Indonesia via ocean cargo and air-freighted across the US would have more than twice the environmental impact when measured with carbon life cycle analysis than a steel casket assembled in the US.)

We all have much to learn as the death care industry changes.  The more families are willing to get involved, make advanced arrangements, and ask questions about death care, the more opportunity we have as death care professionals to make a lasting impression.  For many of us, it is that lasting impression, and the loyalty earned with it, that keeps us engaged in our profession.  When we are prepared to talk about Green Funerals with those families that inquire about them, we can better serve their interests, varied as they may be.

Greening the Funeral Home

This column originally appeared in the July, 2012 issue of Funeral Home and Cemetery News by Nomis Publications, Inc.

Greening the Funeral Home
Appealing to eco-conscious families in the developing market for green funerals


In previous installments of this column we discussed green burial in the context of cemeteries and caskets.  Green cemeteries and caskets have received most of the media attention in recent years with the growing popularity of green and natural burial in America.  Another topic worth exploring but not receiving near the media attention is greening the funeral home.  Some funeral homes, like the solar powered Prout Funeral Home in Verona, New Jersey, have embraced sustainable and eco-friendly practices to garner media attention and local community support.  There is a wealth of opportunity in "greening the funeral home" that will save money and portray a funeral home as eco-conscious.

The funeral home, like any commercial property, has opportunities to improve energy efficiency.  Two decades of research in the "green building" industry tells us that the incremental cost of new construction for a green building is less than 2% with a return-on-investment more than 10 times in savings over the life of the building.  If your firm is considering expansion or new construction, it may be well-worth seeking the expertise of an architect with experience in green building.

For existing facilities, there are countless ways "go green" that save money and appeal to families who value an environmentally conscious business.  While some means to green your business require up-front investment, there are many ways to green your business with little more than a commitment from staff to follow sustainable practices.  An important first step is to make it a priority and empower your team.  While the adoption of greener practices is made possible from the bottom-up in your organization, the commitment to do so best originates from top-down leadership.

Trees sequester carbon.

As much as half the energy used in our facilities is energy lost in heating and cooling--this means zero value realized from 50 cents of every dollar spent on energy!  An easy way to reduce energy use is at the thermostat.  Each degree you turn down the heat saves 3 percent of heating costs, while each degree you raise the temperature of your air conditioner saves 3-4 percent of cooling costs.  Adjusting the thermostat by 2 degrees year-around will save 6% on the energy bill.  As for the environment, the added savings in CO2 reduction is equivalent to the carbon sequestered by as many as 400 adult living trees in the same year.  Call your local utility company for a free energy audit of your funeral home facility.  A free energy audit will expose ways reduce both energy loss and energy use.  Your auditor can also identify opportunities for tax credits or grants to pay for weatherization and other energy-saving improvements.

When planning facilities improvement projects, consider using eco-friendly replacements for carpeting, furniture, window treatments, and paint.  There are countless green alternatives made from renewable resources including cork and bamboo flooring, all-natural and hydrocarbon-free textiles, and carpet, paint and textiles that contain zero VOCs (volatile organic compounds).  Milk Paint, an alternative to oil and latex paint, contains zero VOCs and is available in a variety of colors that can be mixed for a full spectrum of color options for home decor and furniture.  Milk Paint, in fact, is a popular choice in childcare facilities, hospitals, and schools because it contains zero VOCs.

Perhaps the easiest and fastest way to green a funeral home is in lighting.  In the last two years CFL light bulbs have dramatically decreased in price and have become available in a wide variety of types of light.  The CFL bulbs available today easily replace incandescent lighting without compromising the color or quality of light.  Significant improvements in CFL light bulbs have eliminated the delay in getting to full brightness, ended the flickering, and made CLF bulbs compatible with dimmer switches.  The payback period on a CFL light bulb in a fixture used 8-12 hrs per day is 3-4 weeks.  The savings on electricity alone is enough to warrant switching out all incandescent light bulbs used more than 10 minutes per day.   Add the environmental benefit and switching to CLF light bulbs is the easiest and fastest way to green a funeral home.  Additional savings can be achieved with the use of dimmer switches, timers, and motion-sensors to reduce the energy used in lighting.

Many funeral homes provide bottled water to guests.  Bottled water is one of America's most criticized industries for its impact on the environment.  Consider switching to filtered tap water or a water cooler.  Replace disposable plastic cups with biodegradable cups made from paper or corn starch.  If your funeral home provides refreshments or food services, use biodegradable plates and tableware.  James Olson of Lippert-Olson Funeral Home in Sheboygan Wisconsin provides all products for their receptions sot that all waste including food, plates, napkins, forks/spoons, and cups are biodegradable.  All waste is deposited into the backyard compost bin without sorting.  The compost, in turn, is used in flower beds and window flower boxes around the funeral home.

Further savings can be achieved in the restroom.  Automated "touchless" faucets, flow reducers, and low-volume flush toilet fixtures reduce water consumption again saving money and reducing impact on the environment.  A programmable touchless paper towel dispenser will reduce paper waste (which can also be composted).  All of these updates have a paypack period of less than one year from savings in water and paper consumption.

Additional savings can be achieved in the funeral home office.  Switch to paperless billing for all utility and bank accounts.  Opt out of pre-screened credit card mailing lists (and compost the junk mail you do receive).  Setup your office printer for two-sided printing, use printer paper made from post-consumer recycled paper, and be sure to recycle those old toner cartridges.  Recycle (or compost) your scratch paper.  Turn off all computers at night--preferably with a power-saving power strip.

There's no end to the little things we can do to "green" a funeral home facility.  Whatever you do, take credit for your effort.  Talk to your families about the ways you are caring for the environment and greening your facility.  Put up small informative signs by that new water cooler with compostable cups, above the paper towel dispenser, or in your new waiting room decorated with bamboo flooring and walls colored with milk paint.  Most people will be interested to learn about your efforts to green your facility and will appreciate and support such measures for a healthier environment.