My partner recently wrote a great post about the start ups he would invest in, but I figured I would blow out his thoughts into where I see all this leading and it’s this. Social entrepreneurs will lead the future of business.

That’s a bold claim. Why do I think this? Because it’s already happening, and has been happening (albeit more slowly than recently) for the past decade.

Like any progressive movement, it takes pioneers to blaze the way for the rest of us. Companies like Ben and Jerry’s, White Dog cafe have been hacking through the red tape, wagging fingers and sideways glances for years. In the process, they’ve proven that social mindedness and business are not mutually exclusive endeavors and a pack of wide eyed entrepreneurs are stampeding down the now highly respected path.

On the backs of these heroes of the social world entrepreneurs can now make their case (not to mention that they have all sorts of advantages our forefathers lacked like social enterprise business programs, networks, incubators and a blessing from the government).

Now there are many arguments that social entrepreneurship is praised more highly than intrapraneurship etc. I agree that both are crucial and, in fact, symbiotic (the work of innovators would never attain access to larger operations if not for enlightened people on the inside and those driving innovation there).

But there are some unique aspects to social entrepreneurs that make them the catalyst. One being that they have the least path to resistance to try new models and methods of doing things (no corporate red tape when you’re working out of coffee shop on your world-changing idea). But maybe the most important part, they are out to save the world, which means they won’t take no for an answer and want to move fast and big. This makes them susceptible to the greatest rule for entrepreneurship, “fail often, fail fast”. Social entrepreneurs are the test bed for what will succeed or fail in a business atmosphere. They also show us where huge market exists, often by going against all odds to prove opportunity where it’s been overlooked for ease of profit.

Can they change the whole business infrastructure themselves? Probably not, but they push the frontiers of what we know as possible which is extremely important and starts a cycle of demand (better business is possible, which leads us to demand better business). This then opens the door for their real potential of proving feasibility and and the integration of their practices into larger scale operations where it makes sense.

The financial crisis may have been the wake up call. It has demanded a reassessment of needs and in doing this, we begin to realize our own humanity. When you’re concerned about what you need to survive, you turn to things like food, community and shelter. How do we get those things? If money’s failing us, what do we do?

I’m a firm believer this is what’s spurred the revival of the food and farming movement (what’s more basic than food and the first natural question is ‘where does it come from?’) The impetus to ask these questions might be the most important turning point for this generation, and hopefully, the world.

Some of the most important of these questions might be ‘why?’ and ‘how do we fix it?’

There are several answers to ‘why’ the problems of the world exist today.

1.) information lag – We’re not totally to blame. There was much that was unknown to much of society. We just didn’t know CO2 was bad for the world until the scientific tools were available to suggest this. Many negative labor practices were unbeknownst to consumers, etc.

2.) exploitation – short term, single bottom line, greed inspired behavior (every individual person has their story of course, but direct action to benefit at the cost of others is obviously a large part of the problem).

3.) apathetic or neglectful perpetuation – the system is in place and each cog that keeps it moving forward perpetuates its faults. This is can both be argued as personal responsibility or be chalked up to human nature and rationalization, either way, I’m a believer it can be overcome.

The question of how we fix these problems is the more influential and, it’s answers, more powerful. Groups and individuals are learning how to solve these problems and, in doing so, becoming more empowered than ever before. Whether it’s fixing their cars or growing their own food, people are learning more about how the systems in place work and their place within (or potentially without) them. This creates a huge shift. As consumers become creators (and they already have) more and more power is transfered to them. We return to community in seeking these answers and in support for executing them.

It also causes a deeper questioning though (perhaps a third question) and that is one of purpose. Aside from the question of existence, humans have an innate desire and remarkable ability to create. And with the questions of existence thrust upon them, they are finally pushed to ask “to what end?” More and more people I come across in the creative fields are coming to ask this. I know, we’ve all heard about those who have been laid off re-evaluating their situations and focusing on their dream careers or taking this time to travel. But very few are focusing on those with the all coveted jobs actually giving up security in exchange for meaning. And I do not throw “coveted” around easily — many of the people I know experiencing this range from product directors at Google (often fought over tooth and nail) to planners at top agencies in New York.

Perhaps it is a phenomenon to the creative class as this particular place and time, but from speaking with various spiritual leaders as well, there is a general consensus that something is shifting.

Of course, this is not the 60s and we are not all going to disengage –I have further thoughts about why this generation is poised to potentially create real and lasting change in a way that’s different (and which would not have been for) the generations that came before it–but that’s for another post.

I’ve finally recovered enough from Net Impact to get back to (hanging out with 3,000 sniffly MBAs will invariably transfer something) and reflect on what was quite an interesting trip.

Our panel on “Building a Network to Nurture Social Entrepreneurs and Triple Bottom Line Businesses” (a mouthful) was quite lively and a great exchange. In the end, the metaphor a choice seemed to be Bridges and Tunnels. There need to be general hubs where people can look to easily identify and get involved. There then need to be bridges between the various sectors (design, funding, etc.) in order to offer devleoping entrepreneurs a full spectrum of support (this is excluding incubators of course which seek to deliver the full package if you will).

Aside from that, it was also nice to actually affirm some of the thoughts I had about CSR while at the event. Listening to heads of several CSR departments, I realize the webinar we delivered on Corporate Social Innovation with Lovely Day we pretty spot on.

For those who missed it, you can find the slideshare here.

Despite some technical difficulties, I think we got across some pretty great ideas. Namely, it seems like things are finally shifting. I personally was quite amazed at some of the statistical research that reinforces that people are becoming more and more ethical (both in how they consume and how they wish to work).

Some heartening research Havas Mediasurveyed 11,000 people across nine countries in 2008 and found that 81% of respondents believed that we need to change the way we live our lives.

2008 Euro RSCGresearch suggests that 71% of British, 80% of French and 72% of US consumers believe that businesses bear as much responsibility for creating social change as governments.

The interesting thing is that Corporations and their CSR activities have been (partially by necessity) evolving with people. We’ve seen the following progression by some of the most innovative brands (and the last one by the most forward thinking).
MARKETING      —>         INTEGRATION      —>          INNOVATION
Marketing — jumping on the bandwagon without really making
internal changes — “greenwashing”
Integration — reducing carbon emissions, supply chain responsibility
Innovation — leveraging social good to create innovative business ideas

There have been a few large corporations who have been able to make amazingly drastic change through social innovation and revamping their missions. One great examples is Marks & Spencer’s Plan A, a whole 360 revamp of their corporate image through a 100 point 5 year plan to address major issues such as waste, and sustainability. The initiative involves customer, supplier and employees collaborating to set up a fully sustainable business model – which is one of the first of its kind in the UK.  Other details range from a plastic bag program, clothes recycling program with charity Oxfam and the Look Behind The Label campaign focused on using fairtrade cotton. What was supposed to take a £200m over five years in its sustainability plan, is already cash positive thanks to cost savings made on climate change and waste initiatives.

The directors at Net Impact were certainly impressive as far as their insight. However, it was still Jeff Furman of Ben and Jerry’s who was the most sincere through and through (who would be able to deny that of a guy who hires underprivileged people in the Yonker to make the brownies in the brownie ice cream.)

We’ll see how he holds out against Unilever (he’s got some extremely smart and unique legal statutes in place to protect the social mission amidst the buyout), but if real CSI means every company working their way toward becoming more like Ben and Jerry’s, makes me all the more passionate about it.

In that way, when we “consume” it is not necessarily bad. We are merely transforming. What we transform that energy into can be “good” or “bad” or of real quality and value or not. The amazing thing though, is that we and the consciousnesses we are empowered with, have a choice as to what we transform anything from this world into. The food we eat, the oil we burn, the energy from the sun.. the energy is always there and we have the choice to transform that energy into anything from running a marathon, to junky toys, to the very words and thoughts we share with other people — like this post and the thinking that went into it. Fire has no choice.. it must transform things into flames, but we have a choice as to the end of that transformation and THAT is a powerful thing.

So consume, but do so with the understanding that every moment you are alive is a manifestation of a transformation you are in total power of.

There have been a whole slew of people.

Good Friday, very tired, but met a father and daughter on their way to an Easter egg hunt. She was excited (smart kid) and he was doing it for her, he never got to do that kind of thing when he was growing up.

Someone not on the train, but hawking leather wallets with his friend. Calvin (like the Klein per his mneumonic). Great African American guy with pale blue eyes. I asked him how he got those (he pointed up). He apparently was a Vietnam war vet, marines but knows a ton about Chinese philosophy, which he took is upon himself to study. “Bruce Lee’s my man”.

Yesterday,  a gaggle full (or rather 24 so 2 gaggles full) of women from Canada who were on a group trip to New York! It was such a funny site, I just had to ask. They were mostly from near Sescatchewan and the trip was just organized by one woman who contacted everyone and down the chain wondering who wanted to go to New York. They were loving it, of course, there’s not much space and you can’t see the sun or tell what the weather is like without looking directly up, but things are just different that way. Where they’re from, it’ mostly cars and driving

Me: It would be cool to do a graffiti project and put up some sort of question to ask the person next to you huh? Like “Ask the person next to you what they’re thinking right now.”

She agrees and it sounds like we (or rather I) am going to pursue this.

She says: people would probably just look at the person next to them, but at least it would get them thinking.

So here’s to figuring out what phrases and questions to create… NYC here I come.

Hope to see Noel again some time soon!

http://www.ted.com/index.php/talks/mihaly_csikszentmihalyi_on_flow.html

Unaware of the fact that I was in anyone’s way, I asked, “where should I move?”

Large woman “somewhere, you obviously don’t know where you’re going.” (at this point, I’m just used to responding to people and talking).

Me: “I DON’t know where I’m going. I didn’t really have anywhere in mind.”

Woman: “I can tell that because there are a ton of people waiting behind you, you can just stand there when there are so many people.”

Me: “I didn’t realize there were so many people”

Woman: “Well there are and you can’t just stand there like that.”

Me: “Why are you getting so angry at me?”

Woman: “Because you’re blocking people and now you’re just going on and on”

Me: “I didn’t realize and I’m just trying to apologize”

Woman: “Well apology accepted”

Me: “Good”

pause

Me: “I’m sorry I kept talking, I’m just used to talking to people because I’ve been trying to meet more people on the train.”

pause

Woman: you’re going to get yourself killed

Me: I hope not. You’re just totally not interested huh?

Woman: Nope, I’m tired and I want to go home.

Me: I know, I’m tired too.

Getting off the train, I wish her a good night and she wishes me one too.

So I haven’t posted in a while but have kept on keeping on as far as this project goes. Here’s the Scoop

Woman with a great oil cloth bag who is… also studying to be a nurse! Has lived in Williamsburg for 15 years.

Coming down from Harlem, met a great young man reading a book by Donald Trump and Robert Kiyosaki entitled “Why We Want You to be Rich”

He works at a lexus dealership in midtown as a mechanic but wants to go to business school and get an MBA to start his own dealership because that’s where the money is. (I realize near the end of the conversation that his jacket has all sorts of car logos on it). Apparently his father is from Harlem and his mother is Japanese!

Met a woman who took after her mother and would do her nails before getting on the train and they would dry by the time she got to work. Problem was she had to have her metro card ready, coat buttoned before painting and would always run the risk of bumping into someone on the train. But if she stood under the ventilation system, she was golden.

Met the designer for my new uniform who currently designs for Yohjiyamamoto (He had the most amazing pants and jacket!!)

Web designer from Huge Studios on his way to present a new website design at Lincoln Center today based on the new identity by Paula Scher at Pentagram. Turns out he knows of Behance!

Small world.

Came across a renaissance man this morning while waiting for the good old B61. The scene, Manhattan avenue, him with a cat in a carrying case, aviator glasses, pepper grey hair and a book about microbiology. We chat about microbiology to start and he tells me he’s back in school to become an RN. He’s a contractor now and the the people in the industry are all a bunch of “ass holes, pardon my language.” Scratching up your floor and not giving a shit and leaving the mess for people like him to clean up or get blamed for (working in someone else’s house is apparently super stressful). So he’s switching over to become an RN (the bus arrives, we get on, cat and all).

He likes the flexibility of the job (12 hours a day but only 3 days a week) which would allow him to travel. He loves traveling and is going to Paris in a bit (been there 20 times) and just got married to a woman from Thailand (all his friends are “imports” or foreigners).

I ask about the microbiology again, and we talk about how amazing viruses are “you can’t study this stuff and be an atheist.. it’s too beautiful and complex”.

Oh yeah, and he’s a musician too.. plays guitars, bass and piano and used to be in the band Nervus Rex

(which got signed by Debbie Harry’s producer Mike Chapman to the Dreamland label… didn’t do well after that but hey, they toured!)

He also has a 28lb cat named “pork”, needless to say, carrying him onto the L train was no easy task. There’s more I’m sure, but more than enough for a  good morning!