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How your company's "raison d'être" can lead you to a regenerative economy?

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Why does your company, association or organization exist? This simple question at first sight is more complex and implicit than it seems. Yet, regardless the form of the organization, formal or informal, the answer to this question helps to define an objective, open up opportunities and facilitate the transition to a virtuous circular economy.

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How your company's "raison d'être" can lead you to a regenerative economy?

  1. 1. www.circulab.com How your company’s "raison d'être" can lead you to the circular economy?
  2. 2. 1 What are the positive effects of defining a "raison d'être"?
  3. 3. Let's analyze the case of Patagonia
  4. 4. 4 Patagonia is an eco-designed technical mountain sports and surf clothing company, using only organic cotton, and recycled materials.
  5. 5. 5 Patagonia is driven by its "raison d'être" (purpose): "Make the best products with the least environmental impact, use the business world to inspire and i m p l e m e n t s o l u t i o n s t o t h e environmental crisis."
  6. 6. This "raison d'être" led Patagonia to define the principles of their company.
  7. 7. The "raison d'être" gives them an authentic image. Patagonia accepts its environmental impact openly and invites users to work on it. The company is committed to aligning consumer interests with those of the planet: making products that are useful and long-lasting.
  8. 8. The "raison d'être" involves: The employees Motivated by the links of Patagonia with some environmental associations, the employees are committed to it personally. Since 1993, the company has been offering internal environmental internships. The suppliers They continue the brand's commitment through associations and adoption of labels. The customers A true community has been created around the brand, sharing its experiences and supporting the "raison d'être" with esteem. Example of the Fundación Cordillera Tropical in Ecuador boosting wildlife conservation.
  9. 9. The vision multiplies the opportunities to achieve it. Partnership with Ebay for the recirculation of products. Creation of a new one national park in Chile. Publication of a book, and many essays. Product repair guide.
  10. 10. The rewards of this commitment: Patagonia is renowned as a good place to work. 2011 turnover reaches a record, in parallel with the "Don't buy this jacket" campaign In 2013, Patagonia becomes a B corporation (Benefit corporation, "entreprise of societal interest") Average turnover of: 25% over the last 12 years compared to more than 100% among the brand's competitors. *James key lim : « Patagonia CEO: Create a Healthy, Respectful Company Culture », URL : http://jameskeylim.com/
  11. 11. What makes this brand so bold? so energetic? so innovative? so distinct?
  12. 12. *The golden circle de Simon Sinek, «Start with the why, How great leaders inspire everyone to take action» Éd. Reprint, 2009 Production processes, distribution, supply chain,… 1.What? 2. How? What products or services? 
 Single-product, single-market focused Today, most companies focus only on 2 things :
  13. 13. Their speeches are not very inspiring. When only talking to the rational part of the brain: listing characteristics, facts… Something is missing.
  14. 14. ? It’s difficult to earn real points, when you’re missing a broader goal. Most companies aren’t aware of their purpose, the why…
 That’s why most of them hardly gain support.
  15. 15. 2 Why should your company exist?
  16. 16. What exactly are you undertaking? It is about defining your "raison d'être", your purpose. !What is your vision, your inspiration, your initial motivation? What is your ultimate goal?
  17. 17. A "raison d'être" is a dream. [...] I have a dream that one day, down in Alabama, with its vicious racists, with its governor having his lips dripping with the words of "interposition" and "nullification" – one day right there in Alabama little black boys and black girls will be able to join hands with little white boys and white girls as sisters and brothers. [...] With this faith, we will be able to hew out of the mountain of despair a stone of hope. » I have a dream ≠ I have a plan* *Simon Sinek, «How great leaders inspire action» Ted Talk, 2009
  18. 18. Interface is the world’s largest manufacturer of modular carpet tiles aiming for sustainable development since 20 years. Their purpose is to show that « sustainability is profitable ». On that account, the company devotes itself to the slogan « Doing well by doing good ». A "raison d'être" is a vision.
  19. 19. A "raison d'être" is a mission.
  20. 20. Awareness of actual and future issues Desire to share your vision Defining an idéal A "raison d'être" often includes 3 aspects
  21. 21. Awareness of actual and future issues Desire to share your vision Defining an idéal A "raison d'être" often includes 3 aspects setting a challenge authenticity, sincerity, personal, different, genuine challenge the status quo
  22. 22. Know why you exist and what you serve. What’s your working method? 3. What ? 2. How? Product(s) or service(s) deriving from your "raison d'être". 1. Why? Your "raison d'être" What you do is now part of your strategy, to make your vision become real.
  23. 23. And your venture will shine will speak to the emotional part of the brain, generating trust and loyalty.
  24. 24. Carlsberg, a danish brewing company, has established its own circular economy community : the company has managed suppliers to adopt cradle to cradle®* standards. For its growth, they produce environmentally friendly and healthy packaging while serving their purpose: « Great people. Great brands. Great moments. » A "raison d'être" makes you persuasive, and changes your relationship with suppliers * Cradle to cradle® is a matrix of considerations revisiting production means and design of products for preserving humans as well as the environment.
  25. 25. The "raison d'être" allows the company to count on a loyal and participative community. This commercial company develops and makes available to farmer- producers an internet platform for the direct short selling of their agricultural food and agri-food products. It permits to offer quality products by guaranteeing traceability and paying producers fairly. Each « beehive » (distribution center) is a small business. 5-10 people / day want to open their own « beehive » A French company called « The beehive that says yes! »
  26. 26. The "raison d'être" enables you to project you into the future. Honda works towards the mobility of people. Auxiliary device for mobility for a growing aging population
  27. 27. Identifying your "raison d'être" allows you to get a more global point of view aesthetic efficiency usability grow to become holistic quality beauty of intentions relationship with the future
  28. 28. This point of view is vital when setting a virtuous circular economy.
  29. 29. Circular economy cultivates a certain sensitivity for your natural, as well as your social ecosystem It provides thoughts, considerations and methods enabling you to enrich your purpose every day.
  30. 30. Raison d'être It requires you to inventory all the interactions between your company and your surroundings,
  31. 31. to create potential synergies, clients suppliers citizens Collaboration
  32. 32. Longevity of energy flow and materials to better master your ressources in coherence with your purpose
  33. 33. « Systems make it possible, People make it happen. » From now on, it is possible to think in a systemic way and develop your potential. Kalundborg Symbiosis is an industrial ecosystem started in Denmark in the 60s. In a closed cycle, the residual products of some become resources for others. There is collaboration between public and private companies leading to economic and environmental profit. This projects foundations are communication, cooperation, human relations and gainful collaboration between all players.
  34. 34. Society Shared value Your company « Businesses must reconnect company success with social progress. » * Michael Porter, How to reinvent capitalism, Havard Business Review, 2011. Those collaborations lead naturally to shared value Shared value*: business approach improving simultaneously competitiveness and enhancing economic and social conditions of communities in which the company operates.
  35. 35. Paper selection is then done by social businesses where employees obtain personalized assistance while coming back into employment. From now on, it is possible to think in a systemic way and develop your potential. La Poste (French post office) provides companies with containers for waste separation allowing mailmen to collect regularly recyclable paper.
  36. 36. Without "raison d'être" With "raison d'être" "raison d'être" (purpos e) *William Mc Donough, Michael Braungart : The upcycle, Beyond sustainabiliy – Designing for abundance, p.68 Strategies Tactics Measuring efficiency Values Principles Goals Strategies (products, services) Tactics for conducting the strategies Own measuring methods of efficiency* Goals (products, services)
  37. 37. Less bad « More good » Sourcedel’image:www.smarthome.com Purpose makes you ambitious Energy-efficient lamp : - consumes less energy - contain high toxic materials for health and environment. - need proper recycling sector Steelcase office chair, Cradle to Cradle® certified : - completely demountable in 5 minutes - entirely recyclable - positive social and environmental impacts - no toxic material
  38. 38. Matching "raison d'être" and circular economy creates synergies and opportunities.
  39. 39. www.circulab.com Paris • London • Milan • Madrid • Berlin • Luxembourg • Brussel • Geneve • Johannesburg • Lima • Buenos Aires • Perth • Amsterdam • Hongkong • Jakarta • Mexico +339 50 95 03 99 hello@circulab.com 37bis rue Lebour 93100 Montreuil FRANCE Design for regeneration

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