There are a number of ways companies are “greening.”
- Some are creating green initiatives and tasks
- Some are creating green strategic objectives
- Some are merely applying green make up
In all likelihood, the success will be based upon the level of seriousness and commitment the organization applies. This is a fad, and leaders will emerge. Those leaders will reap enormous benefits, the others will be average.
Traditionally, we have talked about 3 business focuses: Product Leadership, Customer Intimacy, and Operational Excellence. In each of these cases, you could link “green” strategic objectives, initiatives, and policies into each of these categories. You could also create a 4th category to trigger discussions about priority and focus of the organization. A great example here is Patagonia. They live their commitment to evnironmental stewardship as they understand their clients playground is the environment.
Sample Strategy Map – designed from public documents
During the 2008 Presidential race, Sarah Palin created a great amount of buzz for a number of products. Patagonia bucked the trend in support of their beliefs:
“Patagonia’s environmental mission greatly differs from Sarah Palin’s,” Patagonia rep Jen Rapp told the WSJ. “Just wearing the clothing of an environmental company does not necessarily make someone an environmentalist.”
- How committed are you to the success of your green programs?
- Are you ready to forgo revenue today, for sustainable benefits?
- Is green an executive agenda, a marketing initiative, or grass roots initiative?
Posted in Change Management, Operational Performance Management, Strategy Management, Targets 
