CHAPTER 4
Built In, Not Bolted On
“We’re just really good at operationalizing things”
—Deb Frodl, Global Executive Director, Ecomagination at GE
Recently, I had an interesting call from a new business prospect inviting us to bid on building a new Signature Citizenship Program for her multinational technology company. We asked what her objectives were for the program. Would she be looking for business results?
“Oh no,” she said, sounding faintly horrified. “This isn’t about business. It’s about delivering social good.” The subtext of her answer was clear: Keep the citizenship (another term for CSR) and the selling separate.
I’m almost certain there’s a person somewhere else in the organization whose job is selling the products that generate ...
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