“Everyone thinks of changing the world, but no one thinks of changing himself.” This Leo Tolstoy quote was used in a recent McKinsey Quarterly article suggestively titled “Change leader, change thyself”.
Management scholars are forever researching companies that are changing the world or leading change towards a better world. Porter’s shared value strategies, JWT’s circular economy, Kotler’s marketing 3.0, Fordham University’s positive marketing…
On this topic, Prof. Mònica Casabayó and I have shared many experiences, cases and concerns. We have very different viewpoints, as is fitting for a plural school like ESADE. But in our research we have studied whether managers are generating change simply because they wish to change themselves. Business professionals are the same people who buy things, who have a family and a home, and who are concerned about the degeneration of our model and about unsustainability.
All this is covered in the new book Soul Marketing. We have asked various professionals who collaborate with ESADE to tell us about cases of business leaders who are changing the world by first changing themselves. They’re doing this by appealing to their stakeholders and creating value for them. Danone, Ecoembes, Roll’eat and Casa Camper are just some of the cases in which we have seen this sort of change.
Drops fill the ocean. We hope that the book presentation on 4th December, hosted by the ESADE Alumni Marketing Club, will generate minor impacts that help to bring about many individual minor changes.