2 weeks ago, I was in the middle of Denmark with 50 folks from 6 European capitals.
I was there for a 2-day workshop, to help the city representatives from the Baltics with their circular economy agendas.
A guy called Jasper was about to have a keynote in the morning on “sustainability mindset”.
The topic sounded fuzzy, but after 60 seconds, I couldn’t stop listening to him!
All he does is make sustainability profitable.
His main point? It all starts with the right mindset!
If we set our minds on that we will make similar products, a little bit greener, with the same processes, in the same factories, then, yeah, we will probably end up with a more expensive product, which is a tinny bit greener.
But if we set our minds on doing good instead of less bad, building something brand new, and disruptive, with new processes, we end up building better, greener solutions at a competitive price.
Many business leaders see sustainability and circular economy as necessary add-ons.
They don’t challenge their mindsets or core business. Instead, they tinker with the small things that don’t move the needle.
And if you look around you, it’s exactly what’s happening: we are moving too slowly towards a sustainable future, it’s expensive, and there’s a lot of friction.
That’s why today, I decided to partner up with Jasper and let him present his actionable advice on changing mindsets to all of you.
We will talk about 5 key mistakes that leaders make in sustainability, give advice on how to fix them and run an actionable exercise to apply this in practice.
Because at the end of the day, it’s comes down to this:
How to make sustainability profitable
Having worked with and encountered hundreds of business leaders in their attempt to turn sustainability and circular economy into a competitive advantage Jasper has discovered a handful of problems that are responsible for putting them off in the wrong direction.
Here are 5 mistakes most business leaders make – and how to fix them.
They are all elements of a mindset that we are unfortunately being exposed to everywhere we turn. The problem is that your mindset determines what you see, how you react, and what you do.
Jasper calls them The Fatal Five and they go like this.
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1. It’s about sustainability
Most people see sustainability as a technical discipline and a tool e.g. to reduce CO2 emissions.
In reality, it’s a core strategic business approach that impacts cost reduction, sales, innovation, market access, product development, investor relations, employee satisfaction, and talent acquisition. It is an additional layer in your management business toolbox.
To fix it: Start and end with business
A good starting point is to write down the top 5 problems you have in the business and the top five your ideal customers have and then view them through the circular economy lens to spot new solutions.
2. Minimizing your negative impact
The second fatal mistake is that people believe it is about minimizing the negative impact. This makes the job harder and leads people to think too small and create solutions that don’t create raving fans.
Sustainability is played as a minimization game. Often the ultimate goal is zero. Zero waste. Zero carbon emissions. Zero pollution.
As a businessperson, you get up in the morning to create more! More turnover, more profit, more products, more growth, more jobs. No wonder you conclude that business and sustainability don’t go hand in hand.
There really isn’t much energy in “zero”. The energy comes from creating something. It is our nature to create, grow and expand. This is how we have evolved as a species. A good circular business solution is one that creates a positive impact. You need to reframe from less bad to more good.
To fix it: Reframe your effort and aim to create a positive impact.
3. Green products cost more
How many times have you experienced a “green” product being more expensive? I expect the number to be in the thousands. Consequentially, most people think that it is simply more expensive to create a better product.
The problem is that what you ask your brain to work on is what it will deliver. It becomes a self-fulfilling prophecy.
There are great examples of greener products that require fewer materials, less energy, are composed of leftover materials, and/or deliver higher value or value over a longer time.
It is really an innovation game, and you get to decide the rules.
To fix it: Demand that your “green” solutions are equal in price or lower than the conventional alternative from a total cost perspective.
4. Don’t mess with the core business
It’s probably best and most safe only to adjust smaller parts of the portfolio. Not to mess with the core business. It will be too risky.
This approach has worked for many years, but not anymore.
Now business as usual is the high risk. Even if you make some smaller but really good/lighthouse projects.
Success comes from changing the way you do rather than just making changes to a product somewhere in your portfolio.
To fix it: Take it to heart that circular business is a way of doing it!
5. Keep it to yourself
Many companies keep their sustainability efforts close to the vest out of fear that some will scrutinize them and criticize them for doing too little—pointing out the flaws. Or because they are afraid someone will copy their interesting idea.
This is an outdated approach that no longer works.
The complexity and magnitude of the sustainability crisis mean that no one can create the right solutions alone.
The transition to sustainability is a team sport that requires collaboration.
To fix it: Be open, transparent, and collaborative
Being open and transparent will increase your credibility when you communicate, and signpost your needs to innovations of the world – it is your fast track to success and impact.
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Recognize these five fatal flaws in your mindset and approach?
Most people have been trained for this approach all their lives, so it’s not strange if you do…
Here’s what you can do today to start fixing it:
Exercise: Do the “Mindset wheel”
This simple self-assessment exercise we suggest you do to define your current position.
- Draw a spider diagram with 5 lines
- Put #1 close to the center and #5 on the outer parameter
- Score yourself on a 1-5 on each of The Fatal Five/Five to Thrive
- Connect the dots
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What shape does your diagram have? If you are like most people, it will be somewhat similar to the one on the diagram above.
I would like you to think of it as the wheels of your car… How smooth a ride will it be?
Same goes if you want your company to go green.
To fix it: Work to get as round shaped a diagram as possible and as big as possible – that will make you move faster.
Take action: Get on the waitlist for a full mindset transformation
Changing your mindset is like changing a habit. It takes time and commitment. The good news is that soon Jasper will be able to support you in our upcoming online 30-day mindset transformation program.
Join the waitlist today and be amongst the first to hear about the product and decide if you want one of the limited seats. It is free and non-binding.
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Here’s a bonus with circular jobs hunted down by Nicholas Gheno, Recruiter in Circular Economy:
- Porto Business School is accepting applications for a 𝗟𝗲𝗰𝘁𝘂𝗿𝗲𝗿 𝗶𝗻 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 & 𝗖𝗶𝗿𝗰𝘂𝗹𝗮𝗿 𝗘𝗰𝗼𝗻𝗼𝗺𝘆 based in Porto
- ReLondon is recruiting for a Business Engagement Lead based in London:
- World Resources Institute is looking for a Communication and Engagement Specialist based in Washington, DC
- South Pole is seeking a Consultant in Circular EConomy based in Mexico City:
- Solvay is looking for a Technical and R&I support Circularity in Paris:
- UNDP is calling for applications for a Project Manager in Circular EConomy and Plastics based in Costa Rica (remote):
- Mars has an open opportunity for a Packaging Program Lead based in Verden:
- TNO is seeking a Circular Economy Modeler based in Utrecht:
- Epson Europe B.V. has an open role for a Circular Economy Specialist based in Amsterdam.
- WSP in the U.S. is recruiting a Senior Consultant for Product Sustainability and Life Cycle Assessment:
- Circle Economy is looking for a paid summer intern for their cities program:
- Utrecht University is accepting applications for a paid 𝗣𝗵𝗗 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻: 𝗔𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗶𝗻𝗴 𝘁𝗵𝗲 𝗧𝗿𝗮𝗻𝘀𝗶𝘁𝗶𝗼𝗻 𝘁𝗼 𝗮 𝗖𝗶𝗿𝗰𝘂𝗹𝗮𝗿 𝗧𝗲𝘅𝘁𝗶𝗹𝗲 𝗘𝗰𝗼𝗻𝗼𝗺𝘆 based in Utrecht.
- Deloitte has an opportunity for an 𝗜𝗻𝘁𝗲𝗿𝗻𝘀𝗵𝗶𝗽 𝗶𝗻 𝗖𝗶𝗿𝗰𝘂𝗹𝗮𝗿 𝗘𝗰𝗼𝗻𝗼𝗺𝘆 based in Paris.
- Beiersdorf is seeking a 𝗣𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 𝗦𝘂𝘀𝘁𝗮𝗶𝗻𝗮𝗯𝗶𝗹𝗶𝘁𝘆 𝗖𝗼𝗼𝗿𝗱𝗶𝗻𝗮𝘁𝗼𝗿 based in Itatiba.
- QIAGEN is accepting applications for an 𝗔𝘀𝘀𝗼𝗰𝗶𝗮𝘁𝗲 𝗗𝗶𝗿𝗲𝗰𝘁𝗼𝗿, 𝗖𝗹𝗶𝗺𝗮𝘁𝗲 & 𝗖𝗶𝗿𝗰𝘂𝗹𝗮𝗿 𝗘𝗰𝗼𝗻𝗼𝗺𝘆 role based in Hilden.
- Irish Manufacturing Research is recruiting for Circularity Assessment & Metrics Lead, Technologist and/or Senior Researcher based in Dublin.
- Stora Enso is seeking a Manager in Circularity who can be based in multiple locations across Europe.
- Murfy is on the lookout for a 𝗥𝗲𝗽𝗮𝗶𝗿 𝗧𝗲𝗰𝗵𝗻𝗶𝗰𝗶𝗮𝗻 based in the Marseille region.
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Ok, that’s it for this week, see ya next Saturday!
Vojta