“Green” has gone mainstream, and for many companies caring for the environment is not just a philosophy, it’s a marketing strategy. So how does a company genuinely committed to green principles separate itself from its greenwashing competitors? Richard Seireeni has interviewed over 30 “eco-capitalists” (including the likes of Ben & Jerry’s, Stonyfield Farm, and Green Mountain Coffee Roasters) and has compiled a rich source of wisdom for green businesses getting off the ground or for any business aiming to improve its environmental performance. Seireeni discovered that what binds these companies together is The Gort Cloud — a term that illustrates the vast and largely invisible network of the green community and has the power to make or break green brands. Integrating the Gort Cloud into a brand development strategy is critical to the success of any aspiring “green” brand.