Are You In ‘The Gort Cloud’? A Book Review
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The Gort Cloud:
The Invisible Force Powering Today’s Most Visible Green Brands
by Richard Seireeni with Scott Fields
240 pp. Chelsea Green
It is like what Van Jones called the “invisible network of networks.” Everyone who is in it (and some who stand outside it) know it is there, but they just aren’t sure how to define it, or what shape it takes.
In a new book called The Gort Cloud, branding expert Richard Seireeni takes a stab at capturing the moving target of social networks, sustainability, and green business and captures it with the perfect metaphor — a cloud. But Seireeni doesn’t use any old cloud for his metaphor, the book gets its name from an amorphous field of stellar debris called the Oort Cloud. Seireeni writes:
“I began to think of this particular green network as something tangible with a mission and with a collective membership of like-mined people. It wasn’t a single community. It wasn’t a movement, It defied easy definition.”
