I was listening to this Ted talk (clipped below) on design and this quote jumped out at me.

"Advertising is a price people pay for being unoriginal."

It raised questions for me about what would users tell their coworkers, friends and others they campaign about Green Media Toolshed. What do we want them to say? How are we original?

We want to create an environmental movement by not aiming in a single direction. We want to build capacity for the movement to create change without launching a campaign. Me and the staff are dedicated environmentalists that don't take positions on policy. We are a major environmental media operation that doesn't talk to the press. We aim to be a capacity building nonprofit that doesn't that doesn't need foundation grants. We hope that all of us become irrelevant as our services reach even more groups.

Green Media Toolshed is on a path to become a network pipeline that connects communicators across issue areas, geography and organizations. We offer the media tools, training and other services because they are needed by the people we work for. However, we are interested in doing this now only to support and power the work of all our individuals and users but because we are interested in building the capacity of our movement to launch more massive scale, quick tempo, and self-synchronizing campaigns. GMT is a network organizer and finally we have the skills, people and now the technology to move another step closer to that vision.

We hope you find it original and interesting. We hope you talk to us and to each other about what it means that GMT is launching an effort to network our users. We hope we don't have to advertise because you feel comfortable telling other environmentalists about the value of our work and our services. Ultimately, we hope you figure out how to leverage the GMT network in ways we didn't imagine to do things that move environmental policy and protection in powerful ways.