Beyond Reasonable Greed
Book Title: Beyond Reasonable Greed: Why Sustainable Business is a Much Better Idea!
Authors: Wayne Visser and Clem Sunter
Publication details: Tafelberg Human & Rousseau, 2002
For more information: See the Book Profile
Quotations
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Magic is the revelation that results from a profound change in perception or understanding
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Bad magic has moved many companies into a state that is beyond reasonable greed
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The board of directors have become a group privileged people driven by unreasonable greed & feathering their own nests
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Corporate governance is sometimes not worth the (shredded) paper it is written on
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If the people implementing corporate governance do not have their hearts in the right place, it becomes a charade
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We must constantly shapeshift, liberating ourselves from the old form that defined and constrained us in the past
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Shapeshifting means morphing into a completely new being, with new characteristics & potential for the future
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Sustainability is a new way of perceiving business – its purpose, its methods & its impacts
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For companies that can adapt & respond to sustainability, there are new markets to capture & profits to be made
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For companies that are ill-prepared, sustainability is going to become a financial burden, even a threat to survival
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In order to make real progress towards sustainability, companies must first admit that we face a serious global crisis
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The fact of the matter is that our lifestyles, our products & our business processes are unsustainable
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We need companies that have the foresight & courage to be part of the solution, rather than remain the problem
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Being in business today is a lot like falling down a rabbit hole to Wonderland – a chaotic & confusing place to be
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The demigod once known as the shareholder has mutated into the multiheaded beast called the stakeholder
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Introspective accounting has been turned inside-out & become accountability to the big wide world out there
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Suddenly, the formerly mute public citizen has an amplified voice through technology-enabled networking
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Today, the bark of a small NGO watchdog can echo and resonate around the world
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Amidst whirlwind changes, many companies operate on high alert, in a permanent state of emergency response
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Our corporate culture is saturated with military jargon, with strategies, tactics, competition, targeting & launching
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Businesses struggle to distinguish between short-term storms and the long-term trend of a climate that’s changing
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When business fails to distinguish the long-term effect of gradual changes, it displays classic boiled frog syndrome
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There are many threats that could boil the corporate toads, from creeping income inequality to climate change
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Most companies are already in hot water – perhaps mistaking the cooking pot for a jacuzzi?
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The rules of the game are changing in radical ways that will make cherished business thinking & practices obselete
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The best chance for companies to survive change is to develop a better understanding of how evolution itself works
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Remember that evolution also happens in great leaps of sudden transformation, so-called discontinuities
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Mathematicians know well that dynamic systems often go non-linear after a specific tipping point is reached
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Change is often like an epidemic – it starts slowly, but when it reaches the steep part of the S-curve, watch out!
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In change, the tipping point is always a relatively small number, substantially less than the expected 50 percent
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The universe & society as a rational, mechanical construct is giving way to a new, creative, holistic understanding
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Sustainability stands on the brink of transforming the underlying business model of the past few hundred years
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Holism is a fundamental tendency in nature & society to form wholes of every-greater synergy
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The relationship between things – be they objects, people or systems – is as important as the things themselves
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The greatest creativity – in nature, huamns, organisations & society – happens when different fields overlap
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Some strategies of global business are like selfish cancer cells taking over – and ultimately killing – their host body
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The current model driving business has outlived its usefulness
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The symbols of success so beloved by CEOs, the financial media & market analysts alike are beginning to look empty
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Business already faces clear and present dangers in the economic, social and environmental spheres
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No society can function fairly or effectively if every individual is blindly pursuing his or her self-interest
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Each time the world changes, humanity is forced to let go of some of its most cherished beliefs
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As a global society, we desperately need to create a new mythology to guide & inspire our collective psyche
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We are living through a time of profound change & no more so than in the business arena
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The old ways of the past are no longer appropriate for a postindustrial, sustainability-driven society
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Sustainability is not only a new scientific concept, it is an entirely new busienss philosophy based on a new mythology
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Sustainability requires that business thinks differently about its role in society and how it goes about what it does
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For business to survive & thrive in an age of sustainability, it must rethink its identity, its underlying nature
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At the moment, the majority of businesses embody the characteristics of a lion – an impressive predator
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The future calls for different strengths in business, such as those of the mighty elephant – a wise leader
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Faced with the changes & challenges ahead, the skill of shapeshifting is going to be indispensable to companies
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The world is changing so fast that only a company with the adaptability and resourcefulness of a fox will survive
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Sustainability only works when it is a passionately embraced philosophy that infuses every business level and action
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There is nothing small about multinationals – the critical thing is what they do with their immense size and power
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As military jargon crept into the boardroom – strategy, tactics, targeting – so did the persona of the predator
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Companies regularly shrug off their social & environmental impacts in the pursuit of economic growth & profits
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Business has become used to viewing its economic contribution as a justifiable end in its own right
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Companies, and their government regulators, seem unable or unwilling to say no to harmful economic growth
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The biggest myths of our time – which pervade business – are that growth is always good and bigger is always better
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In contrast to trickle-down economics, in most companies, the benefits always seem to trickle upwards
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Prevailing economic incentives make it almost impossible to not to choose profits over people & the planet
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Nature’s underlying characteristic is one of interdependent relationships & symbiotic co-operation
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Competition in nature only takes place within a broader context of co-operation
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In a sustainability era, a company’s success will depend on cultivating multi-stakeholder, win-win relationships
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Cowboy companies believe there are no restrictions on growth, resource consumption or waste generation
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The world has become a smaller, fuller place, in which the corporate cowboy lifestyle is no longer appropriate
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Are we ready to accept that the common good is not being served by today’s predatory business model?
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For companies that wish to endure – to be literally sustainable – adaptation is the key
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Most companies have a very poor radar system for detecting & responding to threats that build slowly over time
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Forget quarterly; companies are going to need to learn what it means to survive epochs & symbolic ice ages
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Sustainable companies survive & thrive by their capacity to identify, nurture & sustain cooperative relationships
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Like Dumbo, sustainable companies need to believe they can fly against the odds & in the face of public perception
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In business, we are short-sighted slaves to this year’s calendar, next quarter’s performance & this week’s diary
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Business & economic growth will always be dumb – rather than smart – until it mimics the intelligence of ecosystems
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Sustainability extends accountability to stakeholders; so sustainable companies choose to engage constructively
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Unsustainable companies waste time, energy & money trying to manipulate or fight their stakeholders
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Sustainability raises the bar of legislation; so sustainable companies proactively anticipate the rising tide
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Unsustainable companies will increasingly incur fines, penalties & clean-up costs & be targeted for litigation
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As the rules of trade shift, sustainable companies will increasingly refuse to trade with predatory companies
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In the future, access to finance by unsustainable companies will become more difficult and expensive
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Avoiding the costs of social and environmental impacts will make sustainable companies more profitable in future
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The switch to a sustainable economy is creating new market opportunities that smart companies are investing in
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Unsustainable companies will increasingly fail the corporate governance acid test applied by investors
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Government policies must make companies reap the full cost of the social & environmental impacts they sow
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Unsustainable companies must expect to suffer consumer boycotts, civil lawsuits & disruptive NGO activism
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In the high stakes game of public reputation, sustainable companies are more likely to attract loyal support
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Only when sustainability is an investment criteria will sustainable companies will reap fair financial rewards
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Values are exactly what they say they are – a reflection of the things we value
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Companies’ values are made visible by their actions, not their words or spin doctor’s marketing material
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Profit maximisation is often anti-competitive, driving companies towards market domination & monopolistic control
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Companies have adopted the predator persona so completely that hunting & killing in the market feels natural
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Businesses are not genetically programmed to be predators & neither are the people that work for them
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Why do we teach our kids to be caring at home & then teach our executives to be ruthless in the workplace?