Designers

Richard Branson: Mother Nature, the original entrepreneur

323ab17

by Richard Branson

Since I was a young boy, I’ve been captivated by everything we find living and growing on our planet. We know that without healthy natural ecosystems and biodiversity there would be no life, and of course no business. We rely on our natural assets, balanced carbon cycles, and diverse plant and animal species, but each of the major global ecosystems is in decline.

At the same time, the degradation of our natural resources lies at the root of many of our most pressing challenges. It also exacerbates others, such as poverty, disease, and climate change. The steps we take over the next ten or twenty years will fundamentally determine whether the natural ecosystems on which we have built our wealth for a hundred centuries will be able to persist beyond the end of this one.

Since the dawn of the Industrial Age, we have built wealth and wellbeing by making trade-offs between profit and growth on one hand, and natural resources on the other. In order to minimise the damaging impact of business on biodiversity, we must recognise the value of the natural assets on our balance sheets.

There is some very exciting work being undertaken in this area. For example, at PUMA, Jochen Zeitz pioneered the Environmental Profit & Loss Account, which measures the value of the natural resources that businesses have traditionally treated as essentially free services. PUMA was the first international company to put a monetary value on the impact of its entire supply chain on the environment.

Another exciting area is the growth of biomimicry – a movement that is changing the way we do business by learning from Mother Nature. A growing number of exciting science-business partnerships are pioneering biologically-inspired technology and designs that are based on the experience of life (and refined by 3.8 billion years of rigorous testing!).

The Eastgate Centre in Zimbabwe is an incredible example: the building was based on the design of termite mounds, and uses a naturally-inspired ventilation system to maintain constant temperatures. This has allowed the building to use only 10 per cent of the energy another similarly-sized building would use, save millions on air conditioning, plus enjoy fresh air! Another company, Sharklet Technologies, has developed a special surface material that harnesses the wisdom of Galapagos sharks. The surface mimics the sharks’ skin, which naturally fights bacteria and micro-organisms, and is now being used for a number of industries, from safe surfaces for hospitals to hull coatings that improve shipping efficiency.
Mother Nature is the original entrepreneurial force in the world – and learning from her will help us better value our natural assets and make business work for people and planet.

Read more about this in Richard’s book Screw Business as Usual, available from Virgin Books.

Advertisements

About Zoran Opalic

Professional in design and publishing industry. Conceptualize and orchestrate designs and redesigns that effectively reinforce and build brand images. Proven ability to drive record-high campaign in increasing publication sales and execute successful product launches...

Discussion

No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Aston Martin DB10

Production will be strictly limited to 10 of the bespoke sports cars, developed and built by the designers, engineers and highly skilled craftspeople at Aston Martin’s Gaydon headquarters.

Architect Oscar Niemeyer

"My work is not about form follows function, but form follows beauty or, even better, form follows feminine."

BACK to BASICS: Portraits

Portraits of people are one of the first elements of the photography used in newspapers.

Typography: x-heigh

In typography, x-heigh refers to the heigh of lower case letters without upper or lower parts when compared to capital letters...

Designer George Lois

“I always knew I was the most talented kid in the school, ” says George Lois of his time at Music and Art. “I was lucky to be exposed to the city’s best art education"...

BODY COPY

Newspaper typefaces require a higher legibility then typefaces used for other printed products. Newspaper are printed on a paper of lesser quality under high speed.

How to redesign 1

Good redesign is driven by a deep understanding of the editorial mission of the publication.

Headline on photographs

The eternal dilemma! Dilemma of all editors on the planet Earth – to put or not put the headline or any kind of type in the photo.

Design Facts

Three elements that will greatly help you to understand how readers are observing you.

Typeface: NY Times Magazine

Sunday Magazine is an expansive family of fonts for information in tiny spaces and headlines at large sizes.

Infographics

When, why and whether to use infographic. The basic fact is that infographic refresh the publication, and it contributes to originality of your product.

A well-designed publication

Everything that a well-designed publication must have...

Archives

Categories

%d bloggers like this: