Simon Mainwaring - 2016 CC CEO Practicum

SIMON MAINWARING
FOUNDER & CEO, WE FIRST, INC.
Simon@WeFirstBranding.com
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, brand
and marketer is facing new
challenges to reach, engage and
sell 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’s
COP21
WEF
CGI
CC
Facebook
Twitter
Snap
AR/VR
AI
Millennials
Gen-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 BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture

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

1
7
Add branson and women

SIR RICHARD BRANSON
COP21 / CARBON WAR ROOM (VIRGIN UNITE)

HOWARD SCHULTZ
RACE / JOBS / EDUCATION / VETERANS

RICK GOINGS
HE FOR SHE

SHERYL SANDBERG
WORLD 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

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
2005
Real bodies
2004
Vote for real beauty
2007
Beauty comes of age
Unrealistic beauty
2010
Self-esteem mentors
Self-perception
2015
Choose beautiful
Real
Beauty
EXAMPLE:
DOVE: REAL BEAUTY

EXAMPLE:
PATAGONIA

EXAMPLE:
PATAGONIA: RESPONSIBLE
CONSUMPTION

Time
CommunicationsTactics
Conversationleadership
Different communications tactics
accumulate over time
to define, shape and lead
the conversation.
2005
Common
Threads
Recycling
Program
2007
Footprint
Chronicles
2010
Common
Threads
5R Program
2011
Don’t Buy This
Jacket
2013
Worn Wear
2015
Worn Wear Tour
EXAMPLE:
CONSUMPTION

Time
SustainabilityImpactPrograms
Conversationleadership
Impact investments, initiatives and
programs implemented over time
build social proof and demonstrate
The conversation ‘in-action’
2009
Sustainable
Apparel Coalition
2013
$20 Million & Change
Fund / Patagonia Works
2014
Patagonia Park
2014
DamNation
1985
Environmental Grants
Program: 1% of Sales
2006
Ambassadors
EXAMPLE:
CONSUMPTION

EXAMPLE:
STARBUCKS

EXAMPLE:
STARBUCKS: SHARED PLANET

Shared
Planet
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 TESLA
For-profit partners

CLINTON FOUNDATION & CONDE NAST
For profit and non-profit partners

CATERPILLAR FOUNDATION & B TEAM
Cross-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

Simon@WeFirstBranding.com
www.WeFirstBranding.com
THANK YOU!
©2016 We First Inc.
@wefirst
@SimonMainwaring
@SimonMainwaring
@WeFirstBranding
#WeFirst
#SimonMainwaring
COONSCIOUS CAPITALISM CEO SUMMIT

Simon Mainwaring - 2016 CC CEO Practicum

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