Protect the fruits of your labor.

he published “Creating Shared Value— How to Reinvent Capitalism and Unleash a Wave of Innovation and Growth.” In it, Porter acknowledges that the corporations he works with have followed the traditional approach of creating wealth without regard to the community, and then creating Social Responsibility divisions to donate some of the profits back to nonprofits working in health, the environment, etc.

Porter sees a shift beginning to occur in business, and it is, in essence, the story of Henry Ford and his wooden boxes. Companies are discovering that there is money to be made in doing things for business reasons that also help the community. It could be as simple as getting drivers to turn off their trucks while waiting at the loading dock (saving on gas for the company and on pollution for the community). But it can also be more complex, such as identifying an existing need for Americans to eat a healthier diet, then putting innovation and marketing genius behind a healthy snack as opposed to spending millions convincing us to eat Twinkies, only to donate a portion of that money back to nonprofit health organizations through Social Responsibility efforts. The company makes money (a built-in need in the market and no need for the Social Responsibility division), and the community benefits.

Porter’s theory about where business is heading may or may not come to fruition, but Northern Michigan is already ahead in this game. We understand that there is a true need for people to be able to live and vacation in an environment like ours. As such, decisions about the future of Northern Michigan’s resources should not be viewed through the lens of environmental protection alone, but through the lens of sustaining and growing a thriving business environment in Northern Michigan, as well as a lifestyle. By answering the need people have to engage in our region’s natural resources, we benefit our businesses as well as the health and well-being of the people of our region, our state and beyond.

I think they call that a win-win.

Arbor GrAnd rApids TrAverse CiTy

Deborah Wyatt Fellows, Editor in Chief DEBWF@TRAVERSEMAGAZINE.COM