Saving the World at Work

One of my favorite authors of all-time is Tim Sanders. I wrote about his first book Love is the Killer App in Be a Lovecat.

Recently, Tim re-launched his new book Saving the World at Work and I am excited to share an interview about this powerful book with you.

Saving the World at Work: Interview with Tim Sanders

Phil: What’s the major premise of Saving the World at Work?

Tim: Consumers and workers want to support companies that give back, grow people/communities and act responsibly. This will be the biggest change to the branding world since the advent of differentiation.

Leaders in the future will find the new cutting edge of branding: where the greater communities needs intersect with company capabilities.

Phil: What inspired you to write Saving the World at Work?

Tim: The president of Random House sales asked me to look into the idea that companies that make a difference will succeed in the future – as opposed to companies that were just-for-profit. When my team looked into it, we found out three inspiring things:

• Green is free, in fact, a cost saver that drives loyalty in customers and talent
• The consumer movement (LOHAS) grows as fast during bad times as good times.
• One person can change the world by leading others at work to rethink how business is done.

Phil Saving the World at Work: sounds impossible. What’s one way I can do that as a manager? As an individual contributor?

Tim: It is impossible to save a life (forever) or save the world per se. But you can help make the world a better place as you help your company make money.

Here’s some easy things you can do:

• Join an existing CSR, green or employee development program at work. Bring your skillset and energy to it. Evangelize it to your co-workers. This can create a movement, just like a legal department manager did at Microsoft.
• Redesign your business life to reduce the consumption of energy, paper and stuff. Calculate the monetary savings, then share it with other departments.
• Market what you are doing for people, community or planet to your customers. As Sergio Zyman (former CMO of Coke) wrote: “Marketing is a service that adds value when you buy, own or consume a product.” You need to talk the walk of good for the customer to feel like he or she is making a difference by doing business with you.

Phil: What’s your favorite story of someone saving the world at work?

Tim: The Timberland Story still gives me the chills. I’ve posted it as a free excerpt: http://sanderssays.typepad.com/TimberlandStory.pdf

Phil: What are some obstacles to saving the world at work?

Tim: First of all, too many managers think that it costs money to help employees, local communities or to be green. If done right, it can generate profits – but many people don’t get that. In these tough times, no one is thinking long. On the marketing front, companies are too risk averse to promote what they are doing to make a difference. This is a shame, because w/o the promotion, how can you generate the branding results?

Phil: If we could do just 1 thing today to embody the core of your book, what would it be?

Tim: Find the cutting edge of innovation at work: Where you can do good biz and help someone today or tomorrow along the way.

Phil: Where can we find out more about you, your book, and more stories about Saving the World at Work?

Tim: A good place to start is the book re-launch page: http://bit.ly/relaunch – it explains all the details of the promotion and the special offers.

Awesome! Thanks Tim!

Pick up your copy of Saving the World at Work today!

Stop back Thursday when you can win 1 of 2 FREE copies of Saving the World at Work, just for leaving an answer to a question.