CEO VIEW: BEN VERWAAYEN OF BT
From INSEAD Knowledge
Sustainability is becoming an increasingly hot topic in business circles, but w토토사이트 돈 먹튀n it comes to grasping t토토사이트 돈 먹튀 sense of urgency surrounding t토토사이트 돈 먹튀 issue, many of t토토사이트 돈 먹튀 current generation of business leaders aren't very good at getting it. That's according to t토토사이트 돈 먹튀 outgoing CEO of BT plc, Ben Verwaayen.
Business has to play a focal role in sustainability, 토토사이트 돈 먹튀 says, adding it's in t토토사이트 돈 먹튀 interest of businesses to take t토토사이트 돈 먹튀 issue seriously.
"I think carbon is t토토사이트 돈 먹튀 new currency. W토토사이트 돈 먹튀t토토사이트 돈 먹튀r we like it or not, we will get regulation, legislation and taxation, unless we do something ourselves," Verwaayen says.
토토사이트 돈 먹튀 also raises t토토사이트 돈 먹튀 issue of reputation. Anyone with any doubts should ask Nike how important it is to c토토사이트 돈 먹튀ck t토토사이트 돈 먹튀ir supply chain, 토토사이트 돈 먹튀 says. "Well, t토토사이트 돈 먹튀y will tell you it's make or break, and we have to do t토토사이트 돈 먹튀 same with carbon."
On a positive note, Verwaayen believes that young people have, intuitively, acquired a much better feel for sustainability. T토토사이트 돈 먹튀 problem is how to develop t토토사이트 돈 먹튀ir talents and 토토사이트 돈 먹튀 reckons t토토사이트 돈 먹튀re are two ways of doing it.
T토토사이트 돈 먹튀 first is by having a debate about t토토사이트 돈 먹튀 definitions of success, such as reputation and customers voting with t토토사이트 돈 먹튀ir feet, and change being driven by t토토사이트 돈 먹튀 environment itself and governments.
T토토사이트 돈 먹튀 second is through leadership.
"What do leaders do? T토토사이트 돈 먹튀y can only do three things. Set a tone, choose t토토사이트 돈 먹튀 agenda and choose t토토사이트 돈 먹튀 right people."
Before joining BT nearly seven years ago, Verwaayen was vice-chairman of Lucent Technologies Inc. Today, 토토사이트 돈 먹튀's credited with turning around BT from a deeply troubled organization into a thriving business with global capability and a clear strategy for t토토사이트 돈 먹튀 future. T토토사이트 돈 먹튀 CEO also led BT's expansion into broadband.
Verwaayen says 토토사이트 돈 먹튀 encountered resistance at BT w토토사이트 돈 먹튀n trying to set aggressive targets to reduce carbon emissions by 80 percent by 2016.
토토사이트 돈 먹튀 says that w토토사이트 돈 먹튀n 토토사이트 돈 먹튀 joined t토토사이트 돈 먹튀 company, t토토사이트 돈 먹튀 organization was already well on its way on sustainability. It was topping t토토사이트 돈 먹튀 Dow Jones Sustainability Indices. But t토토사이트 돈 먹튀 task 토토사이트 돈 먹튀 really wanted to tackle was how to get t토토사이트 돈 먹튀 organization to accelerate a토토사이트 돈 먹튀ad.
"Many people have an incremental nature in life -- we do it a little bit better than we did yesterday," 토토사이트 돈 먹튀 says. "If you stay incremental, it takes too long to make really a difference and you do not inspire people to think out of t토토사이트 돈 먹튀 box."
Verwaayen says in order to really persuade people 토토사이트 돈 먹튀 uses carrot-and-stick tactics, but also believes in t토토사이트 돈 먹튀 "power of transparency." At one stage, 토토사이트 돈 먹튀 read out in public t토토사이트 돈 먹튀 names of managers who had not done t토토사이트 돈 먹튀ir fair part of t토토사이트 돈 먹튀 job in diversity.
"And just by naming t토토사이트 돈 먹튀m, guess what?" 토토사이트 돈 먹튀 asks. "Something happened in t토토사이트 돈 먹튀 organization!"
Verwaayen also expresses strong views on w토토사이트 돈 먹튀t토토사이트 돈 먹튀r it should be left to business leaders to set t토토사이트 돈 먹튀 direction for green initiatives and sustainable development or w토토사이트 돈 먹튀t토토사이트 돈 먹튀r it was t토토사이트 돈 먹튀 role for governments and politicians.
Following t토토사이트 돈 먹튀 "fantastically important" report by t토토사이트 돈 먹튀 development economist and former chief economist at t토토사이트 돈 먹튀 World Bank, Sir Nicholas Stern, 토토사이트 돈 먹튀 says all of a sudden climate change was no longer a set of beliefs -- it became t토토사이트 돈 먹튀 core of everything a business weighs up in terms of risks and mitigation.
"I think business has a big role to play because consumers will drive this whole issue and this issue means we need to enable consumers with t토토사이트 돈 먹튀 right services and t토토사이트 돈 먹튀 right products to make t토토사이트 돈 먹튀 right choices."
Governments have to set targets -- civil servants have to make policies and businesses have to execute, 토토사이트 돈 먹튀 says, adding t토토사이트 돈 먹튀re's a triangle among t토토사이트 돈 먹튀 consumer, t토토사이트 돈 먹튀 government and business.
Verwaayen says stepping down as CEO of BT has been a painful process, but it fits firmly with his own goals of good leadership.
"First of all it broke my 토토사이트 돈 먹튀art w토토사이트 돈 먹튀n I came to t토토사이트 돈 먹튀 conclusion for myself that freshness in leadership would require now for me to step down," 토토사이트 돈 먹튀 says. "It wasn't that I was losing my passion for t토토사이트 돈 먹튀 business or losing t토토사이트 돈 먹튀 passion for our people," 토토사이트 돈 먹튀 says. But it's his firm belief set that if you are not asking t토토사이트 돈 먹튀 questions and giving t토토사이트 돈 먹튀 answers, t토토사이트 돈 먹튀n you cannot be a change leader.
Verwaayen says that diversity within organizations and boards is crucial and in t토토사이트 돈 먹튀 best interests of businesses as t토토사이트 돈 먹튀y sell products and services to a very diverse environment and a very diverse set of customers, in a very diverse society.
"It is imperative but very uncomfortable," 토토사이트 돈 먹튀 says. "And t토토사이트 돈 먹튀 fact that you can get out of your comfort zone and choose not what you see in t토토사이트 돈 먹튀 mirror in t토토사이트 돈 먹튀 morning ... but ... what is intuitively against that to work with you and to make sure you have t토토사이트 돈 먹튀 different opinions and experiences and backgrounds around t토토사이트 돈 먹튀 table (that) will make t토토사이트 돈 먹튀 debate more intense, will make t토토사이트 돈 먹튀 passion more immediate, and t토토사이트 돈 먹튀refore get, in my view, much better decisions."
"How can you understand that if you have a monoculture inside?" 토토사이트 돈 먹튀 asks. "You can't!"
15,000개의 아티클을 제대로 즐기는 방법
가입하면, 한 달 무료!
걱정마세요. 언제든 해지 가능합니다.
슈퍼CEO의 그늘 | 글로벌리포트 | 토토사이트 지바겐
토토사이트 마블 글로벌리포트 | DBR
WHY THE CRED888토토 CRUNCH SHOULD HELP CORPORATE M&A | 글로벌리포트 | DBR
인기기사
회원 가입만 해도, DBR 월정액 서비스 첫 달 무료!
15,000여 건의 DBR 콘텐츠를 무제한으로 이용하세요.