“a real live one” - iron maiden

2009 The Natural Step

“A real live one”- Iron Maiden

Level 1 Course

27th April 2010


• Swedish farmers’ movement founded on site in several stages

Business case

• Business school for young farmers established in 1944

• A rich farm since the late 1700’s

• Final formation of Federation of Swedish Farmers on site april

1970 . All education activities moved from headquarters to Sånga-

Säby. Residential college est with two political parties and an

adult study organisation


Huge wear-and-tear of all establishments after the economic boom

The setting: late ’80s

Dramatic industry expansion; conference hotels, due to lift on alcohol taxation

The market pitch: ”beautiful nature scenery by the lake in less than 1 hour from Stockholm Central” now fits over 800 000 hotel beds

Owner is member based, culture is ”deliver to the member”

Having in-house AND external operations is difficult and expensive

One student takes environmental inventory of establishment as exam paper...guess who...


Recession hits Sweden badly

Early ´90s

Develop or sell? Project team assembled.

Decision: ”Trust the brand - go all in!” Renovations made at market value of SEK 70M, cost SEK 35M. Full environmental and quality scope.

Seasoned hotelier recruited as new CEO. Environmental- & marketing manager recruited to report straight to CEO and be part of corporation environmental strategy team. (Yup – same guy...)


All staff trained by TNS

Late ´90s

Strategy 1; ”most environmentally

developed hotel in Sweden” by saying ”don’t trust us – trust the proof”. Breaking Holy Law.

Trust, mandate and budget given all staff: meet economic goals first,

quality second and environmental third – that builds the bonus.

Strategy 2; some cost-inefficiency is

accepted short-term; ”prove them wrong” is key.


Maximum exposure and transparency – no CBS

System

Success

Strategy

Actions

Tools

Staff will make or break – let them create and trust the process

Prime tool: environmental manager coaching and serving in-house, communicating outside

Added value beyond expectency will win – if credible

Severely over-crowded marketplace of ”same-same but different...”

A five-level Framework


Sustainability Principles

and in that society...

In a sustainable society, nature is not subject to systematically increasing...

1...concentrations of substances extracted from the Earth’s crust,

2...concentrations of substances produced by society,

3...degradation by physical means,

4...people are not subject to conditions that systematically undermine their capacity to meet their needs.


1 100% renewable energy

System condition-sorting

2 80% chemical reduction in housekeeping/cleaning

3 Only food from swedish farmers, as much eco-labelled as possible, only swedish natural materials in

design/deco, 100% recycling on all biomass (including sewage)

4 Staff turnover half compared to industry, virtually no long- term sick-leaves, not a single workplace accident for six years


First in Europe with double ISO

First with EMAS

Enforced Nordic Swan labelling (and first)

IH&RA world champions in 1998

David & Goliath: Scandic Hotels friend/foe

Called ”liars” = 8-12% net profit 1997-2001

Free marketing in media and ONE self-made marketing product: last years’ environmental report (64 key ratios in 4 SC format)...

Still ahead of the pack and guest buy-in is still there

Some outcome


The ABCD-process

Awareness & Vision

Baseline analysis

Prioritisation

Future

VisionActions & solutions


Build the team first, the process second

Some learnings

”Walk your talk” is a clichée. ”Prove it” is evidence...especially internally! You will be scrutinized.

”Love hurts” – Nazareth. ”Change hurts more” – Jimmy Sjöblom. Be humble.

Kill your darlings and check your tractors...

“a real live one” - iron maiden

Documents