Quality Certification Culture 2.0 (5 good reasons for an Ethical certification)
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Transcript of Quality Certification Culture 2.0 (5 good reasons for an Ethical certification)
CERTIFICATION CULTURE 2.0(5 GOOD REASONS FOR AN ETHICAL CERTIFICATION)
#CultureCode
Massimo Cardaci – 03.10.2014
This is an Apple This is another Apple
What’s the difference?
National Biological National Biological from ONG
Message 1:
A product differentiates not only for its surface aspect, but also for
other invisible elements.
Customers are becoming sensitive to these invisible elements, and start looking for their evidence.
• Made in...
• Ingredients coming from:
• Generic World area
• Foreign country
• National
• Specific National Area
• Local to me
Where?
• Environmental impact
• Respect of Human Rights
• Production Quality
• Control processes
• Customer care
• Corporate Social
Responsibility
How ?
• Ingredients Production date
• Product Production date
• Arrival date to the shop
• Expiration date
When ?
Message 2:
Invisible elements used by products are generally limited to Who and
something about When.
In some fortunate cases you also get Where and How.
The most important one is missing.
The one giving a meaning to all others.
Companies tend to accumulatequality certificates: good, isn’t it?
Not really.
These rarely correspond to people’s real information needs in support
to informed procurements.
Certifications’ emphasis is on processes & control: good, isn’t it?
Not really.
This is achieved ensuring minimising the “human-effect”.
Humans are the ones finding solutions when things go wrong
with processes and control.
Humans are the ones producing innovative ideas.
Certifications focus on efficiencyand effectiveness: good, isn’t it?
Not really.
This is practically achieved pointing ultimately on maximisation of profit,
and not by focusing on the peoplegenerating it.
Message 3:
Existing certificates somehow cover How, When, Who, but not Why
and also For Whom
They tend to eliminate the human factor as just a source of potential
failures,
and not as a re-source ofresilience and innovation.
A company starts
showing these
hidden values with
a proposed public
certificate branding
A supplier is
interested and
adopts it
A Business consultant
sees this and
starts studying it...
…and shares what learned
with a colleague, who starts
proposing it to his customers
A company presents it
as a differentiator in a bid
A Local Government sees
it and starts to be interestedCentral Government receives
all these inputs and starts
considering it as a requirement
for new public administration
Tenders
It becomes
a rule
Message 4:
The pervasive success of an Ethical certificate does not happen because
of imposition from the Top,
but as progressive adoption from the Bottom.
To document all these hidden elements in a consistent manner,
and in particular Why and For Whom,
with a publicly supported free standard,
opens the door to create an
Ethical certification.
Message 5:
To certificate an Ethical way to produce, is no more a taboo.
People are starting to look for these additional hidden
differentiators and
are progressively discriminating products.
Conclusion 1
An Ethical certification shall ensure all products hiddenelements are clearly shown:
Who, When, Where,
but also Why and For Whom.
Conclusion 2
Users have the responsibility of using the presence of all these
factors as differentiators in their selection of goods and services.
Smart Users have the responsibility of communicating to
producers and institutions, highlighting this behaviour.
Conclusion 3
Smart Producers shall not be scared to highlight all these
specific factors as differentiators in their products and services.
Smart Virtuous Producers shall meet to define common ways to document these factors, using
royalty free copyright systems.
Conclusion 4
Government Institutions have the duty to listen to people and start
requesting to show all these hidden elements as a rule, and no more as
an option.
ONG Institutions have the duty to transform these into an
independent and free Ethical certification system.
THANK YOU!
More about me:
LinkedIn Profile: Massimo Cardaci [English]
Volunteer activities:
Handicap: www.orsaminore.org [English/Italian]
Ethical Economy: www.edc-consulting.org [Italian]
Time Management: www.time-management.it [Italian]
Some Publications: www.lulu.com/spotlight/maxcardaci and www.edc-consulting.org
- Book on Time Management: “Would you change 25 minutes?” [Italian]
- Book on Ethical Governance: “The Third Road: A tale of Princes, Teachers and Hatters?” [Italian]
- Books on History of Science: “Spots on the Sun? Are you joking, right?” [Italian]