It would not surprise me if you are taken
aback by the title of this blog – it certainly captured my attention when I
first encountered this statement. In 2005, Sir Richard Branson, the founder of
Virgin Group established Virgin
Unite – a non-profit foundation, that works to encourage entrepreneurial
approaches to some of the tough challenges the world is facing. In Branson’s new book, Screw Business as Usual (see YouTube clip below),
he outlines a business that values both the traditional profit-focused model
and promotes a philosophy of caring for people, communities and planet.
You are cordially invited to join the “wake-up-choir”
of business leaders, academics and
philanthropists who are attempting to wake us from our slumber and follow the
path of sustainability – a path that says it is possible to
do good and do well at the same time.
Most of us live relatively unconscious lives
following our routines.We tend to say and do things without much conscious
reason, andwe tend to do the same thing repeatedly expecting a different
result. The first step in the journey of sustainability is awareness. The
unorthodox tittle of Branson’s book Screw
Business as Usual wakes us up.Beside Branson’s voice, I will use four more
voices to help us stay awake: John Ehrenfeld; Chris Lazlo, Nadya Zhexembayeva;
and the late Ray Anderson.
John Ehrenfeld (2008), an intellectual giant
in the field of sustainability, defines sustainability distinctively: “the
possibility that human and other life will flourish on the planet forever.”
According to Ehrenfeld, flourishing can only occur if we pay close attention to
three critical domains that the forces of modernity have dimmed:
- The human domain - sense of ourselves as human beings
- The natural domain - sense of ourselves in the natural world
- The ethical domain - sense of doing the right thing
These three domains form a set of overlapping
fields; sustainability can emerge if we address all three domains
simultaneously.
Professors Chris Lazlo and Nadya Zhexembayeva
in their book, Embedded Sustainability the
Next Big Competitive Advantage make a compelling case for how business can do
good and do well simultaneously - without tradeoffs. They posit the notion
of embedded sustainability, where business strategies and practices become part
of the DNA of the company, thus deeply transforming their strategy and
operations for enduring value creation. They noticed three distinct and
interconnected trends that are redefining the way business creates value
through sustainability.
1.
Declining
Resources
– refers to the overuse or exhaustion of natural resources.
2.
Radical
Transparency
– is the ability to accurately obtain complete information about a company or
product at any stage of its life cycle, from material extraction to product
end-of-life.
3.
Increasing
Expectation
– by consumers, investors, employees, and other stakeholders are transforming
market demand by introducing new performance parameters such as quiet, healthy,
socially equitable, or environmentally friendly product and service in every
sector the economy.
In
1994, while preparing remarks on Interface’s environmental vision for a company
task force meeting, Interface Founder and Chairman, Ray Anderson, experienced a
fundamental perspective change. Seeking inspiration for his speech, Ray read
Paul Hawken’s “The Ecology of Commerce” and was deeply moved — an experience he
has described as an epiphany. It awakened Ray to the urgent need to set a new course for
Interface toward sustainability.
Branson, Lazlo, Zhexembayeva , and Anderson point to the challenge and struggle we all
face to see the possibilities that come with an awakened spirit. The planet and
the market are demanding a new response. I say we ring the bell, celebrate the magnanimity
of the human spirit, and stay AWAKE. Will you join me?
----
Basil Chen, M.B.A., is a certified management accountant who has held various leadership positions in public and private Canadian companies. He currently teaches at Centennial College’s School of Business and is a Ph.D. student with the Center for Values-Driven Leadership
2. Lazlo,
C., Zhexembayeva (2010). Embedded
Sustainability The Next Big Competitive Advantage. Stanford University
Press
Love it, Basil! And you're right, I was surprised at the title!
ReplyDeleteI haven’t any word to appreciate this post.....Really i am impressed from this post....the person who create this post it was a great human..thanks for shared this with us. ホームページ制作会社 名古屋
ReplyDeleteThis article is an engaging abundance of enlightening information that is intriguing and elegantly composed. I praise your diligent work on this and thank you for this data. You have what it takes to get consideration. Call Center Management
ReplyDeleteNice post. I was checking constantly this blog and I’m impressed! Extremely useful info specially the last part I care for such information a lot. I was seeking this certain info for a long time. Thank you and good luck. job agencies burnley
ReplyDeleteGangaur Realtech is a professionally managed organisation specializing in real estate services where integrated services are provided by professionals to its clients seeking increased value by owning, occupying or investing in real estate. auto refractors and keratometers
ReplyDeleteI was surfing the Internet for information and came across your blog. I am impressed by the information you have on this blog. It shows how well you understand this subject. restaurant for sale in dubai
ReplyDelete