Paul Goodenough Rewriting Extinction

STORYTELLING & ENVIRONMENTALISM

How to use stories to reach 115M people without ads and collect 1.7M€+ of donations to save the animals of this world

How can we make people more aware of the extinction risks on the animals of this world, get people to care about it, to change, and also to raise money to protect these animals?

My guest today, Paul Goodenough, realized that environmentalism is too often not something on the menu. People are too caught up in their everyday lives, they don’t have the time, they do not know how to help.

So he came up with Rewriting Extinction, a comics book collection with stories to change the world. In a few frames, their comics help you understand the issue, relate to it, and get a tangible action you can take today.

Their mission is simple: change, protect, restore, inspire.

With his mission, Paul has managed to attract a panel of stars like the comedians Ricky Gervais, Andy Serkis (Gollum from Lord of the Rings for those who don’t know), Jane Goodall, Peter Gabriel, and in total more than 300 creators to contribute to these stories.

Without spending a penny on ads, Rewriting Extinction managed to reach 115M people and collected 1’480’000 pounds in donations.

💡Paul is a great producer and a storyteller so in this episode we discussed about:

✅ How to build a brand, with no media investment
✅ How to get a lineup of stars to join your mission
✅ How to get big media attention without paid PR
✅ How to tell an emotional story that anyone can understand (and how he organized his brainstorming sessions to create these stories)

Are you ready? Let’s go!

Resources:
Paul Goodenough Linkedin
Rewriting Extinction site

Books:
Don’t make me think by Steve Krug
Business Model Generation by Alexander Osterwalde, Yves Pigneur
The dog comics discussed in the episode

Listen to this episode

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Why I (really) created this podcast

We are at a critical period for our planet and its inhabitants, and entrepreneurs and companies are going to play a massive influence on our future. 

As always, there are two sides who can pull us in opposite directions. 

On one side, there are entrepreneurs who chase and base their decisions on money, success, and fame. 

On the other side, I believe there are entrepreneurs who truly care about making a positive difference on this world. Money is a mean and not an end to these entrepreneurs: they care about their Mission First, and their goal is not fame nor a quick exit for the sake of it. I call them Entrepreneurs for Future

I want to do my best to support these Entrepreneurs for future. 

On one hand, I do that with my company GT Impact, with which I help mission-driven companies scale up with digital marketing and growth hacking. 

On the other hand, I wanted to start this podcast because I believe the best way to learn is by getting advice from those who have already done what we want to achieve

Finally, maybe a secret reason for me to create this podcast: because it is a real pleasure and inspiration to meet and learn from these entrepreneurs. 

I have indeed been an entrepreneur myself since I am a teenager, always launching projects based on my passions. 

Music, for example, has guided me through my whole life. At 20 I started a non-profit organization to run techno music festivals in Belgium, where I was djing myself, then a few years ago I co-founded my first startup in Berlin, a music tech startup called Feelthebeat (Soundbrenner now). Currently I still do music with my indie folk pop band Lapwings

Preserving nature and its wild animals have also always been one of my passions: I have been mesmerized by the beauty of the wild orang-utans I have followed in Sumatra, or by the wild dolphins I had the chance to swim with in the Golf of Mexico. 

As an entrepreneur, I have bigger plans for GT Impact than “just” making it a great digital marketing agency for mission-driven startups, and secretly, this podcast helps me to learn and prepare the future…but shhh, that will be for another episode 😉  

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