Lawyers, sustainability and genuine change in Australia's business culture

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A brilliant career?

24 March 2010 | by Nick James Print this article Comments Share this article

What does it mean to be a lawyer in Australia in 2010? Nick James writes

At the centre of a meaningful human life there exists a set of aspirational ideals and values. Our capacity to embody and live up to at least some of these ideals and values is a crucial factor in determining our happiness. Nothing is more vital or satisfying than to live according to one's authentic values. No force has been more powerful in shaping the world, rightly or wrongly, than the pursuit of or conflict over values.

Sitting in an office as a lawyer in Australia in 2010, it can seem almost impossible to see the potential for connection with this dimension of human experience. We live in a time where, apparently, the great human struggles of ideas are behind us. Where we have reached a consensus that our energies are best applied simply towards working to get ahead, to paying our mortgage and struggling to afford a better life for our family. Indeed it can be so challenging and difficult to keep up with the demands of the marketplace that we can be fooled into thinking that, when we have done so successfully, we have achieved all there is to achieve.

That there is a cost to this mistake and that there is a latent desire for authentic purpose in our industry seems to follow from the evidence of widespread dissatisfaction and disengagement among lawyers, particularly in junior ranks. That this desire represents a business opportunity for law firms capable of tapping into and enabling an authentic sense of purpose seems beyond question. Such organisations would be, like the example of Google in the IT industry, potentially capable of harnessing and funnelling the energies of the best minds of their generation.

A sustainable society is a society grounded in the enduring well-being of its individual participants. Ultimately a sustainable law firm must be grounded in the same principle. To be genuinely supportive of the well-being of its participants, a law firm must ultimately connect its lawyers with a sense of purpose in their role as citizens in the outside world. That there is a genuine moral dimension to this challenge is undeniable.

Commercial lawyers in 2010 have a unique, historic opportunity to be useful to society not only by contributing to pro bono or public service work but by contributing to new forms of business. In particular, for example through their participation in two great and very immediate challenges:

1. The process of civilising our workplaces to make them more responsive to our overlooked human needs for balance, purpose and self-determination: And also ensuring that the resulting organisations supplant the previous models because they do a better job of attracting emerging talent and (in a law firm context) servicing clients. New law-firm models can, by demonstrating their success in a hitherto highly conservative industry, begin to lead the way and provide a thriving example to other businesses of the superior effectiveness of new ownership and management structures.

2. The process of nurturing and furthering the interests of other innovative businesses particularly businesses currently struggling to establish the new-energy and low-environmental-impact technologies that are badly needed in order to facilitate an urgent rational societal response to the information presented by the current climate change science. Lawyers have helped make the world safe for large, polluting corporations. Now they need to play an equally important role in paving the way for the next wave of innovative and low-carbon businesses. These new organisations will need their own (vocal) supporters and advisors who are genuinely culturally aligned with their missions.

The reason why these challenges are exciting is that they have the potential to be both personally rewarding and also highly profitable: A disruption of the idea that as a lawyer you need to choose between values and a sacrifice in income. Highlighted by examples like Google, Virgin, InterfaceFlor and Semco, emerging changes to our business culture show, that in the new world there are opportunities to merge values and profit in genuinely new and energising ways.

This is what it could mean to be a lawyer in 2010.

What do you think?

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Google's search for smart power- Story by Giles Parkinson in Business Spectator today

Giles Parkinson

Google's search for smart power

Most people expect there to be a transformation of the energy industry, but what if it turns out to be a total revolution?

Most talk focuses on a possible move to distributed rather than centralised power supplies, the introduction of smart grids and the replacement of fossil fuels with renewable energy supplies such as wind, solar, marine and geothermal.

In other words, the structure of the industry pretty much remains the same, except for a few whiz-bang technologies that make it greener, more efficient and more available.

But what if it went further than that, and the whole industry was turned upside down? Two developments in the past few days in the US give a hint of what is being envisaged and what might be possible – the entry of Google into the energy utility business and the much-hyped release of the stand-alone fuel cell, the Bloom Box.

Rest of story at businessspectator.com.au

Great story today by Giles Parkinson in the Business Spectator. Useful information about the way sectors of US business are positioning themselves to lead the next energy revolution. These sorts of stories should be instructive encouragement for the development of Australia's emerging renewable energy industry.

Australia needs a business culture which embraces this challenge and takes advantage of the opportunities it presents. We could be the at the dawn of one of the most exciting phases of business evolution ever seen in this country or Australia could simply be left behind. The question is simple- do we want to gear ourselves to become an economy exporting cutting edge technology for an industry projected to grow exponentially in the future or simply sit back and export coal until the accumulated environmental cost eventually shuts down that industry for good? See this extract from an Atlantic Monthly article published in August 09 describing the shift in attitude towards the industry in Silicon Valley for an example of what we are missing out on

"The boundless optimism in Silicon Valley recalls the early days of the Internet boom. “Think of the smartest guy you’ve ever met and then imagine 50,000 more just like him innovating all at once,” Mike Danaher, a partner and cleantech specialist at the law firm Wilson Sonsini Goodrich & Rosati, told me. [...] Last year, cleantech was the third-largest recipient of venture funding, after IT and biotechnology, with investments of $5.8 billion. But that statistic doesn’t begin to convey its psychic significance. It’s all anyone wants to talk about. Exhilaration over clean energy has so thoroughly swept Silicon Valley that it has transformed the local culture.” 

Google has consistently demonstrated that long term success in the new world can involve merging genuine volition and imagination with profit. I hope they, like other more conventional companies like GE and Walmart, are able to show the way. It would be great if in the future Australia was able to look back on this era and say we were proud of the contribution we made to the transition to a sustainable energy system. And not only that but that we profited by positioning our economy for long term success in a way which enhanced and preserved quality of life for future generations. I look forward to more stories like this.

Update

See this Guardian article on 25 February with the following quote. 

 

"Does the Bloom Box represent a substantial technical advance over Ceramic Fuel Cells? On the information provided so far, I could see no obvious technical innovation that puts Bloom ahead of the Ceramic Fuel Cells machines. But Ceramic Fuel Cells works from Melbourne, not Silicon Valley, and can't get the California Governor and Colin Powell to come to its product launches. We'll soon see whether the unflashy Australians have just lost their market to Bloom or whether Ceramic Fuel Cells long and painful development has just been validated by Bloom's hyperbolic endorsement of the potential of the SOFC."

 

 

http://www.guardian.co.uk/environment/2010/feb/25/bloom-box-innovation

 

 

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