Today, on NPR (KQED), author and environmentalist Bill McKibben spoke about his new organization – 350.org.

The idea behind this numerically named organization centers around the levels (parts per million) of carbon dioxide in our atmosphere. Bill stated that the current CO2 levels are around 400 ppm and that pre-industrial revolution numbers were less than 300 ppm. Scientists around the world have determined that 350 ppm is the upper limit of the sustainable amount of CO2, hence the organization’s name.

What I like most about this approach, from a marketing perspective, is that it simplifies a confusing issue. It allows everyone from policy makers to the average joe to focus on just one metric for global warming. I can’t vouch for the science behind his approach, but I definitely endorse his enthusiasm for change and the way he is communicating his message.

It is always good to be reminded of the lesson that if we pick a valuable yet simple way to communicate goals and performance, it will increase adoption, consumer evangelism and feed the all mighty bottom line.  350.org’s reminder helps us keep this in mind when crafting value propositions,  strategies for customer education and product pitches – all with a free side of global environmental awareness.