Been a little busy…but for a good cause


Sorry for my lack of posts lately. I’ve been working hard on a cause project that I’m extremely excited about.

It’s called Lemon Bags.

Lemon Bags is an initiative that was started by JBU SIFE. The SIFE team is importing handbags from Guatemala to sell in the U.S. The cool thing about these bags is that they are made from recycled packaging that would otherwise be sent to a landfill or incinerated. And, the bags are made by women from one of the poorest and most dangerous ghettos in Guatemala. These women are being employed and are able to provide for their families because of this initiative.

My role has been helping the JBU SIFE team develop a brand for this project. We call it Lemon Bags because the women live in a ghetto called La Limonada (Limonada = Lemonade = Lemon for those of you non-Spanish speakers).

We helped them develop a logo, copy, and an e-commerce website. We just launched the website late last week and so far we are getting great feedback. The website is

This is the kind of work I love to do. I get absolutely consumed with bringing good things to life and sharing them with people. I love applying my marketing and business experience to things that actually matter.

My hope is that marketers, creatives and business minds will start applying their talents to great projects and ideas that would otherwise have no voice. There are so many ideas that could literally change the world if we would just take the time and energy to bring them to life.  What does that look like? How do you “bring an idea to life?” Here are some practical steps:

1. Define what you are trying to do.

Example: Lemon Bags is selling handbags to provide Guatemalan women with jobs and save waste from going into a landfill.

2. Put language to it.

Write it out in a compelling way. The language from the example above is not going to move anyone. For Lemon Bags, we are playing with the tag lines “Fabulous handbags for a good cause” and “The more bags you buy, the more women we can help.” That says something. It gets people excited. Language is so important in the beginning stages.

3. Make a plan.

It doesn’t need to be a five-page strategy document with an executive summary. Just jot down what needs to happen.

4. Start working!

This is where most projects fail. We can plan and come up with great ideas all day long. But at some point you just have to start working. You have to send the emails, you have to shoot the photos, you have to make a website, you have to design a great logo. You have to do all this while keeping those great ideas in mind. Constantly remind yourself what it is you set out to do.

5. Launch and re-launch.

This concept comes from Guy Kawasaki. Don’t wait until it’s perfect to put it out there. Just get it out, let people react, make changes and put it out again. The most important thing is that you put it out there. Perfect is the archenemy of good enough. Remember that.

Here’s my challenge to you: Find a project with potential that you can get excited about and get involved. Take the simple advice above and get moving!

The world is waiting on you.