Moving beyond Corporate Social Responsibility to Corporate Sustainability video transcript

Part of the way that really creates emotional liberation is that the business model in the past was gain first. This is what’s happened over the last 30 years, mostly in our business schools. In other words; What’s the margin? How can we make money? What’s the size of the marketplace? Who are the competitors? You know all that kind of analysis that’s very important and kind of works great, except for one thing. It doesn’t engage people. So most of the time you’re in a meeting and the way your meeting are conducted is people are talking about; what’s the negative variance to your budget? It’s just not exciting. So companies that are metric driven have a really hard time coming up with new ideas so the only thing they can do is buy companies. There’s a book called ‘The Innovators Dilemma’, that’s written on why large companies have such a hard time coming up with a new idea. Most companies really have a hard time. So they buy other companies and then they become really good at stripping the value out of that other company and getting rid of the carcass and moving on. Right? I’m not making this up. And these companies that are metric driven know that this is a lose-lose game, there’s no future in this. So there has to be a different model, a different paradigm. And the paradigm is simply turning this the other way around and you think, how much good can we do? and if we do all that good, is there a business in that? So for Johnson and Johnson is there a business in wellness? And the answer is are you kidding me? At the rate we’re killing ourselves – if we do as much good as we can we’re going to grow exponentially and we’re gonna find that we probably are unique in the marketplace and have more gain than we could get any other way. So we come into the world called ‘corporate social responsibility’. The definition that I like for ‘corporate social responsibility’ is the business commitment to environmental, social and economic sustainability. All three are important. All three are critical. But for most of us corporate social responsibility is incomplete thinking. And that’s because people put it into three basic categories. In this world I say there’s the ice age. The ice age are people who don’t even know what I’m talking about, like “We have a community responsibility?” “When did that happen?” – so those people in that realm. Then you’ve got the CSR group who view it as a duty or a tax and in that CSR group what happens is that you get a lot of random acts of giving, like giving $50,000 to 50,000 panhandlers, you know submit your request and we’ll sort of spread the money like fairy dust and make sure that it gets written up some local business reporting newspaper. And then there’s people who are really serious about how can we do something that really make a meaningful difference in terms of increasing people’s quality of life, bringing hope to the world or healing the planet? And that’s the hot zone. That’s where consumers and employees want to be. This is all shifted towards that hot zone in an accelerating way.

Moving beyond Corporate Social Responsibility to Corporate Sustainability video

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