Why You Should NOT Act Immediately on Sustainability

WHY YOU SHOULD NOT ACT
IMMEDIATELY ON SUSTAINABILITY

SSC Blog

Why You Should Not Act
Immediately on Sustainability

Sustainability is a huge, complex,
and daunting challenge. And a
growing number of companies
feel a sense of urgency to do
something – anything – to show
their stakeholders that they are
paying attention. But in the rush
to appear responsive, you may be
missing the boat. We recently
came across the Harvard Business
Journal article, ―Act Fast, but Not
Necessarily First.‖

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Copyright © 2012, Strategic Sustainability Consulting. All rights reserved.


Author Frank Partnoy makes a compelling case for more deliberate
decision-making, saying:

―Speed is killing our decisions. The crush of technology forces us to
snap react. We blink, when we should think. E-mail, social media, and
24-hour news are relentless. Our time cycle gets faster every day. Yet
as our decision-making accelerates, long-term strategy becomes even
more crucial. Those of us who find time to step back and think about
the big picture, even for a few minutes, have a major advantage. If
every one else moves too quickly, we can win by going slow.‖



Partnoy goes on to discuss
the OODA decision-making
While you can argue that
framework developed by renowned
there is no "opponent" in
American fighter pilot John Boyd.
sustainability (we're all part
of the problem *and* the
OODA – which stands for observe, solution), there are some
orient, decide, and act – is a process really important lessons in
that out-thinks and outmaneuvers the OODA framework that
opponents and competitors not by can benefit companies
acting first, but by waiting for pursuing a sustainability
opponents to act first. agenda.



Before we jump in, however, let's review the general application of
OODA to business decision-making from Frank Partnoy:

In general, we make better decisions when we minimize the time it
takes to decide and act — so that we can spend more time observing
and orienting. The same applies in business. The faster we can
execute a decision, the more time we free up to understand the task,
gather information, and analyze the issues. If we require too much
time to decide or act, we are forced to finish observing and orienting
earlier. And if we act too quickly, we might respond to a problem
that changes or even goes away before the deadline.


Observe

From Partnoy:
The first step of any good decision is
to take in information. What are
opponents doing? How are they
superior or weaker? Are there
relative drawbacks to your product
or service? This first step is the
easiest one to ignore under time
pressure. But it is the anchor to good
decision-making. Great leaders
assess how the winds are changing
before they set sail. So the first step
is simple: what do you see?


Observe

For Sustainability:
 What are the big issues driving our sustainability impacts?
 What are the global, regional, and industry trends that impact our
operations and our supply chains?
 What are customers asking for and how are those requests
changing?
 Where do we stand now with regard to carbon emissions, water
use, stakeholder engagement, transparency, human rights, and
product responsibility?
 Do we know where we have good data, and where we are making
assumptions?


Orient

From Partnoy:
Once you have gathered the
relevant information, the next How important are
step is to process it and position particular strengths and
yourself for a decision. weaknesses? Where is the
open water? The second
Orientation means becoming step also gets lost when
aware of the implications of what time is tight. Yet without a
you are seeing. proper orientation, a
business will head off in
the wrong direction.


Orient

For Sustainability:
 Who are our most important stakeholders, and what sustainability
issues do they care about?
 How do they think about sustainability?
 As an environmental issue?
 A quality issue?
 A competitiveness issue?
 A cost-savings issue?
 Where are the biggest hot-spots of opportunity for us?
 What trade-offs are we willing to make?
 What are we absolutely NOT willing to compromise?


Decide

From Partnoy:
Finally, once a manager has gathered
information and understands the key
questions (who, what, when, and
where), it is time to make a choice.
Notice that this step is distinct from
action. It is purely mental, the
moment before implementation. For
the third step, it is important to
make a confident, firm move. This
decision is not the first — nor will it
be the last. There will be time to
adjust later. Remember, the enemy is
watching.

Decide

For Sustainability:
Choose a focus area and get started.
Remember, sustainability is too big
to tackle at once, and trying to do it
all means you won't make big Just remember to use the
progress on anything. It makes more insight you've gathered in
sense to dive into a specific area step one: observe and step
(like establishing good data two: orient to choose a
management systems, or revamping meaningful focus area.
a production process, or going all-
out on paper reduction in the office)
and do it well, then build on that
momentum to tackle the next thing.


Act

From Partnoy:
Finally, every business person understands the importance of
execution. Once a decision has been made, it should be implemented
in the most efficient, straightforward manner. Don't look back. The
fourth step is not the final one.
Once it is complete, go back to step one: observe. Don't second-
guess. Instead, assess. How quickly do you need to change your
product cycle? Are your customers changing? What information do
you need? Ask these questions, and then look.


Act

For Sustainability:
Make sure you have appropriate
resources allocated for execution
and implementation. Don't skimp.
Then do it -- right away. Don't
hesitate. And then, once you've
acted, look back and assess your
progress. What worked? What
didn't? What lessons can be learned
for the next round of OODA?


Read this blog and more by visiting the SSC website
today:
Strategic Sustainability Consulting Blog

What are your thoughts? Join the
conversation on twitter @jenniferwoofter!

Why You Should NOT Act Immediately on Sustainability

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