A 16 minute video of this talk is available on the Strongly Sustainable Business Model Group's youTube Channel: http://youTube.com/ssBusinessModelTV at http://youtu.be/INRDUHOVGSA
In these slides Antony Upward, Sustainability Business Architect, introduces the ideas of sustainability and design and then discusses how design is the critical processes for created better, strongly sustainable, businesses.
As usual, recommended downloading the presentation and viewing in slideshow mode with the speakers notes handy
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* Masters of Environmental Studies in Business Model Design and Sustainability; Certified Management Consultant
Designing Strongly Sustainable Business
The Role of Better Tools to Design Better Business
November 20, 2013
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2
Why are we here? What’s the
meaning of all this?
What is Sustainability?
“Sustainability”
… and how will you measure your
“sustainability”?
… and who will benefit, for how long and at what
cost?
So tell me… what is it exactlyexactly
you want to sustain?
Don’t forget nature is alwaysalways changing… it isn’t
static
…and what we value is alwaysalways changing… that
isn’t static either!
Oh heck. I thought this sustainability stuff was going to be simple. I think
I’ll take a nap…zzzzz
No idea… but I want us to keep going for a
long time… just like we are now… what’s a word
for that?
3
What’s What’s Your Your
ResponseResponse
What do you want to sustain?
• For whom? • For how long? • How much will it cost? (p.26)
?
4
What do you want to sustain?
• For whom? • For how long? • How much will it cost? (p.26)
Our Current Our Current Collective Collective ResponseResponse
Sustain maximum wealth creation (means)…so we can afford the public good (ends)
5
What do you want to sustain?
• For whom? • For how long? • How much will it cost? (p.26)
“The possibility that human and other life will flourish on this planet forever.” (p.6)
So we’re on the same page...
NotNot trying to convince you!
My Personal My Personal ResponseResponse
6
Goals Need Strategies…
…so Strategies are designed!
Design is the process of “changing existing conditions into preferred ones” – Herbert A. Simon, 1969
“Business people don’t just need to understand designers better.
They need to bebe designers” – Roger Martin, 2006
7
Design brief for business…
…its been a huge success!(although clearly far from perfect and there are alternatives)
“There is one and only one social responsibility of business – to increase
its profits within the rules of the game” – Milton
Friedman, 1962
generate the wealth to do good …
8
…The unintended consequences #1• Put Billions of Kg of toxic materials into the
air, water and soil every year• Produce materials so dangerous as to
require constant vigilance by future generations
• Place gigantic amounts of waste, irretrievably in holes all over the planet
• Slowly poison people and ecosystems, limited only by thousands of complex regulations
• Create economic prosperity by reducing the number of people with valued work
• Create prosperity by digging up or cutting down natural resources then burying or burning them
• Erode the diversity of species and cultural practices with unknown consequences
McDonough & Braungart, 2002 p.18
9
“The earth is full”….and there is no planet BPaul Guilding
…Evidence of the consequences
Human Development
vs. Ecological
Footprint
10
…The unintended consequences #2
60% of firms in the manufacturing and service sectors in 6 of the larger OECD countries ceasecease to exist within 7 years of founding (p.14, Figure VIII.5)
11
Design Briefs for Better Business
Confidence not uncertainty and distrustReduces speed of bio-diversity loss
Happiness not fearDigs up and cut down less
Enduring and resilient, not failing unexpectedly
Don’t explicitly consider human flourishing
Positively contributes, not does less damageIncreases number, complexity and stringency of regulation
Flourishing by being not languishing by havingProduces smaller amounts of useless / irretrievable waste
Everyone and everything forever not just me now
Produces less while living in fear
Environmental, Social and Economic abundance not limits
Releases less toxic materials while ignoring long term impacts