EVERYBODY IS INTO
SUSTAINABILITY
BUT NOBODY HAS THE CODE
PERCEPTION IS REALITY
Is Richard Branson saving the planet when he flies from London to Amsterdam with one of his 4 fuel tanks filled with a blend including basin oil and coconut oil? Is he proving that he is producing less carbon dioxide than normal jet fuel? Recent scientific studies have found that most bio-fuels cause more green house gas emissions than conventional fuel, if you take into consideration the emission costs of producing these green fuels. Branson obtained, however, a front-page article mentioning Boeing, GE and Imperium Renewable.
LIFE-STYLE
There is so much that can be accomplished by changing people's lifestyles and habits but who wants to do that, and how do you get credit for it?
Car-pooling never worked in California.
EVALUATION OF YOUR EFFORT
We need to understand how the public, the media, the shareholders and the NGO, will evaluate the Sustainable effort undertaken by major corporations. What are the glasses they use to look at what you are doing?
KEY WORDS
We need to understand the key words to use, and the key words to lose. We need to decode the reptilian brain regarding Sustainability.
PRIORITIES
What are the Reptilian Priorities (Air - Water - Food) and how do people react to the time frame (short-term, medium-term, long-term)? How do "good intentions" work when scientific evidence shows that these efforts are "not so good"?
YOUR ACTION ON CODE
Let's discover THE CODE and then analyze what part of your action/communication plan is ON CODE. You might be doing "Good things" which are not perceived as "Good Things". We need to understand Why?
YOUR GOAL
We will work with you on your list of questions, your goal and how we are going to measure the success of your politics.
MAKING A DIFFERENCE
THE CODE will help you stay at the leading edge. The way a business acts and is perceived is crucial to its success. How your actions toward Sustainability are perceived will make the difference.
ARCHETYPAL FRUSTRATION
There is an Archetypal Gap (frustration) between what people unconsciously expect (The Archetype) and what is offered to them. This creates an archetypal frustration.
Understanding the gap / frustration, will dictate our priority and how we should address them as well as communicate our actions. Because THE CODE is the access to the Archetype, we can resonate deep down with people's expectations.
QUALITY IS NEGATIVE
When we discovered that the 1st imprint of Quality was negative (we become aware of quality when something does not work) we had to change the way in which we communicated and motivated people concerning Quality. The whole dynamic was different.
DO IT RIGHT THE FIRST TIME
The same holds true for trying to get Americans to do it right the 1st time. Americans do not want to do it right the 1st time because they only learn by making mistakes. They have to make mistakes. When we discovered the code, the whole dynamic was different.
We might have to do the same with Sustainability. Understanding the dynamic of Sustainability might lead to a mind shift about how we perceive sustainability and what has to be done.
THE AGENDA
- 10 sessions in the U.S. (East Coast, Midwest and West Coast)
- WHEN: June, July 2008 - Results in August.
- Verification in Europe, India, China, Brazil
- COST: $135,000 for the U.S.A.
THE SUSTAINABILITY-PLAN OF ACTION:
WHAT? Break the unconscious code for sustainability. Discover the unconscious hidden forces behind this word. Remember we do not believe what people say, because they do not know WHY they are do what they do.
WHEN? Six to ten days in June-July 2008
WHERE? East Coast, Mid West, West Coast.
