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A Conversation On The Future OfA Conversation On The Future OfThe Corporate Social The Corporate Social
Responsibility MovementResponsibility Movement
Led by Steven G. BrantLed by Steven G. [email protected]@TrimtabManagementSystems.com
www.TrimtabManagementSystems.comwww.TrimtabManagementSystems.com
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I dedicate today to…I dedicate today to…
R. Buckminster FullerR. Buckminster Fuller
W. Edwards DemingW. Edwards Deming
Russell L. AckoffRussell L. Ackoff
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My promise to youMy promise to you
EducationEducation
WisdomWisdom
FunFun
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My request of youMy request of you
ParticipateParticipate
AppreciateAppreciate
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Today’s AgendaToday’s Agenda
Form relationshipsForm relationships
Identify the mess we are inIdentify the mess we are in(“mess” is a technical term)(“mess” is a technical term)
Develop an idealized designDevelop an idealized design
Plan an implementation strategyPlan an implementation strategy
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Forming RelationshipsForming Relationships
What brought you here?What brought you here?
Today should be just the first of many future Today should be just the first of many future meetingsmeetings
““To err is human; to forgive is divine.”To err is human; to forgive is divine.”
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Who am I?Who am I?
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Who am I?Who am I?
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Who am I?Who am I?
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After all, so much progress has been made…even in America (with more coming when Bush leaves).
What kind of mess could we be in?
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It’s a mess born of lack of It’s a mess born of lack of knowledgeknowledge
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The CSR movement has yet to adopt the principles of Systems Thinking + Innovation
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… Which Is The Only Way To Deal With The Socio-Political Economic Challenges…
… that coexist with our environmental ones
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… Including The Biggest Socio-Political Economic Challenge Of Them All…
… War And Peace
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A “Blue Ocean” Strategyfor the CSR/Sustainability Movement…
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Here’s an example of Blue Ocean Here’s an example of Blue Ocean Thinking…Thinking…
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First, the reality: Cars and water don’t mix
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Here’s an example of Blue Ocean Here’s an example of Blue Ocean Thinking…Thinking…
Initial solution: Do more of what we already know
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Here’s an example of Blue Ocean Here’s an example of Blue Ocean Thinking…Thinking…
Final solution: Do what has never been done before, and do it elegantly
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…Championed by The Global Compact, Because of its Performance Model
At its core, The Global Compact is about learning and internal motivation, not just meeting certain
standards set by others.
“Raising The Bar” (Greenleaf Publishing, 2004)
By Claude Fussler, Aron Cramer, and Sebastian van der Vegt
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The Performance Model: The methods we use are as important as the results we want to achieve.
Expanding from Plan-Do-Check-Act (the Deming Cycle, where mistakes are opportunities to learn and improve)…
…To include the view that organizations are systems made up of interdependent parts(as Dr. Deming taught the Japanese, using this diagram)
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Innovation and a Systems-Based Approach for the CSR Movement
Include the Sustainable Science and Technology movement Include the Sustainable Science and Technology movement (How many of you link to the Rocky Mountain Institute or (How many of you link to the Rocky Mountain Institute or McDonough-Braungart Design Chemistry on your sites?)McDonough-Braungart Design Chemistry on your sites?)
Expand from improving the parts of the world (the Expand from improving the parts of the world (the environment, labor relations, human rights) to improving environment, labor relations, human rights) to improving the the whole worldwhole world
(Just how much good can the CSR movement create?)
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The Essence of the Available Transformation:Going From a Reactive To a Proactive Movement
Our origins in risk management: Stopping bad things from Our origins in risk management: Stopping bad things from happening to our reputations (meet external codes developed happening to our reputations (meet external codes developed by others) which led to stopping bad things from happening by others) which led to stopping bad things from happening to the worldto the world
Our future in inventing new options: Giving people - Our future in inventing new options: Giving people - including the NGO communityincluding the NGO community - what they don’t know they - what they don’t know they can havecan have
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Proactive Strategies:Expanding From Stopping Bad Things
To Starting Good New Things
How much good can the CSR community create?How much good can the CSR community create?
Just how “good” can a “good corporation” be?Just how “good” can a “good corporation” be?
Who defines what “good” is?Who defines what “good” is?
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Innovation in the Sustainability Movement
Amory Lovins and the Rocky Amory Lovins and the Rocky Mountain Institute know how we Mountain Institute know how we can “win the oil endgame”.can “win the oil endgame”.(see www.oilendgame.com)(see www.oilendgame.com)
Bill McDonough and Michael Bill McDonough and Michael Braungart know sustainability isn’t Braungart know sustainability isn’t about reducing waste; it’s about about reducing waste; it’s about eliminating the concept of waste. eliminating the concept of waste. To Mother Nature, there is no such To Mother Nature, there is no such thing as “waste”.thing as “waste”.(see www.mbdc.com)(see www.mbdc.com)
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The potential of a more fully integrated CSR/ sustainability movement
What if every socially responsible business championed What if every socially responsible business championed “thinking systemically”, in addition to its company-specific “thinking systemically”, in addition to its company-specific CSR activities?CSR activities?(They could all just say “It’s time to (They could all just say “It’s time to think differentlythink differently.”).”)
What if every socially responsible business - What if every socially responsible business - no matter no matter what industry it was inwhat industry it was in - promoted the work of Lovins and - promoted the work of Lovins and McDonough on its web site? McDonough on its web site?
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Sustainability science expert William McDonough says, “Leaders must become designers, and designers must become leaders.”
What if we in the CSR movement began thinking like designers?
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The CSR movement as a “Design Exercise”The CSR movement as a “Design Exercise”
What can the CSR movement accomplish as a whole, that What can the CSR movement accomplish as a whole, that goes beyond improving the environment, labor relations, goes beyond improving the environment, labor relations, and human rights (the “parts of the whole”)?and human rights (the “parts of the whole”)?
What is “the whole system” which needs to be redesigned? What is “the whole system” which needs to be redesigned?
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The System That Needs To Be Redesigned:How Humanity Relates To Itself
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Since we really are one global community - one human family -
how would we ideally like to live together?
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Two UN Initiatives Can Help Us Answer That Question
MDGMDGThe Millennium Development Goals: (2015 is the deadline)The Millennium Development Goals: (2015 is the deadline)Goal No. 8 - Develop a Goal No. 8 - Develop a Global Partnership for DevelopmentGlobal Partnership for Development
DESDDESDThe Decade of Education for Sustainable Development (2005-2014) The Decade of Education for Sustainable Development (2005-2014) “The…goal…is to integrate the principles, values, and practices of sustainable development into all “The…goal…is to integrate the principles, values, and practices of sustainable development into all aspects of education and learning. This educational effort aspects of education and learning. This educational effort will encourage changes in behaviorwill encourage changes in behavior that will that will create a more sustainable future in terms of environmental integrity, economic viability, and a just society create a more sustainable future in terms of environmental integrity, economic viability, and a just society for present and future generations.”for present and future generations.”
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A Whole Systems Approach:Combine Your MDG and DESD Participation
The CSR community could influence the nature of this The CSR community could influence the nature of this “global partnership for development” so the entire human “global partnership for development” so the entire human family “develops”- physically, intellectually, & ethically - family “develops”- physically, intellectually, & ethically - by learning what it needs to learn by learning what it needs to learn and unlearning what it and unlearning what it needs to unlearnneeds to unlearn so that it can transform from a family at so that it can transform from a family at war with itself to a family living in peace.war with itself to a family living in peace.
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One thing we need to unlearn
Although it was the true nature of reality for thousands of years, we no longer live in a
“scarcity of resources” reality.
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Other Resources That Can Help
Systems-based development experts such as Drs. Russell Systems-based development experts such as Drs. Russell Ackoff, W. Edwards Deming, and R. Buckminster FullerAckoff, W. Edwards Deming, and R. Buckminster Fuller
Caring-focused economics theorists, such as Riane EislerCaring-focused economics theorists, such as Riane Eisler
Historian James Burke’s “Knowledge Web” projectHistorian James Burke’s “Knowledge Web” project(Burke did “The Day the Universe Changed” and (Burke did “The Day the Universe Changed” and “Connections” TV series“Connections” TV series
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Before Addressing What the USA Network of The Global Compact Can Do…
The following related news crossed my desk just last week…
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The Journal of Corporate Citizenship Issue 26, June 2007
A Special Issue on “The Corporate Contribution to One Planet Living in Global Peace and Security”
McIntosh Waddock Kell
“There are common threads and themes…about how businesses can contribute to peace and security and to what we are calling, after (Hungarian political economist, Karl) Polanyi, the next great transformation. Clearly, there are significant signs that transformation is needed in the world today.” - from the issue’s Editorial, by Malcolm McIntosh (Coventry University, UK), Sandra Waddock (Boston College, USA), and Georg Kell (UN Global Compact)
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This special issue is tied to…
A conversation about the future
“… a conversation taking place at the Eden Project in Cornwall, England from 24-26 October 2007 organized by the Applied Research Centre in Human Security, the UN Global Compact, Boston College and The Eden Project.Conversation, inspiration, music, food and change”*
* From http://www.greenleaf-publishing.com/default.asp?contentid=55
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What Unique Contribution Can The USA Network of The UN Global Compact Make?
Focus on the need for Focus on the need for a vision beyond wara vision beyond war (and full (and full of hope, as Tom Friedman - in “The World Is Flat” of hope, as Tom Friedman - in “The World Is Flat” - says the world is missing today).- says the world is missing today).
Invite that part of America’s business community Invite that part of America’s business community with the ability to communicate the resulting vision with the ability to communicate the resulting vision to the public at large - to the public at large - “Hollywood”“Hollywood” - to participate - to participate in The Global Compactin The Global Compact..
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It Can Also Help Make The Transformation Fun
A transformation - especially a “great transformation” - must be about the adventure ahead, not just the bad things being left behind.
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From Danny Kaye to Star Trek…
The American media and entertainment industry has the unrivaled ability to inspire people to boldly go someplace they’ve never been before (and to help people learn what they need to know to get there) by making the journey fun.
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In Fact, It Has Done This Twice Before for the Whole Country
During WW II, when new During WW II, when new recruits were needed…and recruits were needed…and those recruits then had to those recruits then had to learn the skills to win the learn the skills to win the war.war.
In 1955, when the general In 1955, when the general public learned that we had public learned that we had the science to make space the science to make space travel a reality, sowing the travel a reality, sowing the seeds for the creation of seeds for the creation of NASA. NASA.
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What Has Inspired You?
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What might the Hollywood UN Global Compact Special Interest Group Look Like?
Some participants will probably continue to focus on Some participants will probably continue to focus on stopping bad thingsstopping bad things
Some will champion hopeful things we have (or are close to Some will champion hopeful things we have (or are close to having) the ability to do, like this celebrity is having) the ability to do, like this celebrity is already doingalready doing
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Catalyzing the Transformation of Humanity:A Powerful Future for The Global Compact
Beyond Meeting Standards…to Beyond Meeting Standards…to Creative InnovationCreative Innovation Beyond Separate Parts…to Beyond Separate Parts…to The Whole SystemThe Whole System From Improvements We Make Out of Fear…to From Improvements We Make Out of Fear…to A A
Transformation We Make Out of Hope and the Bold Transformation We Make Out of Hope and the Bold Spirit of AdventureSpirit of Adventure
From Killing Each Other…to From Killing Each Other…to Respecting, Learning Respecting, Learning From, and Working With Each OtherFrom, and Working With Each Other
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Maybe Hollywood Will Dramatize The Journey To The Future We Finally Have the Ability To Achieve
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Here’s someone who knows how to do that…
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Maybe Tom Hanks Will Do for The Global Compact What Danny Kaye Did for UNICEF
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Here’s to the “unreasonable person” inside us all…
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Thank you very much
“The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore all progress depends on the unreasonable man.”
- George Bernard Shaw
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