REALeadership
Igniting Sustainable Growth,
Innovation, and Value
Will Marre
The world has
Changed
Stockholder Capitalism vs.
Stakeholder Capitalism
Alan Greenspan, Oct. 2008
“Those of us who have looked to the self-interest of lending
institutions to protect shareholder equity…are in a state of
shocked disbelief.”
“The whole intellectual edifice collapsed.
This modern risk-management paradigm
that held sway for decades, the whole
intellectual edifice collapsed.”
ME ME ME ME
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ME ME
ME ME
MEME ME
MEME
ME ME
ME
ME ME MEMEME ME
ME
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MEME
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ME ME
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ME ME ME ME ME ME
ME ME
ME ME
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MEME
ME
ME ME
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ME MEME ME ME
ME
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MEME ME
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ME ME ME
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ME ME
What if there was
another way?
Human Capitalism:
The greatest good for the greatest
number of people producing the
greatest good for each individual.
- John Nash
Revolutions
1
Reality Changes

Old models don’t work.

Old assumptions don’t produce results.

Collapse of business as usual.
Source: Tim Sanders, Saving the World at Work
We Have a Problem
Say companies have
a responsibility to
solve social and
environmental
problems.
83%
Say they would switch
to brands that are
socially and environmentally responsible.
problems.
87%
Want to work for
companies that
directly contribute to
solving social and
environ. problems.
80%
Say they want to
personally create
social/environ.
benefits but aren’t
sure what to do.
81%
CONSUMERS EMPLOYEES
88%
Distrust Big
Companies
86%
View Business as
Negatively Impacting
the Public Good
76%
Have observed
illegal or unethical
conduct by their
employer in past
12 months.
Believe business has a
direct responsibility to
help solve social and
environ. problems.
84%
LEADERS
80%
Don’t believe
their company
honors their
values and
commitments.
75%
Say they need to
do better to fulfill
their social and
environ. Responsibility but aren’t
sure what to do.
Sources: McKinsey & Co., Cone Marketing, Harris
Revolutions
2
Values Innovation

1776 - Bill of Rights - Personal Freedom
Counterforce:
Monarchists -
 1860’s - End of Slavery - Human Rights
Counterforce:
People are Property

Counterforce:
Tough luck is
1933 - Social Safety Net - Civic Social Responsibility
just tough.

2008 - Sustainable Future - Corporate Social Opportunity
Counterforce:
Green Washing
Source: Tim Sanders, Saving the World at Work
New Business
MODEL
We will no longer tolerate the
destruction of our
environment
exploitation
or the
of our lives
as necessary for progress.
Corporate
Social
Responsibility
A business commitment to
environmental, social, and
economic sustainability.
Corporate Social
Responsibility is
incomplete thinking.
Create a New Success Story
OFFICIAL STORY
Mission Statements
Values Statement
TRUE STORY
Drama
Drama
Drama
Drama
Drama
Drama
Drama
Drama
Drama
Drama
What Gets
Measured/Rewarded
What People Really Do
Drama
Business Objectives
DramaDrama
Drama Drama
DramaDrama
Reality of Current
Marketplace
The new goal of humanity is
Sustainable Abundance
People + Planet
Abundance
Sustainable
Profit
Full Engagement
Commitment | Pride | Performance
1.Commitment to Organization’s mission and goals.
2. Employee pride of belonging.
3. Willingness to give ones full and best
efforts.
Source: Towers Perrin 2007-2008 Global Workforce Study
The power of a brand comes from
Your Motives
Levels of Organizational Motivation
4. CHANGE THE WORLD - My work expresses my core values.
3. ACHIEVE GOALS - Grow and excel.
2. BEAT THE COMPEITION - Win
1. SURVIVAL - Save my job.
The New Movement: CSR - CSO
Improve
Lives of
People
Health
of our
Planet
This is the
To Make a
Sustainable
Profit
TRIPLE BOTTOM LINE
CLUELESS
(What cause?)
REPUTATION
(Cause Marketing)
Exxon
Patagonia
Chevron
GM
DOW
A Million
Dinosaurs
STRATEGY
(THE CAUSE)
Unsure
Toyota
Virgin Air
Starbucks
Apple
Grameen
Bank
GE
Nestle
Fast
Followers
Laggards
Clifbar
Newman’s
Own
Whole
Foods
Early
Adopters
Leadership of the Past
GAIN
GROW
GIVE
Vision is a
Metric
Acquire,
Fire,
Divest
Image
Ebita
Leverage Assets
Public Relations
Moral justification of unrestrained self-interest.
Revolutions
3
Business Innovation

Disruptive innovation creates new
products, new methods, new solutions
and…
Steals dinosaurs’ customers.
What’s Your Paradigm?
95%
of our thoughts are
automatic.
To think new
thoughts…
We need a new
perspective.
REALeadership
Responsible
• Take Responsibility
• Promise to Make Your Difference
Legacy
• Design, Desire, Drive
• Extreme Expertise
Abundance
• Unique Value
• Eliminate Waste
Sustainable
Abundance
Ethics
• Greatest Total Value
• Good, Grow, Gain
Be Responsible. Be Relevant.
Stakeholder Concern
Engage
Unique
Engagement
Human Rights
Education/Arts
Environment
Oppression
Ignorance
Collapse
Peace
Health
Wealth
Violence
Disease
Poverty
Strategic Excellence
Brand Soul
Unique
Value
Stakeholder Concern
Engage
Environment
Conservation
Green
Business
Renewable
Energy
Global
Warming
Pollution
Abatement
Water &
Resource
Depletion
Strategic Alignment
Execute
The Personal Revolution of Both+And
Values is a Profound Leadership Moment
“
When our thinking is no longer limited by
what you think you can afford we are free
to create unlimited value that becomes the
source of growth and prosperity…
”
Leadership of the Future
GOOD
Improve the Quality
of Everyone’s Life
GTV
GROW
Innovation to
Benefit Humanity
Create New
Value
GAIN
Unique Value
Advantage
Sustainable
Abundance
Strategic justification of morality.
Socially-Strategic
Branding
Noble Intent
Hardest to duplicate and to do well,
source of greatest brand loyalty.
Easy to duplicate,
highly competitive.
Easiest to do - Many others
do the same thing.
IDENTITY
(EMOTIONAL)
VALUES
Good for all.
BENEFITS
FEATURES
FUNCTIONALITY
(RATIONAL)
Good for me.
YOUR CAUSE IS the “Secret Sauce”!
Turning Your Cause into Your Business Model
High Purpose Branding
PHYSICAL
EMOTIONAL
Design
Story
+
MENTAL
SOCIAL
Growth
Connecting
+
SPIRITUAL
IDENTITY
Values
Fulfillment
6 SOURCES
OF HUMAN
ENGAGEMENT
Brand Voice
The Hero and the Outlaw
Archetypes are “Blueprints of Meaning”
Stability & Certainty
Belonging &
Enjoyment
9. Caregiver Mayo Clinic
10. Regular Guy/Gal Ben & Jerry’s
11. Lover - Godiva
12. Jester - Las Vegas
1. Creator - Martha Stewart
2. Ruler - AmEx
3. Sage - Oprah
4. Innocent - ClifBar
5.
6.
7.
8.
Fulfillment &
Independence
Hero - FedEx
Outlaw - MTV
Magician - Google
Explorer - Jeep
Risk & Mastery
Source: Margaret Mark: Strategic Insight
ICE AGE
Improve human
quality of life.
Solve environmental
problems & shortages.
HOT ZONE
COOL ZONE
CSR - Corporate Giving,
Volunteering, Compliance
How Great Do You Want to Be?
BEST IN
WORLD
BEST IN
CLASS
VERY GOOD
GOOD
GONE
PEOPLE
Abundance: What’s Your “Z” Factor?
CVS Bandages
Walgreens
Baby Powder
Features
Better Band Aids
Band-Aids
Costs
Tylenol
Tylenol
P.M.
Rx
Advil PM
NyQuil
Generics
Realize
Process
Excedrin
Benefits
PLANET
Johnson & Johnson
New Business Model
GOOD
GROW
GAIN
INVITE
MARKETPLACE
New Innovation Framework
New Leadership Paradigm
PEOPLE
+
PLANET
+
INVENT
+
PROFIT
WORKPLACE
+
IDEALIZE
COMMUNITY
Getting to the Whole
Enterprise Transformation
STRATEGY
Marketplace
WE 2.0
Engaging customers, employees and
the community in your unique value
(Z Factor), online and in-person.
BRAND
Community
CULTURE
Workplace
INVITE
MySpace
LIVE STRONG
 NIKE FOUNDATION + LANCE ARMSTRONG FOUNDATION
 $70M - WRIST BANDS
 LANCE ARMSTRONG COLLECTION - 100% OF PROFITS
INVENT
INVENT
Social Wiki for Big Brain
Neuro Scientists.
Online Education
Platform for High School
Teachers and Students.
Micro-Finance
More
Entrepreneurs
Money
Village
Entrepreneurs
Education
Consumption
Profits
Investment
IDEALIZE
Harmful Toxins
Eliminated
Highly
Recyclable
More energy
efficient.
Longer lasting
battery.
Reduced
packaging.
IDEALIZE
IDEALIZE
What’s the best thing
you can imagine?
DOING, SUPPORTING, INVENTING
Just Start
DESIRE
DESIGN
DRIVE
Legacy
Our whole world is…
G.R.O
.W.
NEW VISION:
Way
Forward
What are you
trying to
accomplish?
How might you go about it?
Goal
What might get in the way?
What do you want?
How might you overcome that?
What and when is the next step?
What is the first big
step toward your new
vision?
What is the first action?
How do you measure
progress/success?
Option
s
Describe your dream.
Reality
What has been accomplished so far?
What actions produce progress?
What actions seem unproductive?
What’s your sense of the barriers?
If you could do anything, what would you do?
If you were the person you had to influence, what would
you need to understand and feel?
If you had to achieve this goal or die, what would you do?
What else?
Do any of these options interest you enough to explore
further?
© 2009 REALeadership Alliance. All Rights Reserved.
Our whole world is…