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CONSCIOUS CAPITALISM
ACTUALIZING BUSINESS AND HUMAN POTENTIAL




Raj Sisodia
Professor of Marketing, Bentley University
Chairman, Conscious Capitalism Institute
WHAT CAPITALISM
HAS ENABLED IN A
VERY SHORT TIME
A Tale of Two Short Centuries
                                                                                                   GDP per Capita, 2000 $

                                                                                                                              2010: $7,278


                                                                                                                            $6,055



                                                                                                                           $2,113

                                                                                                                      $1,262

                                                                                                       $873
                                                              Industrial Revolution Begins

                                                                          $596
                         $467                                                                       $667
                                                                      $566           $615
                                                         $453

Year   0                500                        1000                         1500                         2000
           Source: www.VisualizingEconomics.com; Angus Maddison, University of Groningen; www.prb.org; www.worldbank.org
The Economic Success of Capitalism
is Unprecedented in World History
Real per capita income has increased:
• 16x in developed countries
• 35x in Japan
• 3x in Africa
• 100x in the U.S. (adjusting for quality
  and affordability)
Capitalism is Ending Poverty on Earth
The percentage of
people living on                 World Population Living on Less Than
less than $1 per                            $1/Day (in ‘03$ )
                    100%
day has dropped
from 85% in 1820
to about 17%
                    50%
today.
If current trends
continue, poverty   0%
will be virtually
eliminated in the                 1800              1950         1980   2003
next 50 years.

                    Source: World Bank (constant 2003 dollars)
Business is noblebecause ititcan elevate our existence
            heroicbecause itit lifts people out of poverty
            ethical because creates value
            good because based on voluntary exchange
Yet, Mistrust of Business is Pervasive

       Americans’ confidence in big       Only 2 percent of investors
      business has declined steadily,     believe that CEOs are “very
       from about 34% in 1975 to a         trustworthy”; 72 percent
        historic low of 16% in 2009,      believe that wrongdoing is
        rebounding to 19% in 2011.       commonplace at companies.



                                        2011: 79% believe
                                        business is too
        2011: 88% of Americans          concerned about
       believe that big companies       making a profit and not enough
       have too much influence on       about responsibilities to
        government, up from 83          workers, consumers, and the
             percent in 2004.           environment.
“The whole growth
model we created over
  the last 50 years is
 simply unsustainable
   economically and
  ecologically… Both
  Mother Nature and
Father Greed have hit
   the wall at once.”


                March 7, 2009
After just one century of modern living…
75% of forests are gone
30% of arable land is gone
Large mammals are down 90%
Large fish are down 95%
Half of all species alive today are
   likely to disappear in 50 years
Toxic burden on humans is rising
Oil supply is decreasing just as
       demand is rapidly rising
After 1980, we started using more than
   Nature can renew; now 1.3 times
If everyone lived as Americans, would
          need FIVE earths…
   …as Europeans, THREE earths
Confidence in Big Business
      % of Americans with a "Great Deal" or "Quite a Lot" of Confidence in Big Business
40%

35%

30%

25%

20%

15%

10%
          Such cynicism and distrust have
                huge societal costs
5%

0%
WHY has this happened?

  THE WORLD has changed


  PEOPLE have evolved


BUSINESSES have not kept up
We are changing…
1989
THE WORLD CHANGES
In 1989, for the first time in U.S. history, the
      majority of adults were over 40
Who is this
                                         man?
                                         What did
                                         he do to
                                         change the
        Tim Berners-Lee                  world?
He invented the World Wide Web in 1989
A finer sense of right and wrong
        Understand all the consequences of our actions
    Commitment to the truth
        Fully mindful and awake
    Reject violence
        Live in harmony with nature



Peter Senge
“The dogmas
   of the quiet
       past are
inadequate to
    the stormy
      present.”
What will it take for companies to
     flourish in the future?


To flourish in the future, companies
  will have be aligned with the new
 realities of our lives and embody a
    more conscious way of being
“A conscious business fosters peace and
happiness in the individual, respect and
solidarity in the community, and mission
 accomplishment in the organization.”
                       Fred Kofman, Conscious Business
A HIGHER PURPOSE

DECLARATION OF INTERDEPENDENCE

19:1

93%

ANIMAL COMPASSION STANDARDS

MEETINGS END WITH APPRECIATIONS

MINISCULE MARKETING SPENDING

MEMORIAL DAY FLOOD

FUTURE SEARCH

1800%
The Tenets of Conscious Capitalism

    STAKEHOLDER        CONSCIOUS
    INTEGRATION        LEADERSHIP
               HIGHER
              PURPOSE &
             CORE VALUES
     CONSCIOUS         CONSCIOUS
      CULTURE         MANAGEMENT
Can you build a business on love?
Can you build a
business on love?
“Heart
attacks are
 highest on
   Monday
 morning.”
An Epidemic of Apathy




The Shame of “Management”
TODAY!
COMPASSION
LOVE
CARING
SOULFUL
JOY
AUTHENTICITY
10.5-to-1
           performance

               “FoE”
              (1646%)




S&P 500
 (157%)

 Stock Returns over a
15 Year Period (’96-’11)
FoE Compared to Good to Great


                       15 Year               10 Year                5 Year                3 Year

                 Cumulative Annualized Cumulative Annualized Cumulative Annualized Cumulative Annualized


FoE Return       1646.1%      21%      254.4%      13.5%      56.4%       9.4%      77.4%      21.1%

GTG Return       177.5%        7%       14.0%       1.3%      -35.6%      -8.4%     -23.2%      -8.4%

S&P 500 Return    157%        6.5%      30.7%       2.7%      15.6%       2.9%      10.3%       3.3%
What is a “Great” Business?
 Enriches the world
 Brings joy, fulfillment, and a sense of
 meaning to all its stakeholders
 Maximizes “total value created”
 Enhances the overall health and well
 being of society
Businesses Create, and Destroy,
    Many Kinds of Wealth

   financial   intellectual   social     emotional




   spiritual    cultural      physical    natural
The Tenets of Conscious Capitalism

    STAKEHOLDER        CONSCIOUS
    INTEGRATION        LEADERSHIP
               HIGHER
              PURPOSE &
             CORE VALUES

     CONSCIOUS         CONSCIOUS
      CULTURE         MANAGEMENT
Happiness
Meaning comes               Profit
   ensues from
       from:             ensues from
  living a life of
Doing work that       working toward a
  meaning and
     matters          higher purpose,
     purpose         building businesses
  Selfless love
                         on love, and
Finding meaning         growing from
   in suffering           adversity
Uncompensated effort is
                        Compensated engagement   going up – volunteer work
The Purpose Institute




                             is going down        is nourishing people in a
                                                      way that paid isn’t
Great Purposes are HEALING
Healing: To restore to      H   Heroic
health or soundness; to     E   Evolutionary
cure; to restore to
spiritual wholeness; to     A   Aligning
become whole and
                            L   Loving
sound.
In a world with too much    I   Inspiring
suffering and ill-health,   N   Natural
healing is divine work.
                            G   Generous
The Power of Purpose

            The difference you're trying to make in the
             world
            Drives everything you do
            Matters to all stakeholders
            Is your reason for being that goes beyond
             making money
            YET… typically results in making more
             money than you thought possible

Roy Spence
Southwest Airlines
Give people the freedom to fly
Google
Organize the world’s information and
 make it easily accessible and useful
REI
Reconnect people with nature
The Tenets of Conscious Capitalism

    STAKEHOLDER        CONSCIOUS
    INTEGRATION        LEADERSHIP
               HIGHER
              PURPOSE &
             CORE VALUES

     CONSCIOUS         CONSCIOUS
      CULTURE         MANAGEMENT
Whole Foods Market Stakeholder
   Interdependence Model




                                 56
S          P           I          C           E            E
SOCIETY   PARTNERS   INVESTORS   CUSTOMERS   EMPLOYEES   ENVIRONMENT
Business, Society and the Planet

                            The PLANET


      The PLANET             SOCIETY



                             BUSINESS
BUSINESS       SOCIETY




Traditional View         Conscious View
Conscious Capitalism ≠ CSR


•   Shareholder-centric            •   Stakeholder-oriented
•   Independent of purpose         •   Incorporates higher purpose
•   Often grafted on to            •   Societal orientation is at the
    traditional business model         core of business model
•   Easy to meet as a charitable   •   Requires genuine
    gesture                            transformation
•   Performance implications       •   Significantly outperforms
    unclear                            traditional business model
•   Independent of type of         •   Requires conscious
    leadership                         leadership
The Tenets of Conscious Capitalism

    STAKEHOLDER        CONSCIOUS
    INTEGRATION        LEADERSHIP
               HIGHER
              PURPOSE &
             CORE VALUES

     CONSCIOUS         CONSCIOUS
      CULTURE         MANAGEMENT
“We must be
the change we
want to see in
the world.”
Conscious Businesses Need
    Conscious Leaders



                                           Authentic
                 Purpose-driven
                                                      Caring
           Systems thinkers and “systems feelers”


          Emotionally intelligent          Spiritually evolved

   Strong character and integrity     Trustee oriented
The Tenets of Conscious Capitalism

    STAKEHOLDER        CONSCIOUS
    INTEGRATION        LEADERSHIP
               HIGHER
              PURPOSE &
             CORE VALUES

     CONSCIOUS         CONSCIOUS
      CULTURE         MANAGEMENT
Culture
        eats
strategy for
      lunch!
     breakfast!
T   Trust

              A   Accountability

Cultures of   C   Caring

Conscious     T   Transparency
Businesses    I   Integrity

              L   Loyalty

              E   Egalitarian
Humans are
  born to care.
Our institutions
     magnify or
   depress the
human capacity
        to care.
           Jane Dutton
University of Michigan
Conscious
Management
  Beyond Theory Y

• Self-Organizing
  Self-Motivating
  Self-Managing
• Decentralization
• Empowerment
• Teamwork
• Collaboration
Conscious Capitalism works   Higher sales intensity & growth


                             Lower gross margins, higher net margins


                             Lower marketing, product return costs


                             Lower legal and administrative costs


                             Greater employee retention & engagement
Creative, Caring Human Energy!




  The biggest difference between
ordinary and conscious businesses?
We are all in the
     same boat.




71
“I would not give a fig for the simplicity
on this side of complexity but I would
give my life for the simplicity on the
other side of complexity.”
                         Oliver Wendell Holmes, Jr.
                             US Supreme Court Justice
Humanity      Natural       Our inner
    is one    resources are   resources
     spirit       finite      are infinite
Ron Pompei
The Opportunity
        Those of us alive today have the
         opportunity to lead the most
         meaningful lives ever lived

        Our challenges are great, but so
         is our consciousness and our
         ability to change things

        We have all the tools we need;
         we just need to unleash human
         ingenuity on our challenges in a
         holistic, conscious, caring way
Lynne Twist
Essential Reading for Conscious Capitalists
www.ConsciousCapitalism.org




  Raj.Sisodia@ConsciousCapitalism.org
Please email me if you are interested in being involved with
  setting up a South Africa Conscious Capitalism Chapter
Some Questions

Can successful profitable organizations
really be built on “love”?
Is a “Conscious” agenda realistic in tough,
recessionary times?
How can we embed conscious living and
conscious business principles in young
people early on?

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Raj Sisodia - Conscious Capitalism

  • 1. CONSCIOUS CAPITALISM ACTUALIZING BUSINESS AND HUMAN POTENTIAL Raj Sisodia Professor of Marketing, Bentley University Chairman, Conscious Capitalism Institute
  • 2.
  • 3. WHAT CAPITALISM HAS ENABLED IN A VERY SHORT TIME
  • 4. A Tale of Two Short Centuries GDP per Capita, 2000 $ 2010: $7,278 $6,055 $2,113 $1,262 $873 Industrial Revolution Begins $596 $467 $667 $566 $615 $453 Year 0 500 1000 1500 2000 Source: www.VisualizingEconomics.com; Angus Maddison, University of Groningen; www.prb.org; www.worldbank.org
  • 5. The Economic Success of Capitalism is Unprecedented in World History Real per capita income has increased: • 16x in developed countries • 35x in Japan • 3x in Africa • 100x in the U.S. (adjusting for quality and affordability)
  • 6. Capitalism is Ending Poverty on Earth The percentage of people living on World Population Living on Less Than less than $1 per $1/Day (in ‘03$ ) 100% day has dropped from 85% in 1820 to about 17% 50% today. If current trends continue, poverty 0% will be virtually eliminated in the 1800 1950 1980 2003 next 50 years. Source: World Bank (constant 2003 dollars)
  • 7. Business is noblebecause ititcan elevate our existence heroicbecause itit lifts people out of poverty ethical because creates value good because based on voluntary exchange
  • 8. Yet, Mistrust of Business is Pervasive Americans’ confidence in big Only 2 percent of investors business has declined steadily, believe that CEOs are “very from about 34% in 1975 to a trustworthy”; 72 percent historic low of 16% in 2009, believe that wrongdoing is rebounding to 19% in 2011. commonplace at companies. 2011: 79% believe business is too 2011: 88% of Americans concerned about believe that big companies making a profit and not enough have too much influence on about responsibilities to government, up from 83 workers, consumers, and the percent in 2004. environment.
  • 9. “The whole growth model we created over the last 50 years is simply unsustainable economically and ecologically… Both Mother Nature and Father Greed have hit the wall at once.” March 7, 2009
  • 10. After just one century of modern living…
  • 11. 75% of forests are gone
  • 12. 30% of arable land is gone
  • 13. Large mammals are down 90%
  • 14. Large fish are down 95%
  • 15. Half of all species alive today are likely to disappear in 50 years
  • 16. Toxic burden on humans is rising
  • 17. Oil supply is decreasing just as demand is rapidly rising
  • 18. After 1980, we started using more than Nature can renew; now 1.3 times
  • 19. If everyone lived as Americans, would need FIVE earths… …as Europeans, THREE earths
  • 20. Confidence in Big Business % of Americans with a "Great Deal" or "Quite a Lot" of Confidence in Big Business 40% 35% 30% 25% 20% 15% 10% Such cynicism and distrust have huge societal costs 5% 0%
  • 21. WHY has this happened? THE WORLD has changed PEOPLE have evolved BUSINESSES have not kept up
  • 24. In 1989, for the first time in U.S. history, the majority of adults were over 40
  • 25. Who is this man? What did he do to change the Tim Berners-Lee world? He invented the World Wide Web in 1989
  • 26.
  • 27.
  • 28.
  • 29. A finer sense of right and wrong Understand all the consequences of our actions Commitment to the truth Fully mindful and awake Reject violence Live in harmony with nature Peter Senge
  • 30. “The dogmas of the quiet past are inadequate to the stormy present.”
  • 31. What will it take for companies to flourish in the future? To flourish in the future, companies will have be aligned with the new realities of our lives and embody a more conscious way of being
  • 32. “A conscious business fosters peace and happiness in the individual, respect and solidarity in the community, and mission accomplishment in the organization.” Fred Kofman, Conscious Business
  • 33. A HIGHER PURPOSE DECLARATION OF INTERDEPENDENCE 19:1 93% ANIMAL COMPASSION STANDARDS MEETINGS END WITH APPRECIATIONS MINISCULE MARKETING SPENDING MEMORIAL DAY FLOOD FUTURE SEARCH 1800%
  • 34. The Tenets of Conscious Capitalism STAKEHOLDER CONSCIOUS INTEGRATION LEADERSHIP HIGHER PURPOSE & CORE VALUES CONSCIOUS CONSCIOUS CULTURE MANAGEMENT
  • 35. Can you build a business on love?
  • 36. Can you build a business on love?
  • 37. “Heart attacks are highest on Monday morning.”
  • 38. An Epidemic of Apathy The Shame of “Management”
  • 41.
  • 42. 10.5-to-1 performance “FoE” (1646%) S&P 500 (157%) Stock Returns over a 15 Year Period (’96-’11)
  • 43. FoE Compared to Good to Great 15 Year 10 Year 5 Year 3 Year Cumulative Annualized Cumulative Annualized Cumulative Annualized Cumulative Annualized FoE Return 1646.1% 21% 254.4% 13.5% 56.4% 9.4% 77.4% 21.1% GTG Return 177.5% 7% 14.0% 1.3% -35.6% -8.4% -23.2% -8.4% S&P 500 Return 157% 6.5% 30.7% 2.7% 15.6% 2.9% 10.3% 3.3%
  • 44. What is a “Great” Business? Enriches the world Brings joy, fulfillment, and a sense of meaning to all its stakeholders Maximizes “total value created” Enhances the overall health and well being of society
  • 45. Businesses Create, and Destroy, Many Kinds of Wealth financial intellectual social emotional spiritual cultural physical natural
  • 46. The Tenets of Conscious Capitalism STAKEHOLDER CONSCIOUS INTEGRATION LEADERSHIP HIGHER PURPOSE & CORE VALUES CONSCIOUS CONSCIOUS CULTURE MANAGEMENT
  • 47. Happiness Meaning comes Profit ensues from from: ensues from living a life of Doing work that working toward a meaning and matters higher purpose, purpose building businesses Selfless love on love, and Finding meaning growing from in suffering adversity
  • 48. Uncompensated effort is Compensated engagement going up – volunteer work The Purpose Institute is going down is nourishing people in a way that paid isn’t
  • 49. Great Purposes are HEALING Healing: To restore to H Heroic health or soundness; to E Evolutionary cure; to restore to spiritual wholeness; to A Aligning become whole and L Loving sound. In a world with too much I Inspiring suffering and ill-health, N Natural healing is divine work. G Generous
  • 50. The Power of Purpose  The difference you're trying to make in the world  Drives everything you do  Matters to all stakeholders  Is your reason for being that goes beyond making money  YET… typically results in making more money than you thought possible Roy Spence
  • 51. Southwest Airlines Give people the freedom to fly
  • 52.
  • 53. Google Organize the world’s information and make it easily accessible and useful
  • 55. The Tenets of Conscious Capitalism STAKEHOLDER CONSCIOUS INTEGRATION LEADERSHIP HIGHER PURPOSE & CORE VALUES CONSCIOUS CONSCIOUS CULTURE MANAGEMENT
  • 56. Whole Foods Market Stakeholder Interdependence Model 56
  • 57. S P I C E E SOCIETY PARTNERS INVESTORS CUSTOMERS EMPLOYEES ENVIRONMENT
  • 58. Business, Society and the Planet The PLANET The PLANET SOCIETY BUSINESS BUSINESS SOCIETY Traditional View Conscious View
  • 59. Conscious Capitalism ≠ CSR • Shareholder-centric • Stakeholder-oriented • Independent of purpose • Incorporates higher purpose • Often grafted on to • Societal orientation is at the traditional business model core of business model • Easy to meet as a charitable • Requires genuine gesture transformation • Performance implications • Significantly outperforms unclear traditional business model • Independent of type of • Requires conscious leadership leadership
  • 60. The Tenets of Conscious Capitalism STAKEHOLDER CONSCIOUS INTEGRATION LEADERSHIP HIGHER PURPOSE & CORE VALUES CONSCIOUS CONSCIOUS CULTURE MANAGEMENT
  • 61. “We must be the change we want to see in the world.”
  • 62. Conscious Businesses Need Conscious Leaders Authentic Purpose-driven Caring Systems thinkers and “systems feelers” Emotionally intelligent Spiritually evolved Strong character and integrity Trustee oriented
  • 63.
  • 64. The Tenets of Conscious Capitalism STAKEHOLDER CONSCIOUS INTEGRATION LEADERSHIP HIGHER PURPOSE & CORE VALUES CONSCIOUS CONSCIOUS CULTURE MANAGEMENT
  • 65. Culture eats strategy for lunch! breakfast!
  • 66. T Trust A Accountability Cultures of C Caring Conscious T Transparency Businesses I Integrity L Loyalty E Egalitarian
  • 67. Humans are born to care. Our institutions magnify or depress the human capacity to care. Jane Dutton University of Michigan
  • 68. Conscious Management Beyond Theory Y • Self-Organizing Self-Motivating Self-Managing • Decentralization • Empowerment • Teamwork • Collaboration
  • 69. Conscious Capitalism works Higher sales intensity & growth Lower gross margins, higher net margins Lower marketing, product return costs Lower legal and administrative costs Greater employee retention & engagement
  • 70. Creative, Caring Human Energy! The biggest difference between ordinary and conscious businesses?
  • 71. We are all in the same boat. 71
  • 72. “I would not give a fig for the simplicity on this side of complexity but I would give my life for the simplicity on the other side of complexity.” Oliver Wendell Holmes, Jr. US Supreme Court Justice
  • 73. Humanity Natural Our inner is one resources are resources spirit finite are infinite Ron Pompei
  • 74. The Opportunity  Those of us alive today have the opportunity to lead the most meaningful lives ever lived  Our challenges are great, but so is our consciousness and our ability to change things  We have all the tools we need; we just need to unleash human ingenuity on our challenges in a holistic, conscious, caring way Lynne Twist
  • 75. Essential Reading for Conscious Capitalists
  • 76. www.ConsciousCapitalism.org Raj.Sisodia@ConsciousCapitalism.org Please email me if you are interested in being involved with setting up a South Africa Conscious Capitalism Chapter
  • 77. Some Questions Can successful profitable organizations really be built on “love”? Is a “Conscious” agenda realistic in tough, recessionary times? How can we embed conscious living and conscious business principles in young people early on?