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REALeadership
Igniting Sustainable Growth, Innovation, and Value
Will Marre
The world hasThe world has
ChangedChanged
“Those of us who have looked to the self-interest of lending institutions to protect shareholder equity…are in a state of shocked disbelief.”
Stockholder Capitalism vs. Stakeholder Capitalism
Stockholder Capitalism vs. Stakeholder Capitalism
Alan Greenspan, Oct. 2008
“The whole intellectual edifice collapsed. This modern risk-management paradigm that held sway for decades, the whole intellectual edifice collapsed.”
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What if there was another way?
Human Capitalism: Human Capitalism: The greatest good for the greatest The greatest good for the greatest number of people producing the number of people producing the
greatest good for each individual.greatest good for each individual. - John Nash- John Nash
Revolutions
Reality Changes Old models don’t work.
Old assumptions don’t produce results.
Collapse of business as usual.
Source: Tim Sanders, Saving the World at Work
1
We Have a Problem
83%
Say companies have a responsibility to solve social and environmental problems.
86%
View Business as Negatively Impacting the Public Good
88%
Distrust Big Companies
CONSUMERSCONSUMERS
87%
Say they would switch to brands that are socially and environ-mentally responsible. problems.
Sources: McKinsey & Co., Cone Marketing, Harris
Have observed illegal or unethical conduct by their employer in past
12 months.
76%
Want to work for companies that
directly contribute to solving social and environ. problems.
80% 81%
Say they want to personally create social/environ. benefits but aren’t sure what to do.
Don’t believe their company honors their values and
commitments.
80%
EMPLOYEESEMPLOYEES
Believe business has a direct responsibility to help solve social and environ. problems.
84%
Say they need to do better to fulfill their social and environ. Respon-sibility but aren’t sure what to do.
75%
LEADERSLEADERS
Revolutions
Values Innovation 1776 - Bill of Rights - Personal Freedom
1860’s - End of Slavery - Human Rights
1933 - Social Safety Net - Civic Social Responsibility
2008 - Sustainable Future - Corporate Social Opportunity
Source: Tim Sanders, Saving the World at Work
2 Counterforce:Monarchists -
Counterforce:People are Property Counterforce:
Tough luck is just tough.
Counterforce:Green Washing
We will no longer tolerate the
or the
as necessary for progress.
We will no longer tolerate the
or the
as necessary for progress.
destruction of our destruction of our environmentenvironment
exploitationexploitationof our livesof our lives
New BusinessNew Business
MODELMODEL
ResponsibilityResponsibilityCorporate Social
A business commitment to environmental, social, and
economic sustainability.
Corporate SocialCorporate SocialResponsibility isResponsibility isincomplete thinking.incomplete thinking.
Mission Statements
Values Statement
Business Objectives
What Gets Measured/Rewarded
What People Really Do
Reality of Current Marketplace
OFFICIAL STORY
TRUE STORY
Create a New Success Story
ORGANIZATIONAL
DRAMADrama
DramaDramaDrama
Drama
DramaDrama
Drama
Drama
Drama
Drama
Drama
Drama DramaDramaDrama
Drama
People + Planet
Sustainable
Profit
Abundance
The new goal of humanity isSustainable Abundance
1.Commitment to Organization’s mission and goals.
2. Employee pride of belonging.
3. Willingness to give ones full and best efforts.
Full EngagementFull Engagement
Commitment | Pride | Performance
Source: Towers Perrin 2007-2008 Global Workforce Study
The power of a brand comes from The power of a brand comes from
Your MotivesYour Motives
CHANGE THE WORLD - My work expresses my core values.
ACHIEVE GOALS - Grow and excel.
BEAT THE COMPEITION - Win
SURVIVAL - Save my job.1.2.3.4.
Levels of Organizational Motivation
The New Movement: CSR - CSOThe New Movement: CSR - CSO
Improve Lives of People
Health of our Planet
To Make a Sustainable
Profit
TRIPLE BOTTOM LINEThis is the
REPUTATION (Cause Marketing)
CLUELESS(What cause?)
STRATEGY (THE CAUSE)
A Million Dinosaurs
Exxon Chevron
Fast Followers
EarlyAdopters
Toyota
Virgin Air
Apple
GE
Nestle
Patagonia
Clifbar
Starbucks
Grameen Bank
Newman’s Own
Whole Foods
DOW GM
Unsure
Laggards
GIVEGROWGAIN
ImageVision is a Metric
Acquire, Fire,
Divest
Leadership of the PastLeadership of the Past
Moral justification of unrestrained self-interest.
Ebita Leverage Assets Public Relations
Revolutions
Business Innovation Disruptive innovation creates new
products, new methods, new solutions and…
Steals dinosaurs’ customers.
3
What’s Your Paradigm?
of our thoughts are 95%95% automatic.
To think new thoughts…
We need a new perspective.
REALeadership
• Take Responsibility
• Promise to Make Your Difference
Responsible
Ethics
• Greatest Total Value
• Good, Grow, GainAbundance• Unique Value
• Eliminate Waste
Legacy• Design, Desire, Drive
• Extreme ExpertiseSustainable Abundance
Be Responsible. Be Relevant.S
take
ho
lder
Co
nce
rnE
ng
age
Strategic ExcellenceBrand Soul
Unique Engagement
Unique Value
Violence
Peace Health
Disease
Environment
Collapse
Education/Arts
Ignorance
Human Rights
Oppression
Poverty
Wealth
EnvironmentS
take
ho
lder
Co
nce
rnE
ng
age
Strategic AlignmentExecute
Conservation Renewable Energy
Global Warming
Green Business
Pollution Abatement
Water & Resource Depletion
”“
When our thinking is no longer limited by
what you think you can afford we are free
to create unlimited value that becomes the
source of growth and prosperity…
The Personal Revolution of Both+And Values is a Profound Leadership Moment
GAINGROWGOOD
Improve the Quality of Everyone’s Life
Innovation to Benefit Humanity
Unique Value Advantage
GTV Create New Value
Sustainable Abundance
Strategic justification of morality.
Leadership of the Future
BENEFITSEasy to duplicate, highly competitive.
Socially-StrategicSocially-StrategicBrandingBranding
VALUES
Noble IntentHardest to duplicate and to do well, source of greatest brand loyalty.
IDENTITY(EMOTIONAL)
Good for all.
FEATURESEasiest to do - Many others do the same thing.
FUNCTIONALITY (RATIONAL)
Good for me.
YOUR CAUSE IS the “Secret Sauce”!
High Purpose Branding
6 SOURCES OF HUMAN
ENGAGEMENT
Turning Your Cause into Your Business Model
EMOTIONAL
Story
PHYSICAL
Design
SOCIAL
Connecting
MENTAL
Growth
IDENTITY
Fulfillment
SPIRITUAL
Values
+
+
Brand Voice
1. Creator - Martha Stewart
2. Ruler - AmEx
3. Sage - Oprah
4. Innocent - ClifBar
The Hero and the OutlawArchetypes are “Blueprints of
Meaning”
5. Hero - FedEx
6. Outlaw - MTV
7. Magician - Google
8. Explorer - Jeep
9. Caregiver - Mayo Clinic
10. Regular Guy/Gal - Ben & Jerry’s
11. Lover - Godiva
12. Jester - Las Vegas
Risk & Mastery
Stability & Certainty
Belonging & Enjoyment
Fulfillment & Independence
Source: Margaret Mark: Strategic Insight
ICE AGE
HOT ZONE
COOL ZONE
Solve environmental problems & shortages.
CSR - Corporate Giving, Volunteering, Compliance
Improve human quality of life.
How Great Do You Want to Be?
GONE
GOOD
VERY GOOD
BEST IN CLASS
BEST IN WORLD
Both + And
ALL COMPETITORSFeatures
Benefits
Better Band Aids
Z = Health + Human
Performance
PLANET
PE
OP
LE
Johnson & Johnson
Costs
Process
Band-Aids
Tylenol
Realize
Tylenol P.M.
Rx
CVS Bandages
Walgreens Baby Powder
Excedrin
Advil PM
NyQuil
Generics
Abundance: What’s Your “Z” Factor?
PEOPLE
PLANET
PROFIT
INVITE MARKETPLACE
INVENT WORKPLACE
IDEALIZE COMMUNITY
+ +
+ +
GOOD GROW GAINNew Leadership ParadigmNew Leadership Paradigm
New Business Model
New Innovation FrameworkNew Innovation Framework
STRATEGY
BRAND
CULTURE
Marketplace
Community
Workplace
WE 2.0Engaging customers, employees and the community in your unique value (Z Factor), online and in-person.
WE 2.0Engaging customers, employees and the community in your unique value (Z Factor), online and in-person.
Getting to the Whole Enterprise Transformation
Getting to the Whole Enterprise Transformation
INVITE
MySpace
LIVE STRONGLIVE STRONG NIKE FOUNDATION + LANCE ARMSTRONG FOUNDATION
$70M - WRIST BANDS
LANCE ARMSTRONG COLLECTION - 100% OF PROFITS
INVENT
INVENT
Social Wiki for Big Brain Neuro Scientists.
Online Education Platform for High School Teachers and Students.
Micro-Finance
Profits
Village Entrepreneurs Education
Money
Investment
Consumption
More Entrepreneurs
IDEALIZE
Harmful Toxins Eliminated
Highly Recyclable
More energy efficient.
Longer lasting battery.
Reduced packaging.
IDEALIZE
IDEALIZE
What’s the best thing you can imagine?
DOING, SUPPORTING, INVENTING
Just Start
DESIGN
DESIRE
DRIVE
Legacy
Our whole world is…Our whole world is…
Goal
Options
Way Forward
Reality
What do you want?
What has been accomplished so far?
What actions produce progress?
What actions seem unproductive?
What’s your sense of the barriers?
How might you go about it?
LEGACY
G.R.O.W.
What might get in the way?
How might you overcome that?
What and when is the next step?
Describe your dream.
If you could do anything, what would you do?
If you were the person you had to influence, what would you need to understand and feel?
If you had to achieve this goal or die, what would you do?
What else?
Do any of these options interest you enough to explore further?
NEW VISION:
What are you trying to
accomplish?
© 2009 REALeadership Alliance. All Rights Reserved.
What is the first big step toward your new vision?
What is the first action?
How do you measure progress/success?
Our whole world is…Our whole world is…
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