Workshop: Decoding Iconoclastic leadership
1
Hi.
I work at Futerra, an independent, mission-driven, change agency.
We help businesses unlock the value of sustainability.
Our Mission
Making sustainability so desirable it becomes normal*
*…by sustainability, we mean CSR, brand purpose, social and environmental responsibility, citizenship, meaningful brands and any and all efforts to change the world for the better —2—
What we believe Sustainability is evolving From…
To…
Where you spend money
How you make it
Managing past impact
Creating future opportunity
Less bad
More good
The right thing to do
The smart thing to do
Philanthropy
A billion dollar opportunity —4—
So must HOW we lead…
THE LOGIC
THE MAGIC
v
Translating the things that matter the most into the things that mean the most.
LOGIC
MAGIC
—6—
CHANGE
VISION
SYMBOLS
Know where you're going
Create brands that matter
Good things happen in the middle
THE LOGIC
THE THE MAGIC MAGIC
MAPS
STORIES
Build strong action plans
Take people with you
What does values-based leadership look like?
Disruptive points of view
“By 2020, no one should be seriously injured or killed in a new Volvo. Our longterm vision is that cars should not crash.” -Anders Eugensson, Volvo's head of government affairs
“Inspiring solutions to the environmental crisis.”
Let the Climate Take Back begin.
What fits you well? CLEVER
Shorter term commitment Brand driven Supported by executive team Resource commitments Promotional Avoids criticism Safe territory
BREAKTHROUGH
GAME-CHANGING
Requires long-term view Tied to business goals Led by executive team Significant resource commitments Thought + Do leadership Ready + open to criticism Willing to defend POV
10
Learning from leaders…
Workshop: Decoding Iconoclastic leadership 4 traits:
4 potential actions:
• • • •
• Build your case • Partner for credibility and feedback • Find your support network • Recruit advisors
Courage Conviction Commitment Contrarianism
LONDON
STOCKHOLM
NEW YORK
SAN FRANCISCO
Contact
8—14 Vine Hill London EC1R 5DX
Stora Nygatan 45, 1tr 11127 Stockholm Sverige
524 Broadway, 11th Floor New York NY 10012
156 2nd Street San Francisco CA 94105
[email protected] www.wearefuterra.com
Copyright © 2015 Futerra Sustainability Communications. All rights reserved.
• • • • • •
14
Hi.
I work at Futerra, an independent, mission-driven, change agency.
We help businesses unlock the value of sustainability.
Our Mission
Making sustainability so desirable it becomes normal*
*…by sustainability, we mean CSR, brand purpose, social and environmental responsibility, citizenship, meaningful brands and any and all efforts to change the world for the better —2—
What we believe Sustainability is evolving From…
To…
Where you spend money
How you make it
Managing past impact
Creating future opportunity
Less bad
More good
The right thing to do
The smart thing to do
Philanthropy
A billion dollar opportunity —4—
So must HOW we lead…
THE LOGIC
THE MAGIC
v
Translating the things that matter the most into the things that mean the most.
LOGIC
MAGIC
—6—
CHANGE
VISION
SYMBOLS
Know where you're going
Create brands that matter
Good things happen in the middle
THE LOGIC
THE THE MAGIC MAGIC
MAPS
STORIES
Build strong action plans
Take people with you
What does values-based leadership look like?
Disruptive points of view
“By 2020, no one should be seriously injured or killed in a new Volvo. Our longterm vision is that cars should not crash.” -Anders Eugensson, Volvo's head of government affairs
“Inspiring solutions to the environmental crisis.”
Let the Climate Take Back begin.
What fits you well? CLEVER
Shorter term commitment Brand driven Supported by executive team Resource commitments Promotional Avoids criticism Safe territory
BREAKTHROUGH
GAME-CHANGING
Requires long-term view Tied to business goals Led by executive team Significant resource commitments Thought + Do leadership Ready + open to criticism Willing to defend POV
10
Learning from leaders…
Workshop: Decoding Iconoclastic leadership 4 traits:
4 potential actions:
• • • •
• Build your case • Partner for credibility and feedback • Find your support network • Recruit advisors
Courage Conviction Commitment Contrarianism
LONDON
STOCKHOLM
NEW YORK
SAN FRANCISCO
Contact
8—14 Vine Hill London EC1R 5DX
Stora Nygatan 45, 1tr 11127 Stockholm Sverige
524 Broadway, 11th Floor New York NY 10012
156 2nd Street San Francisco CA 94105
[email protected] www.wearefuterra.com
Copyright © 2015 Futerra Sustainability Communications. All rights reserved.
• • • • • •
14
