2015 marks the end of positioning as we know it

January 29, 2015 | Benoit Beaufils

Could this tool deliver sustainability success?

In his 2013 TED talk, professor Michael Porter offered the business world a new approach. “The world today is full of problems”, he explained. “We’re all very aware,” but “business is not seen as the solution. It’s seen as the problem now.” The way we operate, Porter argued, does not work. Common corporate behaviors – tax revenues or philanthropy – do not move the needle in a noticeable manner – and as a consequence, conventional wisdom suggests that “business makes a profit from causing a social problem.”

The problem, says Porter, is that companies “remain trapped in an outdated approach to value creation.”

What we need, says Porter, is to reconceive how we do business, so as to create a positive benefit for society, _at the same time_as we create economic value. Shared Value, as he calls this approach, has since gained traction: dozens of firms have engaged on the way.

Read our full article on 2degreesnetwork or download PDF.


Posted By Benoit Beaufils

Change and intuitive human understanding have been at the core of Benoit’s life. Twelve years of marketing experience at both Procter & Gamble and Coca-Cola have prepared him well. Managing the marketing work of Coca-Cola in Belgium and Thailand in periods of deep crises gave him a unique insight into how brands can be shaped to best overcome cultural anxieties. Working as a consultant and researcher across Asia and Europe has given him further opportunities to facilitate change and engagement processes within companies and between companies and consumers. Benoit finds sources of inspiration living in a 100-inhabitant dust road serviced village on an Asian island and raising four children.

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