Social Business

Designing for impact

So you want to make a difference. You have a dream for a better future. You want to make an impact.

The next step is to try and make it happen within our sphere of control.

While positive personal, individual responses are necessary, it turns out that trying to convince others to "do what I did" isn't a particularly effective way to achieve a large-scale impact.

Attempting to control the situation based on your frame of reference isn't is not the determining factor in creating impact.

Collaboration might be.

This isn't to say that individual stories don't matter. They matter because they are all different. But listening and sharing is more important than convincing and justifying.

Collaboration, not co-opting.

Coordination and cooperation by communication, not command.

Imagine the solutions for housing we might arrive at if we wove our stories together:

  • Simpler living in smaller spaces designed for neighbours, not purchasers.
  • Coordinated, activated and populated public areas that are accessible to all.
  • Households who know households. Neighbours who know neighbours.
  • Cross-generational and cross-cultural living within a neighbourhood rather than demographic segregation.
  • Shared facilities for making, fixing, growing, playing and being.
  • Literal, and potentially common ownership of local commercial activities.
  • Educational environments that extend outside the institution into our streets, parks, back yards, garages and kitchens.
  • Urban design dominated by spaces for people, not cars.

 

Picking products for a Good Home

When designing a home, there are an almost insufferable number of decisions to make before you even start to consider what is 'good'.

What is a 'good' construction product?

On the list of things to consider are:

  • Life-cycle energy costs
  • Transportation carbon footprint
  • Ethical procurement
  • Impact on operational energy use
  • Material sustainability
  • End-of-life uses

You can spend a lot of time thinking.

The issue is that the true cost of the products aren't necessarily reflected in the price. When we buy a product with a massive carbon footprint, we don't have to pay the price to off-set the impact on climate if the supply chain doesn't have to pay it.

If we buy a product manufactured under oppressive labour laws that don't adequately value human life, and human capital, we don't pay the price of the negative social impacts of low-wages.

It would be much easier for the average consumer, and the general market, if product pricing reflected the true costs.

Organising for good, better.

There are many ways to work together. McKinsey & Company identified four organisational 'recipes'. Interestingly, their research found that focussing on a single recipe was more likely to be successful than attempting to delivery on multiple fronts.

If we wanted to build a system together that delivered better outcomes for all people through property, which recipe would we pick?

I suspect one of the following two could be a valid approach, and aligns with an emphasis on people working together to solve wicked problems.

The "Leadership Factory".

This approach would rely on developing leaders, entrusting them to do work, and wrapping them in support systems to sustain and grow their leadership and impact. Leadership is necessary when we're trying to move in a new direction, and a coordinated group of embedded, aligned and supported leaders could move us all a long way.

The "Continuous Improvement Engine".

We'd embed and maintain systems that promote continuous learning, knowledge sharing, diverse involvement and high engagement among every person involved. As we're trying to solve and unsolved problem, we know we'll need to learn as we go along. "Build it as we fly it" as the saying goes. And we also know that the more diverse the group of people involved in the learning, sharing and design process, the better the outcomes.

Perhaps, if I may, I'll deviate from McKinsey's conclusion that success requires focus on a single approach and theorise on a hybrid model:

Continually Improving Leaders who Continuously Improve the World

What would happen if we developed leaders who lead in a manner that promotes continuous learning, and who themselves are embedded in a leadership network that encourages knowledge sharing and learning around getting the most from others.

We could solve some wicked problems. Together.

 

The clutch is missing in the property system

On the one hand, we have people missing out with the way things are.

On the other hand, we have people with the skills and resources required to move us to the way things should be.

And both sides are aware of the situation. They just don't seem to be coming together in any significant and meaningful way.

What's the clutch?

My hunch, is that focussing on the fringes with a social business approach to property development could bring some pieces together. 

We need a scalable approach, translatable infrastructure, holistic design principles to make an impact. If needs to work for people on the fringes for there to be real systemic change, meaning that it works for all of us.

Which means we'll need to understand alternative ownership models. We'll need to understand the intersection of community development and property development. We'll need to understand communities in general, and our neighbourhoods specifically.

We'll need to think differently, work together, and dream.

For the common good

Could we set aside personal financial gain and an individualistic framework of neighbour to create something that makes our neighbourhoods a bit better for more of us? 

Could we find the same amount of satisfaction in seeing smaller wins for more people, instead of big wins for ourselves?

Would we be motivated to strive for success when success is defined by more of us, and benefits all of us?

Do we want to build the neighbourhoods now that we dream of for the future?