A sustainable company considers social, economic and environmental factors to ensure its continuity. In addition to economic profit, it will seek to maximize its positive impact on society and the environment. In this context, the ideas of John Kotter, a leader in business, change and leadership, highlight.
In his book Leading Change, Kotter proposes 8 steps to achieve business sustainability.
According to this approach, the starting point would be to create a sense of urgency: expose data, create debate and try to get people to come to the same conclusions about how change could overcome difficulties or exploit new opportunities. Next, in commitment to change, it will be necessary to identify among people at different levels and functions those with the same vision and get them involved. In In Kotters words, coalition building.
As a third step, we will need to create a strategic vision: that is, to recognize the key points to achieve the benefits of change. According to the next step, this vision of change will need to be easy to convey, to get more and more people involved in implementing it. Aware of the change, we will try, as a company, to remove barriers such as inefficient processes and archaic rules. Freedom to work beyond limits. It is advisable to track progress, communicating short-term wins to reinforce the process. Kotter stresses the importance of maintaining and building on this change, always looking for ways to improve despite achievements. The last step will be the establishment of the change to the company culture, a moment when this change is already the habitual way of working.
Reinforcing this importance of corporate sustainability, we have the words of the “guru of good capitalism” (a nickname given by El País to Paul Polman) are another example of leadership in sustainability. Polman explains that the purpose of business is first to serve society. To exist as a company in the future, “you must contribute positively in the present.”
Integrating sustainability change will increase the positive social impact of business. And, as Polman puts it, “we can’t choose between economic growth and sustainability, we must have both.”
Beyond insights
Find relevant research, thought pieces and client stories