Roughstock Roundup: November/December 2007

Howdy Folks!

I'm going to cut to the chase, and I hope you'll forgive any seeming unseemliness as a result: getting into a car crash really messed with my sense of direction. I thought I had Roughstock all figured out and on track, and then BLAMO—everything's thrown off the rails.

But as it turns out, all that forced time off, pontificating and recuperating, and the resulting catch-up I've been doing since then, has been, well, good for me. And for the studio...

In This Issue:
How to Get Online Coverage
Roughstock Earns San Francisco Green Business Status
Quick Shots


How to Get Online Coverage
Although I certainly haven't been putting energy into my marketing efforts over the last few months, I've nevertheless seen a spike in coverage and friendly mentions of Roughstock throughout the online world.

Popular industry magazine Graphic Design USA featured yours truly in the inaugural issue of their Green Design newsletter; Roughstock was written up in the Scoops section of Create Magazine (thanks for the heads-up, Cal!); marketing guru Seth Godin linked to a recent Blog! entry; I was just turned onto the fact that my Sustainable Studio column is listed on 101 Things Designers Can Do to Save the Earth; and ridiculously popular Freelance Switch recommended my article, Killing Off Five Design Myths.

I mean, not to brag or anything. But in all seriousness, this begs the question: how the hell did I get so much attention? The answer is actually pretty simple; I gave people what they were already looking for. Most of those mentions were the direct result of a three-step process:

1. I created meaningful, quality content.
2. I specifically identified people who would be interested in the particular content I had to offer.
3. I let them know what I wanted, and why, without wasting their time.

There's no magic to it; it's just a very simple plan. But it works. And better still, once the ball gets rolling, others join in the fun without me having to directly target them.

You can read more about this in my Blog! entry The Power of the Personal.



Roughstock Earns San Francisco Green Business Status

After months of adjustments, inspections and...waiting...Roughstock has finally been certified by the city of San Francisco as an official Green Business!

Working with various city agencies throughout the certification process, I focused on reducing energy and water consumption, minimizing Roughstock's waste stream, and adopting purchasing policies that reflect environmentally preferable standards.

This certification marks an important shift for both myself and Roughstock; I really want this studio to serve as an agent for change within both San Francisco and the larger business and design worlds. This includes working directly with environmentally and socially conscious companies, as well as operating as sustainably as we can and helping our clients integrate these practices wherever prossible.

Download Roughstock's official environmental statement PDF.


Quick Shots
[To get the Quick Shots, you'll need to subscribe to the Roundup. I know, I know, kind of stingy—but they're fun and popular so give it a shot why dontcha. Don't worry, it's free and anti-spam.]


Finally, I'd like to welcome those of you who've just subscribed! I'm
always open to comments, questions and even complaints. All you have to do is drop me a line.

Best,
Jess Sand
Principal