1. The Road to Conscious Sustainability
BCSD Portugal – October 2011
phil@valuescentre.com
www.valuescentre.com
www.valuescentre.com 1
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5. Egypt
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6. The Sustainability Challenge
The problems of existence have
become global but the decision-
making structures we have for
dealing with them
are national.
We cannot move forward without a
high degree of global cooperation.
Richard Barrett: The New Leadership Paradigm, 2011
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8. John Elkington
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9. What is culture?
1. client satisfaction 1. blame L
2. making a difference 2. short term focus L
3. integrity 3. internal competition L
4. teamwork 4. buck passing L
5. humour/fun 5. risk averse L
6. quality 6. customer satisfaction
7. ethics 7. information hoarding L
8. financial stability 8. profit
Employees Financial Excellence Ethics Resilience
& customers viability
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10. The Sustainability Challenge
“For the first time in history we have
the possibility of making the
evolution of human consciousness
conscious.
Because we can measure it, we can
manage it.”
Richard Barrett
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12. Maslow’s Needs to Barrett’s Consciousness
Self-Actualization
Know and
Know and
Understand
Understand
Abraham Maslow
Self-esteem Richard Barrett
Love & Belonging
Safety
Physiological
Needs Consciousness
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13. Survey Questions
1) Personal Values
Please select ten of the following values/behaviours that most
reflect who you are, not who you desire to become.
2) Current Culture Values
Please select ten of the following values/behaviours that most
reflect how your organisation currently operates.
3) Desired Culture Values
Please select ten of the following values/behaviours that you
would desire for your organisation to achieve it's highest
performance.
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14. Story of a full spectrum organisation
Level 7 Service to humanity and societal contribution
Level 6 External collaboration, community involvement
Level 5 Sense of purpose & strong internal community
Level 4 Ongoing improvement and employee participation
Level 3 High performance systems, high quality output
Level 2 Positive relationships that support company needs
Level 1 Financial viability and employee safety
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15. 7 Levels & Sustainability
Service People - Society
Making a
Difference Planet - Environment
Internal Cohesion Cultural Alignment
Transformation Continuous renewal
Self-esteem Organisational effectiveness
Relationship Harmonious relationships
Survival Profit - Economic stability
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16. Cultural Sustainability
Core Values (I-Care) Core Values
integrity client collaboration
compassion teamwork
accountability delivery
respect meritocracy
excellence integrity
1. accountability 1. long hours (L)
2. customer satisfaction 2. being the best
3. being the best 3. cost reduction (L)
4. commitment 4. poor communication (L)
5. compassion 5. client collaboration
6. continuous improvement 6. bureaucracy (L)
7. integrity 7. confusion (L)
8. teamwork 8. arrogance (L)
9. cost effectiveness 9. hierarchy (L)
10. respect 10. silo mentality (L)
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17. Cost of Limiting Values
European Corp Current Culture
250,000 employees
1. over-engineering (L)
2. bureaucracy (L)
3. complacency (L) Exec Team Estimate of Costs
4. job security (L)
5. inefficiency (L) €5.4bn per year
6. inflexibility (L)
(€7bn income - €235,000 profit)
7. risk-averse (L)
8. hierarchical (L)
9. tradition (L)
10. control (L)
11. cynicism (L)
12. short-term orientation (L)
13. turfism (L)
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18. Iceland 2008
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19. Iceland
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20. Iceland
1200 Citizens + 300 Government, NGOs & Institution Leaders + 500 Volunteers
Themes: Education, Economy, Equal rights, Family, Environment, Public administration, Welfare, Sustainability
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21. Rank 2005 2006 2007 2008
1 cost consciousness cost consciousness client-driven accountability
2 profit accountability accountability client-driven
3 accountability client-driven client satisfaction client satisfaction
4 community involvement client satisfaction cost-consciousness community involvement
5 client-driven results orientation community involvement achievement
6 process-driven performance-driven performance-driven cost-consciousness
7 bureaucracy profit profit teamwork
8 results orientation bureaucracy achievement performance-driven
9 client satisfaction teamwork being the best being the best
10 silo mentality community involvement results orientation delivery
11 performance-driven employee recognition teamwork employee recognition
12 hierarchy achievement delivery results orientation
13 control silo mentality bureaucracy commitment
14 being the best process-driven employee recognition profit
15 achievement continuous improvement continuous improvement continuous improvement
16 empire building productivity process-driven making a difference
17 employee recognition being the best productivity continuous learning
18 continuous improvement delivery control productivity
19 productivity control leadership development embracing diversity
20 confusion financial stability continuous learning process-driven
Entropy 25% Entropy 19% Entropy 17% Entropy 14%

22. Rank 2009 2010 2011
1 accountability accountability accountability
2 client-driven client satisfaction client-driven
3 client satisfaction client-driven client satisfaction
4 cost-consciousness teamwork brand reputation
5 community involvement brand reputation achievement
6 achievement being the best teamwork
7 teamwork achievement environmental awareness
8 employee recognition commitment commitment
9 being the best community involvement being the best
10 performance-driven cost-consciousness cost-consciousness
11 commitment performance driven employee recognition
12 making a difference employee recognition community involvement
13 delivery environmental awareness integrity
14 productivity making a difference performance driven
15 people-centered productivity making a difference
16 living the values ethics people-centered
17 leadership development integrity ethics
18 profit continuous improvement productivity
19 integrity living the values respect
20 ethics delivery honesty
Entropy 13% Entropy 13% Entropy 11%

24. South Africa National Assessment: Group (8582)
Personal Values Current Culture Values Desired Culture Values
Level 7
Level 6
Level 5
Level 4
Level 3
Level 2
Level 1
IRS (P)= 6-4-0 | IRS (L)= 0-0-0 IROS (P)= 0-0-0-0 | IROS (L)= 2-4-4-0 IROS (P)= 1-1-7-1 | IROS (L)= 0-0-0-0
Matches 1. accountability 4351 4(R) 1. corruption (L) 5506 1(O) 1. accountability 5457 4(R)
2. employment 3060 1(O)
PV - CC 0 2. honesty 4225 5(I) 2. crime/ violence (L) 5291 1(R)
CC - DC 0 opportunities
PV - DC 2 3. respect 3320 2(R) 3. blame (L) 4189 2(R)
4. integrity 3225 5(I) 4. wasted resources (L) 3828 3(O) 3. dependable public 2734 3(O)
Health services
Index (PL)
5. family 3203 2(R) 5. unemployment (L) 3812 1(O)
6. responsibility 2430 4(I) 6. poverty (L) 3526 1(I) 4. honesty 2520 5(I)
PV: 10-0
CC: 0-10 5. poverty reduction 2499 1(O)
7. commitment 2271 5(I) 7. conflict/ aggression (L) 3225 2(R)
DC: 10-0 6. governmental 2347 3(O)
8. balance (home/work) 2259 4(I) 8. uncertainty about the 3039 1(I)
effectiveness
future (L)
9. caring 2241 2(R)
7. law enforcement 2329 3(O)
10. ethics 2047 7(I) 9. bureaucracy (L) 2989 3(O)
8. educational 2270 3(O)
10. ethnic 2246 2(R)
opportunities
discrimination (L)
9. concern for future 2244 7(S)
generations
10. effective healthcare 2205 1(O)
Black Underline = PV & CC Orange = CC & DC P = Positive L = Potentially Limiting I = Individual O = Organizational
Orange = PV, CC & DC Blue = PV & DC (white circle) R = Relationship S = Societal
Values Plot Copyright 2011 Barrett Values Centre August 2011 24

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27. To aThe pathway to Vision 20502050
sustainable world in
From business-as-usual
TODAY

28. The purpose Happiness is the
of our lives is extent to which you
to be happy live in love, as
Dalai opposed to living in
Lama fear. Phil
Clothier

29. Richard Barrett
& Bernardo Teixeira Diniz
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