The 2009 StartupNation Home-Based 100 Competition

Celebrating America's most outstanding home-based businesses and the people behind them.

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Contestant Profile

Shel Horowitz

Shel Horowitz Note: You may vote for each contestant once a day.

Contestant's Case to Win

This is based on the number of votes received and does not reflect the quality of the business or chances of winning.
Green and ethical have been cornerstones of my business philosophy. As the founder of the international Business Ethics Pledge campaign (http://www.business-ethics-pledge.org) and the award-winning author of Principled Profit: Marketing That Puts People First, and as a speaker/writer on these topics, I show other businesses how embracing these principles actually leads to higher profitability.

Among the steps I've taken in my own business:
* Installed both solar hot water and photovoltaic energy systems
* Switched to recycled office paper and toilet paper/napkins
* Committed to fair-trade organic products, especially cocoa, coffee, and tea
* Found a laser printer that prints both sides of the page
* Turned down work that did not fit my conception of honesty, integrity, and quality, or that was inconsistent with my values
* Devoted extensive time to causes of environmentalism and business ethics--including educating others on these issues

Visitor comments

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  • Shel certainly deserves this recognition. He is widely considered to be front and center in pushing for...Read more

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