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Sustainability, ESG, climate change, circular economies… they all have a problem: they’re jargon. They go full-on academic, or fuzzy, or whatever, actually. It goes around in very small, strict pods that make them feel like a bubble. They go hard on technicality, definitions (I mean, do you even get what “taxonomy” is? I don’t), specifications, and so on. It makes them unreachable. Impossible to explain. And when you can’t clearly explain that thing you do, people won’t care. And worse: they won’t connect the dots between this and someone who could be interested in it. Or others go into full green-washing mode. Could it be done in a different way? Absolutely. But the questions to you comes here: Is your business approaching the outside world this way? How hard —or simple— is it for someone to recommend you to somebody else without you being in the room? If you’re still too convoluted, there’s still time to fix that. 🙂 |