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SIMON MAINWARING
FOUNDER & CEO, WE FIRST, INC.
Simon@WeFirstBranding.com
21ST Century CEO:
Accelerating business growth
through conscious personal
leadership.
©2016 We First Inc.
CONSCIOUS CAPITALISM TENTH ANNUAL CEO SUMMIT
OCTOBER 20, 2016
Every CEO, company, brand
and marketer is facing new
challenges to reach, engage and
sell to hyper-connected, media-
savvy, and always-on consumers
living in a challenging world.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
UN SDG’s
COP21
WEF
CGI
CC
Facebook
Twitter
Snap
AR/VR
AI
Millennials
Gen-Z
Gen Alpha
YOU
CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
SAP and UN SDG Alignment.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Fortune ‘Change the World’ List.
Fast Company ‘World Changing Ideas’ Awards.
Top 100 Companies on ‘Fit For Purpose’ Index.
The most iconic brands of the future
will be those with the greatest social impact.
CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. Align your personal and company purpose.
2. Accelerate employee productivity and
advocacy.
3. Lead your industry and the future.
WHY ARE WE HERE?
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
YOU + COMPANY
YOU + EMPLOYEES
COMPANY + WORLD
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
YOU + COMPANY
YOU + EMPLOYEES
COMPANY + WORLD
“The single biggest problem with
communication is the illusion it has taken place.”
George Bernard Shaw
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
You Company Community World
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1
7
Add	branson and	women
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
SIR RICHARD BRANSON
COP21 / CARBON WAR ROOM (VIRGIN UNITE)
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
HOWARD SCHULTZ
RACE / JOBS / EDUCATION / VETERANS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
RICK GOINGS
HE FOR SHE
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
SHERYL SANDBERG
WORLD ECONOMIC FORUM
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
“I feel grateful to the people who helped me develop. Nobody can succeed on their own.”
Sheryl Sandberg, COO Facebook
“My biggest fear is that I become useless. My fear is a fear of being obsolete.”
Paul Polman, CEO Unilever
“You’ve got to share your soul and show them who you are, and not be afraid of it.”
Howard Schultz, CEO Starbucks
Vulnerability is Strength
WHERE ARE YOU AT RIGHT NOW?
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Defining your purpose
because it’s hard to read the label
from inside the jar.
is difficult
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Aligning personal purpose
and company purpose
because you are caught between
competing purpose and profit mindsets.
is difficult
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Purposeful leadership
because you are torn between a head-led
past and a heart-led future.
is difficult
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Defining your purpose…
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 2
1. What is your enemy?
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Uber©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
2. What makes you, ‘you’?
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Empathy Family
CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATIONΩ
3. What are you the only of?
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
A company will grow in direct proportion
to the personal growth of its leadership.
KEY THOUGHT
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. How are you failing right now?
2, What are you hiding behind and why?
3. What part of you is being lost?
• 5-minutes discussion in pairs
• 10-minute group discussion
WORK IN PAIRS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. Assume responsibility for driving company growth
through conscious leadership.
2. Prioritize time for personal growth in service of
corporate leadership.
3. Commit to manifesting your personal values inside and
outside of your company.
ACTION STEPS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
YOU + COMPANY
YOU + EMPLOYEES
COMPANY + CULTURE
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc.
Is your purpose
a noun or a verb?
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Without a fundamental and ongoing
alignment of your company, culture
and marketing around your core
values, purpose is just lip service.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Purpose
Values, Story
Products, Services
Community Engagement
Impact
Purpose
Values, Story
Products, Services
Community Engagement
Impact
Company focused (inbound) Community focused (outbound)
Shift from ‘top-down’ to ‘bottom-up’.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Purpose
Values, Story
Products, Services
Community Engagement
Impact
Community focused (outbound)
Values
Partners/Movements
Community Mobilization
Shared Impact
Ben & Jerry’s
Purpose
Customized ‘bottom-up’ strategy
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
CEO’s Leading Purpose.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Bringing Values to Life for Employees.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Elevating the Roles of Employees.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Inspiring and Rewarding Employees.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Be the chief celebrant, not celebrity, of
your stakeholder community.
KEY THOUGHT
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
What company value will you personally champion?
What action will you take to amplify empathy
throughout your company?
How will you personally set an example to inspire
employees to be purposeful?
• 5-minutes discussion in pairs
• 10-minute group discussion
WORK IN PAIRS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. Invert your organizational structure to empower
supplier, employees and partners to realize the change
you want in the world.
2. Co-create tools and tactics with employees to drive
participation and sustained engagement.
3. Recognize and reward participation to create a
competitive purposeful culture.
ACTION STEPS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
YOU + COMPANY
YOU + EMPLOYEES
COMPANY + CULTURE
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
People rise to the conversation
you grow around them.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
For one, another.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
EXAMPLE:
DOVE
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
EXAMPLE:
DOVE: REAL BEAUTY
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Time
2006
Model transformations
Self-esteem fund
2005
Real bodies
2004
Vote for real beauty
2007
Beauty comes of age
Unrealistic beauty
2010
Self-esteem mentors
Self-perception
2015
Choose beautiful
Real
Beauty
EXAMPLE:
DOVE: REAL BEAUTY
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
EXAMPLE:
PATAGONIA
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
EXAMPLE:
PATAGONIA: RESPONSIBLE
CONSUMPTION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Time
CommunicationsTactics
Conversationleadership
Different communications tactics
accumulate over time
to define, shape and lead
the conversation.
2005
Common
Threads
Recycling
Program
2007
Footprint
Chronicles
2010
Common
Threads
5R Program
2011
Don’t Buy This
Jacket
2013
Worn Wear
2015
Worn Wear Tour
EXAMPLE:
PATAGONIA: RESPONSIBLE
CONSUMPTION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Time
SustainabilityImpactPrograms
Conversationleadership
Impact investments, initiatives and
programs implemented over time
build social proof and demonstrate
The conversation ‘in-action’
2009
Sustainable
Apparel Coalition
2013
$20 Million & Change
Fund / Patagonia Works
2014
Patagonia Park
2014
DamNation
1985
Environmental Grants
Program: 1% of Sales
2006
Ambassadors
EXAMPLE:
PATAGONIA: RESPONSIBLE
CONSUMPTION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
EXAMPLE:
STARBUCKS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
EXAMPLE:
STARBUCKS: SHARED PLANET
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Shared
Planet
EXAMPLE:
STARBUCKS: SHARED PLANET
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
CULTURAL CONVERSATION 2
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
21st century leaders must drive
conversations that positively shape
consumer thinking and behavior.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Sustainable Mass Transportation
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Anti-discrimination
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Leadership disrupts.
Management maintains.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
The goal is to transcend your
products, services and category to
positively shape culture.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
BEN & JERRY’S and TESLA
For-profit partners
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
CLINTON FOUNDATION & CONDE NAST
For profit and non-profit partners
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
CATERPILLAR FOUNDATION & B TEAM
Cross-sector partnerships
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
‘Servant leadership’
requires mission-aligned collaboration
that solves problems larger than yourself.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Be a mission with a company, not a
company with a mission.
KEY THOUGHT
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. What cultural conversation are you uniquely
qualified to lead?
2. What partner or movement will you join to scale
your impact?
3. What is your cover of TIME magazine?
• 10-minute break out
WORK IN PAIRS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. Define, frame and lead a cultural conversation.
2. Leverage partnerships to scale your positive
impact.
3. Invest in your personal and company legacy daily.
ACTION STEPS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Simon@WeFirstBranding.com
www.WeFirstBranding.com
THANK YOU!
©2016 We First Inc.
@wefirst
@SimonMainwaring
@SimonMainwaring
@WeFirstBranding
#WeFirst
#SimonMainwaring
COONSCIOUS CAPITALISM CEO SUMMIT

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Simon Mainwaring - 2016 CC CEO Practicum

  • 1. SIMON MAINWARING FOUNDER & CEO, WE FIRST, INC. Simon@WeFirstBranding.com 21ST Century CEO: Accelerating business growth through conscious personal leadership. ©2016 We First Inc. CONSCIOUS CAPITALISM TENTH ANNUAL CEO SUMMIT OCTOBER 20, 2016
  • 2. Every CEO, company, brand and marketer is facing new challenges to reach, engage and sell to hyper-connected, media- savvy, and always-on consumers living in a challenging world. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 3. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION UN SDG’s COP21 WEF CGI CC Facebook Twitter Snap AR/VR AI Millennials Gen-Z Gen Alpha YOU
  • 4. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc.
  • 5. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION ME FIRST BRAND Opaque Defensive Disingenuous Self-directed Isolated Profit for profit’s sake Traditional mindset Reactive Schizophrenic Shareholder Dysfunctional Broadcast Status quo Promotes advertising WE FIRST BRAND Transparent Accountable Authentic Community-facing Connected People, planet, profit Innovative mindset Proactive Consistent Stakeholder well-being Purposeful culture Innately sharable Future facing Shapes culture
  • 6. SAP and UN SDG Alignment.
  • 7. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 8. Fortune ‘Change the World’ List.
  • 9. Fast Company ‘World Changing Ideas’ Awards.
  • 10. Top 100 Companies on ‘Fit For Purpose’ Index.
  • 11. The most iconic brands of the future will be those with the greatest social impact. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 12. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 1. Align your personal and company purpose. 2. Accelerate employee productivity and advocacy. 3. Lead your industry and the future. WHY ARE WE HERE?
  • 13. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION YOU + COMPANY YOU + EMPLOYEES COMPANY + WORLD
  • 14. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION YOU + COMPANY YOU + EMPLOYEES COMPANY + WORLD
  • 15. “The single biggest problem with communication is the illusion it has taken place.” George Bernard Shaw ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 16. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION You Company Community World
  • 17. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 1 7 Add branson and women
  • 18. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION SIR RICHARD BRANSON COP21 / CARBON WAR ROOM (VIRGIN UNITE)
  • 19. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION HOWARD SCHULTZ RACE / JOBS / EDUCATION / VETERANS
  • 20. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION RICK GOINGS HE FOR SHE
  • 21. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION SHERYL SANDBERG WORLD ECONOMIC FORUM
  • 22. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION “I feel grateful to the people who helped me develop. Nobody can succeed on their own.” Sheryl Sandberg, COO Facebook “My biggest fear is that I become useless. My fear is a fear of being obsolete.” Paul Polman, CEO Unilever “You’ve got to share your soul and show them who you are, and not be afraid of it.” Howard Schultz, CEO Starbucks Vulnerability is Strength
  • 23. WHERE ARE YOU AT RIGHT NOW? ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 24. Defining your purpose because it’s hard to read the label from inside the jar. is difficult ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 25. Aligning personal purpose and company purpose because you are caught between competing purpose and profit mindsets. is difficult ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 26. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Purposeful leadership because you are torn between a head-led past and a heart-led future. is difficult
  • 27. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Defining your purpose…
  • 28. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 2
  • 29. 1. What is your enemy? ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 30. Uber©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 31. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 2. What makes you, ‘you’?
  • 32. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Empathy Family CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATIONΩ
  • 33. 3. What are you the only of? ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 34. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 35. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION A company will grow in direct proportion to the personal growth of its leadership. KEY THOUGHT
  • 36. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 1. How are you failing right now? 2, What are you hiding behind and why? 3. What part of you is being lost? • 5-minutes discussion in pairs • 10-minute group discussion WORK IN PAIRS
  • 37. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 1. Assume responsibility for driving company growth through conscious leadership. 2. Prioritize time for personal growth in service of corporate leadership. 3. Commit to manifesting your personal values inside and outside of your company. ACTION STEPS
  • 38. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION YOU + COMPANY YOU + EMPLOYEES COMPANY + CULTURE
  • 39. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. Is your purpose a noun or a verb?
  • 40. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Without a fundamental and ongoing alignment of your company, culture and marketing around your core values, purpose is just lip service.
  • 41. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Purpose Values, Story Products, Services Community Engagement Impact Purpose Values, Story Products, Services Community Engagement Impact Company focused (inbound) Community focused (outbound) Shift from ‘top-down’ to ‘bottom-up’.
  • 42. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Purpose Values, Story Products, Services Community Engagement Impact Community focused (outbound) Values Partners/Movements Community Mobilization Shared Impact Ben & Jerry’s Purpose Customized ‘bottom-up’ strategy
  • 43. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION CEO’s Leading Purpose.
  • 44. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Bringing Values to Life for Employees.
  • 45. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Elevating the Roles of Employees.
  • 46. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Inspiring and Rewarding Employees.
  • 47. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Be the chief celebrant, not celebrity, of your stakeholder community. KEY THOUGHT
  • 48. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION What company value will you personally champion? What action will you take to amplify empathy throughout your company? How will you personally set an example to inspire employees to be purposeful? • 5-minutes discussion in pairs • 10-minute group discussion WORK IN PAIRS
  • 49. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 1. Invert your organizational structure to empower supplier, employees and partners to realize the change you want in the world. 2. Co-create tools and tactics with employees to drive participation and sustained engagement. 3. Recognize and reward participation to create a competitive purposeful culture. ACTION STEPS
  • 50. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION YOU + COMPANY YOU + EMPLOYEES COMPANY + CULTURE
  • 51. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 52. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 53. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 54. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION People rise to the conversation you grow around them.
  • 55. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION For one, another.
  • 56. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION EXAMPLE: DOVE
  • 57. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION EXAMPLE: DOVE: REAL BEAUTY
  • 58. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Time 2006 Model transformations Self-esteem fund 2005 Real bodies 2004 Vote for real beauty 2007 Beauty comes of age Unrealistic beauty 2010 Self-esteem mentors Self-perception 2015 Choose beautiful Real Beauty EXAMPLE: DOVE: REAL BEAUTY
  • 59. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION EXAMPLE: PATAGONIA
  • 60. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION EXAMPLE: PATAGONIA: RESPONSIBLE CONSUMPTION
  • 61. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Time CommunicationsTactics Conversationleadership Different communications tactics accumulate over time to define, shape and lead the conversation. 2005 Common Threads Recycling Program 2007 Footprint Chronicles 2010 Common Threads 5R Program 2011 Don’t Buy This Jacket 2013 Worn Wear 2015 Worn Wear Tour EXAMPLE: PATAGONIA: RESPONSIBLE CONSUMPTION
  • 62. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Time SustainabilityImpactPrograms Conversationleadership Impact investments, initiatives and programs implemented over time build social proof and demonstrate The conversation ‘in-action’ 2009 Sustainable Apparel Coalition 2013 $20 Million & Change Fund / Patagonia Works 2014 Patagonia Park 2014 DamNation 1985 Environmental Grants Program: 1% of Sales 2006 Ambassadors EXAMPLE: PATAGONIA: RESPONSIBLE CONSUMPTION
  • 63. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION EXAMPLE: STARBUCKS
  • 64. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION EXAMPLE: STARBUCKS: SHARED PLANET
  • 65. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Shared Planet EXAMPLE: STARBUCKS: SHARED PLANET
  • 66. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION CULTURAL CONVERSATION 2
  • 67. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 21st century leaders must drive conversations that positively shape consumer thinking and behavior.
  • 68. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Sustainable Mass Transportation
  • 69. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Anti-discrimination
  • 70. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 71. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Leadership disrupts. Management maintains.
  • 72. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 73. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 74. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 75. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION The goal is to transcend your products, services and category to positively shape culture.
  • 76. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION BEN & JERRY’S and TESLA For-profit partners
  • 77. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION CLINTON FOUNDATION & CONDE NAST For profit and non-profit partners
  • 78. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION CATERPILLAR FOUNDATION & B TEAM Cross-sector partnerships
  • 79. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION ‘Servant leadership’ requires mission-aligned collaboration that solves problems larger than yourself.
  • 80. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Be a mission with a company, not a company with a mission. KEY THOUGHT
  • 81. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 1. What cultural conversation are you uniquely qualified to lead? 2. What partner or movement will you join to scale your impact? 3. What is your cover of TIME magazine? • 10-minute break out WORK IN PAIRS
  • 82. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION 1. Define, frame and lead a cultural conversation. 2. Leverage partnerships to scale your positive impact. 3. Invest in your personal and company legacy daily. ACTION STEPS
  • 83. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
  • 84. ©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION Simon@WeFirstBranding.com www.WeFirstBranding.com THANK YOU! ©2016 We First Inc. @wefirst @SimonMainwaring @SimonMainwaring @WeFirstBranding #WeFirst #SimonMainwaring COONSCIOUS CAPITALISM CEO SUMMIT