Changing Perspective

18 07 2010

Taking time to look at a topic or issue from a different angle can often be a rewarding experience.  You may be challenged to begin with, though as you discuss the topic from say the perspective of your supplier or a particular type of customer, new or clearer perspectives will emerge.  You can think of this as role playing.  Have some fun with it and consider doing it as a group exercise with your colleagues.  What is really powerful is when you actually do the exercise with your suppliers and customers.

Now that you have considered the current situation or time period why not change the time to what it was like for that supplier or customer 2 years ago, 5 years ago or even 10 years ago.  What is the progress you have made since then on improving your service, meeting their expectations and what have they changed to meet your requirements?  Have there been changes in the information you need from them in terms of say working conditions?  What about changes to the materials and processes they use?

Reflecting back on the progress you both have made will provide a renewed sense of progress.  Now take your perspective into the future 2, 5 and 10 years.  What changes do you seeing that will become the normal ways of businesses operating?  How has the way you design your products and services taken into account the use of resources, the sustainability cycles and social impacts?  Are you preparing for those?  There are some great processes available to help facilitate this forecasting (some of these are mentioned in previous posts including how backcasting may be a better methodolgy than forecasting).

Enjoy the new awareness you gain from changing your perspective!





Social Media for Business Good

28 06 2010

So how does social media help promote a more sustainable society and promote your business at the same time?

Here is a little look at some of the ways that modern internet tools can be used to promote business that is “doing good” for their community.  Of course they can be used to highlight issues that the community feels are not appropriate too.

One of the key things is that people are looking for answers as to how they can operate their businesses and personal lives in ways which benefit both the environment and their community.  They are looking for examples of what has worked and how that has been adapted into their industry sector.

By promoting what your organisation has been able to achieve through social media channels, you can connect with your suppliers, existing customers and potential customers.  Through posting short articles on how you are operating then your business supporters can help spread your initiatives along with their positive experiences of your organisation to their online network.  Having 3rd parties talking about the good your organisation does, is more powerful and meaningful than the messages you say (though these are important also).

Take your company website.  How many web visitors come to that site a day to look at what you provide in terms of products and services?  Compare that with those who are reading your CSR (Corporate Social Responsibility) and Sustainability messages?  You will probably discover that fewer people are reading your CSR and Sustainability messages.  Many people are looking for the “real” status of your operations via other people’s opinions.

Moving over to platforms such as Facebook and Twitter.  These are very social places and you probably will discover that your company could easily be talked about there.  If you have staff that are good communicators and enjoy using internet tools, then give them the scope to discuss the company initiatives online.

Industry and common interest groups on sites such as Linked-In are often very focused and they attract the business community.  Posting comments about your company’s experiences in implementing sustainability initiatives on these sites gets the interest of your industry peers which can lead quickly to two things.

  1. They approach your company for your services and advice.
  2. They talk about your initiatives with this community and may even shift the discussion out to more social sites such as Facebook and Twitter.

The effect with others talking about your initiatives means that you get publicity without paying for it.  If you are confident in your message then you have nothing to worry about, as your supporters will back you.

If you still do not see how important it is to have your sustainability message online think about this way.  When was the last time you went to a book on your shelf or picked up a newspaper to get an answer to a question?

Do you just do an internet search?

Well millions of people do.

So having your message on multiple web platforms allows people to find your organisation quickly and it will position your organisation at the front of their sustainability search.