Business is about purpose: R. Edward Freeman at TEDxCharlottesville 2013
Summary
TLDRDieses Video-Skript appelliert an die jungen Generation, eine Revolution der Ideen in der Geschäftswelt zu initiieren. Der Sprecher kritisiert die traditionelle Sicht, dass Unternehmen ausschließlich auf Gewinn ausgerichtet sind, und plädiert stattdessen für eine neue Geschichte, die Wert auf ethische Verantwortung, den richtigen Zweck und die Schaffung von Mehrwert für alle Beteiligten legt. Er betont, dass Herausforderungen und Konflikte als Quellen für den Wertschöpfung angesehen werden sollten und wir die Erwartungen an Unternehmen und Kollegen erhöhen müssen, um ein besseres Geschäftsmodell zu schaffen.
Takeaways
- 🎓 Das Hauptthema des Skripts ist die Notwendigkeit einer Revolution in der Geschäftswelt, basierend auf Ideen und einem neuen Konzept für Unternehmen.
- 💡 Die heutige Geschäftswelt wird oft als rein auf Geld und Gewinn ausgerichtet wahrgenommen, was der Redner als eine veraltete und fehlerhafte Sichtweise kritisiert.
- 🔑 Der Grund für das Starten von Unternehmen liegt nicht in der Maximierung von Gewinnen, sondern in der Leidenschaft für eine Idee oder ein Ziel.
- 🤔 Die Redner kritisiert das Missverständnis von Geschäftsethik und zeigt, wie wichtig Ethik für den Erfolg eines Unternehmens ist.
- 🧩 Es gibt drei Hauptmängel in der heutigen Geschäftsgeschichte: das rein auf Geld ausgerichtete Geschäftsmodell, das Missverständnis von Geschäftsethik und die Vereinfachung des menschlichen Verhaltens.
- 🛠 Die Redner plädiert für eine Umgestaltung der Geschäftswelt, bei der Werte und Ethik im Zentrum stehen und nicht nur auf Gewinne ausgerichtet sind.
- 💼 Die Bedeutung von Konflikten und Herausforderungen wird betont, da sie als Katalysatoren für Innovation und Wertschöpfung angesehen werden sollten.
- 🌟 Unternehmen wie Whole Foods und Google werden als Beispiele für Unternehmen genannt, die die Welt positiv verändern und ein neues Geschäftsmodell vorantreiben.
- 💡 Die Redner fordert die Zuhörer auf, aktiv an der Schaffung eines neuen Geschäftsmodells teilzunehmen, indem sie ihre eigenen Werte und Ziele reflektieren und in ihren Organisationen umsetzen.
- 🚀 Der Vortrag endet mit einem Aufruf, die nächste Generation zu sein, die das Geschäft verbessert, indem man die richtige Geschichte über Kapitalismus nutzt, um die Welt zu verändern.
- 👏 Die Rede wird mit Applaus und Musik beendet, was die Zustimmung und Anerkennung der Zuhörer zum Ausdruck bringt.
Q & A
Was ist die zentrale Idee hinter der Rede über die Revolution in der Geschäftswelt?
-Die zentrale Idee ist, dass es notwendig ist, eine neue Geschichte über das Business zu erzählen, die von Ideen und Konzepten anstatt nur von Gewinnen und Profits handelt.
Was sind die drei Hauptmängel an der heutigen Geschäftsgeschichte, die der Sprecher anspricht?
-Die drei Hauptmängel sind: 1) Das Verständnis, dass das Ziel des Business Geldverdienen ist; 2) Die Missverständnisse über Geschäftsethik; 3) Die Annahme, dass Menschen rein aus wirtschaftlichem Eigennutzen handeln.
Warum ist es nach Ansicht des Sprechers ein Fehler zu sagen, dass das Ziel des Business Geldverdienen ist?
-Es ist ein Fehler, weil es vergleichbar ist mit dem Anschein, dass das Ziel des Lebens das Herstellen von roten Blutkörperchen ist, was nur ein Mittel zum Zweck ist, nicht das eigentliche Ziel.
Was ist die Bedeutung von 'Business Ethics' im Kontext der Rede?
-Business Ethics bezieht sich auf die Ethik, die im Businessbetrieb angewendet wird, und ist von entscheidender Bedeutung für die Schaffung von Wert und die Interaktion zwischen Menschen in Unternehmen.
Wie sieht der Sprecher die Rolle von Konflikten und Herausforderungen in Unternehmen?
-Er sieht Konflikte und Herausforderungen als wichtige Quellen für den Wertschöpfung und nicht als etwas, das zu vermeiden ist.
Welche Rolle spielt die Kreativität in der Geschäftswelt nach der Ansicht des Sprechers?
-Kreativität ist entscheidend für das Business, da sie es Unternehmen erlaubt, Werte für andere zu schaffen und eine bessere Welt vorzustellen.
Was bedeutet es, 'die Geschichte des Business zu ändern'?
-Es bedeutet, das Konzept des Business von einem, das ausschließlich auf Gewinn ausgerichtet ist, zu einem zu wandeln, das auf den Zweck, den Wertschöpfung für Stakeholder und ethischen Verhalten basiert.
Was sind die Gründe, warum Unternehmen nach Ansicht des Sprechers nicht nur auf Profits ausgerichtet sein sollten?
-Gründe sind, dass Unternehmen von Menschen geleitet werden, die Leidenschaft und Ideen haben, und dass erfolgreiches Business das Schaffen von Wert für Kunden, Mitarbeiter und die Gemeinschaft erfordert.
Wie kann das Konzept der 'Großen Eselsfalle' die Sicht auf die Motivation von Mitarbeitern verändern?
-Das Konzept zeigt, dass Menschen mehr als einfache Wesen sind, die nur auf Belohnungen und Bestrafungen reagieren, und dass eine eindimensionale Motivationsstrategie zu begrenzter Wirksamkeit führen kann.
Was ist der Unterschied zwischen der heutigen Geschäftsgeschichte und dem, was für ein erfolgreiches Unternehmen wirklich erforderlich ist?
-Der Unterschied liegt darin, dass die heutige Geschäftsgeschichte ausschließlich auf Geld und Profit ausgerichtet ist, während ein erfolgreiches Unternehmen Wertschöpfung, ethisches Verhalten und die Befriedigung der Bedürfnisse aller Stakeholder berücksichtigen muss.
Was ist die Botschaft des Sprechers an das Publikum hinsichtlich der Veränderung im Business?
-Die Botschaft ist, dass die Zuhörer aktiv werden und ihre eigenen Werte, Zwecke und Ethik in ihren jeweiligen Organisationen einfordern und leben müssen, um das Business zu einem besseren zu machen.
Outlines
🎓 Idealismus und Revolution in der Wirtschaft
Der Sprecher reflektiert über seinen jungen Optimismus und Idealismus, als er einen Doktor in Philosophie machte, und wie seine Vision von einer Unternehmenswelt, die sich auf mehr als nur Gewinne konzentriert, heute noch bestehen könnte. Er betont die Notwendigkeit einer 'Konzept-Revolution' in der Wirtschaft, die eine neue Geschichte über den Sinn von Unternehmen erzählt. Er kritisiert die heutige Geschichtendarstellung, die Unternehmen nur als Profit-Orientierte sieht, und zeigt auf, dass dies drei Hauptmängel hat: das Missverständnis des Unternehmenszwecks, die Ablehnung von Ethik in der Geschäftswelt und die Vereinfachung des Menschen als reinen wirtschaftlichen Selbstinteressenten.
🤔 Die Bedeutung von Ethik und den Menschen in der Wirtschaft
Der zweite Absatz thematisiert die Bedeutung von Ethik und den Menschen in der Wirtschaft. Der Sprecher erklärt, dass die heutige Wahrnehmung von Geschäftsethik oft zu eingeschränkt ist und dass Ethik eigentlich eine sehr praktische Angelegenheit ist, die direkt mit dem Zusammenleben der Menschen verbunden ist. Er stellt fest, dass Unternehmen, die erfolgreich sind, nicht nur auf Profit ausgerichtet sind, sondern auch Wert für Kunden, Mitarbeiter und die Gemeinschaft schaffen. Zudem kritisiert er die sogenannte 'Große Eselsfalle', die besagt, dass Menschen zu einfach als Belohnungs- und Bestrafungsorientierte betrachtet werden, und betont die Vielfalt der menschlichen Motivationen und Bedürfnisse.
🔥 Die Kraft der Leidenschaft und des Zusammenhalts in Unternehmen
In diesem Absatz geht der Sprecher auf die Rolle von Leidenschaft und dem Zusammenhalt in Unternehmen ein. Er betont, dass Unternehmen nicht nur auf Profit ausgerichtet sein sollten, sondern auch einen klaren Zweck verfolgen sollten, der die Begeisterung der Gründer und Mitarbeiter lebt. Er erzählt eine Geschichte über einen CEO, der die Herausforderung einer umweltfreundlichen Produktion ohne wirtschaftliche Kompromisse meistert, und zeigt damit, wie Innovation und Kreativität im Dienste des Unternehmenszwecks eingesetzt werden können. Der Sprecher fordert die Zuhörer auf, sich aktiv für ihre eigenen Werte und den Zweck ihrer Organisation einzusetzen.
🌟 Die Veränderung der Geschäftswelt durch neue Geschichten
Der vierte und letzte Absatz beschreibt die Hoffnung auf eine neue Geschäftswelt, die durch innovative Unternehmen und eine neue Geschichte umkapselt wird. Der Sprecher plädiert für eine Kultur der Herausforderung und des Konflikts, um die Werte und den Zweck der Organisation zu stärken. Er erinnert an seine persönliche Erfahrung mit seinem Sohn, der ihn dazu gebracht hat, seine Prioritäten neu zu bewerten und den Familienzusammenhalt stärker zu betonen. Schließlich appelliert er an die Zuhörer, die Erwartungen an Unternehmen und Kollegen zu erhöhen und sich für eine bessere Geschäftswelt einzusetzen.
Mindmap
Keywords
💡Idealismus
💡Revolution
💡Geschäftsethik
💡Zweck
💡Wertschöpfung
💡Konflikte
💡Kreativität
💡Geschäftswelt
💡Stakeholder
💡Leidenschaft
💡Kapitalismus
Highlights
The speaker emphasizes the need for a new story about business that moves beyond the traditional focus on profits and money.
The current narrative of business is critiqued as flawed, promoting a greedy and competitive mindset.
The purpose of business is not solely to make money but to create value and be passionate about an idea, similar to the motivations of entrepreneurs like Bill Gates and Steve Jobs.
A common misconception is that business and ethics are contradictory, but the speaker argues that ethics is central to successful business practices.
Ethics is about how actions affect each other and is practical, not just theoretical, in the context of business.
The speaker introduces the 'Great Jackass Fallacy', suggesting that human beings are more complex than simplistic economic self-interest models.
Businesses are human institutions and should not ignore the spiritual, emotional, and value-driven aspects of people.
A new story of business is emerging, one that is purpose-driven and focused on creating value for stakeholders without trade-offs.
The importance of maintaining passion and purpose in business, even after achieving success such as an IPO, is highlighted.
The speaker calls for involvement and self-reflection on one's purpose, values, and ethics within organizations.
Challenge, conflict, and critique are presented as essential for value creation and should be embraced rather than avoided.
The story of the speaker's son challenging his priorities illustrates the importance of living by one's values.
The speaker advocates for raising the bar in expectations for companies and co-workers, suggesting that this can lead to a better business generation.
Examples of companies like Whole Foods, The Container Store, and Novo Nordisk are given as evidence of businesses that are changing the world.
The potential for a revolution in business, driven by a new narrative about capitalism, is discussed as a way to remake the world.
The closing message is one of optimism, encouraging the audience to be part of the generation that improves business through a new story.
Transcripts
[Music]
[Applause]
in a fit of youthful
optimism and
idealism I got a PhD in
philosophy and as my father said well
you won't have trouble finding a job cuz
I just opened a bunch of big philosoph
factories out near the
interstate but I hope to recapture today
a little bit of that uh youthful
idealism uh and enthusiasm and to
transmit it to you because I really
believe that we can be the
generation that makes business better to
do that we need a revolution
now it's not a revolution like we talked
about in the 60s in those days it's a
it's a revolution about ideas it's a
conceptual Revolution we need a new
story about
business we need to tell a new story we
need to enact a new story about
business the current story about
business you know how it goes business
is about the money it's about profits
it's about um being essentially what I
would call Greedy little bastards out
trying to do each other in it's about
business people doing whatever they can
get away
with you don't believe this read the
newspapers um take a a critical dare I
say philosophical look at popular
culture and you'll see the story that's
behind
this there are three flaws in the story
about business three major
flaws the first
flaw says that the purpose of business
is to make money or for profits now it's
not that profits are bad the flaw is of
course that you know people think it's
just about the money it's not that
profits are bad businesses have to have
them but to say the purpose of business
is to make money is a lot like saying
well I need red blood cells to live so
that the purpose of life is to make red
blood
cells
what even when you need to focus on
making red blood cells as I did a few
years ago when I had a fun weekend by
getting both my hips replaced uh you had
to focus on making red blood cells that
still wasn't the purpose of life even
when businesses have to focus on M
making money because the world changed
or they made mistakes still not the
purpose entrepreneurs don't start
businesses to maximize profits they
don't start businesses just to make
money they start businesses because
they're on fire about something they're
on fire about an idea Bill Gates and
Steve jobes were absolutely on fire
about their ideas for what the personal
computer could do John macki at Whole
Foods on fire about the uh potential if
you had people eat more healthy
the second
flaw the second
flaw it's embarrassing I tell people I
teach business
ethics see see see look at you listen to
you you know I don't have to say
anything else people have to are polite
and either have to manage not to laugh
unlike
you or they say things like oh business
athletes said contradiction like like
jumbo shrimp
oxymoron um or uh oh I didn't know
business had any or uh must be a short
course or more recently I was in a bar
in Copenhagen uh talking to someone and
they said what do you do I said I teach
business ethics and they go oh it's a
theoretical
subject now of this phrase business
ethics we only misunderstand two of the
words okay for first of all business any
business person
knows that how you run a great business
is you create great products and
services for customers you have
employees who show up and want to be
there and be inspired you have suppliers
who want to make you better you're a
good citizen in the community and if you
do those things you're going to make
money you create value for
stakeholders right we there's a mismatch
between the story we tell about business
and what we know it takes to run a
successful business but we misunderstand
ethics too we say ethics sort of Angels
in organ music to be talked about in
hush tones and Sunday tell someone
you're interested in talking to that you
teach ethics they'll have to immediately
go watch some paint dry or perhaps wash
their hair several hundred times uh it's
it's the way it's the way it goes um but
ethics ultimately is about how what we
do how it affects each other you know
people say well you can't make any
progress on ethics because you got yours
and you got yours and you got yours
whose do you use well the history of
civilization is a history of US figuring
out how to have conversations so we can
live together people often say well now
wait a minute uh I I get to make these
calls I have to look myself in the
mirror I have to live with myself and
that's true you have to live with
yourself the problem is we all got to
live with with you
too so ethics is this very practical
stuff about how we live together and
it's at the center of business think
about those companies you like to do
business with as a customer it's because
their stuff does what it says it's going
to do and when it doesn't uh they make
it right and there's issues around
values and ethics at the center whenever
you say this business has an Ethics
issue no one thinks they brought
technology into the world that allows
people to do the things that they can do
you automatically think something wrong
has happened we misunderstand both of
these words and there's a mismatch
between we know what it takes to run a
successful business and the story about
business the third flaw it's
embarrassing to have to say as well but
human beings are
complicated we are not
simple beings of pure economic
self-interest anybody out there have
children I I think I just proved my
point about it not being
simple um Harry levenson was a crusty
old bastard used to hang out the Harvard
Business School now dead and he was a
kind of a fraudi and and he'd asked
people sort of what's the major way
people are motivated in companies and
they would say uh you know rewards and P
punishment kind of carrots and sticks
and each sort of raw a big question mark
and go what animal is in between that
want you think about that what animal do
you think about between a carrot and
stick yeah somebody said bunny that's
that's messed
up you you think about beating a rabbit
with a stick I mean that's messed up
right what most people said was
jackass and so levenson coined this idea
that he called the Great jackass fallacy
he said maybe just maybe human beings
are slightly more complicated than
jackasses and he said it's a little
worse than that because once you start
treating them like jackasses they start
nosing for the carrot and start avoiding
the
stick right and maybe human beings have
spiritual lives maybe they have
emotional lives maybe they have
political lives maybe they have a values
and families and we don't check that at
the door every day we walk into work
punch the clock here my values can I
pick them up at
5:00 businesses are deeply human
institutions and the flaws in the
standard story ignore this there's a
mismatch a disconnect between the story
we tell about business and what we know
it takes to run this is a technical term
a kickass business
there's even a mismatch between the
story we sometimes teach in Business
Schools and what we know it takes to run
a successful
business and sometimes there's even a
mismatch between the stories that
Executives and managers tell about their
businesses and what they really know in
their hearts it takes to run a
successful
business Miles Davis one of my favorite
musicians he asked a very famous
question
so
what so what there's some good
news the good news is that a new story
is
emerging a new story about business is
being
created by people starting and running
businesses that can literally
revolutionize the world that we live
in this new story says first of all
business is about
purpose get the purpose right profits
follow fundamentally being on fire
having passion about starting something
and keeping that passion
alive a friend of mine just took his
company public in an IPO he spent a lot
of time trying to figure out how he
could keep that passion that fire alive
business is about purpose it's about
creating value for stakeholders not just
shareholders and it's about doing it
without making
tradeoffs a company I know the CEO told
a story that they wanted to clean up the
environment where they were a big
Chemical Company and uh so they
announced these very strict pollution
goals or zero pollution going to take to
generation but there's a you know
milestones and ways to get through it
and a very business-like approach and
the CEO is going around making the
speech to all the facilities the
engineers in one facility say look I'm
sorry but we can't uh we can't meet
these interim goals this process is too
dirty this plan equipment is too old we
can't do it and so CEO says well okay
you know we're going have to close the
plant Engineers okay you know uh
tradeoff Community environment on the
one hand employees on the other hand
Community wins employees lose Engineers
come back about 3 four weeks later as a
CEO told the story and said well you
know um
actually um
Miracle we uh we figured it
out and the CEO says well what's it
going to cost you know he say big
company 20 $30 million and the engineer
said well you know we're actually
embarrassed to say we do it this new way
we don't save
money what's happening tradeoffs
unacceptable when the trade-offs
unacceptable we kicking the gear the
only infinite resource we have and
that's what's in our minds our creative
imagination the juice of capitalism the
juice of business is our desire to
create value for other people to do
something together no one of us can do
alone and our ability to imagine a
different world we're only as good as
the stories we can tell we're only as
good we can only live the lives that we
can imagine and imagin
and creativity are muscles that atrophy
if they're not used business is about
working together to create value
together
so what do you need to
do you
know the first thing you need to do
is to get involved
you need to think for yourself about
your own
purpose those groups individuals that
you can affect your
stakeholders your own values and ethics
and how those things apply in the
organizations whether they're businesses
or not for profits or whatever the
organizations you're a part of how those
things apply we need to put ethics and
values
in the center we need to change the
story we need to change the story of
business and change what we expect and
what we do putting ethics and values at
the center at least on the level with
money and profits is an absolute uh
First Step at what we need to
do
second we need to
see
conflict we need to see uh um
challenge we need to see those things as
important in what we do if you have
values but you can't have those values
be
challenged my take is you don't have
them if you have a purpose but somebody
can't say to you you're not living it
here you don't you're not really
committed to your purpose the way I
would say it is that challenge conflict
critique just
rock we have to look at those things as
the sources of value creation rather
than something to be avoided I was
reminded of this in a very dramatic way
by my then now 27y old but then
10-year-old son when I said to him I
said Ben look I I can't uh take you to
the father son basketball camp this
summer out to be in
Indonesia I was one of the dads who made
one the year before and won the won the
three-point shooting title and
uh uh got a t-shirt the whole thing you
know it's my one athletic achievement
and Ben looked right at me and he said
uh Dad what's more important your family
or your
job okay now he's 10 so it's not the
teenager thing you know and I said well
you know my family of course he said
you're not acting like
it
and the painful thing was he was right I
wasn't I could have gone to Indonesia
whenever I wanted and I said well I got
to go because I made a commitment and
that's an important thing for us I said
but next summer I'll stay at home I'll
coach your team will'll hang out and I
did the next summer and the summer after
that Etc and we created a lot of value
but the only reason we created value was
that he pushed back he pushed back
against those values think about the
value that gets left on the table
because people don't push back again in
culturally appropriate ways right so
this idea of a culture in business and
organizations of Challenge and conflict
and push back is what we need to do and
we need to raise the
bar we need to expect more from our
companies we need to expect more from
our
co-workers if we can do these
things I believe we can be the
generation that makes business
better the good news is companies like
Whole Foods The Container Store uh
little company Northern Virginia the mly
fool companies like Novo Nordisk think
about what Google and uh uh Facebook and
Twitter how they've changed the world
companies are changing the world they're
changing the world their entrepreneurs
out changing the world with bus with the
governments and Civil Society we are on
the verge of a revolution in which we
use the right story about
capitalism literally to remake our world
we can be the generation that does that
thank you very
[Applause]
much
[Applause]
[Music]
oh
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