simon mainwaring - 2016 cc ceo practicum

SIMON MAINWARINGFOUNDER & CEO, WE FIRST, INC.

[email protected]

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


UN SDG’sCOP21WEFCGICC

FacebookTwitterSnap

AR/VRAI

MillennialsGen-Z

Gen Alpha

YOU


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

SAP and UN SDG Alignment.

Fortune ‘Change the World’ List.

Fast Company ‘World Changing Ideas’ Awards.

Top 100 Companies on ‘Fit For Purpose’ Index.

The most iconic brands of the future will be those with the greatest social impact.

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?


YOU + COMPANY

YOU + EMPLOYEES

COMPANY + WORLD

“The single biggest problem with communication is the illusion it has taken place.”

George Bernard Shaw



You Company Community World

©2016 We First Inc. CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATION17

Addbranson andwomen


SIR RICHARD BRANSONCOP21 / CARBON WAR ROOM (VIRGIN UNITE)


HOWARD SCHULTZRACE / JOBS / EDUCATION / VETERANS


RICK GOINGSHE FOR SHE


SHERYL SANDBERGWORLD ECONOMIC FORUM


“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

WHERE ARE YOU AT RIGHT NOW?


Defining your purpose

because it’s hard to read the label from inside the jar.

is difficult


Aligning personal purpose and company purpose

because you are caught between competing purpose and profit mindsets.

is difficult



Purposeful leadership

because you are torn between a head-led past and a heart-led future.

is difficult


Defining your purpose…

1. What is your enemy?



2. What makes you, ‘you’?


Empathy Family

CONSCIOUS CAPITALISM – CEO SUMMIT PRESENTATIONΩ

3. What are you the only of?



A company will grow in direct proportion to the personal growth of its leadership.

KEY THOUGHT


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


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


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?


Without a fundamental and ongoing alignment of your company, culture

and marketing around your core values, purpose is just lip service.


Purpose

Values, Story

Products, Services

Community Engagement

Impact

Purpose

Values, Story

Products, Services


Impact

Company focused (inbound) Community focused (outbound)

Shift from ‘top-down’ to ‘bottom-up’.


Purpose

Values, Story

Products, Services


Impact

Community focused (outbound)

Values

Partners/Movements

Community Mobilization

Shared Impact

Ben & Jerry’s

Purpose

Customized ‘bottom-up’ strategy


CEO’s Leading Purpose.


Bringing Values to Life for Employees.


Elevating the Roles of Employees.


Inspiring and Rewarding Employees.


Be the chief celebrant, not celebrity, of your stakeholder community.

KEY THOUGHT


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


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


YOU + COMPANY

YOU + EMPLOYEES

COMPANY + CULTURE


People rise to the conversation you grow around them.


For one, another.


EXAMPLE:

DOVE


EXAMPLE:

DOVE: REAL BEAUTY


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


EXAMPLE:

PATAGONIA


EXAMPLE:

PATAGONIA: RESPONSIBLE CONSUMPTION


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:



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:



EXAMPLE:

STARBUCKS


EXAMPLE:

STARBUCKS: SHARED PLANET


SharedPlanet

EXAMPLE:

STARBUCKS: SHARED PLANET


CULTURAL CONVERSATION 2


21st century leaders must drive conversations that positively shape

consumer thinking and behavior.


Sustainable Mass Transportation


Anti-discrimination


Leadership disrupts.Management maintains.


The goal is to transcend your products, services and category to

positively shape culture.


BEN & JERRY’S and TESLAFor-profit partners


CLINTON FOUNDATION & CONDE NASTFor profit and non-profit partners


CATERPILLAR FOUNDATION & B TEAMCross-sector partnerships


‘Servant leadership’ requires mission-aligned collaboration

that solves problems larger than yourself.


Be a mission with a company, not a company with a mission.

KEY THOUGHT


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


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


[email protected]

THANK YOU!

©2016 We First Inc.

@wefirst

@SimonMainwaring

@SimonMainwaring

@WeFirstBranding

#WeFirst#SimonMainwaring

COONSCIOUS CAPITALISM CEO SUMMIT

simon mainwaring - 2016 cc ceo practicum

Leadership & Management