Showing posts with label Sustainable Flourishing. Show all posts
Showing posts with label Sustainable Flourishing. Show all posts

Thursday, June 23, 2022

Why Flourishing?

What Should the Purpose of My Business Be?


If you ask me "What should the purpose of my enterprise be?", if we've never talked before, I'd reply that your purpose should be realizing "true sustainability".  By this I mean sustainability:
  • That "does good to do well
  • That integrates social, environmental, and economic factors (and doesn't see them as a set of trade-offs that prioritizes money)
  • Where enterprises excel because people are flourishing and nature is thriving
  • Informed by the latest science, ethical frameworks, and deep indigenous wisdoms

I believe that choosing true sustainability as the purpose of all organizations is the only ethically defensible answer for an entrepreneur or leader of an established enterprise to give in today's increasingly uncertain world.

But that's not the end of the story... if we talked a little more I'd quickly highlight why the term "sustainability" itself is very problematic


Why Not Sustainability?


First, I think that true sustainability is a rather unexciting way to think about things!  I think that sustainability is an insufficient aspiration for the future of humanity.  I think that the very word sustainable / sustainability constrains our thinking about possible opportunities and risks.  Plus, these words have little emotional content, they are unlikely to get you or your Stakeholders fired up and excited. 

Also, there are many definitions of sustainability, e.g. sustainable development based on the United Nations Sustainable Development Goals (UN SDGs).  But this approach doesn't meet our definition of true sustainability, as sustainable development still assumes, like our current unsustainable economic approach, infinite growth on a finite planet.  (For a deep dive on this topic see the blog post "Evolving from Sustainable Development")

So it can be very confusing these days to use the word sustainable – it's not very exciting, there are many definitions, and none of the ones in common use means "true sustainability"


If Not Sustainability,
What Could Be a Better Purpose / Vision / Why?


So what could be a better purpose for our enterprises than sustainability, even true sustainability?  A purpose that...
  • Talks about how we should aim to be "the best we can be" – individually and in our organizations
  • Gets stakeholders excited so they are attracted to work with us
  • Aligns with the latest science, ethical frameworks, and deep indigenous wisdoms
  • Is morally and ethically defensible
  • Helps enterprises gain and retain viability
  • Helps enterprises innovate in face of an uncertain future
  • Clearly differentiates from all other definitions of sustainability
Let me share my journey to find a purpose / vision / why for all enterprises that meet the above objectives...


What is the Highest Level of Potential Humans Can Reach?


This is the question that was asked a number of years ago by a group of psychologists who were looking to define what a fully healthy human being looks like, rather than to identify more ways a human may not be healthy, i.e. mental illnesses.   This group called themselves "positive psychologists", i.e. they wanted to look at the positive side of human experience, well-being and wellness, not illth and illness. 

The positive psychologists came up with a simple graphic to illustrate the possible range of individual human experience:


And as you can see, they decided to use the word "flourishing" to describe the highest level of human potential, the highest level of human experience.


Flourishing as *THE* Purpose for Individuals and Enterprises


When we saw this image and learned about the work of the positive psychologists we thought... well if the highest level of human experience is called flourishing, then surely the best possible purpose for all human enterprises would be to create the possibility for all their stakeholders to flourish!

This was our inspiration for moving away from using the word sustainable to describe the best possible purpose / vision / why and choosing instead to use the word "flourishing".


Benefits of the Defining the Purpose / Vision / Why of
Enterprises as Flourishing


We see six major benefits of choosing, as the purpose for your enterprise, "creating the possibility for human and all other life to flourish on our planet for generations to come, enhancing the integrity, beauty, and regenerative capacity of living communities."
(Adapted from Prof. John Ehrenfeld, MIT and Michelle Holliday)
  1. Flourishing is something everyone gets to define for themselves
  2. Aiming-to-flourish is exciting and generates new possibilities for individuals and enterprises
  3. It is practical – its what the science says
  4. It is the right thing to do – it is morally and ethically sound
  5. It is the best way to gain and retain financial viability
  6. It maximizes the possibility for innovation to better face an uncertain future
For a deep dive on these six benefits see the blog post "Six Reasons for Enterprises to Aim-to-Flourish"

(If you really want to use the word sustainability / sustainable then you could say what you're trying to sustain is the possibility for all life to flourish... i.e. sustainable flourishing cf. sustainable development.)


What Do I Advise?  Flourishing


So if you ask me what I believe is the best possible purpose / vision / why for any enterprise to adopt I will say clearly... the best possible purpose is:  "creating the possibility for human and all other life to flourish on our planet for generations to come, enhancing the integrity, beauty, and regenerative capacity of living communities."
(Adapted from Prof. John Ehrenfeld, MIT and Michelle Holliday)

What do you think?  

How could adopting this purpose help your enterprise flourish? 

Please comment below.


Six Reasons for Enterprises to Aim-to-Flourish

So why would entrepreneurs and leaders of established enterprises want to adopt goal of aiming-to-flourish as the core of their business's purpose? (Sometimes, called a vision statement, or a statement of why).  Why would a business want to adopt sustainable flourishing as their practical definition of sustainability, rather than sustainable development or some other definition of sustainability?

Aiming to flourish means that all parts of human societies, including businesses and other organizations, will 

Strive to create the possibility for humans and all other life to flourish on this planet for generations to come, enhancing the integrity, beauty, and regenerative capacity of living communities.

(with thanks to John Ehrenfeld, MIT and Michelle Holiday)

This goal can be summarized as "sustainable flourishing".  This is a radically different idea of sustainability from the more common "sustainable development" that prioritizes the sustaining of (economic) development not of flourishing (see this blog post for an exploration of the differences).  Sustainable flourishing is also radically different from the financial profit-centric definitions currently popular: Corporate Social Responsibility (CSR) and Environment Society Governance (ESG).  These both continue to prioritize sustaining financial profit and not flourishing.

Enterprises that aim-to-flourish, that aim to create the possibility for flourishing, do not just prioritize financial profit, though they, of course, must be financially viable.  Instead, enterprises aiming-to-flourish attempt to maximize multiple streams of benefits: for society and all the enterprises stakeholders, the environment upon which society is utterly dependent, and the economy created to help members of society better meet their needs.  Enterprises aiming-to-flourish generate social benefits, they regenerate the environment for all their stakeholders and they are sufficiently financially viable to continue to exist.  These enterprises excel because people are thriving and the environment is flourishing.

There is another important aspect of the aiming-to-flourish goal: this goal is an example of what Dr. Russ Ackoff described as an "ideal goal" back in the 1970s.  By ideal, Russ did not mean impossible or utopian.  An ideal goal is highly practical.  It is a goal that can be approached without limit, and, in making this attempt, generates a considerable ongoing stream of benefits.  For example, one might say humanity has an ideal goal of exploring our world and the universe beyond.  Clearly, we will never explore everything everywhere, so there is no limit to our exploration.  But by striving to explore everywhere much of humanity has received, and hopefully, all of humanity will also receive tremendous benefits: increased life expectancy and improving levels of happiness.

So, returning to the opening question: why would entrepreneurs and leaders of established enterprises want to adopt the ideal goal of aiming-to-flourish as the core of their business's purpose / vision / why? .  Why would a business want to adopt sustainable flourishing as their practical definition of sustainability?

There are six reasons leaders are adopting aiming-to-flourish as the core purpose for their enterprise.  I will briefly introduce them here and expand on each in future blog posts.

One: Everyone Gets to Define Flourishing for Themselves. You can't tell someone what their own experience of flourishing is, could, or should be – it is up to each person to determine.  This means that each person's definition of flourishing is based on their worldview.  You can't impose a definition of flourishing based on an external worldview.  This means enterprises with the purpose of sustainable flourishing will listen closely to all those the organization touches positively or negatively – whether or not they are recognized as stakeholders.  How many opportunities could be identified, and how many risks could be avoided, through such a close listening process?

Two: Aiming-to-Flourish is Exciting. Aiming-to-flourish passes a key marketing test: does it inspire and excite the desired audience to action?  There is no point in adopting an organizational purpose or a  definition of sustainability, individually or organizationally, that is boring, uninspiring, and blah!  This is a major problem with current definitions of sustainability.  Instead flourishing offers people an inspiring and hopeful vision for their personal future and their renewed relationships with organizations.  How powerful would your brand be if it authentically aimed to help stakeholders flourish? How much sales and marketing cost could be avoided if your stakeholders were attracted to you rather than you having to seek them out?

Three: It is Practical. Science is now clear in physics, chemistry,  biology, ecology, and even in the social sciences on two points: (1) There is an understanding that the only constant on this planet is change.  This means it is a practical impossibility to keep things the same, to sustain any thing.  So what can we aim to sustain?  We can strive to sustain a possibility for all – flourishing.  Flourishing, unlike sustainability, is not an event at a point in time.   (2) There is an understanding that the processes of life will result in ecosystems that flourish – they exist at their highest level of potential. So flourishing is an unfolding process that occurs naturally in living systems as the world changes.  These two realities make sustaining flourishing as a possibility highly practical.  How much benefit could be realized for stakeholders by working with the flourishing forces and processes of nature, including human nature?

Four: It is the Right Thing To Do.  Philosophers from Aristotle to, most recently, positive psychologists have described flourishing as the process of attaining and retaining the highest possible level of our inherent potential.  Whether as an individual or an enterprise aiming to flourish is striving to be the best that we can be.  From personal goals of self-knowledge to attaining spiritual enlightenment to honor a deity,  aiming to flourish creates the best possible chance to realize these in practice.   How attractive would your enterprise be to all its stakeholders if it declared an authentic intention to help all of them to flourish?

Five: It is the Best Way to Gain and Retain Financial Viability.  Unlike financial profitability, flourishing applies to every facet of human lived experience. Aiming-to-flourish implies exploring not only traditional sources of financial profit but also exploring opportunities to create benefits socially and environmentally.  And Aiming-to-flourish also implies going beyond traditional sources of risk to become aware of new sources of risk emerging from the social and environmental perspectives.  In today's world, where increasingly opportunities and (financial) risks emerge from the social and environmental perspectives, adopting flourishing brings in the social and environmental with the financial to organizations strategy development and execution processes.  How many new opportunities could your enterprise find, and how much risk could be mitigated, by strategically working with all your stakeholders to flourish socially, environmentally, and financially?

Six: It Maximizes the Possibility for Innovation to Better Face an Uncertain Future.  It is well known that the most innovative innovations come by bringing together highly diverse people, ideas, and situations.  New inspiring ideas are much less likely to emerge from the same people, with the same ideas in the same situations. Further, the potential for significant innovation comes from appreciating current situations and asking how good could we make them, rather than looking for problems to fix.  Since aiming-to-flourish means always striving for the ideal, innovation processes in enterprises that adopt this purpose automatically become more effective.  How many new ideas to enable sustainability-as-flourishing could your enterprise find and bring to market, by innovating with all your stakeholders socially, environmentally, and financially?

To close let's return to the observation of Simon Sinek:  "People don't buy what you do, they buy why you do it".  People buy based on the alignment of their purpose in the world with yours.  What could be a better why, a better more exciting, and inspiring purpose, for all your stakeholders than aiming to help all of them flourish?  To help create, for them, the possibility for flourishing. 


Friday, April 1, 2022

Evolving from Sustainable Development to Sustainable Flourishing

There is No Point to this Blog Post

To most immersed in Western culture, this blog post has no purpose.  There is no need to evolve our understanding of sustainable human development.  The current, and many would say obvious, goal of sustaining human development is to raise the standards of living of everyone in the world as high as possible because this will lead to improved well-being.  Further, most would say, the way to do this is also obvious: the economy must be developed sustainably, it needs to grow forever, in order to generate the wealth required to raise the standard of living.  Further, they would claim that having a goal for humanity to maximize well-being, by sustaining human and economic development, is ethically sound. Thus, most would strongly support the UN’s overall agreed goal for humanity: Sustainable Development.

But what if this accepted wisdom was based on two false assumptions about the world and ourselves?

 

A Little History of Human and Economic Development

One might say that this accepted wisdom originated at the 1944 Bretton Woods Conference where the post-world-war 2 commercial and financial arrangements were agreed upon by the 44 Allied Nations; institutions like the World Bank were established as a result.  To greatly simplify, the macro-economic wisdom that prevailed then was as follows:  The overall goal for humanity is to maximize well-being.  To improve well-being requires an ever-growing economy, an ever-developing economy, to provide food, jobs, material goods, and services.  Private business is the primary means to develop the economy.  But private business can’t or shouldn’t do many things required for well-being (think public transport or unemployment insurance or depending on where you are healthcare).  Therefore, governments must be ultimately responsible for well-being and pay for this via their income, the taxes on the wealth generated by businesses and citizens.  In other words, economic growth was understood to be a necessary precursor to human well-being, or even more succinctly, sustaining economic development is required to sustain human development.

For business this was tremendous... it had a clear goal... generate wealth.  And it was good for the government too... it too had a clear goal... tax and spend to enable well-being.  The two systems were quite segregated from each other; they could operate at arms-length.  Indeed they were so segregated a noted micro-economist (an economist focused on businesses, not on whole economies), Milton Friedman thought it a very positive thing to say “there is one and only one social responsibility of business – to use its resources and engage in activities designed to increase its profits so long as it stays within the rules of the game, which is to say, engages in open and free competition without deception or fraud.”  In other words, let us business people worry about wealth generation, and you other folks in government worry about well-being.

(It is worth noting that in the late 1970s thru the 2000s there was a powerful political push to reverse this. To say the objective was wealth creation and this would somehow lead to well-being via ‘trickle-down economics’, rather than the earlier idea that well-being required wealth-creation to serve the objective of human development.  In recent years this thinking has receded somewhat – the United Nations Sustainable Development Goals are perhaps an example of this.  So, for the purposes of brevity I’ve not explored this part of the history here)

 

Systems Thinking Highlights a First Flawed Assumption

But now let’s examine this system of sustainable economic and human development using a little systems thinking.  In this case, by asking the question what is the context for this system of sustainable economic and human development?  One key answer is that our planet Earth is the context for both economic development and human development.  Both types of development happen in the same ‘place’.  This means that how, where and what type of economic development happens will have an impact on how much, where and what type of human development happens (or doesn’t).

Unfortunately, back in 1944 systems thinking was just a glimmer of a thing.  So, the macro-economists at the Bretton Woods conference didn’t think to ask this contextual question.  As a result, a major flawed assumption was at the heart of what was agreed back then:  economic development happens in one place, and human development occurs in another place.

The results of this assumption only started to become apparent as the post-world-war 2 economy boomed.  We slowly discovered that how and where business operates can have massive (positive and negative) direct impacts on human well-being, and (usually negative) impacts on the natural environment upon which human well-being immediately and ultimately depends.

One of the first examples where this assumption was questioned was in the 1962 book by Rachel Carson, Silent Spring, which documented the death of birds as a result of eating insects contaminated with the pesticide DDT.  We discovered that how agribusiness conducted itself mattered to the health of the environment and hence on human health – although back then people definitely didn’t always understand the connection between environmental and human health.  As one example, poisonous pesticides making their way into food crops and then us humans.  We discovered that human development, human well-being, was reduced due to the unconstrained behaviour of agribusiness to economically develop, i.e. grow profitably, because they both happened in the same place, Earth.

Unfortunately, so deeply was this mistaken assumption embedded in the thinking of business and government that it is still with us today.   The 2015 UN Sustainable Development Goals (UN SDGs) are a wonderful gift we’ve given ourselves.  And, the majority of the seventeen SDGs are focused on human development, and protecting the environment upon which human well-being depends.  But one goal, goal 8, is focused on sustaining economic development and this is understood, usually implicitly, as the necessary precursor to realizing most of the rest of the well-being-focused goals.

So now we know, sustaining unconstrained economic development such that the vital life-giving systems of our planet are irrevocably damaged, will, over time, reduce human well-being, not enhance it.  In other words, unconstrained sustainable economic development will not lead to sustainable human development, rather the reverse.

 

A Second Flawed Assumption: Everyone Wants to Develop in the Same Way

Recently I wrote a blog post that explored the impacts of the ideas of modernism.  Specifically, how modernists believe that to perfect ourselves we humans must all become alike, living together in a single global culture, on a single globe, in a single global village.  (See that blog post here)

From this, it is easy to see the second flawed assumption in the thinking about sustaining human development. The working definition of human development is based on this modernist idea.  Most of the time people talk about human development, again frequently implicitly, mean development that will lead to a global homogenous human culture where we are all alike.

Examples of this view of human development in practice include the processes of colonization to make the colonized like the colonizer, the growing hegemony of modernist business practice, the growing influence of modernists’ consumption-based definition of well-being around the globe, and the growing impact of a single modernist culture (think Hollywood).

But peoples everywhere know for historical, cultural, practical, and spiritual reasons they are not the same and cannot be made the same as everyone else.  Difference and diversity are a strong source of identity and meaning-making.

As a result, over recent decades, as the push for a single global culture grew ever stronger, we have seen significant pushback from a large number of groups and cultures around the world.  They are demanding development that respects difference and diversity fundamentally at odds with the idea of a single global culture.  Prominent amongst these are the numerous indigenous-led initiatives to reclaim their culture, land, spirituality, and language, and various separatist movements around the world (the split in two of Czechoslovakia, the disintegration of Yugoslavia, Brexit, etc.) and the anti-free-trade, occupy and anti-globalization movements.

 

Towards a New Systemic–Amodern Understanding of Human Development

So perhaps there is a point to this blog post!  Don’t these two flawed assumptions at the heart of our current definition of sustainable human development suggest that it is time for a new understanding?  An understanding of human development that is based on systems thinking and one that is amodern, breaking free of the hubris of modernist assumptions.

What if our definition of human development recognized we, each of us, exist within a tiny 6km high critical zone where all life occurs – from the soil under our feet to about 6km up – the height we can survive unaided?  What if our definition of human development recognized that biophysical diversity is seen as something to work with not against?  And, what if our definition of human development celebrated human diversity as a strength to be recognized and encouraged?  (For more on the critical zone read the 2nd part of  my blog post to explore what could come in place of modernism.)

Such a definition of human development would celebrate and encourage the diversity of our planet, ourselves, and all life.  It would recognize there are many valid ways for people to know the land upon which they live – different systems of spirituality, different cultures and practices – science and traditional.  It would explicitly recognize all life occurs within and is based on the finite resources of the critical zone.  It would recognize all life is dependent upon the processes within the critical zone, such as climate regulation and water cycling, ensuring they function optimally for human and other life.

 

Rethinking Economic Development

So now we understand that the systems of economic development must occur in service of this new definition of human development.  If we truly want widespread human well-being, we must recognize that economic development happens in the same place, the critical zone, as human development. We must recognize that as a result, economic policy and operating businesses have massive potential to directly enhance and harm human development – directly influencing human well-being.  We must respect and celebrate diversity and differences of culture and spirituality.  And, we must respect and celebrate the diversity of all life in all places.

In short, we need to fundamentally shift our understanding of economic development to recognize that it happens within and for the benefit of society.  That society is pursuing human well-being as its goal.  And that society exists and is dependent upon a thriving environment.

 

Sustaining the Result We Want: The Possibility for Flourishing

Perhaps to help us make this dramatic shift in thinking we need some new language, language that makes this new understanding explicit. Language that moves away from the old terms sustainable (human and economic) development and its flawed assumptions about what, where, and how well-being arises.

What if our goal was to sustain the possibility for human and all other life to flourish on our planet for generations to come, enhancing the beauty, integrity, and resilience of living communities (adapted from Dr. John Ehrenfeld and Michelle Holiday)?  What if everyone got to define for themselves what flourishing meant to them in their diverse places, cultures and spiritualities? What if we understood the result of our journey as humans, human development, was to strive to ensure human and all life had the possibility to flourish for generations to come?    In short, what if said what we want is sustainable flourishing?