{"id":5291,"date":"2019-05-22T14:11:33","date_gmt":"2019-05-22T18:11:33","guid":{"rendered":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/?p=5291"},"modified":"2019-05-22T14:33:15","modified_gmt":"2019-05-22T18:33:15","slug":"building-a-collaboration-at-the-intersection-of-vision-and-action","status":"publish","type":"post","link":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/building-a-collaboration-at-the-intersection-of-vision-and-action\/","title":{"rendered":"Forum for the Future: Building a Collaboration at the Intersection of Vision and Action"},"content":{"rendered":"

[vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”1\/3″][vc_empty_space height=”40px”][vc_column_text]Forum for the Future CEO Dr. Sally Uren has a realistic understanding of collaborations and shares how combining forces is the way forward.<\/em><\/p>\n

The biggest challenge to collaboration today is the difference between the willingness to sit in a room to talk, and actually changing things, says Dr. Sally Uren<\/a>, CEO of Forum for the Future<\/strong>. Her work with global corporations brings decision-makers into the room to focus on, first and foremost, ‘what is the problem we\u2019re trying to solve?\u2019<\/em><\/p>\n

To pinpoint that, Uren and her team navigate agendas, contradicting positions and bottom lines by building a space where leaders can share assumptions and views without judgement. She understands that there is never holistic harmony and the process is not perfect, but her focus on the common objective steers collaborations to success.<\/em>[\/vc_column_text][\/vc_column][vc_column width=”1\/3″][vc_empty_space height=”100px”][vc_single_image image=”5297″][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]<\/p>\n

On where to begin<\/b><\/h3>\n

Recognizing that the problem you are solving for is bigger than any one organization is the first step, Uren says: \u201cMore organizations recognize that they need to tackle systemic barriers. Supply chains<\/strong>, consumerism<\/strong> \u2014 these are too big for one corporation to do alone. Realizing there is a great benefit from differing parts of the system coming together is key. And including civil society, NGOs and government in that collaboration is required, as well.\u201d<\/p>\n

Establishing boundaries and clear rules of engagement set the tone for those stakeholders coming together; Forum for the Future has spent years crafting ecosystems in which to do that. From there, crafting the shared vision is possible, though individual inputs may vary widely. To that point, Uren believes that those varying perspectives \u2014 pitched in the secure and focused environment created by the collaboration \u2014 are quite integral to binding the participants in the shared vision and purpose.[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]<\/p>\n

On motivating the stakeholders<\/b><\/h3>\n

Understanding that the current business model isn\u2019t working is a given. Provoking proactive engagement is part of Forum for the Future\u2019s work, and balancing that against consumer behaviors and existing corporate thinking takes optimism and persuasion. But Uren says she finds the most success in motivating collaborations when the conversations are honest, with clear boundaries, and highlighting the absolute necessity of each individual organization involved.<\/p>\n

Staying away from the weeds of specific business models, Uren and her team careful to protect each brand, especially when competitors enter into collaborations. Their method is to enable a safe space where values creation is prominent and the big picture is discussed, with the \u2018how\u2019 to be worked out by each participant in private. This is especially important to Uren as she is highly sensitive to the restrictions of anti-competition law, a driving factor in the way she navigates motivating high-impact collaborators. The largest motivator, however, is recognizing individual roles. Uren\u2019s team takes the time to bring key brands and individuals to the table by understanding and calling out the specific role, position, influence and power each participant holds.<\/p>\n

\u201cIt\u2019s about recognizing that each member has a specific set of skills and particular leverage necessary to change the system,\u201d she says.[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row equal_height=”yes” content_placement=”middle” color_scheme=”white” css=”.vc_custom_1558546749175{background-color: #397890 !important;}”][vc_column width=”2\/12″][\/vc_column][vc_column width=”3\/12″][vc_custom_heading text=”Get News & Updates About SB’19 Detroit” use_theme_fonts=”yes”][\/vc_column][vc_column width=”5\/12″][vc_raw_html]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[\/vc_raw_html][\/vc_column][vc_column width=”2\/12″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]<\/p>\n

On navigating the tension<\/b><\/h3>\n

Focusing on long-term goals with short-term pressures is key to making scenarios relevant. It\u2019s quite easy to have a vision of the future, but Forum\u2019s collaborations take that vision and play it out in various ways, not just the most appealing to the stakeholders.<\/p>\n

\u201cThis can become really uncomfortable because there is no guarantee for sustainability,\u201d Uren says. \u201cSo, when we are creating the vision, painting the picture for tomorrow<\/a>, we do so in many different ways. With these scenarios, you can pontificate and we reduce the tensions within these collaborations by building in quick wins. The wins create momentum, and the shared vision they are part of keeps the focus on the larger goals.\u201d<\/p>\n

When the larger goals involve a shift from traditional production methods, often eliminating or altering a participant\u2019s existing process and position, Uren points out it\u2019s key to talk in terms of transition: \u201cA managed transition can build and diversify and sustain the future goals.\u201d[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]<\/p>\n

On the plateaus and challenges of high-level discussions<\/b><\/h3>\n

The engagement of CEOs and change-making stakeholders is sometimes a double-edged sword for Uren\u2019s team and their process. Many participants have multiple problems they\u2019d like to tackle with the group. But actually solving for multiple problems never works, so Forum focuses all the ideas into three or four main issues to solve for. Defining interconnections along the supply chain, three things that can create catalytic change and what success looks like steer the conversations out of rabbit holes and onto a path where tactics and strategy can become tangible.<\/p>\n

Forum\u2019s process keeps these collaborations away from nested problems that can derail the purpose, by perpetually circling back to the reason for the collaboration in the first place: the interconnections along the supply chain requiring the system to work together to affect change.<\/p>\n

\u201cThere are loads of shifts to use as reference points: IBM<\/strong> was a personal PC, now selling tech; Kodak<\/strong> completely transformed \u2014 and that\u2019s when you see the moment of enlightened self-interest click,\u201d Uren points out. \u201cThe participants see that, \u2018In the interest of my organization and the system around me, I need to participate or I\u2019ll be pushed out.\u2019 It\u2019s about the role you play together, and how brands can use power positions within the system to deliver more sustainable products that work commercially.\u201d[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]<\/p>\n

On the consumer demands for sustainable products<\/b><\/h3>\n

\u201cConsumers are the red herring in the conversation,\u201d Uren says. \u201cIt\u2019s all too easy to say they are unwilling [to change and purchase sustainable alternative products] \u2014 but that is not the right question, and it is the wrong argument that \u2018people won\u2019t pay.\u2019\u201d<\/p>\n

She notes that no one really asked Apple<\/strong> to make smartphones or other technology, but Steve Jobs<\/strong> had a vision of tech making life easier; he had the imagination and the consumer benefited from that. To her, these collaborations are the same thing; she sees that a lack of business imagination can be counteracted with these collaborations and they are the path forward for more consumer benefit. She believes and sees in practice that collaboration creates the way in which industries shift and this enables ecosystems that thrive on sustainable, purpose-driven methods. It is this intersection of vision and action that inspires Uren, and creates the purpose fueled space for system changes.[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”2\/3″][vc_column_text]To learn more about the successes of Forum for the Future\u2019s global collaborations \u2014 such as Protein Challenge 2040<\/a> and Tea 2030<\/a> \u2014 please check out their site<\/a>.<\/em><\/strong><\/p>\n

To hear more from Uren about systems change and gain new insights into the community driving sustainability forward, attend SB\u201919 Detroit<\/a>, June 3-6.<\/em><\/strong>[\/vc_column_text][\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1553271578429{padding-bottom: 20px !important;background-color: #397890 !important;}”][vc_column width=”1\/6″][\/vc_column][vc_column width=”1\/6″][vc_single_image image=”2963″ style=”vc_box_circle_2″ css=”.vc_custom_1558545860735{padding-top: 60px !important;padding-right: 20px !important;}”][\/vc_column][vc_column width=”3\/6″][vc_column_text]<\/p>\n

About Sally<\/h3>\n

Sally is Chief Executive at Forum for the Future with overall responsibility for delivering Forum\u2019s mission to accelerate a big shift towards a sustainable future by catalyzing transformational change in global systems. This involves working with leading global organizations, including businesses, non-profits and Foundations, both in one to one partnerships, and also as part of multi-stakeholder collaborations designed to address complex challenges in systems as diverse as food, energy, apparel and shipping.<\/p>\n

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View the Program<\/a><\/div>[\/vc_column][vc_column width=”1\/6″][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column width=”1\/6″][\/vc_column][vc_column width=”1\/3″][vc_empty_space height=”40px”][vc_column_text]Forum for the Future CEO Dr. Sally Uren has a realistic understanding of collaborations and shares how combining forces is the way forward. The biggest challenge to collaboration today is the difference between the willingness to sit in a room to talk, and actually changing things, says […]<\/p>\n","protected":false},"author":8,"featured_media":5295,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/posts\/5291"}],"collection":[{"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/comments?post=5291"}],"version-history":[{"count":3,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/posts\/5291\/revisions"}],"predecessor-version":[{"id":5303,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/posts\/5291\/revisions\/5303"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/media\/5295"}],"wp:attachment":[{"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/media?parent=5291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/categories?post=5291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-json\/wp\/v2\/tags?post=5291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}