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Debbie Robins

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CEO's, Consciousness and Culture -- It's a Full-Time Job!

Posted: 12/14/11 10:37 PM ET

While our political systems stagnate, corporations are being given an opportunity to step forward to rebuild a foundation for world peace and prosperity. Much of our future well-being lies in their hands.

The organizations boldly meeting this clarion call are adopting consciousness and culture as their star batters. Their RBIs (revenue and growth) are off the charts.

Did you know that the global 100 Most Sustainable Corporations achieved a total return of 54.95 percent, outperforming their competitors by 16 percent?

Here's why.

#1 Success Key: Consciousness

The new super-charged business model goes by a few names: conscious capatlism, enlightened capatilism, purposeful capitalism, sutaniable capatalism and ethical capatalism. It embraces capatilism! Anyone who tells you otherwise is not telling you the truth.

In all regards, this business model runs on the triple bottom line approach:

➢ People
➢ Profits
➢ Planet

Conscious companies believe that this trilateral investment drives innovation and creates depth and enhanced value to customer and stakeholder relationships. It also leaves the world a better place.

Could be worse, right?

Here's how consciousness in business is further trending:

79 percent of consumers consider corporate citizenship before buying a product or service.

Consumers are insisting on a broader definition of value.

95 percent of all Americans say they are spiritual. They are driving an economy with a new set of requirements.

Consumers believe morals and money can live side by side.

35 percent of Americans and Western Europeans are "cultural creatives." Their top three principles are authenticity, social responsibility and doing global good. The term cultural creative was coined by sociologist Paul H. Ray to describe this new group and its identity.

Companies with a sense of purpose and a way of generating profits that honor all parts of the human spirit will hit the ball perpetually out of the park.

Examples: Whole Foods, Wegmans, Starbucks, Trader Joes, Seventh Generation, Southwest Airlines, Toms Shoes, Virgin Airlines, Patagonia, Timberland, ANZ Bank, Zappos, Stonyfield, Harley Davidson, Container Story, Nordstrom, IKEA, Ben and Jerry's, The Body Shop, Unilever's Dove Division, Federal Express and many more.

#2 Success Key: Culture

Conscious companies understand the value of culture as a driver for their success. It is the most important chess piece on their playing board. A conscious culture utilizes and respects the psychology of the human spirit which hasn't, by the by, changed over time.

Want peak performance from your team? Here's how to get it.

Human beings soar (successfully problem-solve, create, innovate) when three basic needs are met:

• They receive love - I feel cared for
• They give love - I can care for others
• They feel safe- I'm not going to get hurt

Sounds identical to great parenting, doesn't it?

An esteemed parent:

• Is loving
• Gives constant support, even during the challenging times
• Creates a safe home where the child's needs are met

Take away: The infrastructure of a successful 21st century company connects everything through love.

The perception of love as a "soft skill," only used in business by touchy-feely leaders who have had too much therapy, is an old CEO tale. Love is, as Tim Sanders of Yahoo! said so many years ago, "the Killer App"!

If you're not using the power of consciousness capitalism in your business model, I encourage you to do so.

If you're not a love leader yet, I urge you to grow yourself and become one.

If you do not have a Chief Consciousness and Culture Officer at your company, whose full time job is building and growing your organizational infrastructure in a way that it respects your people, respects your customers and respects our world, I lovingly challenge you to make that investment.

You will not only generate wealth for your stakeholders, you will create greater good and equanimity for the human race.


Debbie Robins: Trained CCCO. Change catalyst. Named one of the top leadership and executive coaches in the country (2009). Best-selling author. Huff Post blogger -- http://www.debbierobins.com