ABSTRACT
This chapter focuses on creating “smart” systems-based sustainability-aligned enterprise strategies by combining the best of current core strategy development practices with sustainability-aligned enhancements.
We review the current state of sustainable enterprise strategy with both a sobering assessment of our progress balanced with the enormous potential for a flourishing future. Government is not leading the movement and business is expected to do more. We also share a game-changing letter advocating every public company to have a clear strategy for Doing Well and Doing Good.
We introduce our Smart Strategy Bridge framework with four stages to accelerate our progress towards a flourishing future. Each stage contains system-based actions we can take to improve our sustainable strategies. The Bridge progressions move enterprises from: Being Stuck, to Doing Well, to Doing Well and Doing Good, and finally to Thriving. Tools introduced include: a sustainability-enhanced SWOT, an ROI Workbook, and The Big Pivot. Case studies include: small farmers in Haiti leveraging trees for profits, GE’s story of chasing the wrong purpose. Unilever and BASF are examples of integrating the SDGs within strategies for Doing Well and Doing Good. Interface and Tesla cases are examples of disruptive strategies that embrace risks and unknowns, but are driven by a purpose to help their enterprises and society to Thrive.
