THE COWS THAT KILLED THE SUSTAINABILITY MOVEMENT
Tuesday, January 6th, 2009
Do you hear that?
It’s the sound of a herd of brands sauntering together on the range. At a time when we should be watching horses run we’re watching cows graze!
Sustainability is often a misunderstood, misused, ubiquitous, complex and daunting subject matter. Most brands play it safe and simply strive to get on base. As a result the sustainability movement is in danger of adopting a ‘herd mentality’ whereby we become a sea of sameness without fully understanding or grasping the full scope of the work, urgency, connectedness and ultimate possibility.
So how can we separate from herd when it comes to sustainability and watch the horses run? What do we need to do to liberate and inspire brands to create anew?
For starters, look at five simple principles towards unlocking your potential:
HOLD SUSTAINABILITY IN THE WIDEST POSSIBLE CONTEXT
Forget what you know and allow yourself to see the whole by thinking systemically. Look at sustainability through a new lens that considers more than simply environmental issues. Position it as an ethos for you entire culture and not simply as a division or department. Ask yourself, what will it take to design an effect that creates conditions conducive to life?
FOCUS ON CREATING NEW POSITIONING AND GUIDING PRINCIPLES
Positioning informs strategy, product and brand - without it you’re a ship without a rudder. Design a positioning and ethos that considers your strengths, those you serve and the emerginging future in a way that creates conditions conducive to life. In addition, embed new brand principles into your every deliberation.
BE TRUE TO YOUR ARCHETYPE
Be yourself! Create a positioning and ethos based on YOUR strengths and core values that work from the heart as well as the head. Stop looking at your neighbor for the answer. The answer lies within!
DISCOVER YOUR TRIMTAB
Identify the thing/place/initiative that will create the greatest impact with subtle movement and force. Death by a 1,000 initiatives is not the answer.
CREATE A NORTHSTAR VISION
Nothings starts without a vision and nothing lasts without a vision. Create a Northstar that inspires and empowers your entire culture. Design a vision that brings to life the effect you wish to create. Let go and be bold!
