green jujitsu - terra infirma

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Page 1: Green Jujitsu - Terra Infirma
Page 3: Green Jujitsu - Terra Infirma

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'ņ�6XVWDLQDELOLW\ is the publisher of 'ņ6KRUWV��D�QHZ�VHULHV�RI�H[SHUW��DFWLRQ�RULHQWHG�HERRNV�IRU�EXV\�SURIHVVLRQDOV��(DFK�'ņ6KRUW�IRFXVHV�RQ�RQH�VXVWDLQDELOLW\�FKDOOHQJH�DW�D�WLPH�DQG�FDQ�EH�UHDG�LQ����PLQXWHV�

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Abstract

BUSINESS HAS RECENTLY WOKEN UP to the need to address HQYLURQPHQWDO�VXVWDLQDELOLW\�LQ�D�PHDQLQJIXO�ZD\��1R�ORQJHU�LV�LW�VXIÀFLHQW�WR�KDYH�DQ�HQYLURQPHQWDO�SROLF\�RU�HQYLURQPHQWDO�PDQDJHPHQW�V\VWHP�²�VXEVWDQWLDO�FKDQJHV�WR�EXVLQHVV�SUDFWLFH�DUH�UHTXLUHG��&XOWXUH�FKDQJH�LV�ZLGHO\� UHJDUGHG�DV� WKH�PRVW� YLWDO� DQG� WKH�PRVW�GLIÀFXOW� HOHPHQW�RI�WKLV� SDUDGLJP� VKLIW�� 7KH� VWDQGDUG� PHWKRGV� RI� ¶VZLWFK� LW� RII·� VWLFNHUV��DZDUHQHVV�SUHVHQWDWLRQV�DQG�SURFODPDWLRQV�IURP�WKH�WRS�KDYH�SURYHG�LQFDSDEOH�RI�GHOLYHULQJ�WKH�VKLIW�LQ�DWWLWXGHV�UHTXLUHG��*UHHQ�-XMLWVX�LV�D�FRPSOHWHO\�GLIIHUHQW�ZD\�RI�ORRNLQJ�DW�FXOWXUH�FKDQJH�IRU�HQYLURQPHQWDO�VXVWDLQDELOLW\�� ,QVWHDG� RI� WU\LQJ� WR� FRUUHFW� \RXU� FROOHDJXHV·� SHUFHLYHG�¶ZHDNQHVVHV·��LW�IRFXVHV�LQVWHDG�RQ�SOD\LQJ�WR�WKHLU�VWUHQJWKV�WR�JHW�WKHP�WUXO\� LQWHUHVWHG�DQG�HQJDJHG��7KLV�SULQFLSOH� LV�DSSOLHG�WR�WKH�¶HOHSKDQW�PRGHO·� RI� FXOWXUH� FKDQJH�� SURYLGLQJ� FOHDU� JXLGDQFH�� LQVSLULQJ� SHRSOH�HPRWLRQDOO\� DQG� DOWHULQJ� WKH� ZRUNLQJ� HQYLURQPHQW�� 7KHVH� WHFKQLTXHV�DUH� LOOXVWUDWHG�ZLWK� FDVH� VWXGLHV� IURP� WKH� DXWKRU·V� RZQ� H[SHULHQFH� RI�IDFLOLWDWLQJ�FXOWXUH�FKDQJH�RQ�WKH�IURQW�OLQH�LQ�VRPH�RI�WKH�ZRUOG·V�OHDGLQJ�RUJDQLVDWLRQV�

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About The Author

GARETH KANE� LV� DQ� LQWHUQDWLRQDOO\� UHFRJQLVHG�HQYLURQPHQWDO� DQG� VXVWDLQDELOLW\� H[SHUW�� +H� KDV�DSSHDUHG� DV� D� PHGLD� SXQGLW� RQ� VXVWDLQDELOLW\�LVVXHV�RQ��IRU�H[DPSOH��WKH�%%&�6L[�2·&ORFN�1HZV��&RXQWU\ÀOH��7KH�3ROLWLFV�6KRZ�DQG�ORFDO�UDGLR��,Q������7KH�-RXUQDO�QHZVSDSHU�QDPHG�*DUHWK�DV�D�¶5LVLQJ�6WDU��)XWXUH�/HDGHU·�IRU�KLV�ZRUN�RQ�VXVWDLQDELOLW\�

*DUHWK·V� FRQVXOWDQF\�7HUUD� ,QÀUPD�KDV�D� FOLHQW� OLVW� LQFOXGLQJ� WKH�%%&��%$(�6\VWHPV�SOF��-RKQVRQ�0DWWKH\�SOF��WKH�1+6�DQG�(DVW�&RDVW�0DLQOLQH��,Q�-XQH������WKH�FRPSDQ\�ZDV�VLQJOHG�RXW�IRU�SUDLVH�LQ�WKH�SUHVV�E\�8.�(QYLURQPHQW�6HFUHWDU\��WKH�5W�+RQ�&DUROLQH�6SHOPDQ�03��7HUUD�,QÀUPD·V�*UHHQ� $FDGHP\� RQOLQH� WUDLQLQJ� SURJUDPPH� KDV� DWWUDFWHG� SDUWLFLSDQWV�IURP�DURXQG�WKH�JOREH�²�IURP�WKH�86$�WR�1HZ�=HDODQG�

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Page 7: Green Jujitsu - Terra Infirma

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Contents

Abstract..................................................................................5

About The Author ............................................................6

� � �,QWURGXFWLRQ��:KDW�,V�7KH�%LJJHVW�%DUULHU�To Corporate Sustainability? ................................10

1� :K\�6XVWDLQDELOLW\�3URJUDPPHV�)DLO ..............13What’s the problem? ..........................................................13Why ‘switch it off’ doesn’t work ......................................14Institutional inertia .............................................................15How not to do culture change .........................................16

Questions for you ...........................................................18

2� 7KH�*UHHQ�-XMLWVX�$SSURDFK .................................19The jujitsu analogy ..............................................................19Understanding attitudes to sustainability ...................20Internal resistance ..............................................................22Motivations of different roles ..........................................23The elephant model of culture change .........................24No pain, no gain ...................................................................25

Questions for you ...........................................................25

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GREEN JUJITSU: THE SMART WAY TO EMBED SUSTAINABILITY INTO YOUR ORGANISATION

Contents

�� 3URYLGLQJ�,QIRUPDWLRQ ................................................26Fighting for attention .........................................................26What is relevant to your audience? ...............................27Speaking their language ...................................................28Use questions, not statements .......................................29Reframing the argument ...................................................30Effective switch it off .........................................................30Feedback ...............................................................................31Storytelling ............................................................................32Integration of messages ...................................................32

Questions for you ...........................................................33

�� (QJDJLQJ�(PRWLRQDOO\ ................................................35Lead by example ..................................................................35The fallback plan: Guerrilla tactics ................................37Tapping into company culture .........................................37Building trust ........................................................................38Show, don’t tell ....................................................................39‘More stilettos than sandals’ ...........................................41Make people part of the solution ...................................42Incentives ..............................................................................43Teams and teamwork .........................................................43

Questions for you ...........................................................45

5� 1XGJLQJ�3HRSOH�2QWR�7KH�5LJKW�3DWK .............46Providing green technology .............................................46

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GREEN JUJITSU: THE SMART WAY TO EMBED SUSTAINABILITY INTO YOUR ORGANISATION

Contents

Changing the physical environment ..............................47Policy changes .....................................................................48Identifying problems and opportunities .......................49

Questions for you ...........................................................50

�� +XPDQ�5HVRXUFHV�,VVXHV ......................................51Recruitment ..........................................................................51Job descriptions and performance assessment .........52Formal training ....................................................................53Who does the changing? ..................................................53Sustainability/environmental champions ...................55External change agents ....................................................56

Questions for you ...........................................................57

Conclusions .....................................................................58

� � $QQH[��*URXS�([HUFLVHV ...........................................60Overview .................................................................................60Powerpoint or not?..............................................................60Gaining immediate buy-in .................................................61Solutions generation ..........................................................62

� � 5HIHUHQFHV .......................................................................65

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,1752'8&7,21

What Is The Biggest Barrier To Corporate Sustainability?

THIS IS A QUESTION I AM OFTEN ASKED� IURP� WKH� ÁRRU� DW� VSHDNLQJ�HQJDJHPHQWV��0\�DQVZHU�LV�D�OLWWOH�WULWH�EXW�YHU\�WUXH��¶7KH�ELJJHVW�EDUULHU�is only six inches wide – it’s the space between our ears.’

7KH� URRW� FDXVH� RI� PXFK� XQVXVWDLQDEOH� SUDFWLFH� LV� DWWLWXGH – lack of SULRULW\�� EXV\�QHVV�� LJQRUDQFH�� KDELW�� VKRUW�VLJKWHGQHVV�� GHVSRQGHQFH��IHDU�� OD]LQHVV�RU�FRPELQDWLRQV�RI�WKH�DERYH��%DG�DWWLWXGH�VHHPV�WR�JHW�ZRUVH�H[SRQHQWLDOO\�ZLWK�WKH�VL]H�RI�WKH�EXVLQHVV�²�VXVWDLQDEOH�HQHUJ\�H[SHUW�$PRU\�/RYLQV�KDV�VDLG�WKDW�ZKLOH�¶SULPLWLYH·�DQLPDOV�OLNH�DQWV�KDYH�FRPPXQLWLHV�ZKLFK�H[KLELW�LQWHOOLJHQFH�ZD\�EH\RQG�WKDW�RI�WKH�VXP�RI�WKH�LQGLYLGXDOV��WKH�PRUH�KXPDQV�\RX�JURXS�WRJHWKHU��WKH�PRUH�VWXSLG�WKHLU�FRPELQHG�EHKDYLRXU1.

:KHQ�ZH�WKLQN�DERXW�HQYLURQPHQWDO�VXVWDLQDELOLW\�ZH�WHQG�WR�HQYLVLRQ�VKLQ\� QHZ� WHFKQRORJ\� VXFK� DV� VRODU� SDQHOV� DQG� HOHFWULF� YHKLFOHV��+RZHYHU��LW�KDV�EHHQ�HVWLPDWHG�WKDW���²����RI�LQWHUQDO�HQYLURQPHQWDO�LPSURYHPHQWV�DUH�GHSHQGHQW�RQ�JHWWLQJ�VWDII�WR�FKDQJH�WKHLU�EHKDYLRXU2. :KHQ�,�YLVLW�FOLHQWV�LW�LV�DOO�WRR�FRPPRQ�WR�VHH�KHDWLQJ�DQG�DLU�FRQGLWLRQLQJ�VZLWFKHG�RQ�DW� WKH�VDPH�WLPH��KRVHSLSHV� OHIW� UXQQLQJ�EXW�VWXFN�GRZQ�D� GUDLQ�� YDOXDEOH� SDFNDJHG� SURGXFWV� GDPDJHG� E\� IRUNOLIW� WUXFNV� DQG�SRWHQWLDOO\� JUHHQ� WHFKQRORJLHV� OLNH� WHOHFRQIHUHQFLQJ� IDFLOLWLHV�JDWKHULQJ�

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GREEN JUJITSU: THE SMART WAY TO EMBED SUSTAINABILITY INTO YOUR ORGANISATION

Introduction

11

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FIGURE 1. Sustainability maturity model.

Compliance

(�Reactive to legislation at best

Lip Service

(� One or two projects

(� Greenwash

(� No strategy

(� No staff buy-in

Bundle of Projects

(� Lots of projects

(� Limited/ad-hoc resourcing

(� Driven by enthusiasts

(� No strategy

(� Limited staff buy-in

Management System

(� Environmental management system in place

(� Responsibility defined and resources provided

(� Short term targets and projects

(� Activity in a silo

Total Sustainability

(� Clear commitment and leadership

(� Strategy in place

(� Long term goals

(� All systems and operations aligned to strategy

(� Complete buy-in

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GREEN JUJITSU: THE SMART WAY TO EMBED SUSTAINABILITY INTO YOUR ORGANISATION

Introduction

12

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Why Sustainability Programmes Fail

What’s the problem?I DIAGNOSE THE MOST COMMON BARRIERS� LQ� HQYLURQPHQWDO�VXVWDLQDELOLW\�SURJUDPPHV�DV�

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GREEN JUJITSU: THE SMART WAY TO EMBED SUSTAINABILITY INTO YOUR ORGANISATION

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$� ODFN� RI� HPSRZHUPHQW�� ¶,W·V�PRUH� WKDQ�P\� MRE·V�ZRUWK� WR� WXUQ�that off.’

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,QHUWLD�� ¶:H·YH� DOZD\V� GHVLJQHG� RXU� SURGXFWV� OLNH� WKDW�·� ¶7KDW�VRXQG"�7KDW·V�DOZD\V�WKHUH��1R��ZH�GRQ·W�FKHFN�RXU�FRPSUHVVHG�DLU�V\VWHP�IRU�OHDNV��6KRXOG�ZH"·��HWF�

)HDU��¶,I�ZH�WU\�WKLV��ZKR·OO�JHW�WKH�EODPH�LI�LW�JRHV�ZURQJ"·

<RX�ZLOO�QRWLFH�WKDW�WKHVH�DUH�SUHGRPLQDQWO\�DERXW�DWWLWXGH�DQG�FXOWXUH�²�YHU\�UDUHO\�LV�WKH�UHDO�UHDVRQ�PRQH\��1RUWKHUQ�)RRGV�KDYH�VDYHG�PDQ\�PLOOLRQV�RI�SRXQGV�LQ�HQHUJ\�DQG�ZDVWH�FRVWV�DQG�WKH\�VD\���²����RI�LW�ZDV�DFKLHYHG�WKURXJK�ORZ�RU�QR�FRVW�EHKDYLRXUDO�FKDQJHV2.

,�VD\�DJDLQ�WKDW�WKH�WUXH�EDUULHU�WR�VXVWDLQDELOLW\�LV�DERXW�VL[�LQFKHV�ZLGH�²�WKH�VSDFH�EHWZHHQ�RXU�HDUV��0RVW�RI�WKH�SUREOHPV�DQG�VROXWLRQV�FDQ�be found there.

Why ‘switch it off’ doesn’t work7KH� WUDGLWLRQDO� DSSURDFK� WR� EHKDYLRXUDO� FKDQJH� KDV� EHHQ� WR� VODWKHU�¶VZLWFK�LW�RII·�VWLFNHUV�DQG�SRVWHUV�RYHU�HYHU\�VZLWFK��ZDOO�DQG�PDFKLQH��,I�FXOWXUH�FKDQJH�ZDV�WKDW�HDV\��\RX�ZRXOGQ·W�EH�UHDGLQJ�WKLV�H�ERRN�

,�RQFH�ZRUNHG�ZLWK�D�FRPSDQ\�ZKLFK�KDG�$��SRVWHUV�RQ�VXVWDLQDELOLW\�LQ�HYHU\�KDOOZD\�DQG�IR\HU��(DFK�VKHHW�ZDV�SDFNHG�ZLWK�WH[W�RQ�FRPSDQ\�

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SROLF\��$V�DQ�H[SHULPHQW�,�DVNHG�RQH�ZRUNVKRS�FRQWLQJHQW�ZKHWKHU�WKH\�NQHZ� WKH� FRPSDQ\·V�GHÀQLWLRQ�RI� VXVWDLQDELOLW\��1R�RQH�GLG�� ,� DVNHG� LI�DQ\RQH�KDG�UHDG�WKH�VWDWHPHQW��1R�RQH�KDG��7KHUH�ZDV�QRWKLQJ�LQ�WKLV�FRPPXQLFDWLRQ�WR�HQFRXUDJH�DQ\RQH�WR�UHDG��,W�ZDV�D�FRPSOHWH�ZDVWH�RI�WLPH�DQG�HIIRUW�

So why doesn’t it work?

7KH�LQMXQFWLRQV�WR�DFW�JHW�ORVW�DPRQJVW�WKH�QRLVH�RI�WKH�PXOWLWXGH�RI�PHVVDJHV�ZH�DUH�ERPEDUGHG�ZLWK�HYHU\�GD\�

3HRSOH� JHQHUDOO\� UHVHQW� EHLQJ� KHFWRUHG� DQG� PD\� UHVLVW� DV� D�UHÁH[�UHDFWLRQ�

7KHUH·V�QR�H[SODQDWLRQ�RI�WKH�EHQHÀWV�RI�WKLV�DFWLRQ�HLWKHU�WR�WKH�LQGLYLGXDO��WKH�EXVLQHVV�RU�ZLGHU�VRFLHW\�

)DPLOLDULW\�EUHHGV�FRQWHPSW�²� \RX�VRRQ�VWRS�QRWLFLQJ� WKH�VLJQV�and posters.

7KH�PHVVDJH�LV�XVXDOO\�XQLQVSLULQJ��OLIHOHVV�DQG�GXOO�

$W�EHVW��WKHVH�SURJUDPPHV�DUH�ODXQFKHG�EHFDXVH�RI�D�ODFN�RI�LPDJLQDWLRQ��$W�ZRUVW��WKH\�DUH�IRU�WKH�HJR�RI�WKH�RULJLQDWRU�UDWKHU�WKDQ�WKH�LQWHQGHG�DXGLHQFH��$�SULPH�VXVSHFW�LV�WKH�XELTXLWRXV�¶3OHDVH�FRQVLGHU�WKH�LPSDFW�RQ� WKH� HQYLURQPHQW� EHIRUH� SULQWLQJ� WKLV� HPDLO·� OLQH� LQ� HPDLO� VLJQDWXUH�EORFNV��ZKLFK�LV�FOHDUO\�WKHUH�WR�VD\�¶,�WKLQN�,·P�PRUDOO\�VXSHULRU�WR�\RX�·

Institutional inertia,�KDYH�DOUHDG\�TXRWHG�$PRU\�/RYLQV�VD\LQJ�WKDW�DQLPDOV�OLNH�DQWV�KDYH�FRPPXQLWLHV�ZKLFK�H[KLELW�LQWHOOLJHQFH�ZD\�EH\RQG�WKDW�RI�WKH�VXP�RI�WKH�

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LQGLYLGXDOV��EXW�WKH�PRUH�KXPDQV�\RX�JURXS�WRJHWKHU��WKH�PRUH�VWXSLG�WKH�FRPELQHG�EHKDYLRXU��RU�ZRUGV�WR�WKDW�HIIHFW���$V�DQ�RSWLPLVW�� ,� OLNH�WR�WKLQN�RI�WKLV�SKHQRPHQRQ�DV�¶LQVWLWXWLRQDO�LQHUWLD·�UDWKHU�WKDQ�JURXS�VWXSLGLW\��0\�GHÀQLWLRQ�RI�LQVWLWXWLRQDO�LQHUWLD�LV�

The more people you get together, the harder it is to effect change.

<RX�FDQ�VHH�WKLV�LI�\RX�JR�RQ�KROLGD\�ZLWK�D�JURXS�RI�IULHQGV�DQG�WU\�WR�GHFLGH�ZKLFK�UHVWDXUDQW�WR�HDW�DW�RQH�HYHQLQJ��7KH�OHQJWK�RI�WLPH�LW�WDNHV�WR�PDNH�WKH�GHFLVLRQ�DQG�DFW�LQFUHDVHV�H[SRQHQWLDOO\�ZLWK�WKH�QXPEHU�RI�SHRSOH�LQYROYHG��,I�\RX�DUH�D�FRXSOH��\RX·OO�SUREDEO\�EH�RQWR�\RXU�FRIIHH�EHIRUH�D�JURXS�RI�HLJKW�KDV�VDW�GRZQ�

:KHQ� \RX� VFDOH� WKLV� XS� WR� WKH� RUJDQLVDWLRQDO� OHYHO� D� KXJH� QXPEHU� RI�IDFWRUV�NLFN�LQ��LQWHUQDO�SROLWLFV��IDFWLRQDOLVP��IHDU�RI�IDLOXUH��IHDU�WR�VSHDN�XS��IHDU�RI�VWDQGLQJ�RXW��WKH�GHVLUH�WR�EHORQJ��WUDGLWLRQ��DND�¶WKH�ZD\�LW·V�GRQH�URXQG�KHUH·���IRUPDO�DQG�LQIRUPDO�KLHUDUFKLHV��HWF���HWF��²�WKH\�DOO�add up to considerable inertia.

7KH� FKDOOHQJH� RI� RYHUFRPLQJ� WKLV� LQHUWLD� ²� ¶WXUQLQJ� WKH� VXSHUWDQNHU�DURXQG·� ²� LV� LPPHQVH�� ,Q� P\� H[SHULHQFH�� WKH�PRVW� LPSRUWDQW� IDFWRUV�DUH� VWURQJ�� FRQVLVWHQW� OHDGHUVKLS� DQG� D� VRPHZKDW� FRXQWHU�LQWXLWLYH�FRPELQDWLRQ�RI�ERQH�KHDGHG�GHWHUPLQDWLRQ�DQG�QLPEOH�FXOWXUH�FKDQJH�WHFKQLTXHV��7KLV�H�ERRN�ZLOO�KHOS�\RX�ZLWK�WKH�ODWWHU��EXW�WKH�RWKHUV�KDYH�WR�FRPH�IURP�ZLWKLQ�

How not to do culture change7KHUH�DUH�D�QXPEHU�RI�SLWIDOOV�WKDW�PDQ\�SHRSOH�IDOO�LQWR�ZKHQ�WU\LQJ�WR�FKDQJH�WKH�FXOWXUH�LQ�RUJDQLVDWLRQV�

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3UHDFKLQJ�� SUHDFKLQJ�GRHVQ·W�ZRUN�� ,W� LV� DV� VLPSOH�DV� WKDW�� 7KH�WHPSWDWLRQ�WR�SUHDFK�LV�YHU\�VWURQJ��LQ�SDUWLFXODU�DPRQJVW�WKRVH�RI�XV�ZKR�IHHO�YHU\�VWURQJO\�DERXW�HQYLURQPHQWDO�LVVXHV��%XW�LW�LV�FRXQWHU�SURGXFWLYH�DQG�VLPSO\�VZLWFKHV�SHRSOH�RII�

,UUHOHYDQFH�� WDONLQJ�DERXW� WKH�SOLJKW�RI� WKH�SRODU�EHDU�RU�RUDQJ�XWDQ�PD\�JHW�SHRSOH·V� V\PSDWK\�� EXW�ERWK�DUH� WRR� IDU� UHPRYHG�IURP� WKH�HYHU\GD\� H[SHULHQFH�RI� \RXU� VWDII� WR�PDNH� WKHP�ZDQW�WR�FKDQJH�WKH�ZD\�WKH\�EHKDYH��,Q�JHQHUDO��LQ�P\�VHVVLRQV�,�RQO\�PHQWLRQ� WKH� VFDOH� RI� HQYLURQPHQWDO� LPSDFWV� LQ� SDVVLQJ� WR� SXW�solutions in context.

(FR�FOLFKpV�� GHVSLWH� P\� ORQJ� FDPSDLJQ� DJDLQVW� WKHP�� WKHUH� LV�VWLOO� D� SUHYDOHQFH�RI� HFR�FOLFKpV� LQ� LPDJHU\� LQ� JUHHQ�PHVVDJHV��3LFWXUHV�RI�KDQGV�FXSSLQJ�VDSOLQJV�PDNH�PH�ZDQW�WR�VFUHDP�DQG�WKH\�VHQG�RXW�WKH�VXEFRQVFLRXV�PHVVDJH�¶KHUH·V�WKH�ZRUWK\�EXW�GXOO�ELW��QRUPDO�VHUYLFH�ZLOO�FRQWLQXH�VKRUWO\·�

1RW�JHWWLQJ�OHDGHUVKLS�IXOO\�VLJQHG�XS��OHDGHUVKLS�LV�D�NH\�SODQN�RI� FXOWXUH� FKDQJH�� 8QIRUWXQDWHO\�� PDQ\� &(2V� DUH� VFDUHG� RI� WKH�VXVWDLQDELOLW\�DJHQGD�DQG�KDYH�D�WHQGHQF\�WR�GLVDSSHDU�ZKHQHYHU�the topic is debated.

8QLQWHQGHG�FRQVHTXHQFHV�RI� LQFHQWLYHV�� WDNH�FDUH�ZLWK�ÀQDQFLDO�LQFHQWLYHV�DV�WKH\�FDQ�SURGXFH�DOO�VRUWV�RI�XQLQWHQGHG�FRQVHTXHQFHV�DQG�LW�LV�SRVVLEOH�WR�VWLU�XS�UHVHQWPHQW�DFFLGHQWDOO\��6RPH�LVVXHV��IRU�H[DPSOH��VWDII�SDUNLQJ��UDLVH�SDVVLRQV�ZD\�EH\RQG�ZKDW�WKH\�ORJLFDOO\�VKRXOG�

1RW�UHDOLJQLQJ�RWKHU�V\VWHPV�VXFK�DV�KXPDQ�UHVRXUFHV�SROLFLHV�VR�WKH\�SURPRWH�D�PRUH�VXVWDLQDEOH�FXOWXUH��:H�ZLOO�ORRN�DW�WKLV�LQ�PRUH�GHWDLO�LQ�&KDSWHUV�� and 6.

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7DNLQJ�\RXU�IRRW�RII�WKH�SHGDO��WKH�VHFUHW�RI�VXFFHVV�LQ�IRVWHULQJ�JUHHQ�EHKDYLRXU�LV�WR�NHHS�JRLQJ�

&RJQLWLYH� GLVVRQDQFH�� WKLV� RFFXUV� ZKHQ� ZH� WU\� DQG� KROG� WZR�FRQÁLFWLQJ� LGHDV� LQ� RXU� KHDGV� DW� WKH� VDPH� WLPH�� )RU� H[DPSOH��LI� \RX� WU\� WR� IRVWHU�D�FXOWXUH�ZKHUH�VXVWDLQDELOLW\� LV�VWURQJ�� WKHQ�DVN�HPSOR\HHV�WR�WDNH�FOHDUO\�XQVXVWDLQDEOH�DFWLRQV��WKH\�ZLOO�JHW�confused and cynical.

4XHVWLRQV�IRU�\RX+RZ�ZRXOG�\RX�UDWH�\RXU�FXOWXUH�RI�VXVWDLQDELOLW\�IURP��²���ZKHUH���PHDQV�QR�FXOWXUH�DW�DOO�DQG���PHDQV�HYHU\RQH�XQGHUVWDQGV�ZKDW�VXVWDLQDELOLW\�PHDQV�WR�WKHP"

:K\�GR�\RX�UDWH�WKH�FRPSDQ\�OLNH�WKLV"

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+RZ�UHOHYDQW�LV�LW�WR�WKH�GD\�WR�GD\�DFWLYLWLHV�RI�\RXU�HPSOR\HHV"

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References

1. $PRU\� /RYLQV�� 5RFN\� 0RXQWDLQ� ,QVWLWXWH�� VSHDNLQJ� DW� 6FKXPDFKHU� &ROOHJH��'HYRQ�������

2. .DQH��*��������7KH�*UHHQ�([HFXWLYH��&RUSRUDWH�/HDGHUVKLS�IRU�D�/RZ�&DUERQ�(FRQRP\��/RQGRQ��(DUWKVFDQ��