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Humanity and clarity of purpose from good

August 4, 2011

I’ve been a long-term admirer of GOOD- it’s one that has some people confused who want to put it into a nice little box. That’s GOOD’s beauty, it’s more than a magazine on a media schedule- it’s something bigger and stronger than that.

I just got an email from them, something that I would usually trash, but I read it and it was worth it.

So often, brands struggle to frame their purpose and to deliver their message in a human way- I liked how GOOD managed to do both in an email, of all things.It makes it very clear who they are, what they stand for and does it with a wink and a nod.

Here’s the email.

GOOD people,

We hope this note finds you great. We want to share some exciting news from GOOD.

We’re evolving. Not just as a media company, but as an association of like-minded people working individually and collectively to make our world work. We’re seeking a community based not on religion, race, borders, or politics, but on the values of pragmatic idealism and creative engagement.

Now the point: we have your email because at some point you subscribed, commented, or otherwise joined GOOD. We assume that we are on the same page—that you joined us to celebrate creative responses to critical challenges. We are, in turn, counting you as a member of this new GOOD. As a member, you will receive first word on new initiatives from GOOD, as well as our one-good-thing-a-day email, The Daily GOOD, providing regular updates on the challenges facing our world and the innovative solutions that are taking us above and beyond.

That said, maybe we’ve made a mistake. Maybe we have your email address because you sued us for making too much noise at a GOOD block party, or reached out to complain that our content was too pragmatic or too awesome. We hope this is not the case, but, if it is, or if you no longer wish to participate in GOOD, simply unsubscribe below and we shall go forward (sadly) without you as a member of our association of like-minded global citizens.

On the other hand, if you’re excited to participate, then hell yeah, we’re very excited, too. We look forward to playing on the same team as we drive this world toward its potential.

The GOOD Team