Updated: 9/11/06; 7:45:08 AM.
Sustainability
        

Monday, May 9, 2005

Lest it be lost at the bottom of that GE/Ecomagination post earlier this evening:

Speaking of the risks, opportunities and business logic of all this, you can now listen my recent speech on Risk, Fiduciary Responsibility and the Laws of Nature in streaming audio.)

Yes, yes, podcasts to come... just as soon as I find some spare time to figure it all out and set it up. (Volunteer help welcome!)



10:39:29 PM    comment []  trackback []

I just stumbled across The Enlibra Principles (on the US Environmental Protection Agency site):

The Enlibra Doctrine is an approach to environmental stewardship that was co-authored by former Utah Governor and later EPA Administrator Mike Leavitt and former Governor John Kitzhaber of Oregon. Enlibra, from the Latin, means 'move toward balance.' Enlibra is based on the dual concepts of balance and stewardship, and is built upon principles of flexibility, innovation, partnership and collaboration. The philosophy emphasizes collaboration instead of polarization, national standards and neighborhood solutions, markets instead of mandates, solutions that transcend political boundaries, and other common sense ideas that will accelerate environmental progress.

National Standards, Neighborhood Solutions - Assign responsibilities at the right level

Collaboration, Not Polarization - Use collaborative processes to break down barriers and find solutions

Reward Results, Not Programs
- Move to a performance-based, instead of process-based, system

Science For Facts, Process for Priorities
- Separate subjective choices from objective data gathering

Markets Before Mandates
- Pursue economic incentives whenever appropriate

Change a Heart, Change a Nation - Environmental education and understanding are crucial

Recognition of Benefits and Costs - Make sure all decisions affecting infrastructure, development and environment are fully informed

Solutions Transcend Political Boundaries
- Use appropriate geographic boundaries to resolve problems

There's a paragraph more (not excerpted here) for each of those points, which make it all sound less platitudinous. Does anyone know more about the history -- and the real impact -- of these principles?

(Leavitt of course presided over much of the Bush EPA's stealth deregulation program. Kitzhaber, OTOH, presided over some of the country's most forward looking sustainability initiatives. I'm always intrigued by strange bedfellows.)


8:21:50 PM    comment []  trackback []

You may have seen the new General Electric slightly-too-cute 'Ecomagination' ads (elephant impersonating Gene Kelly's great eponymous Singin' in the Rain dance number). It turns out there's a real story behond the story.

Friend & colleague Joel Makower (who had a hand in the GE strategy) recounts some of that story at WorldChanging this weekend. After describing the initiative -- which includes 'doubling its... annual revenues from ecomagination products and services to at least $20 billion by 2010' -- Joel comments:

Reasonable people can disagree on this, but it[base ']s hard to argue with Immelt's willingness to put his company out front of the debate in a very visible way. GE's goal is not to promote one or two energy technologies above the others, but to push them all aggressively. Washington could learn a lot from that strategy.

GE seems to be doing several other things right in making ecomagination central to its strategy. In many ways, it represents a textbook approach to what a major corporate sustainability effort can look like. Here are six specific reasons I believe GE is headed in the right direction:

  1. It's being viewed as a business opportunity....

  2. It's got solid top-level commitment....

  3. It's both aspirational and specific....

  4. They've done their homework....

  5. It's being integrated with the brand.

  6. They're in it for the long haul....
Time will tell, of course, how effective this strategy will be in helping GE gain business -- and shareholder -- value. If it works, it may provide a model for how a company can strike out as an environmental leader in today[base ']s cynical marketplace.

There'll be controversy, of course, including over GE's still unsettled PCB contmination legacy. But this is a Big Deal, if it's real. I suspect it is -- those 'six reasons' are a good market -- and the proof will be in the results. Yes, it's a drop in the bucket, but it's a helluva big drop -- and bottom line success at GE will have a more powerful ripple effect on other companies than a tanker truck of exhortation.

PS: Speaking of the risks, opportunities and business logic of all this, you can now listen my recent speech on Risk, Fiduciary Responsibility and the Laws of Nature in streaming audio.)

8:01:51 PM    comment []  trackback []

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