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Sustainable Leadership

Leadership for Creativity & Innovation: Leading Millennial's

 Sustainable Leadership: The United Nations and B-Corps

Company's are expanding the role of Chief Sustainability Officer at an ever-increasing rate.  They are finding that the CSO's strategic role in corporate governance is more and more important in the public's eyes as well as investors.  The expanding role of CSO's are influencing, empowering, and enabling companies to structure themselves to better attract sustainably-minded Gen X and high-performing Millennial and Gen Z talent.

CSO's are also bolstering unity in diversity and cohesion as well. "Our interview data suggest that their responsibility evolves to tasks that relate to forging a strong culture and unifying the different subcultures inside the firm", Miller & Serafeim, Harvard Business School.

If you are sustainably minded, you may want to look for a leadership role at a "B Corporation" or an "Aim2Flourish" certified company.  There are over 2000 Aim2FLourish companies whose motto is "Doing well while doing good".  You can read more about this trend by searching "Environmental, Social, and Governance" (ESG) or by visiting,

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The New "G" of Sustainability: Growth

Traditionally there are three G’s of growth; consistent growth, competitive growth, and profitable growth. However, in today’s business environment these traditional corporate ideals are not enough to win the minds and hearts of Millennials. Our corporate cultures must embrace and adopt a fourth G; responsible growth, which creates social wealth.


Even the fathers of capitalism, such as Adam Smith said, “If you want to serve your self-interest, you will do what’s best for society.” During Harish Manwani’s, TED talk, Harish, Unilever Chairman, stated that capitalism has done a lot of great things, but it has not kept up with all the needs of society. Corporations must help support the communities that support them. The question then becomes, how do we do well in business and do good at the same time. It must come through leadership. There are things that are non-negotiable for a leader; your values and your purpose.


“Harish Manwani, Non-Executive Chairman of Unilever, the world's largest soap manufacturer, joined Unilever in 1976. He was appointed to the Board of Directors in 1995, as Director for Personal Products business. In 2000, he moved to the UK as Senior Vice President for the Global Hair Care and Oral Care Categories and in early 2001, he was appointed as President - Home & Personal Care, Latin America Business Group. Since 2005, he assumed charge as the Non-Executive Chairman of the Company.” (Source:


In Harish’s experience, on his first day at work in 1976, he was told that he was there to change lives, not just to simply manufacture personal care products. Simple acts like children washing their hands saves lives. Worldwide, 5-million children die because of simple infections that their washing hands would stop, so Unilever runs the largest social handwashing initiative in the world.


Unilever also runs programs that help women in developing nations. One such program is iShakti. iShakti is Unilever’s program for women which teaches them how to create and run small nutritional businesses that spread the word on nutrition and hygiene changes lives for the better. Over 60,000 women are in this program. These socially responsible ways of creating wealth are changing and helping India’s society to be healthier as well as benefiting the corporation financially.


Business leaders need to realize that it is not just about selling products. Unilever is a great example, where its mission is not just about selling soap. It is about making sure that their business process changes people's lives. Their small actions are making big differences. Unilever’s Sustainable Living Plan says, “Our purpose is to make a sustainable living commonplace.“ They make great detergents and make them so that they use less water. If all people used their reduced water product it would save 500 billion liters of water; a one-month supply for an entire continent of Asia. Unilever is also working on its food products to be made from 100 % sustainable raw materials. For instance, Palm Oil which is not sourced from a sustainable source is the cause for 20% of India’s deforestation. All of these good things are happening because of their leadership values human life and have purposed to change the lives of consumers while they market soap and soup.


For Millennial's to respect and follow you as a leader, all leaders must wake up and realize that their company must have a purpose, they must support the communities that support them, and they must understand that we as leaders, must lead the change we want to see.

Driving Customer Satisfaction with Value Stream Leadership

If implemented correctly the innovations and changes created through continuous improvement Value Stream Organizational (VSO) Leadership will:

  • Raise customer satisfaction.

  • Increase customer acquisition rates.

  • Increase customer retention rates.

  • Re-invent the way you market your services.

  • Acquire larger more profitable sales accounts.

  • Improve production quality.

  • Reduce defects and waste.

  • Reduce and control manufacturing costs.

Our unique blend of VSO Methodology has proven to save companies up to $8.3 million while increasing customer satisfaction. Call us for a free phone consultation and let chat about what we may be able to do for your organization.

Waste and customer satisfaction issues are silent profit killers.

For every 1 unsatisfied customer who complains there are 26 others that go silent (US Commerce Dept. 2017). By applying Value Stream Organization (VSO) techniques, your organization sets the stage for an increase in customer satisfaction, a reduction in returns, and an increase in customer retention and reorders.


The improvements above, translate into a stronger bottom line and financial position. This in turn drives stock prices up, adding net worth to the organization, which helps lower lending rates by strengthening bargaining power, which in turn result in a better bottom line. This is strategic leadership thinking.


A customer is a terrible thing to waste.

We will be glad to speak with you by phone to assess your needs and set up an on-site evaluation of your current processes and provide an action plan to stop the bleeding.


Never underestimate the power of Highly Satisfied Customers.

Several years ago Starbucks invested over $40 million dollars to increase their customer satisfaction rates which resulted in creating a new group of super customers. Based on consumer satisfaction research this investment yielded over $110 million in revenue. (Heath, USF, 2015). Spend per customer is what drives your revenue.



© 2016 - 2020 Gregory Buschman, Ph.D.(c) All rights reserved.