Friday, April 11, 2014

Plan for Transformation: Derek Matthews

Plan for Transformation
Model for Transformation
These past three years of studying leadership, learning, and service have changed my worldview in a way unlike any experience in my life thus far. As I sit here at my computer writing this final paper of my doctoral career, I am reflective on the journey, yet eager to develop a blueprint for another. The following Participatory Narrative Framework, or model, has evolved since I wrote my initial doctoral papers in the Fall of 2011. This model was inspired by my belief that leadership, learning, and service are a composite hero’s journey that we all experience in life. I have watched this framework evolve in such a way that it represents leadership, learning, and now service by following a narrative structure of personal meaning reflection for transformation, or IT.  I plan on utilizing this Participatory Narrative Framework as a guide in my individual and organizational transformation in the near future. 




Transformation of a Leader

There are two areas of transformation that I have experienced in this program – individual and organizational. Individual Transformation can be defined as the act of committing to leading, learning, and serving for the purpose of internal transformation. Additionally, Organizational Transformation is the act of creating a culture that values living a meaning seeking story of internal transformation. In this paper, I will address my individual and organizational transformation from the program as well as develop a plan for continued transformation.
My definition of leadership is the art of helping others creatively discover their character within the context of a greater story. In this program I have seen this definition develop from an idea to a major cornerstone of my leadership philosophy in my dissertation research and my life. The transformation of a leader is centered on the leader identifying their strengths, personality shape, leadership style, and personal growth story to add increased value to their organization. As I reflect on my transformation as a leader, this model tells my personal story of growth. This section will outline my personal character, challenge, choice, change, and IT through the lens of the model.
Character
When I stepped into class for the first time I was a young 23-year-old doctoral student surrounded by refined and accomplished leaders. My classmates had 10-15 years of leadership experience on me, which was intimidating to say the least. I found myself nervous to contribute and worried about being judged as ‘childish’ with the comments I shared and questions I posed. To keep myself motivated as a contributor, I had to begin looking at the value I could add to discussions as the result of my young age. I was able to find my niche in contributing from the aspect of a millennial leader. I was able to inform my Generation X/Y and Baby-boomer classmates on current uses of technology, social media’s role in social change, and various other millennial mediums that are becoming avenues for positive change. I began to find over these years that my classmates would turn to me for a ‘millennial spin’ on topics which added value and perspective to the conversation. By finding my personal strength and differentiating factor, I was able to transform into a character in the Cohort 22 story that added tremendous value. Age does not limit influence.
Challenge
My biggest challenge as a doctoral student leader was containing myself to listen more rather than speak. I felt like a firecracker when I began the program, wanting my opinion to be heard over others, but quickly learned that the learning culture at Stritch promotes listening and building consensus. As I began to transform through listening, I started to realize that listening informed and refined my thoughts more. I was able to mold my perspective in my mind a bit more before sharing. For my personality type this was a Eureka moment!
Choice
The most impactful choice I made in my doctoral career was deciding a dissertation topic. I knew that I wanted my research to make a significant difference in the world of college student leadership development. I began looking for the needs of college students and stumbled on the idea of exploring how leadership development, with a narrative reflection model, helps students make meaning of life, leadership, and the college experience. I knew by making this choice I was fulfilling a choice transformation to be a leading expert in this field and help students across the country discover more about their self.
Change and IT
The greatest change I experienced as a leader in this program was the feeling of accomplishment at my defense. The moment I began my defense, standing in front of the audience, I experienced a change transformation, or IT, as a leader of me informing others. The greatest part of it all was I finally earned the respect as a ‘doctor’. I had come full circle as a leader creating small change in the world, as well as myself.  
Transformation of a Learner

            The development of my dissertation played a vital role in my personal transformation as a learner. As I think back to my learning habits prior to this program, I would tend to read one source of information and conclude my perspective. The dissertation process taught me that a skilled learner seeks multiple sources of information to exhaust all possible perspectives and then draws a personal perspective open for debate. As a result I have a massive references section in my dissertation to support many viewpoints of college student leadership development and meaning-making. While researching, my strategy was to read an article and then ‘mine’ the article’s references. With this strategy, I found that my confidence to talk about multiple perspective of the topic became much richer by exploring multiple opinions.
            Another aspect of my learning transformation came from increased confidence in myself to learn at a higher level. When I began this program I felt overwhelmed with the workload pace, especially in a collaborative environment. I remember sitting in my first group project working on an infant mortality case study, where I felt like a mere bystander, adding little value to the project.  I was inexperienced in my collaborative skills (within the research process), research perspective, and the ability to keep up with all the information being presented. This led me to ponder if a doctoral program was beyond my ability as a learner. Since then I have transformed as a learner by taking strides each month to lean on my classmate’s strengths to see how they organize and digest project based assignments. As a result I have become much more confident as a learner by figuring out where my learning style and strengths fit within the group to achieve the best result of the assignment. I have learned that I am the ideas guy and the go-to for technology innovation for presentations – which is a great role to have. I’ve become more authentic and comfortably transparent as a learner by telling group members my weaknesses as well. These acknowledgements, as the model suggests, serve as my personal learning IT (internal transformation).
Transformation of a Servant/Transformational Action
When I think about my transformation as a servant I am immediately reminded of my dissertation process. The research question is the means towards the end of positive transformation on society. In other words, since the completion of my dissertation, I have realized that the research process itself is centered on servanthood principles – serving a greater purpose in society. I began writing and listening to the voices of expertise, which led me to write chapter five as a representation of my expertise and added value to serve society.
My service came in the form of gaining a better understanding of how leadership development programs can help college students explore personal meaning making in life, leadership and their college experience. As a result of my dissertation research I am in the process of creating a Big Questions program to serve freshmen leaders at a small liberal arts college in southeastern Wisconsin. The goal is to utilize the Character Quest (CQ) Leadership Development organization to help create and train approximately 40-50 student coaches (sophomore and up) to sit in various freshman success classes and act as mentor/coaches. Additionally the CQ Staff will be training the coaches and freshman to understand how to explore three big questions of meaning making: 1) Identity - Who am I?, 2) Purpose - What's My Purpose?, 3) Difference - How can I make a difference at Carthage?, and 4) What’s my story. By focusing my dissertation efforts on adding value and service to the community I am excited for the opportunity to help not only transform the student experience at Carthage but also the notions of on-campus service.

Plan for Continued Growth
            As I near the end of my doctoral, and educational career, I have come to the startling realization that I will no longer receive a constant stream of academic rigor, doctoral-level analysis, and rich discussion. To be honest, I am a little nervous that the doctoral mind I have sharpened over these past three years will dull itself at a rapid pace. Thus, I have decided to utilize this plan for transformation paper as a way to outline my continued growth transition plan in myself, Character Quest, and my community.
Continued Growth for Myself
            A significant contributor to my growth in the doctoral program was the notion of taking in a diverse range of information with a multitude of perspectives. For instance, reading The Fair Society, is in complete opposition to my political and social beliefs, yet it challenged me to see social issues from a fresh perspective. Prior to this program I would have thought the book to be ‘stupid’ and not worth my time. Now as a doctoral graduate I have found the value in absorbing information I may disagree with – diverse perspectives give you a greater scope as a leader, learner, and servant. I find myself now listening to NPR, reading the Wall Street Journal, and New York Times to get a range of perspectives on my world. I have learned from the doctoral program that just because I disagree with something doesn’t diminish it’s value. While this may seem like a no brainer to the average person, this was a startlingly valuable lesson for me as a leader, learner, and servant.
            Regarding Continued Growth for Myself, I plan on continuing to explore my newfound value of diverse information as a plan for transition. Upon graduation I will have much more time to seek out books, articles, and news sources that challenge my beliefs, articles that challenge my worldview. I have a tendency to stick to my guns on my perspective but now is an opportune time to really push myself, since I won’t have a professors or classmates to push and challenge my thinking. My concern is however, over the past three years I have grown accustomed to being surrounded by doctoral level thinking people who are hungry to challenge their thought process as well as the thought process of others. Thus, I have prepared a plan for transformational action with a list of 100 Books to challenge me, three news sources, and various podcasts to listen to regularly to stimulate an open minded ‘doctoral’ approach.
Books for Open-mindedness (Underlined are complete already)
1. The
Great
Gatsby
by
F.
Scott
Fitzgerald

2. The
Prince
by
Niccolo
Machiavelli

3. Slaughterhouse
Five
by
Kurt
Vonnegut

4. 1984
by
George
Orwell

5. The
Republic
by
Plato

6. Brothers
Karamazov
by
Fyodor
Dostoevsky

7. The
Catcher
and
the
Rye
by
J.D.
Salinger
8. The
Wealth
of
Nations
by
Adam
Smith

9. For
Whom
the
Bell
Tolls
by
Ernest
Hemingway

10. The
Picture
of
Dorian
Gray
by
Oscar
Wilde

11. The
Grapes
of
Wrath
by
John
Steinbeck

12. Brave
New
World
by
Aldous
Huxley

13. How
To
Win
Friends
And
Influence
People
by
Dale
Carnegie

14. Call
of
the
Wild
by
Jack
London

15. The
Rise
of
Theodore
Roosevelt
by
Edmund
Morris

16. Swiss
Family
Robinson
by
Johann
David
Wyss

17. Dharma
Bums
by
Jack
Kerouac

18. The
Iliad
and
Odyssey
of
Homer

19. Catch
22
by
Joseph
Heller

20. Walden
by
Henry
David
Thoreau

21. Lord
of
the
Flies
by
William
Golding
22. The
Master
and
Margarita
by
by
Mikhail
Bulgakov

23. Bluebeard
by
Kurt
Vonnegut

24. Atlas
Shrugged
by
Ayn
Rand

25. The
Metamorphosis
by
Franz
Kafka

26. American
Boys’
Handy
Book

27. Into
Thin
Air
by
John
Krakauer
28. King
Solomon’s
Mines
by
H.
Rider
Haggard

29. The
Idiot
by
Fyodor
Dostoevsky

30. A
River
Runs
Through
It
by
Norman
F.
Maclean

31. The
Island
of
Dr.
Moreau
by
H.G.
Wells

32. Malcolm
X:
The
Autobiography

33. Theodore
Rex
by
Edmund
Morris

34. The
Count
of
Monte
Cristo
by
Alexandre
Dumas

35. All
Quiet
on
The
Western
Front
by
Erich
Maria
Remarq

36. The
Red
Badge
of
Courage
by
Stephen
Crane

37. Lives
of
the
Noble
Greeks
and
Romans
by
Plutarch

38. The
Strenuous
Life
by
Theodore
Roosevelt

39. The
Bible

40. Lonesome
Dove
by
Larry
McMurtry

41. The
Maltese
Falcon
by
Dashiell
Hammett

42. The
Long
Goodbye
by
Raymond
Chandler

43. To
Kill
a
Mockingbird
by
Harper
Lee

44. The
Dangerous
Book
for
Boys
by
Conn
and
Hal
Iggulden

45. The
Killer
Angels
by
Michael
Shaara

46. The
Autobiography
of
Benjamin
Franklin

47. The
Histories
by
Herodotus

48. From
Here
to
Eternity
by
James
Jones

49. The
Frontier
in
American
History
by
Frederick
Jackson
Turner

50. Zen
and
the
Art
of
Motorcycle
Maintenance
by
Robert
Pirsig

51. Self
Reliance
by
Ralph
Waldo
Emerson

52. Another
Roadside
Attraction
by
Tom
Robbins

53. White
Noise
by
Don
Delillo

54. Ulysses
by
James
Joyce

55. The
Young
Man’s
Guide
by
William
Alcott

56. Blood
Meridian,
or
the
Evening
Redness
in
the
West
by
Cormac
McCarthy

57. Seek:
Reports
from
the
Edges
of
America
&
Beyond
by
Denis
Johnson

58. Crime
And
Punishment
by
Fyodor
Dostoevsky

59. Steppenwolf
by
Herman
Hesse

60. The
Book
of
Deeds
of
Arms
and
of
Chivalry
by
Christine
De
Pizan

61. The
Art
of
Warfare
by
Sun
Tzu

62. Don
Quixote
by
Miguel
de
Cervantes
Saavedra

63. Into
the
Wild
by
Jon
Krakauer

64. The
Divine
Comedy
by
Dante
Alighieri

65. The
Hobbit
by
JRR
Tolkien

66. The
Rough
Riders
by
Theodore
Roosevelt
67. East
of
Eden
by
John
Steinbeck

68. Leviathan
by
Thomas
Hobbes

69. The
Thin
Red
Line
by
James
Jones

70. Adventures
of
Huckleberry
Finn
by
Mark
Twain

71. The
Politics
by
Aristotle

72. First
Edition
of
the
The
Boy
Scout
Handbook

73. Cyrano
de
Bergerac
by
Edmond
Rostand

74. Tropic
of
Cancer
by
Henry
Miller

75. The
Crisis
by
Winston
Churchill

76. The
Naked
and
The
Dead
by
Norman
Mailer

77. Hatchet
by
Gary
Paulsen

78. Animal
Farm
by
George
Orwell

79. Tarzan
of
the
Apes
by
Edgar
Rice
Burroughs

80. Beyond
Good
and
Evil
by
Freidrich
Nietzsche

81. The
Federalist
Papers
by
Alexander
Hamilton,
John
Jay,
and
James
Madison

82. Moby
Dick
by
Herman
Melville

83. Essential
Manners
for
Men
by
Peter
Post

84. Frankenstein
by
Mary
Wollstonecraft
Shelly

85. Hamlet
by
Shakespeare

86. The
Boys
of
Summer
by
Roger
Kahn

87. A
Separate
Peace
by
John
Knowles

88. A
Farewell
To
Arms
by
Ernest
Hemingway

89. The
Stranger
by
Albert
Camus

90. Robinson
Crusoe
by
Daniel
Dafoe

91. The
Pearl
by
John
Steinbeck

92. On
the
Road
by
Jack
Kerouac

93. Treasure
Island
by
Robert
Louis
Stevenson

94. Confederacy
of
Dunces

John
Kennedy
Toole

95. Foucault’s
Pendulum

Umberto
Eco

96. The
Great
Railway
Bazaar
by
Paul
Theroux

97. Fear
and
Trembling
by
Soren
Kierkegaard

98. Undaunted
Courage
by
Stephen
Ambrose

99. Paradise
Lost
by
John
Milton

100. Cannery
Row
by
John
Steinbeck
News Sources for Open mindedness
1.     Wall Street Journal
2.     New York Times
3.     NPR
Podcasts for Open-mindedness
1.     TED Radio Lab
2.     NPR All Things Considered
3.     Fresh Air
4.     Radio Lab
5.     Planet Money
Continued Growth for Character Quest
            My job description in the Character Quest organization is to develop new lessons for our clients, teach the lessons, and coach the clients for success based on the lesson criteria. For example, in a given month we could talk in our classes about how to develop and apply a growth mindset as leaders in the organization. I would present a topic to them, get them into groups to talk about it, and then they would report back. Then individually I would coach them on their personal thoughts on the topic and the application of that topic in their personal growth journey. CQ has found this to be a very effective means to thought stimulation with individuals and teams.
There is a direct correlation between my plan for personal growth and my organizational growth  - my information input will dictate my lesson output. In other words, if I am creating leadership lessons based on a narrow scope of information that I agree with, then I am ridding my clients of receiving the full picture of the given learning topic. I have decided to create all of our lessons with what I call a Strategic Lesson Choice, which basically takes a leadership concept such at Mindset, and gives the clients 4-5 strategies to choose and discuss, all from diverse information sources. This new plan is opposed to my current approach to the lessons – find one source of information on the topic and send it out to everyone. I want more of a range for strategic and challenging thought with my clients. I believe that this tactic will work in the favor of both Character Quest and the growth of our participants.
Continued Growth for Community
            My continued growth for the community is currently centered on helping others see the value in exploring a range of perspectives on a given topic. I want to imbue in my clients a hunger to be, as Dr. Tony Frontier suggested, scientists rather than judges and to seek more information when making decisions. With the Strategic Lesson Choice addition I can give my clients a little slice of the transformation I was exposed to at Stritch with diverse perspectives. The value in this approach will create community members who are more aware of and more tolerant of diversity and new ideas.
Conclusion

            These past three years have been an incredible hero’s journey as a leader, learner, and servant. While, this program serves a common purpose, I find it amazing how we all have a unique experience. My experience has been one of finding a way to apply what I am learning to my personal transformation into the Character Quest organization. I feel like I have accomplished my mission and look forward to exercising by continued plan for growth as a leader in the community and beyond.

Monday, March 24, 2014

Edward Snowden: Hero or Traitor?



Whistleblower and NSA contractor, Edward Snowden, got into a sticky situation last summer when he shared classified NSA documents with journalists. Long story short, Snowden caused a world-wide controversy by his actions which resulted in his flee to Russia, where he now remains. Last week at the TED conference, he spoke about his intention behind the leek of NSA documents and the ethical and moral drive behind that decision - to inform the American people of the corruptness within the NSA.

The one question I think on most people's minds is: Is Snowden an American hero or a traitor? I think of this question in the lens of service. I will speak on behalf of both aspects of hero or traitor.

Hero

On one side of the coin Snowden realized the agency he was representing was not being truthful to the American people. He cites several programs within the NSA that blatantly lie to the amount of data they collect. Snowden must have felt his moral compass was being compromised in his work as a contractor, thus he spoke out about the truth. By fleeing to Russia, Snowden gave up his anonymity and freedom as an ultimate sacrifice for the American people's digital freedom.

Traitor

Of course the NSA, and United States government think that Snowden is a threat because he called them out on their lies. At this point we can assume that the American government must have in place a sick justification for their lies with a 'we do no harm regardless' mentality.

The US Govt is currently trying to extradite him back from Russia to stand trial for treason! We will see where this goes.

Service Relevance

Maybe we are entering a time when lies are justified when coming from the government. Is it service if someone calls Big Brother out on their lies? Is that person a hero? I think for the case of Edward Snowden that it is all too early to tell. I still fall back on the old question of service - Do the benefits out weight the costs. I believe in this case they did. Snowden, while acting as a rogue, sacrificed his personal life to tell those at stake the truth - that's service. But only time will tell if the costs of this decision will creep up on the American people's safety and security.

Plan for Transformation - Openmindedness

After talking with my fellow classmates at our 'Coffee Retreat' the other day, I have really started to focus on one aspect of my transformation that is bouncing around in my head - There is more room for grey (open-mindedness). I was talking with a few classmates at the retreat and they turned to me asking what my biggest takeaway was from the program. I shared how I used to believe strength as a leader came from sticking to your guns on issues and ideas (black and white). I guess this was due to my age at the time...and insecurity. However, through my exposure to the collaborative environment at Stritch I now realize that strength as a leader comes from open-mindedness (grey) and an attitude of entertaining ideas. 

The quote below really summarizes what I am trying to say. Thanks to Holly for sharing this quote. This is a quote that will continue to influence my ability to be a better leader with a little more grey in my life.








Friday, February 7, 2014

Retro Beer Company Update

After January Stritch weekend I headed to Iowa for pretty big Retro milestone. I met with the owners of Retro in Dubuque, Iowa to go out in the market and solidify some retailers to partner with for a launch of our process. Anyone with business experience, or experience launching a product knows that if you don't have retail, you have zero chance of being successful. I was excited for this opportunity to meet with possible retailers but in the back of my mind knew that they are bombarded with new beer ideas. Their willingness to be as excited about our beer as us was slim.

We walked into a large retailer grocery store to conduct a meeting with the beverage and spirits director. Tim, one of the Retro partners handed her a bottle of our beer. She looked at it, skeptically, turned it around in her hands and started to ask questions. It wasn't until she heard that the beer gives 100% of profits to a charity of her choice that her demeanor transformed. She asked us if we could donate to Relay for Life, a charity she is heavily involved in. We obviously said YES! What happened next was pretty inspiring. She began telling us of her story of battling cancer and the emotional attachment she has to the Relay for Life mission. It was like a switch of a button she began throwing out amazing marketing and advertising ideas for Retro beer. She told us she was in full support and would link us with the retailer she worked for and the charity she served on.

All of that to say: Each of us have a capacity to buy into a vision when that vision has an emotional appeal to our story. We didn't come in with a projected profit sheet to tell her how much money she would make from this product. Instead we influenced her to see the bigger picture of service and the vision of the company's mission. This was a great business lesson for me to understand that when you put service first and profits second, sometimes you can get more buy in. Looking forward to our launch in May 2014!

Tuesday, December 17, 2013

Show and Tell #2: Cancer Patient Makeover



I recently came across this video on Facebook and was blown away with the service-oriented undertones throughout. As I mentioned in class, I think that with mainstream media we have created this myth that service has to be some big grandiose idea of saving a starving child in Africa. This video titled, 'If Only For A Second' really falsifies this service myth by communicating that if we can change someone's attitude for a moment, we are serving.

As I look at my service philosophy, I want to incorporate a daily agenda to add 'If Only For A Second' to my service action. Can I smile more? Can I call one person I care about everyday? Can I stop and talk to the old lady at the YMCA? Can I tell my wife she looks pretty one night? All of these examples are tiny, but powerful. It is the little things that turn into big things of service.

Saturday, November 30, 2013

ED 730: Corporate Social Responsibility

CSR: Corporate Social Responsibility

Introduction


Can business do better than just business? That was a question I asked myself upon entering the 'Service Year' of my PhD. in Leadership at Cardinal Stritch University. I once heard a podcast by Harvard Business Review where two scholars were discussing the idea of how a corporation has an inherent social responsibility, to not only add value to the shareholders, but also to the stakeholders. In my investigation of this rather interesting topic, I stumbled upon the construct referred to today as Corporate Social Responsibility. I began to Google my way through the internet researching more and more about this idea that a corporation has the responsibility to do more than just business.


During my research phase of this interesting service journey, I was introduced to varying opinions and perceptions of the modern organization. On one hand I was met with perceptions of big business doing good. For example Samsung supplies impoverished tribes in Ethiopia with light sources to improve productivity as an aspect of business doing better than just business (see video below).



On the other hand I was met with perceptions from a radical conspiracy theory radio show host Alex Jones, who believes big business exists to establish global dominance and control all at the expense of society.   

 


So given these two varying opinions of the function of the corporation, I was intrigued to investigate the following questions:

  • Can business do better than business?
  • What is the history of responsible organization theory?
  • What really caused organization's to apply ideas such as shared value, responsibility, and social relativity to their corporate strategies?
  • What are stories of socially responsible organizations?
  • What is the future evolution of the social responsible organization?
This blog entry will discuss these wavering questions in with a general overview of Corporate Social Responsibility through covering: 1) background and definitions, 2) possible root causes, and 3) stories of CSR, While the purpose of this blog is to communicate a concise message of Corporate Social Responsibility, I will also sprinkle through this blog my ideas on the subject. 

CSR Background and Definition


The idea of the corporation's role in society has long been up for debate. Bowen (1953) is regarded as one of the first modern scholars to address the purpose and responsibility of the corporation. Bowen (1953) suggested the amount of power and decision making processes of the corporation can have a dramatic effect on society. He inquired, "What responsibilities to society may businessmen reasonably be expected to assume?" (p. xi). This inquisition led to scholarly debate which expanded into the '60s to formalize and operationalize what we know today as corporate social responsibility. Davis (1960) was one of the first scholars to see that a socially responsible outlook can lead to long-term economic gains for an organization. The idea of adding economic value through social responsibility surely must have caught the attention of shareholders.

Davis (1960) proclaimed his "Iron Law of Responsibility" suggesting that lack of social responsibilities leads to "erosion of social power"(p. 73) which would inevitably lead to profit loss. Therefore, companies at this period of time were faced with a choice of what they wanted their imprint on the world to be recognized as. 



The decision making philosophy and evolution of the corporation was affected by more than mere choice - with a little nudge by the judicial system. In an issue of the Harvard Business Review, Smith (1994) discussed some various other milestones in the CSR shift of the corporation. For example, during the 50s the Supreme Court lifted legal restrictions which had previously restricted corporate giving and contributions in social issues. Thus, companies began feeling the pressure to support social issues in the community at large by creating tactics and strategies. 

Smith (1994) believes it wasn't until the 90s when companies began creating rich and detailed models as to the proper and ethical role of the corporation in today's society. Companies like AT&T provided groundbreaking models that demonstrated the shared value between corporate foundations and for-profit aspects of the organization. Kotler & Lee (2005) claim that this initiative helps foundations support business initiatives, while business initiative simultaneously support foundations. This sense of shared value adds value to the idea of chase-based foundations work together to maximize value to a corporation. 

Thus, the development of corporate social responsibility has evolved into many definitions. For the purpose of this blog entry, a modern day definition of corporate social responsibility is the "commitment to improve community well-being through discretionary business practices and contributions of corporate resources" (Kotler & Lee, 2005, p. 3). This in turn is a "voluntary" (p. 3) commitment to doing good with the mission of the company for the community at large. Now that a little history and definition of Corporate Social Responsibility has been established, the next section will cover the root causes that create a need for more responsible companies. 


Possible Root Causes That Create a Need For CSR

As I wrote in an earlier blog on my personal belief of CSR, Corporate Social Responsibility is truly the act of balancing ethics and profits.  The need for social responsibility in today's companies stems from a history of unethical business practices that harm the well-being of society and the environment. 

Recently in my ED 730 class on Service Philosophy at Cardinal Stritch University, I was tasked with studying classism in a group project. I was responsible for reporting to the class on the history of classism. What I uncovered was astonishing - Most of the causes that create a need for corporate social responsibility stems from our country's history of the value government places on big business. 

According to scholars, during the Colonial Period wealthy caucasian (Europeans to be more precise) considered money an organizing principle - which had a compounding effect on how we arrived at the need for more socially responsible organizations. During this period if one had money, they had ownership of goods and property. Since these wealthy settlers had a surplus of ownership, goods, and property they had authority. Since these individuals had authority, they influenced the system of government to value the same organizing principles the settlers valued. This organizing principle of goods, property, and money within our government created class distinction, which therein of established a gap between the rich and the poor (Zinn, 2009). 

Fast forward to today - 2013. A time when our government still operates and functions for the interests of those who have wealth, property, and ownership. However, those wealthy white settlers from the Colonial Period are today referred to as Congressmen, CEOs, government officials, and Wall Street bankers. This class of elite individuals today are protected by our system of government because of wealth. 

This idea of perpetuating class distinction stemmed from what some economists call the idea of Reaganomics. This idea was founded upon the works of economist Milton Freidman, a Nobel laureate, celebrated for his belief that the economy should be restructured around the interests of big business (Miller, 2006). The debate is still on the table whether or not the preservation of big business adds value to society. For example, the documentary below, One Percent, shares a message of a young man determined to prove that there is an increasing gap between the rich and the poor. His general argument is that rich, and those in big business are responsible for much of the inequality and inequity experienced here in the United States. He claims, "When you look around, the disparity is hard to miss" (Miller, 2006). Thus, he engages in an exploratory journey interviewing people from the 1% who are considered the elite. 




It is this history of the United States government's love affair for big business that has created the need for corporate social responsibility. Big business has developed a bad name for itself because they were considered untouchable. Thus, companies have wanted to change this image through being more socially responsible to win back the support of the people. These companies are yearning to change the image of the modern day corporation to show the world that they can do better than mere business. The need for corporate social responsibility comes in many forms: 1) strengthened brand positioning, 2) improved image, and 3) meaningful work environment (Kotler & Lee, 2005). 

Strengthened Brand Postitioning


According to Kolter and Lee (2005) companies who have a positive reputation with corporate social responsibility have a longer brand lifetime. Pringle and Thompson (2001) believe that by linking a brand to a cause the company positions that brand with a more spiritual quality. Sinek (2011) refers to this spiritual brand repositioning as starting with your 'why' or the purpose behind what your brand stands for to do more than mere business and sales. Sinek (2011) believe that to position a brand towards 'why,' companies need to follow the golden circle. This circle below depicts that most brands focus on 'what' their product is, and 'how' it fills a need in the market. However, Sinek (2011) argues that a strengthened brand positioning details and dissects their existential why first. 


This why that Sinek (2011) stresses is what scholars refer to as 'social content' or the idea of a brand communicating "tangible improvements to social welfare" (Kotler & Lee, 2005, p. 14). For example, TOMS shoes company has impacted the world with tremendous social content tied to it's brand organization in a 'one for one program.' This program is designed to communicate: For every shoe bought, the company will send a pair to someone in need. The tangibility in this message has positioned this particular brand for increased success because consumers understand the company's why.

Improved Image 


To combat some of the negative undertones of big business, many companies are applying CSR to improve their image. An improved brand image not only can help sales,having a strong brand image can be an asset during times of crisis (Kotler & Lee, 2005). For example, during the 1992 South Central Los Angeles riots, those participating vandalized much of the areas sparing 60 McDonalds franchises. Why? The company developed such a beneficial image with the community through its Ronald McDonald Houses that those participating in the riot had a sense of high respect for the company (Hess, Rogovsky & Dunfee, 2002). Therefore, investing in the community improves the image of the brand to preserve and protect the company's success. 

Meaningful Work Environment


For companies to do more than just business they have applied CSR initiatives as strategies to attract and motivate employees. Today's employees are yearning to work in more meaningful environments. According to Goffee & Jones (2013) "People want to be a part of something bigger than themselves, something they can believe in" (p. 104). A study by Net Impact found more than half of 2,100 MBA students surveyed claimed they would accept a position with a lower salary if the company demonstrated socially responsible values (Kotler & Lee, 2005). There is a sense of "forging and maintaining powerful connections between personal and organizational values" (Goffe & Jones, 2013, p. 104) that today's employees are seeking in their career path. The next section will discuss a personal account of an individual at Google who shares stories of working in a CSR-mindful and meaningful work environment. 

Stories of CSR: Evolving the Need for Service & Shared Value


This section will cover the Corporate Social Responsibiliy philosophy of Google, the technology giant. The purpose of this section is to describe the current evolution of service Google is providing with their CSR initiatives. Additionally, this section will cover the highlights of an interview I conducted with a Google employee discussing various CSR initiatives currently underway. Lastly, this section will highlight how these Google CSR initiatives would serve recipients. 

I recently had the opportunity to interview a Retail Industry Director at Google. Krueger focuses on the retail end of the Google company. Through a fascinating conversation, she touched on the role of Google's role to add value to society through social responsibility. Krueger (2013) began the conversation by describing the importance and prevalence of Google's mission statement: to organize the world's information and make it universally accessible and useful (Google, 2013). The mission rings true the tenets of corporate social responsibility by communicating the company's existence, their why (Sinek, 2011) to be that of adding informative value to the global community. In essence, the company saw shared value in connecting information with people. Krueger (2013) posited that many of the projects Google is currently working may seem off mission but if you trace the projects back to the mission they begin to make sense. Part of the motivation, as Krueger (2013) states is to provide tools that organize information in a way that people can use it to benefit their community. 

Our conversation focused on a new impending CSR project at Google called Project Loon. This exciting and innovative project lives out the mission of Google by working towards utilizing balloons in the atmosphere to provide wireless internet to third-world countries. 




Beyond Project Loon, Krueger (2013) shared a story of a friend of hers who had a severe medial issue and utilized the power of Google to find a specialist doctor. The brilliance of the value that Google adds was communicated by Krueger in that, "Before the internet, and before the discoverability of information, this woman would have never found this guy [specialist doctor] and would have just gone to her pediatrician and hoped that pediatrician might have known some body who would maybe have an idea of what to do" (Krueger, personal communication, 2013). In other words, if it weren't for Google this lady's finding would probably never have happened.


Here's Another Example of CSR...watch the video below




Kruger (2013) also shared another CSR initiative with the new Driverless Car Project at Google. This idea was sparked by the founders twofold: 1) the founders wanted to make driving more efficient by eliminating traffic, and 2) eliminate fatalities by making computers replace impaired decision making. 

I personally enjoyed hearing about these two CSR initiatives at Google. Krueger fluidly tied each initiative back to the mission of Google which demonstrated a keen sense of overall vision the company must emphasize with their employees. The Driverless Car initiative, however, inspired me in a touching way. I thought of those I know who either are too old to drive, not very skilled at driving, physically cannot drive, or those we always encounter on the road that are reckless drivers. In thinking of these people, I was inspired to interview a vision impaired classmate of mine, Dan, to ask him how a driverless car would change his life. The next section will cover Dan's interesting perspective on the driverless car initiative: Is it really of service to the world?

Receiving a CSR Service

I asked a visually impaired friend of mine, Dan, to tell me his thoughts on the Google Driverless car initiative. I believe interviewing him would shed light on how wonderful of an initiative the driverless car is for those who are vision impaired. Instead, he basically has changed his outlook on life to become more of a minimalist since he lost his sight. Dan said, 
The consistent theme in these changes [in my life] is a focus on how I can be truer to myself and how I can lead a simpler life. With regard to transportation I have found myself moving away from an interest in automobiles as a means of transport and found myself far more interested in the simple act of moving from one place to another.
I highly doubt that most visually impaired people would deny the value of the driverless car. One significant reason for Dan's disinterest for the driverless car is due to the award winning public transportation system in Milwaukee, Wisconsin, where he lives. Dan said, "I find my interests in greater access to going to the places I want to go at the times I want to go are focused more towards walkable communities and public transit infrastructure than in automobile ownership." This disinterest could likely vary if Dan were in a town with poor public transportation.  

What I found interesting in the interview was how selfless and service oriented Dan was in his response. Ultimately the driverless car would benefit Dan, but it is his values for environmental and financial well-being that drive his lack of enthusiasm in the driverless car. 
The major issue I have with automobile ownership is the fact that automobiles are a financial and environmental burden 24/7 while transportation needs occur sporadically for short periods of time.  This is a belief I hold regardless of my own ability to direct the automobile in question.
In this response Dan demonstrated what I believe is the future of CSR evolution: minimalizing burden on areas such as financials and environment. I am sure Google is working to make affordable driverless cars with green car models. In the video I posted on this initiative it looks as though Google is using Prius, which is a step in the right direction. If that is Googles baseline, an affordable and green car, I think their vision is being mindful of people, planet, and profits. 

This interview opened my mind to my own personal bias: I tend to generalize that a service initiative satisfies all recipients. In this case I assumed that the VI man in the video was enthused with the driverless car, therefore Dan will be too. This is a sticky trap to fall into as a leader. While we can't please everyone, we still need to keep in mind that multiple perspectives of a given service is needed before we generalize the benefits of that service. This was very eye opening!


In Conclusion 

Can business do more than just business? That was the question that drove my initial interest in the topic of corporate social responsibility. Along my research journey I learned that companies can do much more than just make their shareholders happy, they can add tremendous value to the world by aligning their why (Sinek, 2011) with everything they do. Wild ideas, like driverless cars, or balloons with internet, are the ideas that test the boundaries of the next-generation of a purpose driven company. The companies that are applying a socially responsible model with flourish in the future and lay an amazing foundation for the world to flourish. 


References


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