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A business that is “good” has a mission and values that stretch beyond profit which are built into its strategy and business model (rather than being an additional layer of “green-washing” or CSR activity). This is a truly sustainable way to do good as well as doing well - as a good business grows and is successful, the amount of social impact it creates also grows. A “good venture” is a good business start-up. Many successful good businesses such as Innocent, Abel and Cole, Method and Green and Blacks were founded with an ethical mission and set of values from the very beginning. It is often easier to be good when starting from scratch as the entire organization and strategy can be aligned around a mission and set of values and there is no baggage from old products and services or business practices that don’t fit with these values. As a result of this, consumers have a higher level of trust that good ventures are genuinely ethical. Consumers are also often keen to support smaller companies, which are often more personal. The really exciting thing about good ventures is their ability to move markets. Often on the cutting edge of sustainability, they show the big guys what is possible. Once the battlefield lines have been re-drawn, the larger companies must follow to keep up. The challenge for a good venture is to be nimble and stay ahead of the curve. Good Ventures Ltd. has been set up as a development company to create more young sustainable businesses and in parallel to draw lessons from this experience and from others about the factors that make a good venture work. |
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