重新定義商業環境

Redefine the Business Environment
安德魯.溫斯頓 Andrew Winston
瀏覽人數:1054


影片載入中...
環境責任是核心業務議題,而不是附帶議題。當企業把環境責任視為核心業務來管理時,營運就更能創造獲利。員工也會熱情對待自己為地球和自家公司所做的所有事情。

我在商業與環境的交集領域工作,已有12、13年。這是很有趣的轉變,我在職涯早期只是傳統的企業人士,處理策略和行銷議題。在這個轉變過程中,我經歷了很多「頓悟」時刻,其中很多與我們看待商業和環境的觀點有關。目前,企業處理環境和社會議題時,把它們當成業務中的利基領域。公司裡也許有一、兩個高階主管專注於這些議題,這像是附帶議題。

大約五、六年前,我經歷了讓我大開眼界的一刻,儘管多年來我一直在思考這一點。當時我參加一場活動,已故的優秀人士雷.安德森發表演講。他曾擔任規模十億美元的介面地毯公司執行長。他是1990年代第一位親身意識到,我們確實有必要改變營運方式的執行長。有位學生站起來,是個年輕的MBA學生,他說:「安德森先生,我怎麼知道自己在學校學到的知識是否正確?我怎麼知道教授明白這一點?」他說:「好吧,去黑板上畫一個圓,在裡面畫一個正方形。然後說,哪個是商業?哪個是環境?」那對我真是當頭棒喝的一刻。

我突然釐清了一直以來所想的一些事情。我們當時在那個房間裡,都覺得自己像個學生。這真的太棒了。它以視覺化的方式,深刻呈現從未有人教過我們的東西。我有經濟學的學位。我有MBA學位,我們上的所有課程,真的都沒有教我們這種東西,也就是商業實際上是存在這個更大的架構內,也就是地球。當你說出來時,聽起來如此顯而易見。

但地球是個封閉系統。它只能吸收這麼多的碳、這麼多的汙染。我們只能從中取得這麼多的資源。這些都是最基本的概念。不應把商業和環境的重疊之處,視為慈善議題,以為我們這麼做是因為這是正確的事情,相反的,我愈來愈它視為非常實際的、務實的議題。企業如果不處理這個議題,就無法營運,經營無法獲利。我們也不可能創造一個能容納七十、八十、九十億人的地球,讓人們享有良好的生活品質。

我們若是不轉變看待這個議題的方式,就會面臨一些很深刻的挑戰。我感到興奮的是,當企業做出這種轉變,當你目睹領導人做出這種轉變,他們就會採用不同的營運方式。他們的營運能創造更多獲利。他們的營運方式,我認為,讓公司裡每個人都更加熱情地看待自己的工作,看待自己對地球、對自己、對公司所做的事情。

(劉純佑譯)


I've been working in the intersection of business and the environment for about 12, 13 years now. And it's been a really interesting transition from an earlier career where I was just a traditional business person, working on strategy and marketing issues. And I’ve had a number of kind of “Aha!” moments that have followed me through this transition, and a lot of it's around how we view business and environment. Right now, company address environmental and social issues, and they treat it like a niche within business. They have maybe an executive or two focused on those issues and it's kind of a side issue.

And I had a moment about five or six years ago that was kind of eye-opening for me, even as I had been thinking about this for years. I was at an event. And the late, great Ray Anderson was speaking. And he was the CEO of a billion-dollar flooring company, Interface. He was really the first CEO to come to this realization himself, in the ‘90s, that we really had to change the way we operated. And a student stood up, an MBA student, a young guy, and said, “Mr. Anderson, how do I know if I'm learning the right things in school? How do I know the professor understand this?” He said. Well, go to the board. Draw a circle. Put a square in it. And say, Which one's business? Which one's the environment?” And this was kind of a wake-up moment for me.

I really crystallized everything that have been going on in my head. And we kind of all felt like students, I think, at that moment in the room. It was really nice. And it put this visual around something really profound that we're not taught. I have an economics degree. I have an MBA. And we're really not taught, going through all those programs, that business actually sits within this larger framework called the planet. And it sounds really obvious when you say it.

But the planet is a closed system. There's only so much carbon it can take, so much pollution. There’s only so much we can draw out of it. These are really basic ideas. And so instead of seeing the business/environment overlap as a kind of philanthropy issue, as something we do because it's the right thing to do, I've increasingly seen it as a very deeply practical issue, pragmatic. If business doesn't manage this issue, it's not going to be able to operate. It’s not going to operate profitably. And we're not going to be able to create a planet that houses and 7, 8, 9 billion people with a good quality of life.

So if we don't pivot the way we're looking at this, we're going to face some very deep challenges. And what’s exciting for me is that as business makes that change as you see the leaders make that change, they operate a different way. They operate more profitably. And they operate in a way, I think, where everyone in the company can feel much more passionately about what they're doing, about what they're doing for the planet, for themselves, and for the company.



安德魯.溫斯頓 Andrew Winston

作家,著作為《大轉折》(The Big Pivot),並曾與人合著暢銷書《綠色商機》(Green to Gold),以及著有《綠色復甦》(Green Recovery)。他為全球頂尖企業提供諮詢,建議如何因應各種環境及社會的挑戰,並從中獲利。


本篇文章主題商業模式