Can 'Radical Transparency' Encourage Responsible Businesses?

Complete Premium video at: http://fora.tv/conference/hsm_wif_2010

Jeffrey Hollender, co-founder of Seventh Generation, presents his philosophy of radical transparency. After Hollender posted a list critiquing Seventh Generation's products on the company's website, he says, customers responded favorably and asked for the same from Seventh Generation's competitors.

To view more highlights from the HSM World Innovation Forum 2010 series, visit http://www.youtube.com/view_play_list?p=88C0567991E989D6

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The world's greatest thought leaders in the field convene at the World Innovation Forum to provide actionable insights into the central issues at the heart of innovation today -- Marketing, Web 2.0, Health Care, Social Media, Design, Technology, Education, Green.

Co-founder and Chief Inspired Protagonist of Seventh Generation Jeffrey Hollender on how business innovation can benefit society and the environment:

Prevailing as a force for good, rather than "less bad"

Systemic rather than incremental change

Redefining the purpose and possibility of business

Radical transparency and cooperation rather than competition

As Chief Inspired Protagonist, Executive Chairperson, and co-founder of Seventh Generation, Jeffrey Hollender is a well-respected leader in the socially and environmentally responsible communities. Hollender frequently addresses social and environmental responsibility at regional, national and international venues, and is often asked by other companies to consult on sustainability. His blog, Inspired Protagonist, is a closely-followed resource and guide for spotlighting socially responsible business practices and principles on the global stage. Hollender is co-author of The Responsibility Revolution: How the Next Generation of Businesses Will Win and several other books, including What Matters Most and Naturally Clean.

Currently, Hollender serves on the Board of Directors of the Greenpeace Fund, the Environmental Health Fund, Verite, YourVive and Alloy Inc., a publicly traded company. He serves in an advisory capacity to Healthy Child Healthy World (formerly Children's Health Environmental Coalition) and to Vermont Businesses for Social Responsibility. He is a member and former Director of the Social Venture Network, a group of socially-conscious business executives. Hollender co-founded and was a Director of Community Capital Bank, a New York financial institution that invests in affordable housing and community development and is also a former president of Rainforest Foundation USA, an organization created to protect the rainforest and the human rights of its indigenous peoples.

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[gablink4ever]

THAT CLASS SUCKS!! TOOK OUR JERB!!! YEEEEEEEEEEIH

[tyrannicoystercult]

his last point is definitely right, look at how pathetic and long-winded CEO and press-release 'keynote' speeches are. The level of information and communication skill coming across in a presentation or ad is a major point we could see more competition in. Though maybe it's always going to be only a certain percent of any generation who wants real competition and detailed information instead of just aesthetics and atmosphere

[Th3Wab3]

in an ideal world where manipulation and deception weren't praised this would be a standard of business...

consider fast food restaurants and GMO food corps taking this up...

[MarmaladeINFP]

Radical Transparency would simply become like Reality TV.

[cambridgeecon]

sounds like a strategy that only the best company would have the incentive to do and hence a credible advertisement to signal that their product was actually the best, as only they could pull it off! of course different products would aim to do different things so depending on the market it may not be so simple. basically, its a clever advertising strategy

[Mastikator]

What we need to keep in mind is that when a business doesn't want to disclose this information, it's probably because they know they're not good enough. And we should tell them that the there's a certain level of trust in disclosing all their flaws, and only their competitor has earned it.

[TheRationalHatter]

I'm not certain a society can be a meritocracy without this level of transparency. Of course alot of businesses are against this. Whether from a lack of faith in their product or from a desire to sweep shoddy/unethical processes under the rug. In the first case people should have more faith in themselves. In the second they ought to lose business anyway. At the end of the day the best will always win on an even playing field. One of the best ways to get an even field is transparency.

[mmingione]

Interesting idea. Here it worked because their product was better, but what would happen if their competitors tried "radical transparency?" If it is true that their products were inferior, then they would have had their heads handed to them.

[VivekRajcoomar]

a good idea but will lose it's novelty pretty fast when the spin/marketing comes in. then u'll start getting carefully crafted false critiques, and for every criticism,there'll be an associated upside.

sorta like when a job interviewer asks you to list ur greatest weakness.

another issue: this may lull the public into a sense of false security where they no longer feel to scrutinize.

sorta like how since the media started telling ppl what to think they no longer think for themselves.

[cazyblood3]

5***