# Strategy and Entrepreneurship

Data: 11-01-2025 21:50:01

## Lista de Vídeos

1. [The era of the responsible organisation | London Business School](https://www.youtube.com/watch?v=zcH_CLihoZw)
2. [How art can influence the way in which business impacts humanity | London Business School](https://www.youtube.com/watch?v=JBgV8-S2eMM)
3. [Responsible Leadership: The Business of Sustainability | London Business School](https://www.youtube.com/watch?v=lTFoGzWEoWQ)

## Transcrições

### The era of the responsible organisation | London Business School
URL: https://www.youtube.com/watch?v=zcH_CLihoZw

Transcrição não disponível

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### How art can influence the way in which business impacts humanity | London Business School
URL: https://www.youtube.com/watch?v=JBgV8-S2eMM

Idioma: en

ladies and gentlemen the this is a
fascinating topic in this panel with
this very distinguished guests that we
have we're going to explore a bit more
deeply this link between business the
arts photography and its impact that it
has on the world clearly it's a very
very big issue but I'm very very glad
that on this stage we have a wealth of
experience to help us out make sense and
go a bit deeper into the way that the
art art can impact the way business
impacts the world so I asked my guests
to present themselves to to tell us a
bit about their story but indeed to tell
us about how through their own lens if
you like see the way that the arts can
impact business so maybe we start with
with with iDEN than Edmund and then hand
back to Han so tell us a bit about your
own experience and and and and how can
arts you be used in a sense to influence
the way that business impacts the world
sure so I've been working the
photographic industry for 145 years and
during that time I've had the privilege
to work with some of them seriously the
the finest photographers in the world
and it's always a great privilege to
work with them and in 2016 I remember as
all of the support for the very
important work they were doing was
falling away because the editorial
market was losing its budgets and losing
the finance obviously as an agent
looking after these photographers I had
to think of a way that we could actually
take their skillsets and look at
somewhere else that they could they
could get their funding so we launched
an agency specifically to cater to the
needs of amplifying social impact
initiatives and it really came from an
article I read by Sir Martin Sorrell
who's my navy now is is the founder and
CEO of WPP the world's largest
advertising group and it was a long end
of year report
article but at the end of it it said
I'll never forget doing good is good for
business and as I looked into it more
and I was looking at the social impact
initiatives have many many
I was looking at how they really
disseminate that how do they get that
message out to the public that they're
doing these great things and to be frank
quite often they just weren't really
doing anything that was impactful
because there was lots of data there but
there was nothing visual that would draw
people in and I think you know that just
this evening when we saw the photograph
from Tiananmen everybody in the room
knows exactly what that is about this
because that image can say so much one
picture but the other thing we know is
that when we look at all this great
social impact and and you know we were
looking at the Lady Agnes and Brent's
story that he did it it's people who
make stories it's the people who benefit
from these malaria drugs from all of
these social impacts initiatives it's
their stories that actually resonate
more than the data and so that's why we
set up the agency there's no there's no
question that it's a very powerful way
and as you said it's one thing to
Sochaux bar charts and pie charts it's
quite another to show a picture so I do
you have any personal experiences a
personal example perhaps where you you
you see this power of the storytelling
the power of an image if you like that
really changed the way perhaps the world
so business were seeing business or
perhaps the way that business could
change the world basically any personal
examples another space well I mean
there's one image Brent stirred and as
you go through the exhibition later
you'll see he he actually has two bodies
of work here but Brent wants took a
photograph of a gorilla being carried
out of the silverback gorilla being
carried out of the jungle and it became
one of the most iconic wildlife images
you know ever and to date I think it's
raised over fifty three million dollars
in funding for projects to help the
Silverbacks in the longer so one image
53 million dollars and Counting so the
power of imagery and the picture you saw
from Tiananmen and we recently did a
body of work for a pharmaceutical
company about bipolar
suffers and the issues they face and
what started out as a series of
environmental portraits about these
people these that you know suffer from
this condition I actually went on to
become an award-winning film and through
social media channels and through an
influence to the of a Hollywood star who
has bipolar herself they raise not only
millions of dollars but they connected
with so many people and they learned
about a demographic that they knew but
this confound it that most of the people
that were reacting to this story were
first-year college students in the
States and it turns out that that's when
it's more likely to manifest itself
because of the stresses of being away
from home being independent and you know
being at college and so they worked hard
this demographic and because of the
social media channels who wanted to
interact they suddenly had all of this
amazing data so those those projects and
there are many I could I could go on and
tell you'd like Lady Agnes out there
it's because it resonates with people
that this is we hear about the you know
the this is an emotional currency and
there's corporate social responsibility
that's great but you have to be able to
create a visual narrative that helps
people connect with it it's it's almost
an apparent paradox right because as you
said once you see the image when you
really really resonates with you we
really have the emotional reaction yet
you said that when you set up the agents
you realize the number of companies were
actually not doing it so in your
experience especially as an agency
what's the obstacle why are they not
doing it what are well some of the
reasons that you know maybe they're
constrained from doing it or is it like
word awareness that they're not doing it
what are some of those reasons I I think
quite often it's an education it's
showing how you know just a photograph
taken by one of your staff on the ground
with an iPhone and put on or on the
landing page of your website is not the
same as getting you know what of our
photographers like Toby who also has an
exhibition here it's the power of that
narrative and it's there are very very
few people who do it well Pascal clearly
you know is one of the elite and they
an elite group and and that visual
narrative is is the engine that really
pulls people and I'm really you know
makes them feel engaged with it and as
we know this generation and the next
generation that's coming along they
demand to know the brands that they are
going to associate with them those shoes
they're gonna buy and the banks they're
gonna work with they need to know that
there's sustainability at the heart of
what they're doing this
there's care about the environment and
the way to do that is to engage with
them emotionally and visual narratives
are the better way to do that than just
statistics and achievements through
through fundraising and so on it's that
engagement it's rather interesting to
consider that sometimes of course you
can't portray responsibility but
oftentimes you can also portray
irresponsibility by corporates and that
can be equally powerful but return to
that because I in a bit because I also
want to - to - going out - to Edmond and
you share your experience and and then
what you do a tight leash car hmm so
just two weeks after leaving University
I went to a place where we all have a
very strong image of our mind what it's
like and that place was Afghanistan and
I went there expecting to find a place
that was full of deserts full of poppy
fields full of scenes of explosions and
terrorist attacks and I was very
surprised by what I found I was working
for an organization called turquoise
mountain which was regenerating the old
city of Kabul and actually the things
that we're engaged with on a daily basis
had nothing to do with those elements of
Afghanistan which are very true but they
are not the dominant things in people's
lives they're often the dominant things
in people's lives our day-to-day
interactions or in our case we was
working with artisans and you know they
are energetic ambitious talented
entrepreneurs and they they were living
those lives like talented entrepreneurs
live them in in London and other
city so that was my experience and I
lived in Afghanistan for three years and
towards the end of my time there the
Paris attacks happened and the reaction
to the Paris attacks was very
interesting people kept on asking me why
I was living in a place like Afghanistan
which was so dangerous it really raised
a lot of emotional reactions amongst
people and I felt that I needed to bring
a bit of the Afghanistan that I knew to
people around the world and the best way
that I can think of bringing the
beautiful side of Afghanistan the
positive side of Afghanistan was by
bringing its craftsmanship here which is
one of the one of the the greatest
things it does so we actually traveled
to other war-torn countries and southern
Syria and northern Mali as well to find
crafts which would really effectively
show the beautiful side to these
war-torn countries that we don't often
hear about and that's what a lot of the
there's a collection of images from
turquoise mountain on display and what I
love about those images is they what
they capture is pride they don't capture
victimhood or anything like that and I
think that's what art does really really
powerfully is it is it captures things
which news articles can't and it really
there are powerful images that stay with
you
mmm and can you share with us a bit how
do you I mean you mentioned that you
bring the art and the craftsmanship from
Afghanistan to places like London and
and and Paris and you mentioned that
you're breaking into the US market as
well can you talk to us a bit more about
how do you bring out the stories of the
piano that produce these pieces and how
are you able to how does that the
artistic aspect essentially allow you to
introduce those people to the world and
perhaps or I fight the perceptions
mostly wrong perceptions that you just
said so how do we actually do this
through which dark and well we have we
actually have a shop in a place called
the Corporal projects which is just
about 100 meters
from lbs so do you have a look how we do
it but the key way we do it online is
whenever for every product you see on
our webpage if you scroll down just one
thing there's a story about the person
who made it and the place where they
made it and and a little video about
them making it and that's really amazing
because you know one of our best sellers
is is hand-blown glass and our glasses
come from a mud brick workshop in
western Afghanistan the the workshop
hasn't changed its look in two thousand
years they found a great formula it's
got a hole in the roof to let the smoke
out from the mud brick kiln and in the
workshop next to the place where the
glass player does his thing there is a
sesame seed oil factory where a camel
strapped to an enormous log goes around
a huge pestle grinding grinding sesame
seed into oil and those are that is
extraordinary to think that those
glasses that we see on Baker Street have
come all the way from that tiny little
mud brick workshop in western
Afghanistan and so we try and do that
through photographs mainly and also
little videos so people often say that
the art is a universal language right
and although we speak kind of the the
one half of the story which is how
perhaps the markets or the people that
you sell this thing this this pieces
react what has been your I'm pretty sure
you have met a lot of these craftsmen as
you see stripe who has been the
emotional and the reaction of those
people when you go and you meet them and
you say you know we would like to to
sell these pieces abroad right what's
the reaction in from from that side of
the of the spectrum to be honest not a
particular reaction at all I mean they
they they just see it as a business
opportunity
there's no feeling of wow my glasses are
in London they don't care what they care
about is the someone's just place the
largest order their business has had for
a long time that's all this the focus
it's there's there's no emotional
nothing at all vainly haggling so I
would like to go back to conscience give
us a really insightful presentation
about the whole malaria initiative but
I've seen from your website we have seen
from the exhibition as well that art has
played and photography in particular has
played a significant role in this as
well so I was wondering if you can share
with us the extent to which and the ways
in which the arts have helped in
spreading the message raising perhaps
awareness about the initiative that you
have at Novartis and any other ways you
very briefly talked about the
illustration on the on the very
packaging of these of these drugs trying
to to get the people to use it the right
way is there any other ways that you
have experienced this kind of
transmitting the message communicating
the message in a way that is effective
through through the art whether it's
building partnerships or transmitting
instructions on how to use the drugs
yeah yeah so so what we feel is you know
malaria patients don't really have as
much fear voices for example patients
living with hiv/aids have a very strong
patient advocacy so what we decided you
know we wanted to give the the patients
and alaric patients you know want to get
them in a lot of voice but maybe visual
a face so we need many of our you know
materials that we indeed post them on
web sites or in printed matter they tell
the story of a patient a health care
worker a nurse a caregiver a pharmacist
etc so so those images play a very
important role and and for us as a
company for our associates for those who
are directly involved with the fight
against malaria but also those that are
not so directly involved but for whom
let's say the stories that malaria
really get to life when they see
patients so what we actually have
developed this for very special
occasions a photo book with with
pictures from you know
a photographer called mark tuition so so
that is a book that we really reserved
for special guests or special occasions
that tells them the story of of malaria
so I don't how can we do more of this
right you mentioned before education how
can we help spread the word if you like
that of the power of the Arts to to
really influence the way that business
impacts the world it's you mentioned
education before which like to to
elaborate a bit more what are the
enabling mechanisms here are we lacking
institutions that would allow us to
scale this up even more and really have
that impact that perhaps other ways
don't have and all the reach that other
ways do not have about those issues I
think you know we're at this inflection
point now where big brands and and
corporations realize they need to be
doing something they need to be making
it clear to the client base and the
general public that they are doing good
things and they are but they're not
making it broad enough you know the
stories that we hear tonight you know a
very very special stories and there are
so many different channels now whereas
it used to be quite confined now with
social media channels and using
influences you can really get those
stories out there and I think it's it's
to be honest it's being brave you know
when I gun I stand in front of a brand
and I say they look I think you know
something you were doing is absolutely
extraordinary but nobody knows about it
allow us allow me to take one of our
great storytellers and help tell that
story and you just watch and see what
the engagement is like and I think you
know one of the keys to that is
authenticity and that's where the
photographers and filmmakers are I
represent coming because of course
they're all incredibly ethical because
they're photojournalist and I saw a
wonderful quote the other day that
basically said if you do something just
for show eventually it will and and and
sometimes brands don't understand that
the the public are very discerning and
and and they're not going to be fooled
that they'll know whether you're telling
a true story and the best way to tell
the truth
is to use storytellers like the people
we represent so it's it's getting those
personal messages out there you know all
of the all of the initiatives that are
out there these massive brands who are
doing so well there's they're spending
small fortunes helping people but they
they always go for the headlines and
they don't drill it down to the actual
people who are benefiting from it that
you can relate to I think you brought up
a really fascinating in a difficult
issue but I'm gonna ask you anyway which
is this problem of this this challenge
of authenticity right because if
anything a lot of brands from the world
these days do have the propensity to
greenwash right to present an image that
as you said it's not true it's not
genuine it's not it's not part really of
their identity but they just do it for
the PR so you as an as an agent in you
as you as you speak to so many brands
what what does your sensor look like in
other words what kind of criteria do you
apply to be able to tell this is an
authentic story versus this is a made-up
story and they're approaching me because
perhaps you know they want to sell it
tell a story that is yeah what how do
you make that distinction it's said only
to reference brands but but there is a
natural discussion I'm having at the
moment and it is quite hard because
traditionally you know brands if they're
if they're advertising what they are
doing to a large audience they obviously
they want to see their product in it I
mean if it's canon they want the
photographer to be shooting Canon or
they want them to go through it if it's
a car manufacturer and the quantum leap
is for me to be able to go in and sit in
front of this this this group of you
know marketeers and and brand brand
managers and say look if you support a
body of work that ethical journalistic
documentary body of work by Brent's
terton and you do not put your finger
prints on that so it can't have your
brand you can't tell us what to do but
it's going to be an ethical piece of
documentary film or journalism that will
stand on its own but it will be
presented by
your brand so your association when
Brent's Turton or Toby Smith or Tom
Stoddard or Lindsay or Dario wins an
award with that work and it gets Time
magazine the National Geographic you
have the halo effect because you're
associated with it and we can also do a
far more branded version of it but but
to actually support a an ethical piece
of journalism is is now available to you
because it's no longer possible very
rare that editorial publications have
the funding to send Brent certain to
Barranca for three months but a car
manufacturer can yeah and that's the
point so it's it's keeping the the the
true ethical nature of journalism but
it's a confluence of concern photography
and commerce a lot of season that by the
way it's interesting if I'm hearing you
correctly you're saying it's it's sort
of a disciplinary mechanism right the
the arch is bringing to the or the
photojournalism in this case is bringing
the ethical lens right because a lens
cannot lie in that way in that way right
so if that if the story is not authentic
if the brand identity is not authentic
then it's just not going to fly so it's
a disciplinary and selection mechanism a
way to distinguish between is does that
resonate hands with with that kind of
the collaborations you had with with the
people that photographed the experience
and the people that you have
collaborated for the illustrations the
people that you have built partnerships
with is that something that you felt
that you know you had to I mean of
course you were authentic you have
developed a drug but kind of transfer
that authenticity through these
collaborations yeah definitely you want
to display something that is that
doesn't really say show something about
the company because it's not about the
company's about the customers it's about
those who are actually suffering and so
indeed this packaging that I just had up
there you know we we had in mind that
that the mothers or the children would
need to use is in the right way so we
set out with
social anthropologists to go into rural
areas and to actually collect people
from the village you know across you
know under the mango tree and you
started explain and there was this
graphic artist there to start sketching
and then you know one would try and and
and show that picture to the people from
the village you know would they
understand it and if not you know it
would be redrawn it would be kind of you
know tweaked etc so until you got to a
point in the you know people get the
message through the imagery that is
produced there on site and so that's
that's kind of a vehicle that we felt
was important another example actually
is our annual reports there are
corporate annual reports they are filled
with pictures and so we believe that
actually that tells the human side of
the story you know we talk about
medicines we do about illness but if you
can you know put pictures to this it
tells much more and just following on
that on that thread admit death I'm
guessing that especially at the
beginning right you might have to face
some sort of skepticism or cynicism I
mean who are you that will go drink you
know artifacts and pieces from
Afghanistan and sell them here or I'm
guessing that in in trying to penetrate
the market you have to tell in many ways
an authentic story a real story of the
real people right and you know people
don't always believe those stories
easily so to what extent did you did you
face those challenges and how did you
deal with them especially when at the
beginning of each car yeah and we we
only work in places where there is
absolutely no tourist industry so there
is no one unless a few development
workers and soldiers who could go and
check out our story about our Herat
glassblower so from a very early point
we've had to be really really honest and
strict with ourselves about tell
authentic stories but funnily enough we
haven't had that much that much
questioning or suspicion about what we
do I think it's the way that we pitch
our products we don't pitch the ethical
line of our products at all and I hope
if you went on our website you would
leave thinking this is a business this
isn't a social enterprise and the reason
we do that is because we want people to
buy because they like a product yeah
because they want it not because they
feel they're doing good I think in some
way being honest like that as perhaps it
laid some of those those that line of
questioning great so we do have a couple
of minutes left for sure and I would
like to open this up to the the audience
if you have any questions or comments or
anything that you want to ask our
distinguished guests by all means please
do so any any questions
yes go ahead what is lbs plans to do and
the BDI plans to do in they are cramming
Mon Sears in order to educate the next
generation of leaders to the portal of
the importance of visual communication
that's a question for me I was meant to
be the moderator right okay so I think
so I've been a little bi for for nine
years I'm not gonna take too much time
to answer this question but I think lbs
just by its location in London whereas
you know it's compared to the US and
other locations it is the center of
responsible companies as well as
responsible investments and sustainable
source and socially responsible markets
however I think that the school itself
is taking really gigantic steps going
into there what I would call the
responsible business school direction
and educating leaders in a way that is
responsible in terms how they run their
businesses how they run their careers
and their kind of impact they have in
the world and that's why I think
in that frame the wheeler Institute is
really great initiative and I think in
many ways unique in terms of its kind so
the short answer and we can go into the
details because that was an interview my
question is that I think there's great
things that are in the pipeline and the
great things are going to come out of it
ways and in the coming years that's and
I'll leave it at that and I'll
pleasantly surprise you and in the years
to come
any other questions yes second for the
microphone yes thank you interested in
these they the concept of a confluence
between the business and the
authenticity of photojournalism and how
the challenges you know how you married
this concept because we are in a worlds
that we are all more visually educated
better inform is a more diverse world
which feather rage social media allow us
you know to know about all different
parts of the world so there is a kind of
awareness about ethicality and then you
have brands that there will be willing
to maybe support courses which you know
they are very ethical and it's very
relevant because they raise awareness on
the issues that they are being involved
but then you have sort of a your class
your customers your client base that
could actually react against it so we
found naming brands we know for example
a brand support in the Tate with great
deal of money and culturally it's all
very welcoming maybe for all of us
Londoners you know because we benefit
from this incredible amazing exhibitions
that this brand has been supporting but
then there is this kind of backlash of a
wider audience that they are saying well
we don't really filmed that is ethical
for culture to be marine with this brand
when actually what is brand is doing in
certain parts of the world could be
challenging to other ideas so for me
it's very interesting I always like the
holiday of this conference but we are
being challenged but this kind of
ethical issues more
or so how do you navigate this how you
can see the road ahead or what could
actually happen so what we do is we we
we just just full disclosure Monica and
I know each other very well we worked at
the Sunday Times together we look at it
in a very editorial way so we look at a
brand we we look at those social impact
initiatives we look at what they're
doing and what they have done but then
we actually we we drill down and we
drill down until we find a story within
that story and we say you did this in
this case it was Lady Agnes but this is
something that your company has done it
has done something that is remarkable
and as praiseworthy but we had to dig
all the way down to find it why don't
you let us take that story amplify it so
we can show that your efforts actually
did some good and this is the person who
actually benefited from it or that or or
group of people or a community that that
benefit from that action so it's not
meant to be in any way political it's
just looking at existing stories or
existing social impact initiatives it
could be a car manufacturer who's
decided that they're only going to make
electric engines from now because I want
to reduce our carbon footprint so
there's a story there what's the story
how is that impacting real people and
what is that going to do over the next
ten years so so we look at it very
journalistically very editorially and
then pitch them with the story I think
we have time for one more question
perhaps lady here at the front hi that
was an amazing panel discussion thank
you very much to all of you it's
completely new topic for me pretty much
so absolutely fascinating my question is
really it's about responsible businesses
about your perceptions I am I'm a big
believer about the millennial generation
the shifted dynamic and thought and
vision and that will change society and
it will change over the next a 10 to 20
years my question is if you're going to
look at the SDGs versus impact
social investment and all those topics I
work in the philanthropy world I know
about the impact investment space and
I'm really interested in it but I'm also
in how many big companies are going to
pay attention to the internal evaluation
they need to do because you can't have
big corporates doing our ESG does this
or our social impact is that my impact
investment is this wait yeah but you're
killing people over there their internal
valuations are so important how they
order themselves how how quickly do you
think the big corporates are going to
pay attention to that or are they going
to get so lost in impact investment that
they'll that that will be the next rush
of realization that comes to fruition
would like to I think this generation
will be the filter because I think if
corporations and large companies don't
take notice and don't don't look
internally they're not going to survive
I mean they're not it's it's it's its
own filter and there's another
generation coming up after that that's
going to be more discerning so you know
it's it's smart business is look at what
you're doing mate make sure that what
you're doing engages and fits into that
generations discerning demands I think
also it's it's gonna it's generational
within companies as well I have so many
friends who are who are now you know six
seven years out of university who have
gone to work for corporations and 90
percent of them have left if they don't
feel they're making an impact and so
that's that's a resources drain that
huge corporation you can't sustain so
they're going to have to change their
culture to keep talented people working
with them just to beyond that question
for you hands because while you were
telling the story of the initiative
right you mentioned the the drive from
the top the fact that you know one of
your the CEO was saying what us ask the
right questions in some ways can you
tell us a bit and perhaps end on that
positive note perhaps how did that cult
those values you know diffuse through
the organization once the decision was
taken to to go ahead with the
development yeah I mean in in a big
organization like with 130,000 employees
there's always these kind of you know
resource allocation decisions and you
know where do you put your priorities
but when you get that message from the
top loud and clear you know when we were
in a situation that this this drug was
suddenly needed by dozens of countries
and so we couldn't follow demand and you
know this is this plant in China and
this sweet wormwood simply needs nine
months to really grow and before you can
harvest it so the company then said you
know we need to kind of increase the
supply chain capacity in manufacturing
capacity and it has to go fast and it
has to go actually twice as fast as
normally as possible in the industry and
then you see indeed that that senior
leadership that basically says and this
is what we must do and that rallies the
entire organization behind it so very
powerful and I you know I recall that
that story then you know we were
publicly nailed by the NGOs by Doctors
Without Borders and Oxford etcetera for
allegedly not investing enough to
increase the capacity of this manere
drug because you know the company
wouldn't make money out of it and so we
were choosing to that children in Africa
died and so no we said we do the right
thing
even though you know we can't shoulder
the whole burden of this disease
globally on our own shoulders but we
will do what we can and I remember this
manufacturing capacity was installed
right before it was in the US right
before the Thanksgiving week started so
the question was what are we going to do
so we said okay we'll put up a paper in
the contain in the manufacturing
facility in the US asking for people to
put a name as well
tears and basically them to work
throughout the Thanksgiving break and
within hours that paper was filled
because people realize you know this is
something that's important our CEO is
putting his weight behind this and
people said you know I can't be eating
turkey if I know that people children
are dying in Africa from a disease that
we have to solution for so yes I think
all in all the right message from the
top makes or breaks things great Thank
You Hans ladies and gents we've been
discussing an issue that is large and
this huge that is challenging and I'm
sure we could still spend hours during
on the wealth and experience of our
guests but please join me in thanking
them for being here with us tonight and
sharing all of their experience thank
you very much

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### Responsible Leadership: The Business of Sustainability | London Business School
URL: https://www.youtube.com/watch?v=lTFoGzWEoWQ

Transcrição não disponível

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