At his carpet company, Ray Anderson has increased sales and doubled profits while turning the traditional “take / make / waste” industrial system on its head. In a gentle, understated way, he shares a powerful vision for sustainable commerce.
Here is an excerpt from a audio transcript on the two different perspectives of what drives change in behavior concerning energy alternatives. I would love for you to let me know what you think about this topic!
RADICAL CHANGE VS DISRUPTIVE CHANGE – Dr Steve Cayzer & Dr Carolyn Hayles
“…Well, in energy, I think we can probably put something in all of those four quadrants that we’ve talked about. In the incremental and sustaining quadrant, the bottom left quadrant, I would put improvements in efficiency of the internal combustion engine that powers our cars.
You see, over the past few decades, people have been making cars more efficient in terms of the amount of fuel that they need to travel. But this hasn’t fundamentally changed the architecture of the internal combustion engine nor has it changed our relationship with our vehicles.
That’s not to say it isn’t important. And in fact, those sorts of innovations are the bulk of most innovations anywhere.
But up at the radical end, I would argue you could put carbon capture and storage. This, as you probably know, is a technology that attempts to capture the harmful emissions from producing our energy from coal.
It’s radical because it’s still in development. It hasn’t been deployed to scale but it has huge potential. But it’s actually sustaining because it doesn’t actually change the structure of the coal industry nor the way in which we use energy that’s generated from coal.
Now diametrically opposed to that, I would argue something close to what Carolyn’s been talking about is the– just turning down your thermostat. What could be easier than that? It is almost the opposite of radical. But I would argue that just as we’ve been talking about with passive houses and people getting used to them, I’d argue that that is actually quite disruptive because it requires behavioural change.
It requires people to change the way that they live in their house. And as I talked about in Week Two, behaviour change is perhaps one of the most difficult sustainability challenges.
So is there something that’s both radical and disruptive in terms of energy?
Well, I would argue that what might fit up there is the European super grid because, if you think about that, the notion here is that we can have energy across Europe generated from renewable sources, primarily renewable sources, but of course, it overcomes the disadvantages of renewables being intermittent. So it’s not always windy where you want the energy but it’ll be windy somewhere in Europe. So you could export say wind from northern Scotland or perhaps some solar power from southern Spain to the areas that it’s needed.
But that’s quite radical in the sense of long-distance transmission of energy, perhaps energy storage, smart grids, not to mention all the political challenges. And it’s also, I would argue, disruptive because it changes the way that energy markets work, both nationally and all across the continent up Europe.
So I think we can sum up, can’t we, by saying that, broadly speaking, radical change requires technical innovation. But disruptive change requires market innovation.
Yes, and we’ve looked at both radical and disruptive change in housing and energy.”
© 2014 University of Bath 2, Audio Transcript https://ugc.futurelearn.com/uploads/related_file/file/2943/9eeda0bbc6e60997ee276e68e2b95ee7-SP4_4_3.pdf
The right to do good…
Just because one has the right to do something, does not mean that it is the right thing to do. – unknown
This video gets to the heart of WHY we buy what we buy. Our passion is our energy and subconsciously we are looking for connections. It is so interesting to dissect the idea of why we make the purchasing decisions that we do and why we do it. I highly recommend watching this TED video for a good weekend treat. Here are a few of the topics that I found very helpful:
- Why? How? What? All inspired leader and companies think and communicate completely opposite from all the rest; from the INSIDE out.
- “People don’t buy what you do, they buy why you do it!”
- “Talk about what you believe, because you will attract people that believe in what you believe.”
- “The Law of Diffusion Innovation” – My belief is that an innovation, no matter how good it is, cannot be successfully adopted without social acceptance and behavioural change.
- “There are leaders and then there are those who lead.”
Thanks for the share from FutureLearn.com