SIMON MAINWARINGFOUNDER & CEO, WE FIRST, INC.
21ST Century CEO: Accelerating business growth through conscious personal leadership.
©2016 We First Inc.
CONSCIOUS CAPITALISM TENTH ANNUAL CEO SUMMIT
OCTOBER 20, 2016
Every CEO, company, brandand marketer is facing new
challenges to reach, engage andsell to hyper-connected, media-savvy, and always-on consumers
living in a challenging world.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
UN SDG’sCOP21WEFCGICC
FacebookTwitterSnap
AR/VRAI
MillennialsGen-Z
Gen Alpha
YOU
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRANDTransparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
The most iconic brands of the future will be those with the greatest social impact.
CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. Align your personal and company purpose.
2. Accelerate employee productivity and advocacy.
3. Lead your industry and the future.
WHY ARE WE HERE?
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
YOU + COMPANY
YOU + EMPLOYEES
COMPANY + WORLD
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
YOU + COMPANY
YOU + EMPLOYEES
COMPANY + WORLD
“The single biggest problem with communication is the illusion it has taken place.”
George Bernard Shaw
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
SIR RICHARD BRANSONCOP21 / CARBON WAR ROOM (VIRGIN UNITE)
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
HOWARD SCHULTZRACE / JOBS / EDUCATION / VETERANS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
SHERYL SANDBERGWORLD ECONOMIC FORUM
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
“I feel grateful to the people who helped me develop. Nobody can succeed on their own.”Sheryl Sandberg, COO Facebook
“My biggest fear is that I become useless. My fear is a fear of being obsolete.”Paul Polman, CEO Unilever
“You’ve got to share your soul and show them who you are, and not be afraid of it.” Howard Schultz, CEO Starbucks
Vulnerability is Strength
Defining your purpose
because it’s hard to read the label from inside the jar.
is difficult
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Aligning personal purpose and company purpose
because you are caught between competing purpose and profit mindsets.
is difficult
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Purposeful leadership
because you are torn between a head-led past and a heart-led future.
is difficult
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Empathy Family
CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATIONΩ
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
A company will grow in direct proportion to the personal growth of its leadership.
KEY THOUGHT
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. How are you failing right now?
2, What are you hiding behind and why?
3. What part of you is being lost?
• 5-minutes discussion in pairs• 10-minute group discussion
WORK IN PAIRS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. Assume responsibility for driving company growth through conscious leadership.
2. Prioritize time for personal growth in service of corporate leadership.
3. Commit to manifesting your personal values inside and outside of your company.
ACTION STEPS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
YOU + COMPANY
YOU + EMPLOYEES
COMPANY + CULTURE
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc.
Is your purpose a noun or a verb?
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Without a fundamental and ongoing alignment of your company, culture
and marketing around your core values, purpose is just lip service.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Purpose
Values, Story
Products, Services
Community Engagement
Impact
Purpose
Values, Story
Products, Services
Community Engagement
Impact
Company focused (inbound) Community focused (outbound)
Shift from ‘top-down’ to ‘bottom-up’.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Purpose
Values, Story
Products, Services
Community Engagement
Impact
Community focused (outbound)
Values
Partners/Movements
Community Mobilization
Shared Impact
Ben & Jerry’s
Purpose
Customized ‘bottom-up’ strategy
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Bringing Values to Life for Employees.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Elevating the Roles of Employees.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Inspiring and Rewarding Employees.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Be the chief celebrant, not celebrity, of your stakeholder community.
KEY THOUGHT
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
What company value will you personally champion?
What action will you take to amplify empathy throughout your company?
How will you personally set an example to inspire employees to be purposeful?
• 5-minutes discussion in pairs• 10-minute group discussion
WORK IN PAIRS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. Invert your organizational structure to empower supplier, employees and partners to realize the change you want in the world.
2. Co-create tools and tactics with employees to drive participation and sustained engagement.
3. Recognize and reward participation to create a competitive purposeful culture.
ACTION STEPS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
YOU + COMPANY
YOU + EMPLOYEES
COMPANY + CULTURE
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
People rise to the conversation you grow around them.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Time
2006 Model transformations Self-esteem fund
2005Real bodies
2004Vote for real beauty
2007 Beauty comes of ageUnrealistic beauty
2010 Self-esteem mentorsSelf-perception
2015 Choose beautiful
Real Beauty
EXAMPLE:
DOVE: REAL BEAUTY
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
EXAMPLE:
PATAGONIA: RESPONSIBLE CONSUMPTION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Time
Com
mun
icat
ions
Tac
tics
Conversation leadership
Different communications tactics accumulate over time
to define, shape and lead the conversation.
2005Common Threads Recycling Program
2007Footprint Chronicles
2010Common Threads 5R Program
2011Don’t Buy This Jacket
2013Worn Wear
2015Worn Wear Tour
EXAMPLE:
PATAGONIA: RESPONSIBLE CONSUMPTION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Time
Sust
aina
bilit
y Im
pact
Pro
gram
s Conversation leadership
Impact investments, initiatives and programs implemented over time
build social proof and demonstrateThe conversation ‘in-action’
2009Sustainable Apparel Coalition
2013$20 Million & ChangeFund / Patagonia Works
2014Patagonia Park2014
DamNation
1985Environmental Grants Program: 1% of Sales
2006Ambassadors
EXAMPLE:
PATAGONIA: RESPONSIBLE CONSUMPTION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
EXAMPLE:
STARBUCKS: SHARED PLANET
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
SharedPlanet
EXAMPLE:
STARBUCKS: SHARED PLANET
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
21st century leaders must drive conversations that positively shape
consumer thinking and behavior.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Leadership disrupts.Management maintains.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
The goal is to transcend your products, services and category to
positively shape culture.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
BEN & JERRY’S and TESLAFor-profit partners
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
CLINTON FOUNDATION & CONDE NASTFor profit and non-profit partners
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
CATERPILLAR FOUNDATION & B TEAMCross-sector partnerships
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
‘Servant leadership’ requires mission-aligned collaboration
that solves problems larger than yourself.
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
Be a mission with a company, not a company with a mission.
KEY THOUGHT
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. What cultural conversation are you uniquely qualified to lead?
2. What partner or movement will you join to scale your impact?
3. What is your cover of TIME magazine?
• 10-minute break out
WORK IN PAIRS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
1. Define, frame and lead a cultural conversation.
2. Leverage partnerships to scale your positive impact.
3. Invest in your personal and company legacy daily.
ACTION STEPS
©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION
THANK YOU!
©2016 We First Inc.
@wefirst
@SimonMainwaring
@SimonMainwaring
@WeFirstBranding
#WeFirst#SimonMainwaring
COONSCIOUS CAPITALISM CEO SUMMIT
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