When I decided to start my sustainable marketing consultancy Semiosis Communications, I consulted with a friend who has an MBA and is running a small business. My main concern was that even though I had a business degree and marketing experience in a variety of organizations, I had no experience running my own business in the United States. She said it was easy: the only thing to always keep in mind is, “Revenues must exceed expenses”.
Before becoming a university building facilities manager, my uncle Frank had owned a landscaping business for more than 20 years. He said landscaping is easy: the only thing you have to remember is, “Green side up”.
I may be stretching it a bit here, but it seems that in guiding human relations all major religions share one rule human relations, which is a variation of, “Love thy neighbor as thyself.”
These are what I call “the one rule”: an entire body of knowledge and experience in a field or discipline boiled down to five or less words that express its essence. I’ve been thinking for a while what the one rule of sustainability could be. I thought it would be more fun to pinpoint it through crowdsourcing.
So I hereby issue a challenge to you, dear Sustainable Marketing Blog reader:
What is the one rule of sustainability?
As with the above examples, the one rule must contain five words or less and express the irreducible essence of sustainability. After I collect a dozen great responses, I’ll create a poll and submit the definitions rules to a vote. The winner gets the cred of coining the one rule of sustainability.
Happy definition rule crafting!
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Image credit: danarjordan
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Update 10/21/09: Read the follow up post, “Report: The one rule of sustainability challenge” or the list of all submissions.
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How about this keep simple statement for sustainability: All is connected – peoplecare, earthcare, and fairshare.
“Give back what you take.”
Comment from Twitter:
Jennifer Hearn said, “Do more with less.”
“Follow your passion”
Egalitarianism not egotism.
Follow the discussions on these LinkedIn Groups:
Consume with moderation, reuse wisely, simplify and respect your environment – because it is not only yours afterall!
I think the number one rule may be “feel and do as one”
Tread lightly on the environment.
Leave more than you take.
No taking without taking care.
“The middle path”. – Relates to a book I am writing – Environmental Buddhism – completely going green will never work, as will carrying on the way we currently are will never work either; in other words we need to tread “the middle path”.
Increase production through resource reduction.
Leave the smallest possible footprint
Mike took mine..”Leave more than you take”, so I’ll simplify it even more….
“Take less, leave more”. Or,
“Everything in moderation”…which is sort of like the middle ground selected by Jonathon.
Message from LinkedIn:
Graham Kaye-Eddie said,
“SUSTAINABILITY – THE ESSENCE OF 5 WORDS OR LESS = COMPETITION.
“The one rule” = Earth’s Renewable Energies – Resources Renaissance. 5
“The one rule” = Heavens Energy – Earths Resources equivalent. 5
“The one rule” = Heaven down – ground up Renewal. 5
“The one rule” = Green-Tech co-joined with Clean -Tech unhurt. 5
“The one rule” = Energy split between Habitation – Nature. 5
“The one rule” = Energy link between Habitation – Nature. 5
“The one rule” = Habitation energy equals Nature’s gift. 5
“The one rule” = Energy Delivery Man’s responsibility. 5
“The one rule” = (Cradle to Cradle). 3 – some one else’s good symbolic definition
“The one rule” = Enough for now!
Your Pick!
Graham Kaye-Eddie”
If sustainability is going to become mainstream thinking the one rule has got to be;
“People, Planet, Profits”
It doesn’t get any simpler than that
I agree with Bruce but have also always liked (via 7Gen) the Great Law of the Iroquois that states, “In our every deliberation, we must consider the impact of our decisions on the next seven generations.”….but five words or less!
Lessen impact on future generations?
Hey Peter – As per my response to your question on LinkedIn, “Sustainability = Longevity”
Not to reduce it to a simple piece of golf etiquette, but it’s true: “Leave areas better than you find them”
Use only your fair share.