Going Green

June 18, 2009
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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.

Patagonia Strategy Map

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

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.

Patagonia Strategy Map

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


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