Sustainability creates employment opportunities, spawns innovation, and is based upon a sound economic principle of efficiency; just as the profitability of a capitalistic institution, i.e., a business, is largely dependent upon the the leveraging of efficiencies.
The trick is to get both sides, the Sustainability/ Environmentalist contingent, and the Capitalist/ Entrepreneurial contingent, to engage in open-minded dialogue to the benefit of both. The steps are sensible enough:
1) Get the attention of thought-leaders on both sides;
2) Get them seated at the same table to explore their common objectives -- the things that bind them are vastly greater and of more value than the differences (largely perceived, and born of overzealousness, rivalry and a general politicized bigotry);
3) Get them to understand that they can work together synergistically, to the benefit of both, and to the detriment of neither.
To quote a line from a movie, "What we have here is a failure to communicate."
The initial task of getting the parties to sit down together peaceably will require the skills of a diplomat, a moderator and a negotiator/ dealmaker. But this is a task that needs to be performed and rapidly. This failure to communicate and to collaborate costs every citizen of the world with every day that passes, both in terms of a struggling global economy, and an environment that is becoming increasingly toxic. -DC
SUSTAINABILITY: FUELED BY INTELLIGENT CAPITALISM
A Note to my friends, fellow TNNWC clients, entrepreneurs, thought-leaders, strategic planners, marketers, financial service providers, bankers, environmentalists, ecological activists, nature-lovers, bakers and candlestick makers:
Capitalism is not a bad thing, per se. At its core, it is a system where profits are gained by those able to provide a product or a service at a fair (determined by a theoretical "free market") price. Money (i.e., currency) is supposed to be a simple medium of exchange, and a convenient method of storing value or wealth.
Money is useful for accounting purposes and is much more efficient to use than negotiated barter for most of us.
For example, when I visit an e-commerce site to buy vitamins, or [even better], to pre-order sustainability expert Eric Lowitt’s breakthrough book, titled, “The Future Of Value,” on his site or through Amazon.com, I usually have to use a credit card or PayPal account, as there is almost never a “how many goats will you give us for your order?” payment option when I finally go to checkout after reviewing my shopping cart.
Putting monetary and fiscal policy aside (and notwithstanding the government's playing with the economy, or the inequitable distribution of wealth and privilege in many countries), and speaking to small business owners, captains of emerging enterprises and innovators worldwide, Unmitigated Greed, Shortsightedness, And Ignorance are the parasites which have invaded and converted the innovative and inviting DNA of capitalism and have turned it into a corpulent, lethargic sea slug with a sense of entitlement, a sociopathic demeanor and a horrible reputation.
But compassionate capitalists (I consider myself to be one of those), see the motivational potential in capitalism -- its potential for inspiration, productivity, jobs creation and for philanthropy. There is still a hidden heart of nobility in the body of capitalism.
We must nourish that part, that heart, and use capitalism as a motivator for long-term good. The very Human force which makes capitalism possible is entrepreneurship. As an entrepreneurial rising star, or as the CEO of a Fortune 1000 Company, it is incumbent upon you to use resources efficiently, i.e., to maximize the yield on assets and minimize any waste, in the interest of generating continuous profits, and accumulating wealth and genuine value over the longer-term.
That is precisely why I think that those of us who are visionary compassionate capitalists (and who are infused with the entrepreneurial spirit) should be more supportive of our neighbors who are screaming at us (as we back our gas-guzzling limousines out of the meandering driveways of our gated mansions, leaving tire marks on the lawn and knocking over garbage pails and mailboxes with callous impunity) about "thinking green."
That is also why you green beings should stop pointing a generalized finger (whichever one you ordinarily use) at all of those who strive to better themselves and to earn more money to build fortunes. We are not all evil. The system is quite corrupted, but has some salvageability in helping you folks o' the forest (just being silly, here – humblest apologies to those lovely wood nymphs!) to build the planetary future and the better, healthier standard of living that we all truly want.
Perhaps we need a clever slogan to just break the ice…something like: “Get.” More Green By Going Green The irony is that the term “green” symbolically unites both sides. And also, just from the standpoint of practicality, using a bitter slogan (bumper sticker material) like “NEUTER THE POLLUTER!” will probably not engender friendly, open dialogue.
We need to help each other. We need to work together. There is a great prospect for genuine symbiosis, collaborative synergy and wonderful, new, innovative solutions to so many of the world's problems by our becoming better friends... –Douglas E. Castle
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