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- 21st Turtle Media Consultants
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- 1. The business concept in brief
- 2. Introduction & a few definitions
- 3. Rethinking sustainability
- 4. Sustainability at work
- 5. Your 21st Century Sustainability Agenda
- 6. 21st Turtle at work
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- 1. A flexible international
network of creative independent people and associate groups who stand
ready to ...
- 2. Put their exceptional
backgrounds, verve, technical competence, imaginations & energies to
work...
- 3. On the single important task –
that of getting the challenging message of sustainable development across
to...
- 4. Companies, communities, schools, and governments around the world --
and of course people who want to know and need to act in light of that
knowledge.
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- 2nd Opinions * Awards Programs * Beta Tests * Books * Briefings * Cartoons * Collaborative supporting
research * Competitions * Conferences * Content providers to the
Web * Creative
confrontations * Curriculum
counsel * Debates * Demonstrations * Distance
presentations * Exhibits * Fund raising * * Futures Studies * Happenings * Idea mongering * Illustrative graphics *
Interviews * Kit building *
Media campaigns * Museum programs * Music & Sustainability * Panels * Partner Searches * Photographs * Play projects * Polls * Projects focusing on children * Public interest representation * Public meetings * Public recognition * Radio programs * Rapporteurs *
Roundtables *
Scenarios * School programs * Seminars * Speakers bureau * Special events * Special issues of magazines * Speech Writing * Surveys * Sustainability & the arts * Talent scouts * Team builders * Television specials * Tours * Videoconferences * Videos * Virtual Conferences *
Working The Web *
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- Businesses seeking to place themselves in this uncharted, fast-paced new
market and production environment
- Public sector institutions in search of new policies and practices to
move them toward sustainability
- Leading-edge innovators needing new levels of support & visibility
for their sustainability ideas
- Media groups seeking intriguing new content
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- Deep background & experience in sustainability issues
- International coverage and competence
- Fully geared to inter-cultural work
- Cross-disciplinary by profound, ingrained habit
- Accustomed to working across public/private interface
- Hands-on project level implementation experience
- People skills
- Communications oriented
- And you won’t be bored.
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- Tackle socially significant assignments
- Work hard (when you want to)
- Work smart (all the time)
- Make a good living
- Find strong partners & enjoy great company
- Have a good time
- Use best technology to get all this done
- And try to be sustainable in our own lives.
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- Individual & team assignments.
- Associates network developed through decades of successful international
cooperation & execution
- Track record & full international references.
- Directed by Eric Britton & Dieter Hagenbach
- Open to discussion & the coffee’s on us.
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- 21st Turtle
- Media
- Consultant
- Sustainability
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- = the plural of medium
- medium: n [L. medium, the middle, neut. of medius, middle]
- A means of expression as determined by the materials or the creative
methods involved.
- An agency by which something is accomplished or conveyed.
- Or…what you absolutely
must have control of to get anything accomplished.
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- consult, v,t. [L. consultare, freq. of consulere. to deliberate,
consider, ask advice.]
- 1. to ask advice of; to seek the opinion of, as a guide to one's own
judgement.
- 2. to seek information or facts from.
- 3. to consider; to show regard for; to have reference or respect to in
judging or acting.
- 4. (a) to confer about; (b) to plan for.
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- = the opposite of profligacy (our definition)
- profligate, a, [L. profligatus, pp, of profligare, to rout, to ruin; pro,
forward, and fligare, to drive or dash.]
- lost to principle, virtue, or decency.
- abandoned to vice.
- extremely wasteful.
- recklessly extravagant.
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- Right enough of course. But, you
must admit, a bit negative. And a
rather hard sell?
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- Probably the best way to make money in the long term in the emerging
competitive environment
- Early entry can bring multiple advantages
- Many interesting things already going on (so some useful “templates” are
emerging)
- Imparts a positive (and deserved) public image for those who can achieve
it
- In a phrase, a business for its time.
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- The basic concept from the outset (1987) for many people had a negative
ring (a la Club of Rome, or go put on a sweater)
- Those best placed to make the point (i.e.,the scientific community) have
consistently demonstrated poor communications & people skills
- Most sustainability statements and propositions still have an
unrealistic, hand-ringing quality
- Requires a radically different mind set and work organization for all
directly involved
- An unfamiliar sell (which can also be a real advantage)
- Control freaks hate it (and fear it)
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- Carsharing works - Believe it or
not!
- The tire industry gets
“sustainable”
- The end of kilowatt hours
- Even elevators do it.
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- 1000 households in a place get together & decide that,
- By working with a consortium of local planning authorities, transport
operators, cab firms, car rental agencies,
- They can get by with 50 technology-linked shared cars instead of 700
individually owned vehicles (as before),
- In combination with improved public transport, cycle lanes, and back-up
services,
- And save $2-5,000 each per year.
- THAT is sustainable! (See www.WorldCarshare.com)
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- Heavy truck tires & aircraft tires now being increasingly provided
by "tire service companies"
- Instead of selling physical products (tires or retreads), they sell tire
services: monitoring tire wear & use, replacing tires as required.
- Works thus far with vehicle fleets (anyone say “carsharing”)
- These tires get better mileage, permit more rational retreading and
repair (thus saving resources), offer cost savings for client.
- And puts any tire group that has refused to spot this pattern in an
increasingly difficult competitive situation.
- PS. This pattern was clear by 1980 (and our clients got it!)
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- Southern California Edison was among the first energy firms to sell
energy services to their clients, and not kilowatts. This meant that
they had to rethink and revise their products and delivery patterns
radically. They have made money doing it, and the pattern has spread
fast.
- Dow Chemical early on began to “rent” some toxic chemicals to clients
rather than selling them, thus closing the ecological loop, staying
clear of regulators & law suits, & making money in the process.
- Some elevator manufacturers now offer "elevator services"
(long term contracts for maintenance & operation) in place of old
strategy of just selling elevators & leaving the service to whoever.
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- Radically different mental maps
- And internal organization
- Ability to balance production & today's cash flow with entirely
different products & productive environments that are sure to follow
(& very quickly)
- Information & feedback intensive (so best to be very good at it)
- Brainpower & creativity are critical
- As is an unslakeable thirst for innovation
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- Is consistently on the lookout for huge improvements in resource
efficiency at every step along value chain
- With parallel, anticipated reductions in pollution & external costs (which
anyway are increasingly going to be penalized)
- Targets service delivery (with higher profit margins), instead of the
old physical product (Dawkin’s “lumbering robot”)
- Incessantly works to redefine itself
- Works up, down and across the supply & distribution chain
- Is an expert battlefield leader, communicator and negotiator
- Puts the premium on brainpower (intellectual capital)
- Uses that, and leading edge technology and management science, to
achieve its ambitious objectives
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- Brainpower & innovation in adequate variety & quantities needed
to prosper in this new hot-house environment do not flow from top down
- But you may have it already, without being aware of it.
- You may however need to learn to unleash self-organizing systems
- Which means constant, meta-controlled experimentation (i.e., removing
all fear of (early!) failure)
- And far-reaching dialog & communications: in-house, along full value
chain, customers/users, & well beyond
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- Have you given any thought to this?
- The world will never start to become sustainable until you start to do
so. Yes, that’s right! YOU!
- Is that true? If so, where does
one start?
- Well, what about this? Maybe someone out there can come up with a
“Personal Sustainability Calorie Counter” which at least you and I could
begin to apply for ourselves.
- We need some sort of handy metric, so that each of us can begin to get a
better feel of how we are doing, sustainably or otherwise. Some sort of measure of, say, our Sustainability
Quotient (SQ)
- Maybe our PSCC could start with a base year, for example 1997, and help
us to tally our score for that year.
- But what sort of things might go into it?
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- How many cars in my household? (look in front of my house)
- How many kms did I drive last year? (check odometer)
- What % of the time am I alone in my car? (quick calculation)
- Approximate air mileage logged in last full year?
- # hours I spent in an air-conditioned environment?
- % I calculate that I am overweight?
- Am I careful to check the point of origin of the food I buy?
- How many hours per year do I carry out volunteer or unpaid work for
others?
- How many people did I fire or lay off?
Did I give work to?
- Credit card debt? What % of my average monthly income?
- What about sorting my garbage? (a little, a lot, none at all?)
- Etc. (But not a lot more, otherwise we lose too many people. We are, after all, prodigal daughters
and sons, not ready to ascend saints.)
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- The objective: Not to be perfect today, nor to get perfect overnight.
But to see if we -- you & I -- can perhaps do a bit better this
year.
- Of course it must be easy to do, otherwise we never will get around to
it. It also should be, somehow,
interesting and compelling.
- Surely it must not moralize or demean. Most of us are a bit too fragile
for that.
- Some may want to compare & compete, others not. That’s a personal
choice.
- If you and I can begin to make a bit of progress ourselves, maybe we
then could share this idea with those closest to us.
- Might it make a difference? Start
something that might?
- Might it give some of us -- as thinkers, innovators, decision makers,
policy types, and role models -- a few new ideas as well?
- And, while we’re at it, why not a SCC for cities, with government
figuring out some ways to reward strong performers, & help &
encourage the rest?
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- The world’s just gonna pass you by.
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- There is none.
- Each is unique, sui generis.
- However they have, at the core, certain things in common
- All involve & point up legitimate sustainability issues.
- All are cross-disciplinary and cross-cultural.
- Require original thinking.
- Are team projects, with energetic client participation.
- And communications intensive.
- The starting place is you and those around you- more than half of the
answer comes from inside.
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- The next step is to stand back with the client and project team and
review, slowly and critically, the precise bottom-line objectives of the
venture that is about to get underway
- This critical process (not always that welcome) often brings up a fair
number of challenges, which may lead to changes to the anticipated or
usual way of going about the whole undertaking
- This is high energy path and not altogether comfortable process for
certain personality types and organizations
- Our commitment however is to success, and not to personal comfort
levels.
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- Listen
- Observe
- Confer
- Reflect
- Play
- Communicate
- Organize
- Write
- Edit
- Design
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- Specialized consultants
- Media entrepreneurs
- Technology mavens
- Change agents
- International scouts, networkers & team builders
- Dedicated users of market forces
- Social activists & supporters of innovation
- Cultural impresarios (whatever that may be)
- Listeners and negotiators
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- Private sector
- Innovators advancing new concepts
& practices
- Public sector agencies, groups
& institutions
- Media groups
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- Wide open brainstorming to identify & cross check target objectives
- In-house roundtables to map state of sustainable thinking &
practice.
- Identify leading players & champions for eventual projects, actions
- Determine if group “sustainability-quotient” needs more work and
development, and how that might best be done
- Review eventual in-house S/D projects or actions -- for further action
and/or possible media treatment
- Organize outreach roundtables with suppliers, downstream partners, local
government, labor unions, etc. to brainstorm, discuss
- If needed, help to develop a sustainability agenda
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- Review operations & plans
- Provide independent 2nd opinions & counsel
- Provide independent technical reviews for sponsors/partners
- Analyze potential for increasing market orientation
- Set up & help run supporting public/private roundtables
- Provide counsel on media and public relations campaigns
- International partner searches
- Seek out additional funding sources and mechanisms
- Media support
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- Find & secure cooperation of ‘champion’ for the activity
- Review international S/D inventory for candidate ideas for their region,
community or service area
- Develop initial shortlist of projects and approaches for screening
- Shortlist key units, institutions & people to be involved.
- Organize internal & public/private roundtables to extend project
reach
- Develop detailed work plan (securing all necessary support)
- Accompany & counsel project execution (lightly & discreetly)
- When completed, organize follow-up, propagate & support
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- Brainstorm to target objectives
- Identify/review leading S/D projects to come up with...
- Short lists of candidate projects/groups for media treatment
- Contact sponsors & negotiate overall package
- Create positive working relationship with key public groups
- Work up sketch scenario(s), review and revise as needed
- Cooperate in storyboard development
- Technical & media counsel over project duration
- Assistance in international marketing and distribution
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- All projects are co-generated, scoped, tailored & budgeted
- 1-5 days in-house work with client required to prepare larger projects
- Initial project plan & objectives summarized in single page
- Projects involve continual interaction with client over duration
- Timely task execution and support at all stages are vital
- All projects contain bail-out contingency.
- Client capabilities & personnel used whenever best (thus ensuring
ownership & leaving main product in house)
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- 21st T projects are communications intensive
- Close, direct electronic interface over duration
- All partners & associates linked via SOA electronics
- Videoconferencing used to connect partners on all major projects
- Private, secure Web sites used for larger projects
- Short weekly progress reports by email & videoconference
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- Remember that earlier allusion to downsizing… but of resources, not of
people?
- 1. Well, if your organization
aspires to become sustainable, the first step is to understand that one
does NOT begin by firing people. To the contrary.
- 2. People are IQ? Why would
anyone ever want voluntarily to reduce their IQ? Isn’t there something
strangely wrong here?
- 3. So, you retarget so that your
firm or agency radically redraws its strategies & resources in order
to maintain as a priority (& preferably slowly increase) the number
of people whom it ‘nurtures & draws on”.
- 4. And if you counter here by saying “but not in our case”, is that
really not just an admission of your limitations as a manager and
leader? In other words, you are somehow failing to find the IQ in your
group and put it to work.
- 5. Which probably means too that you have put a lot of things ahead of
your people (which, by the way,
is not sustainable)
- 6. Anybody still there?
- So, here’s a path that 21st Turtle proposes you may do well to reflect
on ...
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- 7. Is it likely that if we do not
turn around our decades-long practice of substituting technology for
people, and begin instead to cherish, free and support our brainpower at
all levels, major portions of our organization will be destined just to
wither away?
- 8. Might it be that, if we find a
way to alter radically our thinking & practice & turn this place
(company, agency, town) into a hive of employee-generated
entrepreneurial activity with new lines of business, new products and
new methods constantly spilling forth, we would thereby be guaranteeing
our long term prosperity and existence?
- 9. Can you imagine? If you can
help to make, to begin that transition, what it would be like to work
and be there?
- 10. And you’d be a hero.
- 11. Or would you prefer to move into a gated community, buy a gun and
try to live in a two-speed society?
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Notes