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Unported License. Permissions beyo...
What is
Sustainability?
 Oh heck. I thought
this sustainability stuff was
going to be simple. I think
I’ll take a nap…
zz...
What’s
Your
Response

What do you want
to sustain?
• For whom?
• For how long?
• How much will it cost? (p.26)

3

?
Our Current
Collective
Response

What do you want
to sustain?
• For whom?
• For how long?
• How much will it cost? (p.26)
...
So we’re on
the same
page...
Not trying to
convince you!

My Personal
Response

What do you want
to sustain?
• For whom?
•...
Goals Need Strategies…
Design is the process of “changing
existing conditions into preferred
ones” – Herbert A. Simon, 196...
Design brief for business…
generate the wealth to do good …
“There is one and only
one social responsibility
of business –...
…The unintended consequences #1

8

• Put Billions of Kg of toxic materials into the
air, water and soil every year
• Prod...
…Evidence of the consequences

t
Human Developmen
vs. Ecological
Footprint

“The earth is full”….and there is no planet B
...
…The unintended consequences #2

10

60% of firms in the
manufacturing and service
sectors in 6 of the larger
OECD countri...
Design Briefs for Better Business
A
B
“CSR”
“Weak Sustainability”
“Eco-efficiency”

“Flourishing”
“Strong Sustainable”
“Ec...
But…

How do
you
design a
business?
12
and…
What is a
business
design?
13

• Business Plan
• Strategy
• Vision
• Mission
• Business Model
• Value Statement
• Sim...
Previous Best Practice
•
+
+
+
+

14

Have Idea
Get Money
Hard Work
Hope
Luck

Not…
• Efficient
• Effective
• Reliable
15

A New Best Practice…
Lots about money, and
the people you financially
transact with…

…(almost) nothing
about everyone and
everything else

16
…And So a Quest For a Better Tool Begins
…and reaches a major milestone
2012

2013

We need a
better tool to
design better...
V1.031

Introducing…The Strongly Sustainable
Business Model Canvas

18 © Antony Upward / Edward James Consulting Ltd., 201...
Help bring Sustainable Business
Innovation to the World!

 Become a “First Explorer”

– Enables commercial use of the new...
Be Informed: http://signup.SSBMG.com
Share your ideas for the book: http://survey.SSBMG.com
Learn More

– ~3 minute Audio/...
Join a Key Related Project

Learn more: http://www.naturalstep.ca/gold-standard
21
Possible Table of Contents

22
Copyright
• All images used under applicable creative
commons licences – see notes on each page
© Antony Upward / Edward J...
24
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Designing Your Better Business

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A 16 minute video of this talk is available on the Strongly Sustainable Business Model Group's youTube Channel: http://youTube.com/ssBusinessModelTV at
http://youtu.be/INRDUHOVGSA

In these slides Antony Upward, Sustainability Business Architect, introduces the ideas of sustainability and design and then discusses how design is the critical processes for created better, strongly sustainable, businesses.

As usual, recommended downloading the presentation and viewing in slideshow mode with the speakers notes handy

If you'd like to stay in touch with our work on Strongly Sustainable Business Models then please
- Watch our ~3 minute introduction - http://about.SSBMG.com
- Watch our other videos - http://youTube.com/ssBusinessModelTV
- Like our facebook page - https://www.facebook.com/StronglySustainableBusinessModels
- Join the linkedin group: http://forum.SSBMG.com
- Give us your ideas via our survey (http://survey.SSBMG.com) or just sign-up for email updates (http://signup.SSBMG.com)
- Visit our website: http://www.SSBMG.com

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Designing Your Better Business

  1. 1. This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. Permissions beyond the scope of this license may be available at http:// www.EdwardJames.biz/Permissions Designing Strongly Sustainable Business – The Role of Design Version 1.02 2013-11-20 © Edward James Consulting Ltd. Some Rights Reserved. 1 Designing Strongly Sustainable Business The Role of Better Tools to Design Better Business November 20, 2013 Antony Upward, MES, CMC* antony@EdwardJames.biz ssBusinessModelTV www.SSBMG.com * Masters of Environmental Studies in Business Model Design and Sustainability; Certified Management Consultant Lot speak s of e inc. r r notes, efere nces slides n many Builds o d view load an ode down ow m slide sh ved in ro for imp sion hen compre @aupward #SSBMG
  2. 2. What is Sustainability?  Oh heck. I thought this sustainability stuff was going to be simple. I think I’ll take a nap… zzzzz  No idea… but I want  Why are we us to keep going for a long time… just like we are now… what’s a word for that? here? What’s the meaning of all this? … and who will benefit, for how what is it exactly long and at what you want to cost? sustain? … and how will you measure your “sustainability”?  So tell me…  …and what we value is always changing… that isn’t static either! 2  Don’t forget nature is always changing… it isn’t static  “Sustainability”
  3. 3. What’s Your Response What do you want to sustain? • For whom? • For how long? • How much will it cost? (p.26) 3 ?
  4. 4. Our Current Collective Response What do you want to sustain? • For whom? • For how long? • How much will it cost? (p.26) 4 Sustain maximum wealth creation (means)… so we can afford the public good (ends)
  5. 5. So we’re on the same page... Not trying to convince you! My Personal Response What do you want to sustain? • For whom? • For how long? • How much will it cost? (p.26) 5 “The possibility that human and other life will flourish on this planet forever.” (p.6)
  6. 6. Goals Need Strategies… Design is the process of “changing existing conditions into preferred ones” – Herbert A. Simon, 1969 “Business people don’t just need to understand designers better. They need to be designers” – Roger Martin, 2006 6 …so Strategies are designed!
  7. 7. Design brief for business… generate the wealth to do good … “There is one and only one social responsibility of business – to increase its profits within the rules of the game” – Milton Friedman, 1962 …its been a huge success! 7 (although clearly far from perfect and there are alternatives)
  8. 8. …The unintended consequences #1 8 • Put Billions of Kg of toxic materials into the air, water and soil every year • Produce materials so dangerous as to require constant vigilance by future generations • Place gigantic amounts of waste, irretrievably in holes all over the planet • Slowly poison people and ecosystems, limited only by thousands of complex regulations • Create economic prosperity by reducing the number of people with valued work • Create prosperity by digging up or cutting down natural resources then burying or burning them • Erode the diversity of species and cultural practices with unknown consequences McDonough & Braungart, 2002 p.18
  9. 9. …Evidence of the consequences t Human Developmen vs. Ecological Footprint “The earth is full”….and there is no planet B Paul Guilding 9
  10. 10. …The unintended consequences #2 10 60% of firms in the manufacturing and service sectors in 6 of the larger OECD countries cease to exist within 7 years of founding (p.14, Figure VIII.5)
  11. 11. Design Briefs for Better Business A B “CSR” “Weak Sustainability” “Eco-efficiency” “Flourishing” “Strong Sustainable” “Eco-effectiveness” Financially profitable and… Creates possibilities for… Releases less toxic materials while ignoring long term impacts Environmental, Social and Economic abundance not limits Produces less while living in fear Everyone and everything forever not just me now Produces smaller amounts of useless / irretrievable waste Flourishing by being not languishing by having Increases number, complexity and stringency of regulation Positively contributes, not does less damage Don’t explicitly consider human flourishing Enduring and resilient, not failing unexpectedly Digs up and cut down less Happiness not fear Reduces speed of bio-diversity loss Confidence not uncertainty and distrust Adapted from McDonough & Braungart, Cradle to Cradle 2002 11
  12. 12. But… How do you design a business? 12
  13. 13. and… What is a business design? 13 • Business Plan • Strategy • Vision • Mission • Business Model • Value Statement • Simulation • Prototype
  14. 14. Previous Best Practice • + + + + 14 Have Idea Get Money Hard Work Hope Luck Not… • Efficient • Effective • Reliable
  15. 15. 15 A New Best Practice…
  16. 16. Lots about money, and the people you financially transact with… …(almost) nothing about everyone and everything else 16
  17. 17. …And So a Quest For a Better Tool Begins …and reaches a major milestone 2012 2013 We need a better tool to design better businesses 17 http://hdl.handle.net/10315/20777 2010
  18. 18. V1.031 Introducing…The Strongly Sustainable Business Model Canvas 18 © Antony Upward / Edward James Consulting Ltd., 2013 Some rights reserved. Permissions available at www.EdwardJames.biz/Permissions
  19. 19. Help bring Sustainable Business Innovation to the World!  Become a “First Explorer” – Enables commercial use of the new Canvas now 12 organizations around the globe have joined so far  Join the quest – Crowd-funded collaborative book project Working Title: Strongly Sustainable Business Model Innovation – 13 International co-authors identified – Crowd-funding starting in 2014 Individuals and Organizations Backers also get immediate commercial rights to use new Canvas Everyone else will have to wait for the book – Self Publish 2015 Canvas released under a Creative Commons License free for commercial use  Connect to like-minded colleagues – Linkedin and Facebook 19 100+ Members from around the globe
  20. 20. Be Informed: http://signup.SSBMG.com Share your ideas for the book: http://survey.SSBMG.com Learn More – ~3 minute Audio/Visual Overview about.SSBMG.com • Videos – youTube.com/ssBusinessModelTV • Learning Map – wiki.SSBMG.com/home/learning-map • Blogs – blog.SSBMG.com – slab.ocad.ca/blogs/antony-upward www.SSBMG.com www.facebook.com/StronglySustainableBusinessModels info@SSBMG.com Strongly Sustainable Business Model Group forum.SSBMG.com 20 @aupward #SSBMG
  21. 21. Join a Key Related Project Learn more: http://www.naturalstep.ca/gold-standard 21
  22. 22. Possible Table of Contents 22
  23. 23. Copyright • All images used under applicable creative commons licences – see notes on each page © Antony Upward / Edward James Consulting Ltd., 2013. Some rights reserved. – Permissions available at www.EdwardJames.biz /Permissions – This work is licensed under a Creative Commons AttributionNonCommercial-ShareAlike 3.0 Unported License. 23
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