2.1.1.1 Our Point of View
2.1.1.1 Our Point of View
Community is about furthering the social or institutional goals that are greater than the goals of the individual. This responsibility requires serving a greater good by attending to the needs of others.
Right Behaviors
Right Behaviors
Be concerned for the greater good
Build community by taking into account the purpose of everyone involved
Be attentive to the interests of the community and culture
Wrong Behaviors
Wrong Behaviors
Do not excessively promote self-interest
Do not harm the planet and the community
Do not underestimate the goals and interests of others
João Paulo Ferreira
João Paulo Ferreira
Community Oriented Leader
Community Oriented Leader
CEO, Natura &Co
Description. João Paulo Ferreira, CEO of Natura & Co. emphasize the ‘greening’ philosophy which comes from a place of true concern for the planet.
Their activity has led to the preservation of 1.8 million hectares of Amazon rainforest. They work with more than 35 local communities in the Amazon region and more than 4,300 families to help develop sustainable products.
Key Insight. Leaders need to think beyond economic gains and look at driving metrics which include measuring the environmental and social gains to create a sustainable brand for the long term.
Bernard Ebbers
Bernard Ebbers
Less Community-oriented Leader
Less Community-oriented Leader
Former CEO WorldCom
Description. Bernard John Ebbers was the co-founder and CEO of WorldCom. Under his management, WorldCom grew rapidly but collapsed in 2002. The company committed accounting irregularities that eventually became one of the largest accounting scandals in the United States.
He went to prison in 2006 for his role in an $11 billion accounting fraud which included conspiracy and filing false statements. The company went bankrupt, leading to substantial losses for shareholders. Thousands of WorldCom employees lost their jobs and savings.
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