Growth consultant Lisa Nirell has a new book coming out called Energize Growth Now. It’s a guide to growing a company that shows how to make it better for everyone as it gets bigger. This is a topic that Seventh Generation knows a lot about, and the book draws on conversations Nirell had with our own Jeffrey Hollender about the subject. Recently we did a little Q&A with the author of Energize Growth Now to find out what she discovered as she researched her book.
Seventh Generation: What did you learn from Jeffrey Hollender?
Nirell: Jeffrey told me, "It comes down to serving people the way they want to be served. It may involve helping customers with things that have nothing to do with our products, such as finding a holistic health care practitioner." That level of commitment to customers and market focus really impressed me.
Seventh Generation: What things is Seventh Generation doing that other companies should emulate?
Nirell: I receive over 100 newsletters a month. Seventh Generation's newsletter is one of the most informative. The "Ask Science Man" feature allows customers to post any question to (your) chemists.
Seventh Generation: We hear a lot of talk about "wealth." What do you think the term should mean?
Nirell: A more contemporary view of creating a wealthy company first requires mastery in two areas: your ability to consistently focus your resources on creating sustainable value and your mindset about money and wealth. How much profitability is enough? How will those profits be invested or used for the greater good? How will they fuel the intangible value, such as culture, brand equity, and intellectual capital that your business generates?
Seventh Generation: Where do you think the business world should go from here?
Nirell: Challenging your old beliefs, engaging your clients in the growth planning process, and sticking to your growth plan are three essential steps. Instead of creating more busy work, be intentional with your actions. If you are truly committed to creating an energized, sustainable company, making meaning must precede making more money.
