Shiny Green Button

Photo credit: crazytales562 on Flickr

Last week, I wrapped up all my holiday gifts for my out-of-state family, stuffed them in boxes and schlepped them to the post office, all the way thinking, “This is not very green of me.”

Too bad I hadn’t heard about UPS’s carbon neutral shipping option, which allows customers to offset the emissions associated with shipping for a fee. Apparently DHL is rolling out a similar program, though it’s only available in Europe at the moment.

I like this strategy for so many reasons. First, it’s a way for these companies to take a step toward integrating sustainability into their core business, rather than just tack it on as an afterthought. Also, the program makes the environmental impact of shipping more visible to their customers, and provides their customers with an easy way to make their own businesses more sustainable.

Unfortunately, there’s one aspect of UPS’s program that’s missing for me. I was hoping they would make it easy for customers to see the associated carbon footprint for each package. But this type of carbon analysis service is only available to their high-volume customers. Providing all customers with the environmental cost of shipping a package could drive increased awareness of the issue. Pairing the carbon footprint numbers with some simple tips, like using smaller boxes when possible, UPS can extend their influence even further, by helping smaller businesses and individuals do better for the planet.

Be sure to check out this intriguing post by senior writer Mark Gunther at GreenBiz.com. The volume of user-generated content and commentary coming out of Copenhagen is staggering, which Gunther interprets as a sign that the most important technology for combating climate change might be smart phones, Flip video, digital cameras and social media.  While not necessarily a revolutionary idea, it does emphasize that the solution to climate change isn’t going to be found in some technological silver bullet, but in authentic communications that compel us to get engaged, rethink our priorities and transform our behavior.

What can the orchestra teach the corporate world? Apparently a lot, according to conductor-turned-business-consultant Itay Talgam.

In this video, Talgam compares the leadership styles of six great conductors to those of business leaders. There’s the conductor who rules with an iron fist, and then the conductor who allows each musician to bring their own interpretation to the music. Perhaps you’ll be reminded of a few of your past bosses.

Talgam’s message is certainly appropriate for managers: great leaders don’t treat people like puppets; they create conditions that allow people to do their best. As I watched, I couldn’t help but think the same principles apply to communicators.

Many corporate communicators start out by determining the message, and then create tools that tell other people in the company exactly how to deliver it. It’s like a micromanaged game of telephone. The intent is to make sure the customer gets the same message no matter where they encounter it. But what if it were different? What if you just set up the framework, and then let others fill it with their own interpretation?

Take one of my favorite stores, New Seasons, a locally owned grocery chain. Their tagline is the friendliest store in town. And they are friendly, but not in any prescribed sort of way. Usually, the cashier is just genuinely chatty, or the guy taking my hot wok order notices my hat. Once, the person in the flower section gave me a bunch of sunflowers that were a bit ragged, but still lovely, instead of throwing them away.

Contrast that with the mechanical “Can I help you find anything?” I hear every time I shop at Safeway. I can just imagine a manager telling the staff something like, “Our goal is to be the best in customer service. So, greet every single customer and ask if they are finding what they need.” Their approach is aggravating, and sometimes I go out of my way to avoid anyone in a Safeway uniform, which I’m sure is not the desired effect.

What do you think? Empowering others in your organization to tell their own stories: chaotic dissonance or intricate melody?