In its simplest definition, sustainability is “the ability to be maintained at a certain rate or level”; which lead us to think that the answer is YES! It applies to everyone; we just need to be clear about the context we are referring to.

However, there is a better and more accurate definition established by the United Nations: “Meeting the needs of the present without compromising the ability of future generations to meet their own needs. It acknowledges the finite nature of many resources and addresses how we can impact them”. The principles of sustainability are the foundations of what this concept represents and is made up of three pillars: ECONOMY – SOCIETY – ENVIRONMENT, which in a business environment can be translated to PROFIT – PEOPLE – PLANET.

Companies use their resources to “create value” for their customers, which can become tangible in the form of deals and profits. The successful execution of this process requires people, markets, and in general; have a presence in one or several geographies and communities that are part of the planet in which we live. No planet = No market = No customers = No deals = No profit. Can a business survive without these so many NOS?

The reason a company exists is to deliver a service to society, and the main innovation skills in companies are therefore linked to its capacity to deliver solutions that generates value to society.

The type of innovation needed to create value is usually the result of optimization, modification, or transformation of existing value, which implies that value is not necessarily totally new. In consequence, value creation can be the product of resurrecting, sharing, optimizing, or replacing exiting value. But the only truth is that value creation is successful only if through usage, generates value to customers. If customers do not perceive and recognize the value, we are in such a big problem!

Fortunately, there are tools that can help you to identify how well we are doing. Here some questions that will help you think if you are creating value:

• Is your offering sustainable valuable for your clients?
• Have they told you so?
• Does your service or product deserve existence?
• Does it resolve any customer’s need or problem?
• Does it fill its purpose?
• Is it easy to use?
• Is it versatile enough?
• Will it age with beauty?
• Nothing added that is not needed, right?
• Is it scalable?
• Do you have a “what next” or “next-life” solution?

We are here to help!