By Marcina Majid
What if I told you that as a business owner you could bring in more profits than a firm of a similar size?
Your first thought would probably be about what you would have to give up to do so?
What part of your soul you’d have to sell?
The truth is that by doing business the right way -- being truly authentic, sticking wholeheartedly to your ethics and morals, and caring just as much about your customers and employees as your shareholders -- you can achieve that gain without losing your soul.
Conscious Capitalism is the system that lets you do this.
Conscious Capitalism companies don’t only outperform the market by 10.5 times, they even outperformed the Good to Great companies such as Fannie Mae and Walgreens by 300 per cent -- simply by doing business the “right way.”
Imagine that: you don’t have to give anything up to become a market leader.
In fact, you can be the good guy.
There are four principles of Conscious Capitalism.
1. Conscious Leadership
Organizations mirror the actions and personality of the individual at the top. This is the kind of person people want to follow. The authentic, open person. Conscious Leaders are the ones who inspire loyalty and consistent high performance in their teams.
2. Stakeholder Orientation
Conscious leaders know the importance of taking into account all of their stakeholders. You’re never going to become a premium brand by only focusing on the shareholders. The really important factors for long-term business success are the employees and customers, and often the vendors and community as well. Take care of them and they will take care of you.
3. Conscious Culture
A values-based culture is one that is intentional about how people act and perform. When a culture is not defined and enforced, your people aren’t all moving in the same direction.
4. Higher Purpose
Finally, the company should be in business to do more than just make money. Great leaders realize that in order to become successful over the long term, you must provide true value.
That comes from passionate people getting inspired about their work.
How inspiring is your company’s purpose?
For example, would you want to work for a company whose mission is to “deliver maximum value to the shareholders”?
I wouldn’t either.
The Great Champions of this world generally don't talk about winning.
They talk about doing your best. And you know what? They win - more often than others and that's what makes them Great Champions.
That’s what we’re talking about with Conscious Capitalism.
Don't try to play someone else’s game. Be true to yourself, your customers, your employees. And you will be rewarded.
Those who chase the money very rarely find it.
A recent study found that only 20 per cent of brands worldwide are seen to meaningfully and positively impact people’s lives, yet 91 per cent of global consumers would switch brands if a different brand of similar price and quality supported a good cause.
With this huge gap between societal values and corporate values, it’s no wonder that purpose-driven organisations are far outperforming the pack.
Doing good has become good business, not only because of changing consumer values but also because good companies are attracting the top talent, particularly millennials who are estimated to make up 75 per cent of the global workforce by 2025.
The fact is, many business leaders are already living these principles without even knowing it. If you’re one of them, now you know you’re not alone.
It isn’t just the “right” thing to do.
It’s also the profitable thing to do.
Marcina Majid is a shareholder of the Durban based Sandock Austral Shipyards.
IOL