Management Creed Every Business Should Read

The opening in a book on a subject of success stories on niche marketing penned by Dr. Soichiro Nagashima, an APO (Asian Productivity Organization) expert, published by the same organization, is something that we don’t put too much emphasis over here. The author has been trekking clean productivity arena for 40-some years. Originally was written as a manual for seminars on niche marketing strategies in Japan. 

Coming by way of Asia’s productivity, here is the creed, via APO.

Management is the art of adapting to the business environment

Management is the art of adapting to the business environment, and the business environment is subject to a range of political, economic, technical and social influences. The art of adapting to the changing environment may sound easy, but change is not visible to the insensitive eye. People content to lead an inactive, idle life resting on previous successes cannot grasp the dramatic socioeconomic changes occurring all around them. For those who have achieved success in business and maintain an ongoing passionate commitment to further progress, however, contentment can be a form of poison. For individuals, stagnation means death; for a company, maintaining the status quo is equivalent to giving up and closing down.

Moving in a different directions than others can open up opportunities. A company should recognize that the sun is already setting upon a market when everybody is in a rush to move in the same direction. In other words, a niche strategy which exploits “blind spots” in a market, paves the way for a company with a unique product or service, superior intellectual resources, and extraordinary creativity. [emphasis added]

This is truly a different attitude (and mindset) towards change. We tend to run the other way when facing with change. When in fact, change is good for business. 

LEARN from the master. So no matter what size and stage of your business, learn from the master to help you carve out your ‘niche’ market. Japan is the master when it comes to manufacturing technologies and some other breakthrough technologies. Circumstances like scarcity of natural resources, 80% dependent on imports for its food supply, etc., forced them to find the way out. And it has made Japan as one of the economic powerhouses in the world!

For more inspirations, you can check out the rest of the book “NICHE MARKETING 60 Success Stories,” here. [pdf]


Sustainable Development: Eco-Efficiency, Circa 1996

Eco-efficiency is a management philosophy term first coined by World Business Council for Sustainable Development, a CEO-led global organization of some 200 companies dealing with business and sustainable development.

“eco-efficiency is achieved by the delivery of competitively priced goods and services that satisfy human needs and bring quality of life, while progressively reducing ecological impacts and resource intensity throughout the life-cycle to a level at least in line with the Earth’s estimated carrying capacity.” In short, it is concerned with creating more value with less impact.

Take a look at the report below that was written in 1996. Fast forward 14 years – where are we? Well, it’s obvious that we’re not there yet.

Though, as time progresses, more corporations joined WBCSD from 120 to 200 and counting. But, the reality in the sustainable world, change is a slow progress.

Many businesses are still not in the buy-in mode yet – with the concept.

Why not?

I meant, if you look at the seven (7) elements that make up the eco-efficiency strategy, wouldn’t this something that of interest to any kind of business?

The 7 elements of eco-efficiency, via WBCSD:

R – Reduce the material intensity

E – Energy intensity minimized

D – Dispersion of toxic substances is reduced

U – Undertake recycling

C – Capitalized on use of renewables

E – Extend product durability

S – Service intensity increased

Eco-efficiency, embraces other concepts, such as ‘pollution prevention,’ ‘source reduction,’ ‘waste reduction,’ ‘waste minimization,’ and ‘cleaner production.– circa 1996

Because when businesses integrated sustainable development into their overall business strategy, it help them to analyze their resource productivity (energy, raw materials, supply) that improve business performance, and find opportunities.

Isn’t it that what a business want: save money, market share, growth, competitive advantage and profit, no?

Businesses that have implemented eco-efficiency are leaders in their respective industries. A sample of the line up, are companies like Interface, HP, Dupont, SC Johnson, United Technologies Corporation, and more.

It’s just amazing, how this report below prove that this vision of eco-efficient leadership stood to the test of time. (Treat this as an intro).