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Don’t “Adapt” to Environmental Trends, Changes and Regulations, Prepare for Them

The SSC Team November 22, 2016 Tags: , , , Strategic Sustainability Consulting No comments

Was Microsoft ready for mobile computing? Nope. But they didn’t need to be because they were busy preparing for cloud computing. Was Google+ the next gen social media powerhouse. Nope. But it didn’t need to be because they were preparing to pretty much become synonymous with “the Internet” through unprecedented search, advertising, subscription, and cloud-based tools (not to mention Google X).  

Business analysis often write snappy articles about how certain giants “failed” to take advantage of market opportunities, but they’re often looking at the short term view. Companies like IBM, Google, Microsoft, Union Pacific, Disney, Wal-Mart and so many others, are already thinking about their next thing, not just “the next big thing.”

“The truth is that once you find yourself in a position where you need to adapt, it’s usually too late,” said business consultant Greg Satell in a recent article in the Harvard Business Review.

Build a Better Business

Take the focus of being “agile” and “ready for the next trend,” and start focusing on developing a product, system, or service that is better than anything available – and be absolutely certain to be a leader on sustainability issues today. Don’t wait, or it’s too late.

Lead on Sustainability

Many firms approach sustainability as a checkbox. Don’t. Even if the pressure to develop a policy is coming from clients or regulators, develop a strategic sustainability policy and then just do one extra thing to advance beyond the baseline.

Maybe that one extra thing is writing in a lobbying effort toward an environmental regulation that will help give your firm a competitive advantage because you’re already doing so well in that area. Maybe that one extra thing is, not just reporting on emissions, but taking a small step in reducing them – lighting retrofits, solar panels, telecommuting programs. Maybe that one extra thing is engaging in a peer benchmarking study to see how far your organization needs to reach to get to the front of the pack.

As climate change effects become more acute and the global community begins to coalesce around ways to work together to make progress on combating it, don’t get caught playing catch up.

“Business that focus on solving big problems and are willing to invest in them for years —or even decades — can get a lot of other things wrong,” said Satell.

Climate change is a “big problem,” so get to solving it. It will be profitable for your firm and the planet itself. 

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