ABSTRACT
This chapter illustrates an abundance strategy which is designed to create greater business value and impact, along with societal and brand value. The United States Chamber of Commerce Foundation (USCCF) is also framing innovative water solutions as an abundance strategy. Moving towards abundance requires innovative approaches — crowdfunding solutions, prize competitions and technology hubs/accelerators. These initiatives can move us off of a scarcity trajectory to abundance. A radical departure from business as usual, this instead used the experience of stakeholders outside the world of water and new technologies and business models. Collective action is essentially mobilizing stakeholders within a watershed, region or country to address water-related issues through investment, action plans, and outreach. However, collective action misses the broader opportunity of challenging "business ecosystems." The view is that these business ecosystems create new opportunities for participating stakeholders. The value in these ecosystems can be in addressing social challenges such as water.
