REALeadership

Igniting Sustainable Growth, Innovation, and Value

Will Marre

The world hasThe world has

ChangedChanged

“Those of us who have looked to the self-interest of lending institutions to protect shareholder equity…are in a state of shocked disbelief.”

Stockholder Capitalism vs. Stakeholder Capitalism

Stockholder Capitalism vs. Stakeholder Capitalism

Alan Greenspan, Oct. 2008

“The whole intellectual edifice collapsed. This modern risk-management paradigm that held sway for decades, the whole intellectual edifice collapsed.”

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What if there was another way?

Human Capitalism: Human Capitalism: The greatest good for the greatest The greatest good for the greatest number of people producing the number of people producing the

greatest good for each individual.greatest good for each individual. - John Nash- John Nash

Revolutions

Reality Changes Old models don’t work.

Old assumptions don’t produce results.

Collapse of business as usual.

Source: Tim Sanders, Saving the World at Work

1

We Have a Problem

83%

Say companies have a responsibility to solve social and environmental problems.

86%

View Business as Negatively Impacting the Public Good

88%

Distrust Big Companies

CONSUMERSCONSUMERS

87%

Say they would switch to brands that are socially and environ-mentally responsible. problems.

Sources: McKinsey & Co., Cone Marketing, Harris

Have observed illegal or unethical conduct by their employer in past

12 months.

76%

Want to work for companies that

directly contribute to solving social and environ. problems.

80% 81%

Say they want to personally create social/environ. benefits but aren’t sure what to do.

Don’t believe their company honors their values and

commitments.

80%

EMPLOYEESEMPLOYEES

Believe business has a direct responsibility to help solve social and environ. problems.

84%

Say they need to do better to fulfill their social and environ. Respon-sibility but aren’t sure what to do.

75%

LEADERSLEADERS

Revolutions

Values Innovation 1776 - Bill of Rights - Personal Freedom

1860’s - End of Slavery - Human Rights

1933 - Social Safety Net - Civic Social Responsibility

2008 - Sustainable Future - Corporate Social Opportunity

Source: Tim Sanders, Saving the World at Work

2 Counterforce:Monarchists -

Counterforce:People are Property Counterforce:

Tough luck is just tough.

Counterforce:Green Washing

We will no longer tolerate the

or the

as necessary for progress.

We will no longer tolerate the

or the

as necessary for progress.

destruction of our destruction of our environmentenvironment

exploitationexploitationof our livesof our lives

New BusinessNew Business

MODELMODEL

ResponsibilityResponsibilityCorporate Social

A business commitment to environmental, social, and

economic sustainability.

Corporate SocialCorporate SocialResponsibility isResponsibility isincomplete thinking.incomplete thinking.

Mission Statements

Values Statement

Business Objectives

What Gets Measured/Rewarded

What People Really Do

Reality of Current Marketplace

OFFICIAL STORY

TRUE STORY

Create a New Success Story

ORGANIZATIONAL

DRAMADrama

DramaDramaDrama

Drama

DramaDrama

Drama

Drama

Drama

Drama

Drama

Drama DramaDramaDrama

Drama

People + Planet

Sustainable

Profit

Abundance

The new goal of humanity isSustainable Abundance

1.Commitment to Organization’s mission and goals.

2. Employee pride of belonging.

3. Willingness to give ones full and best efforts.

Full EngagementFull Engagement

Commitment | Pride | Performance

Source: Towers Perrin 2007-2008 Global Workforce Study

The power of a brand comes from The power of a brand comes from

Your MotivesYour Motives

CHANGE THE WORLD - My work expresses my core values.

ACHIEVE GOALS - Grow and excel.

BEAT THE COMPEITION - Win

SURVIVAL - Save my job.1.2.3.4.

Levels of Organizational Motivation

The New Movement: CSR - CSOThe New Movement: CSR - CSO

Improve Lives of People

Health of our Planet

To Make a Sustainable

Profit

TRIPLE BOTTOM LINEThis is the

REPUTATION (Cause Marketing)

CLUELESS(What cause?)

STRATEGY (THE CAUSE)

A Million Dinosaurs

Exxon Chevron

Fast Followers

EarlyAdopters

Toyota

Virgin Air

Apple

GE

Nestle

Patagonia

Clifbar

Starbucks

Grameen Bank

Newman’s Own

Whole Foods

DOW GM

Unsure

Laggards

GIVEGROWGAIN

ImageVision is a Metric

Acquire, Fire,

Divest

Leadership of the PastLeadership of the Past

Moral justification of unrestrained self-interest.

Ebita Leverage Assets Public Relations

Revolutions

Business Innovation Disruptive innovation creates new

products, new methods, new solutions and…

Steals dinosaurs’ customers.

3

What’s Your Paradigm?

of our thoughts are 95%95% automatic.

To think new thoughts…

We need a new perspective.

REALeadership

• Take Responsibility

• Promise to Make Your Difference

Responsible

Ethics

• Greatest Total Value

• Good, Grow, GainAbundance• Unique Value

• Eliminate Waste

Legacy• Design, Desire, Drive

• Extreme ExpertiseSustainable Abundance

Be Responsible. Be Relevant.S

take

ho

lder

Co

nce

rnE

ng

age

Strategic ExcellenceBrand Soul

Unique Engagement

Unique Value

Violence

Peace Health

Disease

Environment

Collapse

Education/Arts

Ignorance

Human Rights

Oppression

Poverty

Wealth

EnvironmentS

take

ho

lder

Co

nce

rnE

ng

age

Strategic AlignmentExecute

Conservation Renewable Energy

Global Warming

Green Business

Pollution Abatement

Water & Resource Depletion

”“

When our thinking is no longer limited by

what you think you can afford we are free

to create unlimited value that becomes the

source of growth and prosperity…

The Personal Revolution of Both+And Values is a Profound Leadership Moment

GAINGROWGOOD

Improve the Quality of Everyone’s Life

Innovation to Benefit Humanity

Unique Value Advantage

GTV Create New Value

Sustainable Abundance

Strategic justification of morality.

Leadership of the Future

BENEFITSEasy to duplicate, highly competitive.

Socially-StrategicSocially-StrategicBrandingBranding

VALUES

Noble IntentHardest to duplicate and to do well, source of greatest brand loyalty.

IDENTITY(EMOTIONAL)

Good for all.

FEATURESEasiest to do - Many others do the same thing.

FUNCTIONALITY (RATIONAL)

Good for me.

YOUR CAUSE IS the “Secret Sauce”!

High Purpose Branding

6 SOURCES OF HUMAN

ENGAGEMENT

Turning Your Cause into Your Business Model

EMOTIONAL

Story

PHYSICAL

Design

SOCIAL

Connecting

MENTAL

Growth

IDENTITY

Fulfillment

SPIRITUAL

Values

+

+

Brand Voice

1. Creator - Martha Stewart

2. Ruler - AmEx

3. Sage - Oprah

4. Innocent - ClifBar

The Hero and the OutlawArchetypes are “Blueprints of

Meaning”

5. Hero - FedEx

6. Outlaw - MTV

7. Magician - Google

8. Explorer - Jeep

9. Caregiver - Mayo Clinic

10. Regular Guy/Gal - Ben & Jerry’s

11. Lover - Godiva

12. Jester - Las Vegas

Risk & Mastery

Stability & Certainty

Belonging & Enjoyment

Fulfillment & Independence

Source: Margaret Mark: Strategic Insight

ICE AGE

HOT ZONE

COOL ZONE

Solve environmental problems & shortages.

CSR - Corporate Giving, Volunteering, Compliance

Improve human quality of life.

How Great Do You Want to Be?

GONE

GOOD

VERY GOOD

BEST IN CLASS

BEST IN WORLD

Both + And

ALL COMPETITORSFeatures

Benefits

Better Band Aids

Z = Health + Human

Performance

PLANET

PE

OP

LE

Johnson & Johnson

Costs

Process

Band-Aids

Tylenol

Realize

Tylenol P.M.

Rx

CVS Bandages

Walgreens Baby Powder

Excedrin

Advil PM

NyQuil

Generics

Abundance: What’s Your “Z” Factor?

PEOPLE

PLANET

PROFIT

INVITE MARKETPLACE

INVENT WORKPLACE

IDEALIZE COMMUNITY

+ +

+ +

GOOD GROW GAINNew Leadership ParadigmNew Leadership Paradigm

New Business Model

New Innovation FrameworkNew Innovation Framework

STRATEGY

BRAND

CULTURE

Marketplace

Community

Workplace

WE 2.0Engaging customers, employees and the community in your unique value (Z Factor), online and in-person.

WE 2.0Engaging customers, employees and the community in your unique value (Z Factor), online and in-person.

Getting to the Whole Enterprise Transformation

Getting to the Whole Enterprise Transformation

INVITE

MySpace

LIVE STRONGLIVE STRONG NIKE FOUNDATION + LANCE ARMSTRONG FOUNDATION

$70M - WRIST BANDS

LANCE ARMSTRONG COLLECTION - 100% OF PROFITS

INVENT

INVENT

Social Wiki for Big Brain Neuro Scientists.

Online Education Platform for High School Teachers and Students.

Micro-Finance

Profits

Village Entrepreneurs Education

Money

Investment

Consumption

More Entrepreneurs

IDEALIZE

Harmful Toxins Eliminated

Highly Recyclable

More energy efficient.

Longer lasting battery.

Reduced packaging.

IDEALIZE

IDEALIZE

What’s the best thing you can imagine?

DOING, SUPPORTING, INVENTING

Just Start

DESIGN

DESIRE

DRIVE

Legacy

Our whole world is…Our whole world is…

Goal

Options

Way Forward

Reality

What do you want?

What has been accomplished so far?

What actions produce progress?

What actions seem unproductive?

What’s your sense of the barriers?

How might you go about it?

LEGACY

G.R.O.W.

What might get in the way?

How might you overcome that?

What and when is the next step?

Describe your dream.

If you could do anything, what would you do?

If you were the person you had to influence, what would you need to understand and feel?

If you had to achieve this goal or die, what would you do?

What else?

Do any of these options interest you enough to explore further?

NEW VISION:

What are you trying to

accomplish?

© 2009 REALeadership Alliance. All Rights Reserved.

What is the first big step toward your new vision?

What is the first action?

How do you measure progress/success?

Our whole world is…Our whole world is…