You’d have to have lived through my wacky Wednesday to find out. If there was ever a post here labeled “uncategorized” this one would be it. I spent the day with an incredible group of people in Washington at the The Environmental Protection Agency doing some consulting. When the email first arrived from the good folks at PRR in Seattle I thought there must have been a mistake.
“The EPA is responsible for developing the fuel economy labels that you see posted on any car or truck sold in the U.S.” said the letter. “You are thinking – what does this have to do with you? We are in the process of convening a panel of ten innovators. These individuals represent a cross-section of products, services and campaigns that have significantly impacted our culture, behavior and attitudes. The EPA specifically asked that we look to you Mr. Seibert, for insight as a member of this expert panel.”
How much attention do we pay to this label when we’re buying a car?
PRR had put together a group that was highly unlikely: Erikka Arone (a consultant, formerly of Apple and Microsoft) , Stacie Bright (from Unilever), Matt Burchard (Zappos), Tom Conrad (CTO, Pandora), Dr. Cheryl Healton (CEO, Legacy, who do those amazing The Truth ads), Craig Newmark (customer service rep and self described nerd), Ian Rowe (formerly from MTV). I was honored to be considered in their company.
I’m not going to bore you about what a great day we had; a bunch of interesting people in a room, talking about a subject few of us had any direct contact with professionally. Ultimately, we made a number of suggestions, but who knows how a government agency can absorb recommendations from a bunch of private sector know-it-alls? I’m happy with our conclusions, and I’ll share with you my best ideas for the redesign of the sticker below. So if something like it ever shows up on a new car, remember where you saw it first.