Being Buff: Marketing the social economy

One of the greatest challenges with marketing values-based companies is getting them really comfortable with blowing their own horn.

I just had a clear example of this with the coop I am working with…

Last night, while checking my Google Alerts, I saw hit on my “Equal Exchange” alert that said: “Why Workplace Democracy Can Be Good Business?” The story was about the U.S.-based fair trade, organic coop getting on the list of the top 25 most democratic companies in the world. I thought, “Wow! Now that’s something the folks I’m working with should know about.” Before firing them off an email I decided to check out what other companies were on the list. When I scrolled down the list what I saw nearly knocked me off my chair: the company I work with was on it.

This is particularly remarkable because I was at work Friday and nobody mentioned anything about this. Why? Well, I chatted with one of the executive directors and he said it’s partly because they don’t see it as extraordinary. It’s just what they do. The thing is, what they do is extraordinary. I don’t have a report at my fingertips but I don’t think I’m too far off when I say that most workplaces don’t even pretend to be democratic. Hierarchy is still the dominant model despite all the examples of massive companies doing better when they give employees more decision-making power. I’ll be recommending to my folks that they get all the mileage they can out of this honour. That’s right: I am going to advise them to be more selfish. And, in their defence, they do plan to issue a news release and do some proactive media relations. I will suggest adding bloggers to those relations.

The list is the second annual WorldBlu List of the Most Democratic Workplaces and includes masters of the STUFFiverse, 1-800-GOT-JUNK?, Second Life creators, Linden Labs and Equal Exchange.  I had never heard of WorldBlu – but I don’t think it matters. The fact that companies like 1-800-GOT-JUNK? and Equal Exchange thought enough of WorldBlu to apply to be on the list two years running (and got on both times) gives the list credibility. And the fact that it’s global gives it more.

Curious what a democratic workplace looks like? Thinks yours is – or isn’t? Check out the WorldBlu principles below – and then go have a talk with your boss.

The WorldBlu Principles of Organizational Democracy™:

1. PURPOSE AND VISION
A democratic organization is clear about why it exists (its purpose) and where it is headed and what it hopes to achieve (its vision). These act as its true North, offering guidance and discipline to the organization’s direction.

2. TRANSPARENCY
Say goodbye to the “secret society” mentality. Democratic organizations are transparent and open with employees about the financial health, strategy, and agenda of the organization.

3. DIALOGUE + LISTENING
Instead of the top-down monologue or dysfunctional silence that characterizes most workplaces, democratic organizations are committed to having conversations that bring out new levels of meaning and connection.

4. FAIRNESS + DIGNITY
Democratic organizations are committed to fairness and dignity, not treating some people like “somebodies” and other people like “nobodies.”

5. ACCOUNTABILITY
Democratic organizations point fingers, not in a blaming way but in a liberating way! Democratic organizations are crystal clear about who is accountable and responsible for what.

6. INDIVIDUAL + COLLECTIVE
In democratic organizations, the individual is just as important as the whole, meaning employees are valued for their individual contribution as well as for what they do to help achieve the collective goals of the organization.

7. CHOICE
Democratic organizations thrive on giving employees meaningful choices.

8. INTEGRITY
Integrity is the name of the game, and democratic companies have a lot of it. They understand that freedom takes discipline and also doing whatÕs morally and ethically right.

9. DECENTRALIZATION
Democratic organizations distribute leadership and power across their enterprise.

10. REFLECTION + EVALUATION
Democratic organizations are committed to looking in the mirror and asking, “How can we be better?” — not just quarterly or annually, but daily.

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