2. My program
+ +
Why? How? What?
1st of April 6th of Mai 3rd of June
Harves/ng an opportunity Green includes a broad diversity Crea/ng support
in a truthful way of strategies among stakeholders
3. 13u40 – …
#1
“Previously on Milk the
Green cow”
A 10 minutes recap
4. Cut out and keep
“The seven sins of Greenwashing”
1. The sin of sugges<ve pictures
2. The sin of the hidden trade off
3. The sin of no proof
4. The sin of vagueness
5. The sin of irrelevance
6. The sin of lesser of two evils
7. The sin of fibbing
5. “Seven bottom-line benefits
for going green”
y
sa ll ver
abi lity i trying
Sustain ut I’m ere
nic e, b usiness h
b
to run a )
ss
(t he bo
1. Easier Hiring of top talent
2. Higher reten<on of top talent
3. Higher produc<vity of employees
4. Reduced expenses in manufacturing
5. Reduced expenses at commercial sites
6. Increased revenue
7. Reduced risk
6. “Seven steps from dark-grey to bright-green”
1. Denial of responsibility
2. Pretending to be green
3. Compliance to regula<on
4. Lifecyle op<mizing
5. Eco‐design
6. New business models
7. Next prac<ce plaTorms
7. “Seven building blocks to build a belief system”
1) Unique performance
2) Sharable and flattering story
3) Connection with a larger societal
movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness
9. #1
15 min. - Recap April session/ Program of today
Today #2
15 min. – Strategy based on how people think
#3
15 min. – Strategy based on product, brand and company agenda
15 min. – Application on case in group
#4
30 min. - BREAK
#5
15 min. – Strategy based on sharing responsibility and big ideal
15 min. – Application on case in group
#6
15 min. – Strategy based on business innovation
15 min. – Application on case in group
#7
15 min. – Connect the right dots
20 min. – Wrap-up (Tomas Beerthuis)
10. Today
A strategic Successful Kick start
Applica<on
angle point Examples ques<on
25. Company
Brand belief
credibility
Product
experience
25
26. The Brand
Associate
with doing
good
Connect Trojan
brand to tribe horse
The Buyer:
posi<ve and
his automatic system
sustainable
New business his reflective system
model Change usage
growth
Give Performance
the right Develop of more
Challenge
example your market or less
consumption
The Company The Product
32. #5
“Strategy based on sharing
responsability and a big ideal”
33. The Brand
Associate
with doing
good
Connect Trojan
brand to tribe horse
The Buyer:
posi<ve and
his automatic system
sustainable
New business his reflective system
model Change usage
growth
Give Performance
the right Develop of more
Challenge
example your market or less
consumption
The Company The Product
42. The Brand
Associate
with doing
good
Connect Trojan
brand to tribe horse
The Buyer:
posi<ve and
his automatic system
sustainable
New business his reflective system
model Change usage
growth
Give Performance
the right Develop of more
Challenge
example your market or less
consumption
The Company The Product
43. Fill in and connect the dots
Larger societal
movement
Spreadable Ease and
fla[ering story a[rac<veness
Logical
belief
Unique system Reliable
corporate
performance
inten<on
Single‐minded
Credible proof
eco‐benefit