Green Business in a Wise and Sustainable Culture

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Green Business in a Wise and Sustainable Culture

• Paul H. Ray
• Integral Partnerships, LLC
• paul_at_integralpartnerships.com

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2006 is the 10th Anniversary

• Since the first national baseline Cultural
  Creatives study was published in the US
• Since LOHAS industry association started, with
  Cultural Creatives as the market they all have in
  common
• Lifestyles of Health and Sustainability
• WHAT COMES NEXT?

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No Longer an Era of Change, But A Change of Eras

• Strategically, that means
• New dangers are emerging that we have not seen
  before
• New opportunities are emerging we dont know how
  to take advantage of
• The recent past is a very poor guide to our new
  future

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New wave of change
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No Longer an Era of Change, But A Change of Eras

• The World is Getting Better and Better,
• And Worse and Worse,
• Faster and Faster

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No Longer an Era of Change, But A Change of Eras

• Climate Change is Now Obvious, Dangerous and
  Irreversible
• Glaciers melting, sea levels rising 6 metres (20
  feet), ports flooded
• Crop failures, diseases, famines, etc.
• Peak Oil, and energy crises
• Extinctions and population crashes

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Upsala Glacier, South America1928 vs. Now
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Finally,Even TIME Magazinegets it
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No Longer an Era of Change, A Negative Change of
Eras

• Big Downside Economic Risks
• That were at a sub-critical state
• Just before the avalanche of crises
• Each wrinkle of disruption threatens integrity of
  the whole system
• Peak Oil Crisis in fluid fuels, runaway weather
  systems, runaway US debt crisis, Iran nuclear
  weapons crisis

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A World of Expensive Oil/Gas

• Transformation of Economy
• Big boost to hybrid/fuel-cell cars, trucks
• Massive shift to energy efficiency
• Negawatts electricity conservation
• Consumers sensitized to all green issues
• Concentrated cities, short journeys to work,
  telecommunications
• Major investment push to green- and
  energy-efficient-everything

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Who are the Big Losers?

• Transformation of Economy
• Airlines and Aircraft Industry
• Tourism and Travel
• Big old Electric Grid Utilities
• Big old Telecommunications Companies
• Big old Oil and Gas Companies
• Energy- and Transportation-Intensive Agribusiness
  (Tulpen)

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No Longer an Era of Change, A Negative Change of
Eras

• 400 known crises over 20 years, each _at_
  Probability of 5 average 1/year
• BUT linked crises trigger each other
• Famines gt Genocides
• Weather Disasters gt Depressions
• Peak Oil gt Resource Wars (Iraq, Iran)
• This Eras Crises come in bunches, may overwhelm
  our collective capacity to respond

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No Longer an Era of Change, A Positive Change of
Eras

• Solar Economy Is Now Feasible
• Several solar firms aiming at new price target
  as low as 1/Installed Watt, .02/kWh
• Very large scale solar production cheaper than
  coal, produce hydrogen
• Any flat roof or the ground Big solar farms
• China and India develop less CO2 generation

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No Longer an Era of Change, A Positive Change of
Eras

• Green Business Claims and Stances Are Taken up
  FOR SURVIVAL by most of society
• Surging Demand for Green and Socially Responsible
  Strategies
• Going Green Synergies Subsidies
• Big Business and Big Finance will finally get on
  board

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No Longer an Era of Change, A Positive Change of
Eras

• Demand for Social Responsibility and
  Transparency-Bigger Than Ever
• Stakeholders WILL believe you rather than
  mega-corporations
• LOHAS becomes the standard,
• The big danger to green integrity
• Being acquired by mega-corporations wanting
  growth without understanding green business or
  Cultural Creatives

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A Positive Change of Eras

• Beyond Incremental Change
• It is NOT gradual in these times
• Need for High Velocity Changeover
• Faster response to demand changes
• Faster response to new sustainable technology
• Bring new products to market faster
• Get all employees aligned with strategy for speed
  and flexibility

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A Positive Change of Eras

• Beyond Incremental Change
• It is NOT gradual in these times
• Need for Resilient Strategies
• Buffer against supply disruption
• Buffer against loss of major customers
• Buffer against sudden market downturns
• Resist any just in time delivery

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When Its A Change of Eras

• Work to Create the New Era,
• Dont just react to crises.
• The wise strategist
• Sees the hand writing on the wall
• Triggers an exploratory process for new
  opportunities
• Declares a big enough dream for the emerging world

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A Change of Eras Means You Must Choose New
Visions and Strategies

• Accelerate past your conventional competitors
• Be the virtuous alternative, more credible than
  your big competitors
• Gebaseerd op hoge morele standaarden
• Reach out to all your Green allies and
  stakeholders

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A Time for New Visions and Strategies

• Build FOR the emerging culture, and emerging
  business climate, i.e., FOR the road ahead,
• NOT for your familiar past, and habitual
  practices
• i.e., NOT steering your car by using the rear
  view mirror

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A Time for New Visions and Strategies

• Today is like when ancient tribes needed to move
  to a new territory
• Costly, big effort, major life changes
• So, theres big resistance to change
• It takes a major vision of possibility to get the
  people to move
• It often needs wise leadership

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A Time for New Visions and Strategies

• Wisdom says
• Make your costly new move to grasp new
  opportunities when you have a big surplus (for us
  all this decade)
• Dont wait until you are nearly starving and you
  have to go to new territory in survival mode.

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A Time for New Visions and Strategies

• Wisdom says
• Make your risky move to the new territory in
  good company.
• Make it an altruistic and visionary game, and
  more good people will come with you (not just the
  greedy opportunists)

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Typical Corporate Energy Field (Competition Model)
Business Leadership Network Energy
Field (Collaboration Model)
GOAL Self-interested goal of increasing market
share
GOAL Altruistic goal of networks mission is in
dynamic tension with selfish goal of members
career advancement
Result The more efficient energy field
introduces innovation more powerfully.
(Arrows represent individuals or divisions)
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Name the New Goal and New Vision for All to See

• CREATING A WISDOM CIVILIZATION
• A Culture That Supports Sustainability
• Beyond Nationalism, Planetary Integration
• One Humanity, One Planet
• Alliance of Civil Society and Business
• Re-inventing Community
• WORK WITH CONVERGING TRENDS

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Name the New Goal and New Vision for All to See

• CREATING A WISDOM CIVILIZATION
• The future is a design problem
• In well-designed systems we dont have to fix
  messes that should not have been made in the
  first place