Better You. Better Me. Better World

It's revolutionary. It's unleashed. It's the way of the future.

Triple Win = Win-Win-Win.

Some readers may remember when winning over your competition in business was not only respected; it was the benchmark of success.

Then some brilliant leaders came along with a new idea: the win-win strategy.
That idea fostered the cooperation of a customer and a business so that the customer did well by their purchase, and the business prospered.

Win-Win spilled over into communication strategies, relationship development and political correctness.

As we begin our momentum roll for the 21st century, we are looking at new standard for global interactivity. Our world is no longer limited to our street, or town or country for that matter. We are a global community and what happens in Pakistan or Haiti is going to affect you and me, and likewise the choices we make will affect the Amazon rainforests and children living in New Delhi.

Business with a mind for the future is now thinking about how to do business that:

a. is profitable: we can't stay in business unless we make money

b. is beneficial: we must bring value and benefit to our customer

c. is global: we use our business structures, influences and profits to bring hope and opportunity to every human being, sustainability to our environment, the planet, and levels of accountability not only for our own business behaviors but also political ethical excellence.

This Triple Win Strategy is showing up all over the marketplace. Faith Popcorn, well-known author, corporate consultant and CEO of the Brain Reserve clearly outlined in her 2008 Predictions signals of the TWS (Triple Win Strategy).

She speaks of the emerging trend in North America: recognizing our "consumption" lifestyle, and opting to play with the notion of "minimalism" and "sustainability." She sees Americans rejecting what she refers to as "hyper-consumption" not only because it's excessive, "but as damaging to themselves, others and the planet."

Five years from today companies will be reshaped by the TWS adopted by consumers and eventually even our politicians. Let's face it, either we change the direction we've been going, or we destroy the ultimate resources we need to sustain our lives. We may have been slow to catch on to the idea, but the idea's time has come.

Popcorn goes on to describe the real impetus behind the what I call the Triple Win Strategy.She describes it as "making a transition form consumer to citizen." Buyers will begin to weigh not only the cost of the item or the service to their wallet but the consequence of their purchase has a cost to the world at large.
"Companies are going to have to weave "goodness" as a fundamental intent into their corporate culture. Bringing on a dash of "corporate social responsibility"; whether the mere monetary commitment to a cause, or some other symbolic gesture, will not suffice to curry favor with the citizen. In a world of transparency, where every corporate practice is knowable, they will be watching and exercising that all important vote of the purse."

It's not just a prediction; the Triple Win Strategy is emerging in tangible form in the marketplace. In this series of articles, we will highlight companies who are "early adopters," those visionary business leaders who are setting a new benchmark for thinking globally.

Our next feature article on the TWS will highlight Dell's cooperative initiative to use the sale of computers to fund AIDS relief in Africa, and how a European company made it possible to send hand generated computers to developing countries.

Please submit companies for review that you suspect fit into the TWS trendsetters. Feel free to email the information personally, if you prefer, or leave here in the comments. Tell me why you have nominated them. If your nomination is selected, and you give me permission, I will not only highlight the company, but your business as well. If you have questions, feel free to ask!