Authors and Innovators 2024 - featuring Maisie Ganzler

Summary

In this engaging discussion on sustainability and leadership, Maisy Gansler, Chief Strategy and Brand Officer at Bon Appétit Management, shares insights from her book, 'You Can't Market Manure at Lunchtime.' She emphasizes the importance of integrating sustainability into business strategies rather than treating it as a buzzword. By illustrating real-world challenges and opportunities, Gansler encourages leaders across industries to embrace their values, learn from failures, and leverage storytelling to connect with customers and employees. This conversation offers valuable lessons on positioning a company for success in a rapidly changing market focused on ethical practices.

Takeaways

• 😀 Sustainability should not be pursued merely as a buzzword; it needs to be embedded in the core values and processes of a business.
• 📚 Maisy Gansler emphasizes the importance of storytelling in branding and how sustainability can be a market differentiator.
• 👩‍🌾 The title of Maisy's book, 'You Can't Market Manure at Lunchtime,' reflects her experiences in the food industry, particularly regarding environmental practices.
• 🌱 Real sustainability initiatives can lead to business growth and market differentiation, making them not just ethical choices but also smart business strategies.
• 🗺️ To identify sustainability initiatives, leaders should engage directly with their supply chains and observe conditions firsthand.
• 💡 Using data and statistics can help convince skeptics in an organization about the importance of sustainability and its impact on profitability.
• ⚖️ Addressing sustainability is not just about ethical obligations; it can also significantly reduce recruiting and turnover costs by enhancing employee retention.
• 📉 Companies need to be transparent and proactive in addressing their failures, as hiding shortcomings can lead to reputational damage.
• 🚀 The journey of change involves ups and downs; sharing both successes and failures in storytelling makes the narrative relatable and engaging.
• 🔍 Leaders at all levels, from startups to established firms, have the power to influence and drive sustainable practices within their organizations.

Q & A

What is the main focus of Maisy Gansler's book, *You Can't Market Manure at Lunchtime*?

The book focuses on sustainability as a business driver and market differentiator, offering lessons from the food industry that can be applied to any sector.

How does Gansler define sustainability in a business context?

Gansler defines sustainability as an integral part of a company's operations, encouraging leaders to embed their values into all processes rather than treating it as a mere trend or buzzword.

What is the significance of storytelling according to Gansler?

Storytelling is crucial for effectively communicating a company's values and sustainability efforts. It should include both successes and failures to create a relatable and engaging narrative.

What does Gansler suggest leaders do to identify opportunities for sustainability initiatives?

She advises leaders to get out of their offices, engage with their supply chains, and observe real-world challenges firsthand to discover meaningful initiatives.

How can data be used to advocate for sustainability within an organization?

Leaders can use data to show that sustainability can enhance revenue and reduce costs, citing statistics on rising consumer interest in sustainable products to persuade skeptical executives.

What example does Gansler provide to illustrate challenges in sustainability commitments?

Gansler discusses McDonald’s attempt to pivot away from its commitment to eliminate gestation crates, which led to significant backlash and internal restructuring.

Who is the target audience for Gansler's book?

The book is aimed at anyone involved in shaping a company's strategy, from startup founders to senior leaders in large organizations, emphasizing that everyone has the power to influence sustainability.

What is one way that Gansler suggests companies can leverage sustainability for recruitment?

She mentions that sustainability can serve as a significant recruiting and retention tool, helping companies attract and retain employees who value environmental responsibility.

What role does Gansler believe failure plays in the journey towards sustainability?

Gansler acknowledges that failure is a natural part of the process and emphasizes the importance of resilience and learning from setbacks to improve future initiatives.

What resources does Gansler recommend for those interested in sustainability in their industries?

She suggests finding forward-looking news outlets specific to one’s industry to stay informed about the latest developments and ethical considerations related to sustainability.