Special Event from Natural Logic:

In Conversation - Gil Friend & Bryan Franklin

January 2011

Natural Logic's new "In Conversation" series debuts February 3, right after the State of Green Business Forum. Please join us in San Francisco for:

Cracking the Door to the C-Suite

with Your Sustainability Message

Read on for details about this frank, unscripted dialog between Natural Logic CEO Gil Friend and Bryan Franklin, one of the world's most successful executive coaches.


(This is the first in a series of public conversations we'll be hosting with people who are making a remarkable difference.)

Cracking The Door To The C-Suite

With Your Sustainability Message

Gil & Bryan headshots


Sustainability Executives, Directors, and Change Agents:

You are sitting on one of the most important opportunities in history, and your well thought-out solutions aren't getting the consistent air-time they deserve by top management. Come learn the 5 top reasons why most sustainability business models are broken and what to do about it.

Register now; space is limited. 

The Path You're On Doesn't Lead To Where You Think It Does

A CEO has two brains.

The Profit Center brain and the Cost Center brain. The profit center brain is creative, invested, committed, interested, and engaged. The cost center brain is impatient, disinterested, or even agitated. Right now, chances are that your conversations, presentations, and ideas are being heard by their cost center brains. Even if they seem like they care about the issues and want to do something about them, they can't.

If you're really committed to change the way your company, industry, or even country moves on sustainability issues, you've got to learn how to show up on the correct side of the brain. Two men understand how to do this, and have made careers out of the nuances of effective influence in these situations.

Bryan Franklin, world class speaker and one of the country's most successful executive coaches and Gil Friend, CEO of Natural Logic and one of the acknowledged fathers of the sustainability industry, each have mastered the art of speaking to -- and being heard by -- the profit center brain of medium and large organizations.

They Will Wake Up. Eventually.
It's Up To You Whether They Wake Up In Time.

The passion that drove you towards the career you have is still there. You may be frustrated with other people's perception that what you care about is not relevant to them, but you have made important progress and you're not about to give up. Even when it seems impossible, you understand the importance of doing everything you can to set us on the right course.

What if there was a way you could increase your leverage inside the organizations you are trying to influence?

What if there was a "pully system" -- block & tackle that already exists inside the organizations, that you can use to leverage your broader vision and singular effort to create meaningful change?

What if there were people that already have been successful in creating these kinds of changes that you could talk to and understand how they did it?

One Evening Could Change The Trajectory Of Your Impact

Imagine what it might be like if you understood the Profit Center Brain of a CEO so well that you were able to engage that part of him/her every time you spoke or presented? Imagine what you could get done if you could mobilize the organization around a core set of values and really get people to engage? It can be incredibly frustrating to have the right plan and see people fail to execute on it. Imagine being the kind of person that writes the plans that people follow and set the precedent for everyone else.

Register now; space is limited. 

A Rare Opportunity To See These Two Minds Together

Gil Friend and Bryan Franklin have never before shared the stage. They come from very different backgrounds. Gil has been a stand for business-driven sustainability, co-authoring HP's first Corporate Citizenship report, and helping dozens of organizations make profitable sustainability changes. Bryan is an expert in organizational and individual change, having done everything from helping LinkedIn create a culture of accountability to helping PG&E create the plan to get out of bankruptcy.

Each holds critical pieces of the effective and sustainable change puzzle, and they will come together in one evening to create one clear picture for you.

Register And Increase Your Influence Now

Early Bird Price (expires January 30) $49
$99 After January 30

Gil Friend and Bryan Franklin

"Gil is one of the most thoughtful and creative thinkers I know in the area of sustainable business, and artfully bridges the scientific and technical sides of sustainability, the reallities of the daily world of business and people, and the systems in which they operate."

-J.M., Chairman

"Bryan's greatest strength is his ability to view complex situations holistically and help others do the same. Beyond that, Bryan's coaching helped me move concretely from effective planning into first rate execution. I highly recommend him."

-C.B., Founder and General Manager

Register now; space is limited. 

Cracking The Door To The C-Suite
With Your Sustainability Message

February 3, 7:30 PM
Holiday Inn, Fisherman's Wharf, San Francisco

We've extended the "early bird" price of $49 til the end of the day Sunday January 30; $99 thereafter. Register now! 

Natural Logic
designs, implements and measures profitable sustainability strategies

In This Issue
Cracking The Door...
In Conversation
Sustainability Coaching
Sustainability in Practice
At Your Service
The Truth About...
Join Our Mailing List

In Conversation


Gil Friend is CEO of Natural Logic, author of the acclaimed Truth About Green Business, and widely acknowledged as one of the fathers of the sustainability movement.


He has helped dozens of companies create and implement profitable sustainability models.


Bryan Franklin, creator of The Facilitator's Masterclass and one of the nations most successful coaches, has earned a reputation for getting to the heart of the matter and changing core issues.


He has helped clients earn hundreds of millions of dollars and created billions of dollars in business value.

Sustainability Coaching 

Oscar winners have acting coaches. Olympic athletes have performance coaches. Great singers have vocal coaches. 


Who's your sustainability coach? 


If you're interested in having one, check in here and contact us directly before the end of January for our special start-the-year-right offer.

Sustainability in Practice 


The eLearning version of The Truth About Green Business -- 

Sustainability In Practice -- (developed together with our partners at Tripos Software) will be available in Q1 -- delivering engaging, on-demand, interactive learning right to your employees' desktops.

Let us know if you'd like to preview the courses when they're ready.


Natural Logic:
At Your Service

Natural Logic can help you and your organization in several very specific ways:  


Assess your Sustainability Plan, and help you refine it to achieve greater real world impact and greater executive buy-in.


Provide frank, "Rapid Diagnostic" assessments of your gaps and opportunities in relation to Risk, Carbon, Metrics, Operations, Capacity -- and prioritized recommendations of how you can move against them.


Develop -- and help you sell to your C-suite and Board -- a plan and budget that will catapult your sustainability initiatives to a new level.


Provide strategic briefings to help your executive leadership understand "The Mysteriously Elusive Sustainability Business Case."


Coach your sustainability team -- and company leadership -- in the personal and business practices that are essential to fulfilling the commitments that you've made -- to your board and your boss, your family, and to yourself. 

Read about our Full Cycle Sustainability™ approach, and 
contact us today to determine which of these programs is right for you.


The Truth About Green Business

Now in its second printing,  
The Truth About Green Business has been called "simply the best green business book around" -- "a definitive guide," "practical, inspiring, solutions-oriented," "simple without oversimplifying," "a must-have playbook," and more. (And it's a great addition to any business school curriculum.)
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Gil Friend, President & CEO
Natural Logic, Inc.
Email: gfriend@natlogic.com
Phone: 1-510-248-4940
Web: http://www.natlogic.com