Enough with the ‘why’ already!!!

Let’s talk about the ‘what’ and ‘how’ of profitable sustainability – because “why we should” has been done to death… Humans need more than why stuff for behaviour change.  If a good reason why was enough to create behaviour change then we wouldn’t have problems with smoking, obesity or any number of other ‘challenges’. To make effective change, most of us need more than …

Why? What? How? What Else? A personal interpretation of the Interface "mid course correction"

In a recent post, I summarised the 4MAT learning styles model and its application to  effective communication.   One well-documented regenerative business success story is Ray Anderson’s “Confessions of a Radical Industrialist” – from 1996 to 2008, Interface cut their greenhouse emissions by 71% while doubling their earnings.  It’s a great story and a useful way to explore 4MAT too. 4MAT revisited… First a quick refresher.  …

WHY? WHAT? HOW? WHAT ELSE? 4 key communication elements

In thinking about the quality of our communication, making sure we cover  4 key learning questions can make a big difference.   Reflecting on mainstream sustainability messages, many of them are really heavy on the “Why?” question (potential ecological catastrophe) and have limited “What?”, “How” or “What Else?” content.  Sustainability practitioners can increase their effectiveness by understanding the basic learning styles …