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	<title>SHIFTid &#187; Credibility Quotient</title>
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	<description>Thinkshift blog on communications &#38; sustainability</description>
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		<title>How Bad Comparisons Kill Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2010/07/28/how-bad-comparisons-kill-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/07/28/how-bad-comparisons-kill-credibility/#comments</comments>
		<pubDate>Wed, 28 Jul 2010 18:42:56 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[environment]]></category>
		<category><![CDATA[greenwashing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=487</guid>
		<description><![CDATA[A recent New York Times report notes that Growth Energy, an ethanol advocacy group, has blanketed the subway station closest to the U.S. Capitol with ads saying “No beaches have been closed due to ethanol spills” and calling ethanol “America’s clean fuel.” The article goes on to dispute that claim with a pile of data, [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Three Key Elements in Supporting Green Claims</title>
		<link>http://www.thinkshiftcom.com/blog/2010/05/24/three-key-elements-in-supporting-green-claims/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/05/24/three-key-elements-in-supporting-green-claims/#comments</comments>
		<pubDate>Mon, 24 May 2010 19:05:51 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[support for claims]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=467</guid>
		<description><![CDATA[We touch on support for claims in this blog with some regularity—it&#8217;s a key factor in communications credibility (and thus the Thinkshift Credibility Quotient™). But with BP&#8217;s epic greenwashing staring us in the face every day (remember the green oil company? beyond petroleum?), the credibility of green claims generally may be more suspect than ever. [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Accuracy Is Essential (That&#8217;s Not As Obvious As You&#8217;d Think)</title>
		<link>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/#comments</comments>
		<pubDate>Fri, 30 Apr 2010 21:57:09 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=447</guid>
		<description><![CDATA[Accuracy is essential to credibility. Duh, right? Yet organizations miss the accuracy boat all the time. And even one or two innocuous slip-ups can cast doubt on everything you say. Just look at the &#8220;climategate&#8221; kerfuffle, where a few questionable (stolen) e-mails between scientists were taken to indicate rot at the heart of all their [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>World&#8217;s Best Opinion, Right Here</title>
		<link>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/#comments</comments>
		<pubDate>Wed, 24 Feb 2010 06:00:15 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[provable claims]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=395</guid>
		<description><![CDATA[Sometimes I imagine all the companies claiming to be the &#8220;the world leader,&#8221; &#8220;best,&#8221; &#8220;greenest,&#8221; and most whatever having a smackdown in some sort of marketing Thunderdome to see who&#8217;s really on top. OK, so I&#8217;m a communications geek. But the point remains: almost certainly, none of these companies is the ultimate, and if any [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
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		<title>The Upside of Transparency: Why It&#8217;s Worth the Risk</title>
		<link>http://www.thinkshiftcom.com/blog/2010/01/27/the-upside-of-transparency-why-its-worth-the-risk/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/01/27/the-upside-of-transparency-why-its-worth-the-risk/#comments</comments>
		<pubDate>Wed, 27 Jan 2010 18:38:42 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[universities]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[environment]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=384</guid>
		<description><![CDATA[Current talk about the Obama Administration&#8217;s trouble with transparency reveals a strong parallel with sustainability-oriented businesses: it&#8217;s easy (and sounds so nice) to say you&#8217;re committed to transparency; try to deliver on that promise and you&#8217;re likely to encounter walls of uncertainty, fear, and bureaucratic resistance. When transparency means revealing unfavorable or unflattering information (and [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>How Sloppy Presentation Kills Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/01/17/how-sloppy-presentation-kills-credibility/#comments</comments>
		<pubDate>Mon, 18 Jan 2010 03:52:02 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[design]]></category>
		<category><![CDATA[Websites]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=371</guid>
		<description><![CDATA[Organizations tend to extremes when it comes to the presentation aspect of marketing communications. Some obsess on it to the point of overlooking other important needs—like having something compelling to present. But many others seem to believe, like the woman who went to an executive job interview in flip-flops (true story), that people will dig [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Lack of Clarity Can Mean Lack of Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2009/11/02/lack-of-clarity-can-mean-lack-of-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/11/02/lack-of-clarity-can-mean-lack-of-credibility/#comments</comments>
		<pubDate>Tue, 03 Nov 2009 03:53:40 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[clean tech]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[writing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=350</guid>
		<description><![CDATA[We love engineers. We work with a lot of them, and appreciate their analytical minds and openness to well-supported suggestions. But engineers should not be writing marketing copy. Alas, in the world of clean tech (and sometimes other sustainability sectors) it seems they often do. The result for most readers is a lack of clarity. [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/11/02/lack-of-clarity-can-mean-lack-of-credibility/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Events on Changing Behavior &amp; Sustainability</title>
		<link>http://www.thinkshiftcom.com/blog/2009/10/14/events-on-changing-behavior-sustainability/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/10/14/events-on-changing-behavior-sustainability/#comments</comments>
		<pubDate>Wed, 14 Oct 2009 16:00:38 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[behavior change]]></category>
		<category><![CDATA[credibility]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=330</guid>
		<description><![CDATA[Changing behavior, at the corporate level as well as the individual level, will be key to solving our energy problems and reducing the world’s carbon footprint. (Often it’s the elephant in the room, sharing the sofa with energy conservation.) Information alone isn’t going to accomplish the task, and a couple of events are coming up [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/10/14/events-on-changing-behavior-sustainability/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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