Corrections or additions?

This article by Barbara Fox was prepared for the December 5, 2001

edition of U.S. 1 Newspaper. All rights reserved.

Life in the Fast Lane

An antidote to all those shoot-em-up software games,

Moon Tycoon, could be a hot item for this holiday season. Moon Tycoon

was invented by four principals at Whitehurst Industries, based at

Pennington Point West. Players build roads and cities and create mines

to provide the building blocks for houses and skyscrapers as they

compete to be the low-gravity version of Donald Trump. Distributed

by Vivendi, one of the world’s largest computer-game wholesalers,

the game sells for $19.99 at Best Buy.

The game, the company, and the four young men — Alex Jamieson,

Joseph Cho, John Whitehurst, and Tim Whitehurst — are being


by Bryan Thomlison, formerly a senior executive at Church & Dwight.

"These young Whitehurst guys are so fresh, and they operate at

such a high level of integrity, but they need marketing," says


Among the Whitehurst clients are Princeton University and Pilsner

Urquell, and they have subcontracted work for the websites of


Squibb and the Small Business Administration.

Thomlison’s new company, Princeton Strategic Management Inc. (PSM),

shares space with the Whitehurst four. Thomlison went to the


of Alberta in Edmonton, Class of ’68, and has his MBA from York


in Toronto. He began social venturing programs in Canada when he was

in charge of Canadian marketing Church and Dwight. "It was so

successful they brought me down here to replicate it," says


When a management change resulted in elimination of 20 percent of

the Church & Dwight work force, he began a new career as a consultant.

"It was devastating emotionally, but it has turned out to be very

good. In an entrepreneurial world, I don’t make as much money but

I have a lot more fun," he says.

With Thomlison at PSM is David Breithaupt, another former Church &

Dwight executive. With a BA from Yale and an MBA from Columbia,


has also had management positions with Colgate Palmolive and Warner

Lambert and was most recently vice president of MarketSource


at Exit 8A.

PSM is heavily involved in social venturing, as were Thomlison and

Breithaupt at Church & Dwight. One independent study demonstrated

that Thomlison’s partnerships with national and grassroots


were delivering a 10 to 1 return on investment, and a Harvard Business

School Press book devoted a full chapter to his work. Thanks to their

contacts and experience, Thomlison and Breithaupt have acquired such

prestigious clients as Ben Cohen, co-founder of Ben & Jerry’s ice

cream. Cohen sold his part of the company for $40 million, Thomlison

says, and set up a fund to invest in socially responsible startups.

"Ben and I and some other social venturers are setting up some

of those companies now," says Thomlison. "In Norristown in

an old argyle sock factory we have a laundry detergent company, Sun

& Earth Detergents. Everyone employed at the factory can walk to the

facility. My company will market the soaps to hotels, and we have

all sorts of social programs."

Concurrently, Thomlison is the volunteer chairman of Green Seal, a

self-sustaining nonprofit that aims to get state and local governments

to "buy green." Green Seal will write the "green"

buildings and operations guides for a major hotel chain and has signed

a deal to work with California procurement offices to "green


state purchases.

He and the Whitehurst four (he fondly dubs them the "Four


are also working on various nonprofit environmental multimedia


"Our dream is `capitalism with a conscience,’ says Thomlison.

"We are going after CEOs who have made a public announcement about

their environmental health and safety or community responsibilities.

We are there to help them."

Princeton Strategic Management, 2 Tree Farm Road,

Pennington Point West, Suite A 240, Pennington 08534. Bryan Thomlison.

609-731-2380; fax, 609-737-890

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