Time for Good business
We have come to the end of capitalism as we know it. Many organisations have become big by doing wrong. Time for a new era.
Organisations and their management are becoming more happy. Glad the crisis surely will pass and they have survived. Nothing is less true and even more stupid to think. Many organisations fall back into their old ways of doing business on aware of the new spirit of the age in which we find ourselves. An age where it is time for meaningful organisations. This goes beyond a nice marketing slogan or action. It has to be in the organisational DNA. If you are not meaningful in todays society and people find out it can go fast downward with your company. Think of Volkswagen, blinded by greed they lost sight of their focus on creating meaning for society. Main question in this case is... was it only the Volkswagen brand? I do not think so.
Characteristics of meaningful organisations
According to The School of Life, an institution that is primarily concerned with improving the world, there are five features for Good business. We agree very well with this list and it fits very well in the changing times and associated trends.
1. Focus on 'needs' instead of 'desires'
Capitalism flourishes by creating desire. For this we have invented marketing. From capitalism marketing pricks on the fears and uncertainty of people. A golden way to develop markets. How many companies would go bankrupt if we as a human being should be satisfied with what we look like? Meaningful organisations focus more on "needs" and to provide real meaning in the lives of their customers.
2. Combine seduction with goodness
Many organisations excel in seducing consumers. This challenge has been mastered by our great marketeers. But it's the combination. Both temptation and to do good as an organisation which is the combination of the future. This will lead to more long-term success. For the organisation it means that two challenges need to be resolved namely: seduce and make good (societal responsible) products.
3. Create meaningful work
We have already talked about the importance of the meaningful economy. This goes beyond only the consumer. It means that as an organisation must also create meaningful work. This means that employees have to feel that they contribute to society through their work. That's more important than ever for employees.
4. Money is less important
In the top of organsations people still make each other crazy about the concept of money and pay. It dominates the ego and we want always more. But deep in our hearts we know that this is not the essence. And socially it becomes less accepted. The new status symbol is not how much you own but how smart you are not to own stuff. The more important things above money are respect and esteem. This goes beyond money and you reach it true other things.
5. Just pricing in balance with externalities
The pricing policy is often completely grafted on low prices that are often not commensurate with the impact that products have on our environment. We are competing by applying prices that are not correct. In other words, they do not represent the correct production costs. We give discounts and rebates almost always at the expense of someone in the value chain. In other words we do someone too short and that does not suit meaningful organisations.
