Consumers around the world are more demanding than ever and require organizations to guide them to consume sustainable. Hence corporations and governments will have to forcefully make it ‘easy’ (eco-easy), for consumers to be more green, by restricting the alternatives.
Several companies have successfully challenged their internal processes to minimize the time it takes to bring a strong idea to market; however, they still find themselves unable to keep pace. This is often referenced as the “Red Queen” effect, a term derived from Lewis Carroll’s Through the Looking Glass:
“Well, in our country,” said Alice, still panting a little, “you’d generally get to somewhere else — if you run very fast for a long time, as we’ve been doing.” “A slow sort of country!” said the Queen. “Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!”
Companies are in fact finding themselves in a position where their internal efforts, even when optimized and moving very quickly, are no longer fast enough to sustain the race. Many try adding money or people, only to find that this can only provide a temporary surge.
The key to overcome the “Red Queen” effect is to tap into and leverage the global pool of networks, individuals and suppliers outside the company. Collaborating and leveraging the network to get the job done offers the opportunity to make an increased speed sustainable, and keep you ahead of the game to serve the world sustainably and consumers eco-easy.
- Annelie Andersson