A1: How can I convince my boss to turn our company into a socially responsible one?
First, thank you for considering the importance of engaging your business, and your boss, in a program of greater social responsibility. People like you will indeed make a world of difference!
The good news is that there are a number of ways to convince your boss to guide the business along a more responsible path. Of course, the best approach, and the best way to take the approach you select, depend a lot upon your boss and the relationship you have with him or her, but there are some general considerations which may help you to structure the best approach.
In most cases, I would think about seven related elements, with the content of each aligned with the overall goal you have set. In general, I would recommend that the following elements be considered in your approach.
- Understand your boss: First, I would try to understand the most important rationale from your own boss' perspective on the issue -- what would motivate him or her to be more responsible as a company. The personal motivators need to be understood clearly. Is it creating hard benefits like enhancing a product proposition? Building corporate PR value? Responding to a concern about community or environmental shortfalls? Or, for more altruistic leaders, is the decisive element likely to be reinforcing the role in the community, becoming a more attractive corporate citizen or some other broader objective.
For the more literary minded bosses, there is a whole chapter in The New World Edition (due out by end of year 2001) setting out the arguments for a more socially engaged model of responsibility.
- Be thoughtful about how and when you raise the issue: Second, the time and approach need to be right as well. For a boss who likes to understand issues privately first, perhaps a one on one meeting would be right as a first step. For others, more sensitive to group dynamics, a larger group may be more persuasive as a first session on the issue. Or, for others who are more open-minded about group discussions, an open meeting, strategic planning session or off-site may be a good forum to open the dialogue.
- Be concrete about the recommendation: A general argument will be less telling than a specific suggestion to back a local community issue or support a more responsible environmental initiative. So it may be best to pick one issue, recommend one action and explain why it is in the best interest of the corporation to engage in the effort.
- Set a personal example. Your own belief and support will be critical to the credibility of the request. Confirming your personal commitment and willingness to lead or to participate in the effort will be essential. So be ready to be part of the team once you have achieved your objectives!!!
- Enlist support: You may well be more likely to get things moving in a new direction if you can enlist the support of other influencers on the decision-maker. Valued advisors from within the company and from the outside (even wives or husbands may count!) can be essential contributors to the achievement of the desired outcome.
- Be creative: Just another request for funds for a local charity may not get you where you want to go. Considering creative activities, particularly those which draw from existing corporate skills or assets or which support the commercial goals of a business may be better received. Breaking out of the box can also be fun as well as effective!
- Refer to other examples and spread the word: It may well be easier for many bosses to move forward on a more progressive path if they feel they are not alone in the effort. Using examples, some of which can be found here, or on the web sites of companies like DuPont, BP-Amoco, Coca-Cola, Microsoft (GAVI) and others may assist in your efforts. So can the World Bank, Pew Foundation and UN sites. Do not be afraid to use examples of other company's successes and initiatives in the area to support your arguments -- it will reduce the apparent risk from your bosses' perspective, which is a subject we are all familiar with!
And don't forget that your own efforts can be multiplied if you tell other people what you are doing -- you may well inspire others or give them the extra bit of courage to commit to something greater themselves!
And, of course, the book World of Risk and accessing this site may help to support your efforts and provide a more comprehensive understanding of the reasons why we need to do so much more as individuals and as business leaders if we are to create a sustainable future for everyone.
A2: Is it only companies who can make a real difference, or can individuals make a difference too?
Effective action by individuals as well as companies is absolutely essential to make it all work. For some of us, our greatest contribution may be as individuals, while for others it may be to redirect some of the efforts of our organisations into activities of greater responsibility.
Of these, helping to design and fund a Himalayan Cataract Project in a poor country is an example of an activity which could be personal rather than corporate. There is no need to be an expert on cataract surgery to obtain the support of friends to put together an effective eye care program.
Any effort you can make will be beneficial and much appreciated - as an engaged individual or as a leader in moving your organization forward.
A3: There's a lot of "risks" out there, are you hopeful for the future?
At the same time that we live in a world of large and escalating risk, we also live in a world of great opportunity for positive change. Each one of us can indeed make a big difference. The long list and sheer size of the problems should not put us off - understanding the nature and scale of the challenges is only a first step toward designing and implementing programs of change. With the support of dedicated and thoughtful individuals like yourself, we can attack these problems with a much clearer sense of what is needed and a shared sense of what needs to be done. We can muster a much greater effort to reverse negative trends we can see in so many situations and challenges.
I am very optimistic that we can improve the overall state of affairs dramatically when we set our minds to the need for change. That optimism is founded on a proven collective ability to solve problems of this magnitude and Individuals - like yourself - who can find the energy and the commitment to make change happen.
Even collective programs begin and end with individual insight, commitment and action. With dedicated individuals committed to driving change, we truly can find the levers to move the world.
A4: What can I do?
The next steps are simple - pick one issue, take one action, and spread the word of your own efforts to encourage others. That issue and action can be within the context of your business, linked to participation in your professional or personal organizations, or just inspired by your independent and individual willingness to contribute to change. The most important element here is action- for we must all be prepared to take action to reflect our true values and to achieve our most important goals.
Your efforts will be appreciated, not just now, but in a future which can be made much better as a result of the efforts you make today.
