Fred Keller's Blog

I wanted to build a company where colleagues would know they were valued as human beings, not just employees.

The opportunity is for businesses to engage in a “Race to the Top” as they re-design their practices to be attractive not only to investors, consumers, and employees but also to the communities in which they participate. Competition in this new norm would not only be on quality and price, but on the positive impact each business makes in society.

A credible plan must ensure maximum possible safety for every American returning to work as it endeavors to minimize the scale of economic damage done. No plan can be risk-free, but science and evidence must guide decisions to ensure risk is minimized.

Amidst the stories about the nice things companies around the world are doing to clean their offices, comply with government mandates, or encourage us to stay healthy by observing social distancing, there are a few companies and organizations that are thinking more broadly.

Some communities do problem solving better than others, but I believe all could benefit from a methodology that incorporates what has become more common in the world of business: systems thinking, human centered design, data driven decision making, dialogue, and organized problem-solving processes.

What if we asked our politicians that instead of representing our particular special interest they would try a new innovation: solving problems using a good process. Wouldn’t that be better than asking them to be the most powerful?

Beyond the big headlines, what can CEOs and their organizations do to really move the needle on complex, stubborn social problems: poverty and inequality, unemployment, health and healthcare inequities, and education disparities?

As I have taught MBA students at my alma mater, Cornell, business is about People, Planet AND Profit. Nearly every transaction in business is not simply one or the other, it is about all three.

This socially conscious approach to business has endeared Cascade to partners and customers alike, and demonstrates the importance of thinking beyond the bottom line to find success.

The Huffington Post did a video and story on Cascade Engineering which reflects my thoughts and feelings about adding purpose to a business and thinking beyond the bottom line.

It takes not only inspired leaders, but also progressive thinkers, and customers willing to buy from businesses going against the grain.

It takes courage and focus to do the right thing, to listen deeply, to display compassion, to be calm when the storm is whirling and raging.

The key to how people interact is the degree to which people feel comfortable talking about subjects that really matter to them.

Businesses have proven over and over again that doing something good for society and the environment can in fact also be good for business.