Proud To Pay Taxes: How Corporations Can Take Sustainability More Seriously

Sustainability gets higher on the policy agenda of many corporations. Not only in the light of climate change but also in terms of fair working conditions, health, gender equality and other Sustainable Development Goals. Some corporations take sustainability as seriously as they can throughout their organization and value chain. Others may still see it more…

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How This Company Takes Sustainability To The Next Level—With Toilet Paper

With sustainability getting higher on the agendas of companies and governments, the importance of inspiring, illuminating examples increases—especially in the light of this week’s UN Climate Change Conference in Madrid (COP25). In virtually every industry you have them: companies that are far ahead of the curve in taking sustainability seriously and integrating it into the…

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How To Bring Sustainability To The Masses: Tony’s Chocolonely’s Impact Strategy

Tony’s Chocolonely is a Dutch chocolate manufacturer producing wildly exotic chocolate with flavours like “dark milk pretzel toffee,” “white raspberry popping candy” and, my favourite, “milk caramel sea salt.” They are not an ordinary chocolate producer. Their primary goal is not financial success. As it says on every chocolate bar, their goal is “towards 100%…

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How To Turn Sustainability Into A Winning Strategy—A Trojan Horse Approach

Business contributions to the Sustainable Development Goals (SDGs) are far from being on track, a recent global CEO study by the United Nations Global Compact and Accenture Strategy shows. At the time of formulating the 2030 Agenda for Sustainable Development in 2015, 90% of CEOs said they were personally committed to ensuring that their companies lead on the…

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Starting Your Strategy With ‘Why’? Consider These Risks Too

For already a decade, Simon Sinek’s book “Start with Why” and his “Golden Circle” are wildly popular. Millions have bought the book and tens of millions have watched Sinek’s TED talks over the past years. Furthermore, looking at all the four and five-star ratings, reviews and testimonials, Sinek’s ideas are appreciated too. Despite this great uptake—and also because…

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The Single Question That Every Strategy Should Answer

In one sense, strategy is very complex. As discussed in my previous article, strategy consists of no less than ten elements that are all related, constantly changing and even complex in and of themselves. Gaining good insights into these elements and their relationships, managing them and changing them is a real challenge, especially in today’s VUCA market conditions. In another sense,…

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The 10 Ingredients That Every Strategy Should Have

In a recent post, I asked the overly pretentious question “What Does Strategy Really Mean?” and I answered this question by giving the following definition: an organization’s strategy is its unique way of sustainable value creation. This definition tells you that a strategy explains how an organization creates value for its customers in a way that is distinct from its…

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