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Businessweek- Best in Business Issue

Businessweek could publish annual issue that celebrates companies and social enterprises that are working to change the world for the better.

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17 12

Written by DeletedUser

By partnering with Businessweek, the Fowler Center for Sustainable Value can reach a much wider audience. The publication will celebrate businesses who make a difference and make a profit. By sharing these stories with a mainstream business audience, you can demonstrate a different model for measuring success and inspire other businesses to adopt a similar model.

By making the publication annual, it gives credibility to the social enterprise movement as more than just a fad, and gives companies a goal; to be on next years list. Businessweek also gets the benefit of reaching a wider audience with their publication of people who may not be regular subscribers, but are interested in the work of social enterprise.

How does your concept celebrate, identify or inspire for-profit businesses that act as agents of world benefit?

This concept celebrates businesses that have incorporated positive impact into their business model, and gives them recognition and publicity for doing so, empowering them to potentially scale up their impact. It also inspires other businesses to think of ways to incorporate similar values into their own organizations, and look for areas to create positive change.

How will your concept help us create or leverage stories of world benefit that are sticky and shareable?

The Best in Business publication will provide a megaphone for the social entrepreneurs who are already working for world benefit. By sharing stories of businesses that are making a difference while making a profit, others will be inspired to do the same.

What will it take to scale your concept so that its reach is global and widespread?

The publication can easily be available online, and shared throughout social media, and internet news sights, where it can reach a much larger audience.

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DeletedUser

I really like the idea of having it listed in a publication sort of a "Fortune 500" style list- though I'm not sure that BusinessWeek is the place for it. Have you considered other options? Particularly I was thinking a publication that has a wider swath of demographic readership or has more brand recognition behind it. For example, something like Time Magazine which is read much more outside of the business world than BusinessWeek, or Fortune which could have the brand power of the Fortune 500 (or Fortune 50, in this case) so that it would have the immediate recognition when brought up in conversation (this would be especially useful when first launching- I think it would lend more credibility among non-business publication readers than BusinessWeek would be able to). Again, these two are just examples but I do think having it another publication might do a little more good for the idea.

Photo of Ashley Jablow
Team

Interesting thoughts Matthew – the global reach and brand appeal of the publication is definitely something worth considering.

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DeletedUser

Actually Matthew triggers an interesting possible amendment here when he mentions the Fortune 500. The largest organisations are often the exemplars to smaller ones; could any publication alongside a "World Benefits 500" include the "Fortune 500" alongside to specifically compare both the BIG and the BENFICIAL and highlight those companies that are in fact doing BOTH and who may be paradigms for investors with greater social conscience.

Perhaps also... is there a league table with some basic measurements (e.g. % of capital applied to WB programmes) which can be periodically published like a NASDAQ or FTSE (maybe monthly, quarterly) to show how those companies featuring in the upper eschelons of the stock markets are moving up or down the BENEFICIAL table. Over simplified but why not shame the bad as well as praise the good?

Photo of An Old Friend
Team

Building on Alexander's point, I think it depends on how we measure the businesses. In the case of Fortune 500, companies are measured by gross revenue (er, size). In, say, the "Impact 500," companies would be measured by sustainability, social impact, etc. Regarding metrics, I hope this thread helps in some way: http://www.openideo.com/open/business-impact-challenge/inspiration/fortune-500/

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DeletedUser

Great input guys, it'd definitely be worth evaluating which publication would get the audience we want, in print and online. The metrics used would need to be something transparent and relateable so that other organizations can see how they measure up, and look for ways to improve their own "world benefit."

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