Theory U and CSR 2.0: Aligment of two conceptual approaches to create profound innovation and transformative change in corporate sustainability and responsibility. JA v Lawick 12/09/12 Zijn Werkt! Copyright Jeroen A. van Lawick van Pabst a, Wayne Visser b a Process Consultant and Program Developer for profound innovation & CSR at Zijn Werkt!, The Netherlands; jeroen@zijnwerkt.nl b Founder & Director, CSR International and Kaleidoscope Futures, Senior Associate, Cambridge University, UK; wayne@csrinternational.org Link to paper: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2009341
Agency for Team performance and Profound innovation Services: Programme development Team and leadership coaching Proces support to achieve breakthrough innovation & CSR.
CSR 2.0 Compelling vision on a new role of business in society. isolation--> relation redefine purpose of business: products and services in service of human dignity and earth s integrity. [Goals of ]CSR and business merge.
Become relational: essence of sustainability ME ME
Next-level - CSR: Redefine purpose of business. Sustainability CSR 1.0 Society & Earth Business ( ) Responsible Business (value) = CSR 2.0 Sustainable Society & Earth
CSR 2.0: Five principles Responsiveness: sensitivity, awareness to other, situation, issue. Glocality: dilemma s; balance local and global issues. Creativity: new thinking for todays / tomorrow s problems; imagination, innovation. Circularity: 1inclusive system; C2C Scalability: scale, urgency needed; prioritise.
Moving to CSR 2.0: How to? Met with Cynicism, Apathy: need for tools. Need for Profound Practicality; align do-be. See the external whole; suspend judgement. See interior; connect to the heart; openness. Can we find suitable approaches and processes to help make a transition to CSR 2.0?
Theory U Approach for profound innovation & change: e.g. CSR 2.0? Quality of attention given --> Quality of outcomes: awareness of my relation with surrounding, myself. Learn from the emerging future, needed when past solution do not work anymore. What is actually trying to get through? Collective language & shared experience, facilitating breakthrough. Proces in 3 key movements.
Theory U: Proces. VoJ VoC VoF
Theory U & CSR 2.0 Responsiveness Scalability Glocality Creativity Circularity
How EoC and CSR 2.0/T.U. may relate to each other. EoC CSR 2.0 & T.U Building communion; relational; human-centric Proximity Reciprocity Adhere to ethical values We are all poor, one way or another; our brothers and sisters. We -quality; being seen > growth. Continuous tension between reality-ideal. Collective; Bigger & shared picture; redefined purpose of business to human dignity & earth s integrity. Glocality Circularity Values-based leadership for inspiration and governance. No dichotomies: us vs. them Awareness; Quality of relationships > Quantity of solutions. Keep up with tensions of NOT knowing; Sustainability = TO SUSTAIN prior to solving or creating!
Conclusions & Next Steps We believe in the potential of Theory U to progress CSR to a systemic level. approach to profound change focus on interconnectedness with the world and ourselves: essence of sustainability. fosters new dialogue among all stakeholders by going through the U, we can explore, internalize and implement the [5 core] principles of CSR 2.0, Striking similarities among Theory U, CSR 2.0 and the Economy of Communion have been identified. We are curently seeking further validation of the approaches. searching for partners to work collaboratively in developing this path of learning and transfomation, so much needed in today s world.
Thank you for your Attention! Any Questions Suggestions or Comments? jeroen@zijnwerkt.nl www.zijnwerkt.nl @jeroenvanlawick + 31 (0)6 180 22033
Appendices
Current CSR (1.0): incremental, periferal, uneconomic.? Source: CSR International
Next level - CSR: We are but one system!
Next level - CSR: Limitations to Growth. +
Courtesy: Wayne Visser CSR International