The untimely passing of one of corporate sustainability’s most important advocates challenges us to bring his innovation-driven sustainability strategies to reality.

The field of corporate sustainability lost one of its greatest thinkers last week: Dr. C.K. Prahalad.

“C.K.” – as we all knew him – had only recently turned his laser-sharp focus to sustainability strategy. After decades of interaction with Global 500 CEOs as one of the world’s most well-respected management strategists,  C.K.’s passing brought an abrupt end to what would surely have been a successful mission to innovatively expand sustainability agendas in boardrooms and executive suites across the globe.

I was extremely fortunate to know C.K. as a CEF advisor, a mentor and a friend. His ability to distill an incredibly complex issue into a clear opportunity was unmatched.

As we began work on our Harvard Business Review article, “Why Sustainability is Now the Key Driver of Innovation,” C.K. reviewed our months of research, our 85-page report, and our countless emails. His response? “I think we have a five-step process here.” And with that, we were able to translate our in-depth insight into a practical roadmap for eco-innovation.

I believe C.K. expanded the field of corporate sustainability in three significant ways.

1) Moving Green from Defense to Offense – C.K. was a key voice in reframing the sustainability discussion, changing the focus from one of a cost center to one of a business opportunity. By presenting green business innovation as a means to achieve a competitive advantage, C.K. captured the attention of senior executives and convinced them of the business value in sustainability initiatives.

The HBR article received critical acclaim and moved the “green” conversation to the top of many C-level agendas for the first time. As the economy emerged from the recession, C.K.’s thought leadership gave companies a new strategic vision and a roadmap to follow to achieve it.

2) Speaking the Language of Business – Not only did C.K. have extensive personal connections with top executives at the world’s largest companies, he spoke their language. He did not communicate green benefits in the language of environmental and social advocates. Instead, he talked “bottom line,” business value,” “competitive advantage” and “innovation” – terms that made business sense to his audience.  C.K. broke through the communication barrier via countless meetings, books, speaking engagements and as a professor.

At the CEF’s annual meetings in 2008 and 2009, C.K. moderated panels of renowned CEOs (access video of C.K.’s 2008 CEF panel here). Whether onstage or offstage at the forum, C.K. focused on the critical issues and  pushed himself, his panelists and everyone he met to think differently, to develop new strategies and creative solutions, and to push forward a more sustainable business agenda.

3) Underscoring the Importance of the “S” in “CSR” – C.K.’s 2004 book The Fortune at the Bottom of the Pyramid attempted to convince big business that third-world populations could be a lucrative market. His truly global perspective allowed C.K. to put a different lens on sustainability in developing countries.

At the CEF Annual Meeting in 2008, C.K. said, “Most discussions in the U.S. about eco-issues and innovation tend to be very U.S.-centric. When we talk about China or India, it is mostly accusing these countries of polluting the Earth instead of saying ‘Maybe there is a solution there – and not just a problem.’”

C.K. reminded us that the large populations in the developing world will play a key role in the future success of any sustainability efforts. His global influence and presence helped advance the discussion of green business in all corners of the world – which in turn will improve the lives of all people.

As a tribute to C.K., I hope we all will continue to work on these three areas in our day-to-day efforts to make business more sustainable – but C.K. would not be happy if we stopped there. He would want us to approach situations with open minds, and to develop innovative “next practices” to help sustainability initiatives create new business value.

To honor C.K.’s work, the Corporate Eco Forum is creating the “C.K. Prahalad Global Sustainability Leadership Award.”  We will present the award at the CEF annual meeting to the company and CEO who best represents what C.K. embodied.

We are thankful for C.K.’s invaluable contributions to the field of sustainability and to the CEF. He will be greatly missed.

We welcome your comments on C.K. Prahalad’s innovative contributions to business strategy in the box below. A special Web site will soon be established for those wishing to share their thoughts or to send condolences to his family. The Web address has yet to be determined, but please send e-mails to Prahalad.family@gmail.com.

For those unable to attend the viewings, the Prahalad family will organize a memorial service in Ann Arbor in the coming weeks. The timing and venue will be announced shortly. Also, in lieu of flowers, the family will soon announce a list of charitable foundations to which donations can be made.

Trackback URI | Comments RSS