Prof. Philip Kotler is the father of modern marketing with more than 80 marketing books to his name, along with hundreds of collaborations with the some of the world’s most important companies. He is without a doubt the most influential marketing leader in the world. In 2021, with Christian Sarkar and Enrico Foglia, he co-founded the Regenerative Marketing Institute (RMI) , the first global research collective focused on promoting regeneration and regenerative marketing models.
Now, finally – “REGENERATION: The Future of Communities in a Permacrisis World”
– the manifesto of the RMI – has been released to the public.
The Post-Growth Era is Regenerative
In a permacrisis world a marketing strategy based on endless growth is destined to fail.
We know that you, as marketer, are still supposed to care about the advertising campaign ROI, to monitor the competitors in order to continuously adjust the price of your product or service, to run endless promotion sales campaigns…
But we know, because we are marketers ourselves, that the value you eventually create for your company is close to zero, no matter what marketing strategy you employ on social, SEO, webinars, podcasts, print, or even physical events.
As part of Regenerative Marketing Institute the we have studied the most successful companies of the world and we discovered what they have in common: they create value – not just for the business, but for the community.
The beauty of regenerative marketing is that is possible to truly care about your business and the community at the same time! We show you how an innovative regenerative marketing strategy promotes the Common Good and makes businesses more resilient.
The Shift to Regeneration:
Get Started Immediately
THE SOLUTION to your pains is to immediately apply the Regenerative Marketing strategy we have designed for you, no matter if you sell a product or a service, or if you are in the heavy industry or in FMCG.
If your company is somehow connected with a Community (and we are sure it is) you cannot ignore that the old extractive strategy is not working any more.
Thank to the field-research of the Regenerative Marketing Institute, we found that in the long term the most profitable and resilient companies are not the ones who focus only on their “client targets” but the one who support the Common Good of the Community.
We have named these new species of company: the Regenerative Organization.
See how to apply this approach to your organization today. Our free, step-by-step guidelines will help you start the journey. Download now >>
About the Authors
PHILIP KOTLER is the “father of modern marketing,” one of the world’s most renowned marketing experts. He has provided consulting and collaborations to numerous companies and organizations throughout his career. However, listing all the companies he has worked with would be a challenge, as he may have had ad hoc involvements and consultations with many of them. Here are a few of the notable companies and organizations that Kotler has been involved with:
- Procter & Gamble: Kotler has worked with Procter & Gamble on marketing and brand management strategies.
- IBM: He has provided consultancy to IBM on marketing and communication strategies.
- General Electric: Kotler has collaborated with General Electric to improve their marketing and branding strategies.
- Ford: He has worked with Ford Motor Company on marketing and communication strategies.
- Nestlé: Kotler has been involved in marketing projects and product strategies with Nestlé.
- UNICEF: He has collaborated with UNICEF to develop awareness and fundraising strategies.
- Microsoft: Kotler has provided consultancy to Microsoft on marketing and branding strategies.
- AT&T: He has worked with AT&T on communication strategies and market positioning.
- Bank of America: Kotler has collaborated with the Bank of America on marketing initiatives and financial services promotion.
CHRISTIAN SARKAR is a business consultant, author, and entrepreneur known for his work in various fields, including marketing, sustainability, and social impact. He has worked closely with several leading businesses and individuals, including:
- Business: Deloitte Center for the Edge, Strategyn, Physician Leadership Institute, Center for Transformation and Innovation, Knowledge Kinetics, Penguin Books USA, Oracle, BMC Software, Price Waterhouse Coopers, Sun Microsystems, Red Hat Linux
- Thought-Leaders: Philip Kotler, John Hagel, John Seely Brown, Stuart Hart, Anthony Ulwick, Tom Davenport, Marshall Goldsmith, Laurence Haughton, Larry Prusak, Vijay Govindarajan
- Academia: Emory University, Thunderbird, Babson, UCLA, Dartmouth, Michigan, University of Houston, Harvard University, University of Vermont, Northwestern University
- Start-Ups: Neural ID, Mezeo, Danube, Enterprise Informatics, Compliance Spectrum, Alertlogic, JME Software, Scalable Software, Neon Enterprise Software
- Entertainment: Steel Pulse
- Self-Help: The Work of Byron Katie
- Non-Profit: Enterprise for a Sustainable World, Solar Electric Light Fund, International Fund for Africa, Partners In Health (Hold On [4 Haiti])
ENRICO FOGLIA is a consultant, marketer, and speaker, based in Rome. He is the CEO of the Regenerative Marketing Institute, and the former managing director of Kotler Impact, Europe. Foglia is on the Advisory board of Assoholding, and together with the Regenerative Marketing Institute, cofounded Common Home – an independent organization guided by the values inherent in the civil economy and regenerative thinking. Enrico is also an adjunct professor at Luiss University in Rome, where he is dedicated to the development of innovative sustainable startups. He is currently working with BIP, one of the biggest European consultancy company, for which he is responsible for the implementation of integrated corporate sustainability projects. A mechanical engineer with a passion for marketing, Foglia has worked with several leading multinational companies such GM, Bristol Myers Squibb, Procter& Gamble, L’Oréal, Augusta Westland, Poste Italiane and many others.
Here are some of our early book reviews:
“You have blown my mind and radically expanded my aperture on regeneration by reading this fascinating book! The breadth of the book is astounding and the examples are both compelling and inspirational. The book covers a wide canvas of dimensions with insightful examples of different types of regeneration projects. I was fascinated by the examples of cultural regeneration as a tool
to create community value. I couldn’t put the book down.”
– John Seely Brown
Chief of Confusion,
former Independent Co-Chairman of the Deloitte Center for the Edge,
former Chief Scientist at Xerox, former Director of Palo Alto Research Center (PARC)
“Now is not the time for minor alterations at the periphery of our organizations, governments and institutions. In the face of climate crisis, rising inequality and a host of other issues, we require thinking and insights which enable us as individuals and communities to re-generate. This book is as inspiring as it is practical. It is the way forward to true re-generation.”
– Stuart Crainer
“This splendid book is a guide to understand the present and to design the future. The authors have developed and used ”regenerative marketing” principles to provide locals with tools to combine roots and wings to build an intercultural and interdependent community. Particular gratitude to the illustrious authors for seeing, in the City of Palermo and in my cultural and political experience, a vision that has taken shape and will increasingly become a future project for Palermo and for every urban reality on the planet.”
– Leoluca Orlando
former Mayor, City of Palermo
“A timely guide, charting a new path forward for marketing in the this crisis-ridden world. Marketing now becomes a force of resilience and regeneration: to engage rather than ignore the challenges of climate, complexity, community, and (de)globalization, at the dawn of the Age of AI – from the people who wrote the textbook on mass marketing (literally).”
– Daniel Erasmus
futurist, founder of Erasmus.io planetary scale AI
“What does regenerative innovation mean? It is outcome-driven innovation (ODI) applied to regeneration projects. The goals of regeneration are embedded into the outcomes we want to achieve. So, if we know what targets we need to hit, the chances of hitting them increase dramatically.
This book hits the target on the imperative of regeneration, the Job-to-Be-Done of our time.”
– Anthony Ulwick
“The message of regeneration is an ancient one – we are all interconnected, and what we do to one we do to all. TheEarth Crisis we are experiencing is a tragic result of the absence of True Democracy. This book helps us rethink everything from the ground up. There is no time to waste – we must stop the destruction of Nature and our communities now.”
– David Hinds
“In a world dominated by discourse on solving yesterday’s problems, this refreshing and game-changing book tackles the biggest questions of our time. The book represents a gallant attempt to shift our much-needed attention toward a stream of issues on how we can use community to build a regenerative agenda that protects nature and builds the basis for a common good. The inspirational ideas reflect insights from an eclectic group of authors and constituents, pooling their wisdom to show us a way toward constructing the next society. Their efforts represent a timely and practical step toward the regeneration momentum needed to create a truly prosperous society.”
– Joseph Pistrui
Co-Founder, Kinetic Thinking
Professor of Entrepreneurship & Innovation, IE University
“An excellent, must-read book that persuasively proposes regeneration as the answer to our perpetual crisis… The authors contend that our planet cannot be saved with its current institutions and leaders because they cannot adequately address global demands. One of the book’s most jarring messages is a caution against “greenwashing,” the practice by some businesses of using talk of regeneration to hide their involvement in destructive patterns. This book is required reading for everyone who cares about the long-term viability of Earth.”
– Jef Teugels
Sustainability Advisor, rpc
a BMW Group joint venture
“This extraordinary book by Christian Sarkar, Philip Kotler, and Enrico Foglia is a breakthrough for those who are passionately striving to save the Earth. Regeneration – The Future of Community quides us on how to regenerate the world we inhabit through community. It emphasizes the real possibility of revitalizing our planet. We can still safeguard this magnificent and singular world we call home. It all begins with community regeneration, a collective effort rather than a top-down or individual endeavor.”
– David Sehyeon Baek
Taylor’s University, Malaysia
Chief Strategy Officer, NPCore, Korea
In this latest book by Philip Kotler you’ll find the ultimate revolutionary regenerative marketing strategy, the result of 60 years of continuous learning in the field.
REGENERATION: The Future of Community in a Permacrisis World
by Christian Sarkar, Philip Kotler, Enrico Foglia
IDEA BITE PRESS (May, 2023)
If you order the book immediately, you’ll have the opportunity to discuss regenerative marketing strategies for your company – with a founding member of the Regenerative Marketing Institute! To apply for this complimentary discussion, please send an mail to firstname.lastname@example.org with a note about your aspirations, a link to the web site of your company, and a receipt of purchase for the book. NOTE: the first 30 businesses to apply will get an exclusive one-to-one call with one or more of the book authors to discuss on how to apply the regenerative approach to your business or startup.
We believe the book will dramatically change the way you look at marketing. You have 30 days to examine and read the book – and, if feel our approach will not work for you, you can return the book for a full refund – no questions asked. [Processed by Amazon]
In this book:
We believe that regenerative marketing strategy is something that will change the business world forever (again) – and invite you to join the Big Shift.
In the book, we give you details:
REGENERATION AND THE COMMON GOOD
What is institutional betrayal? (p. 7)
What is a zero-trust society? (p. 8)
What does regeneration have to do with the Common Good? (p. 13)
Why is regeneration the Big Shift? (p. 15)
What’s the difference between an extractive economy and a regenerative economy? (p. 16)
What is the guiding strategy for regeneration? (p. 17)
What is the declaration of interdependence and why does it matter? (p. 18)
How can we define regeneration? (p.23)
What are the 9 Domains of the Common Good? (p.25)
What are the 9 Essential Freedoms? (p.29)
What is the process of regeneration? (p.30)
Where does regeneration happen? (p.32)
What are the 5 Worlds of regeneration? (p.33)
What are the 22 Tests for regeneration? (p.34)
What is community value creation? (p.38)
What is the connection between Democracy and the Common Good? (p.40)
What is the Privatization of Everything? (p.41)
What is community trust? And what does a low-trust community look like? (p.42)
How does a leader bring the community together? (pp.46-51)
What are the 12 paths to regeneration? (pp.51-107)
What is the “pyramid of community value”? (pp.52-54)
What is human scale development? (pp.54-56)
What is Asset Based Community Development (ABCD)? (pp.56-60)
What does community wealth-building entail? (pp.61-68)
What is the Cleveland/Preston model? (p.65)
What is the Base of the Pyramid and the Green Leap? (pp.68-71)
What is Mission-based change? (pp.71-75)
What is the relationship between Outcome -Driven Innovation (ODI) and regeneration? (p.73)
What are resilient cities?
What are complete communities?
What is the City-as-Commons approach?
What is “community as a platform”?
What is ecosystematic regeneration?
What is cosmo-local regeneration? (p. 102)
What is cultural regeneration? (pp.103-107)
What are the characteristics of organizational longevity? (pp. 108-109)
THE REGENERATIVE ORGANIZATION
What is a regenerative organization? (pp.110-112)
What is “zero-distance” to reality? (p.113)
What are the 8 indicators of separation? (p.114)
How did Peter Drucker warn us? (p.116)
What is a regenerative organizational structure? (p.119-120)
What kind of community is your business? (p.121)
Can you convert your traditional business to a cooperative? (p. 122-123)
What is a “double loop” regenerative business model? (pp. 124-128)
What is regenerative worksharing? (pp.129-130)
How do you design collaborative regeneration projects? (pp.131-135)
How do you nurture regenerative community partnerships? (pp.135-142)
How can you start building a local ecosystem for the Common Good? (pp.143-144)
What is a regenerative value-chain? (pp.144-146)
How do you design regenerative products and services? (pp.146-149)
How do you design regenerative experiences? (p.149)
What are the 5Es of experience design? (p.149)
What is the impact of public space on a community? (pp.151-154)
What is a regenerative start-up? (pp.154-155)
What is the difference between a regenerative zebra and the traditional VC-backed unicorn? (pp.154-155)
Is regenwashing the new greenwashing? (pp.156-157)
What are 4 ways for a company to become a “pillar” of the local community? (p.158)
Why is the Cluetrain Manifesto still relevant? (p.158)
What behaviors are visible in a low-trust environment? (p.159)
How does the mindset of the founder impact your business? (p.160)
What does a “maturity model” for regeneration look like? (pp.161-162)
What is Stage 5 Total regeneration? (pp.163- 171)
What is regenerative leadership? (pp.172-173)
Can politics be regenerative? (pp.173-178)
What is the regenerative effect? ( pp.179-181)
What are the 12 fundamental truths about regenerative leadership? (pp.179-180)
What is the “pyramid of love”? (p.181)
What is the narrative of regeneration? (p.182)
What is regenerative government (a citizen’s checklist)? (p.183)
What are the 5 types of innovation? (pp.184-185)
Why is regenerative innovation the redesign of everything? (p.185)
What are the 10 principles of Design Justice? (pp.187-188)
What are the 9Cs of Common Work? (pp.188-191)
What is regenerative innovation alignment? (p.191)
THE REGENERATIVE ECONOMY
When were corporations forbidden from influencing elections in the USA? (p.192)
Why does the US political system not serve the public?(p.193)
What is the relationship between broken economies and broken communities? (p.193)
What is Ayn Rand disease? (p.194)
What is the economy of exclusion? (p.200)
What is the dumbest idea in the world? (p.201)
What its stopping us from doing the right thing? (p.202)
Who is Davos Man? (p.203)
What is “enclosing the Commons”? (p.204)
Is Capitalism not compatible with Democracy? (p.206)
What is corporate imperialism? (p.207)
What is involuntary privatization? (p. 208)
What’s the difference between the modern corporation and the East India Company? (p.270)
Why should business heed the voices of indigenous and native tribes? (pp.212-213)
What is the problem with the “investor-led language” of ESG? (p.213)
Can capitalism be regenerative? (pp.216-217)
What is the ecocide economy? (pp.218-220)
What’s the difference between green-growth and degrowth? (pp. 220-221)
What does an Economy for the Common Good look like? (pp.222-223)
What are “profits from suffering”? (p.225)
Why are so many politicians against the Common Good? (p.226)
What is total systemic regeneration? (pp.227-231)
What is a movement of movements? (pp.231-235)
What is a Citizen’s Assembly? (p.234)
Why is Extinction Rebellion a signpost for regenerative protest? (p.235)
How can a city like Palermo become more regenerative? ( pp.237-284)
What does AI think about regeneration? (pp.285-301)
What is the Net Regen Score? (pp.302-303)