“The greatest ignorance is to reject something you know nothing about” ~Unknown
Geoffrey Moore published a landmark book in 1991, entitled “Crossing the Chasm”. The theme of the book focused on marketing and selling technical and disruptive products to mainstream customers. In a very real sense, his perception of disruptive products being brought into the marketplace is aligned with similar efforts a company would go through implementing Sustainability principles.
Everyone who includes and aligns principles of Sustainability into their strategic planning and business model will have performance and profitability consequences. Regarding Sustainability, “Innovators” and “Early Adopters” are clear winners in the marketplace by refining their processes, eliminating waste in their production and products and engaging Customer and Suppliers who also are like-minded. From Moore’s book, technical companies considered “Early Majority” businesses were also rewarded.
Why are major corporations engaging in Sustainability and Corporate Social Responsibility? What do they see that other corporations do not? These are leadership segments that Geoffrey Moore called the “Innovators” and “Early Adopters”. Their leadership differentiates their companies and products through Sustainability. They are the industry leaders and by being first, permit them to mold their industry. They are the companies who have quickly recognized the value of Sustainability. These leaders find it easy to understand the concepts, appreciate the benefits, and relate benefits to other opportunities. These leaders recognize that pragmatic Sustainability “makes good business sense” and “is the right thing to do”.
I ran across this article and found it is a great perspective of tangible benefits. Why would reading this be important? Simply, there is complete misunderstanding to the value of Sustainability and Corporate Social Responsibility. Read The Cart Goes After The Horse. Okay, Which One Is The Horse?
Good business leadership will recognize the need for change and probably already recognizes the value of Sustainability today. But their competition, the ones who believe CSR is only window dressing, will be the laggards. Their destiny is already known.