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Sustainable Innovation With Mark Shayler
On this episode of Build Better Brands, Danielle Clarke is joined by Mark Shayler, the owner of Ape, a sustainable innovation studio that works with companies of all sizes to reduce the environmental impact of their products, packaging, processes and business models. Mark is also a renowned public speaker and has published two books, one on presenting (Do Present) and one on disruptive thinking (Do Disrupt).
KEY TAKEAWAYS
- When you can change someone's mind about sustainability, you can normally change their mind about other things. I'm usually invited into businesses as “the sustainability guy” in a bigger innovation process. I'd sit and watch the whole process and thought “I can do this' ', I'm getting paid ‘x' and they're being paid ‘10x', so I began working in innovation too.
- As individuals we move through life like a sponge, soaking up the things that happen to us, more importantly everything that happens to other people, and they become debilitating, like a fear of flying or that your voice has nothing to say – even if it was originally told to you from a point of care. When we look at brand and the way a business functions – purpose – if we have really tight or constrained beliefs about what we can and can't do, it's like a plant in to small a pot and our roots can't spread, then our crown can't grow higher and wider, meaning it doesn't photosynthesise properly so the roots aren't fed. You become small on purpose, for all the right reasons, but you're not supposed to be small, you're supposed to be you-sized.
- Organisations usually start off brave, hungry and foolish and they make amazing mistakes and do great work, then they have too much to lose and they get worried about the way they're seen by the world and about stepping outside of their land so their lane gets narrower. Before you know it a business can have the same constraining beliefs and reticence to play and think big as individuals do.
- When I work with companies on their purpose and “why”, I like to keep the “why” as hippy-ish and broad as I can. If your “why” is broad – like Apples: to challenge the status quo – you could make a car instead of a laptop, or food, or a service. If a company works out its purpose on its beliefs other than its functions (which are “how” and “what”), then you'll never stray from it.
BEST MOMENTS
‘We can build bad brand better or we can build better brands, that's an important differentiation that sometimes we forget when we're talking about branding.'
‘It's not good enough to be the best of the best, you need to be the only one doing what you do.'
‘In your first 11 years you're pretty free, then you or your parents and teachers point out your eccentricities and we take our rough edges off. The thing that made you weird as a kid is what makes you unique today.'
‘I use music in my presentations to explain what you're listening to now is normally a reaction to what came before. It can be a build, but it's usually a revolution. As a band changes its first group of fans doesn't want them to, but the band has to, otherwise they're remaking album one.'
ABOUT THE GUEST
Mark Shayler helps big companies think small and small companies think big. Making stuff better and making better stuff. He is an innovation and environmental advisor who works with clients including Nike, Samsung, John Lewis, Tesco, RS Components, Coca Cola, Fenwick, Kier, Tesco Bank, Amazon and some of the greatest small companies in the world.
Mark is the author of "Do Disrupt: Change the status quo or become it". He also builds start-ups inside bigger organisations and is a public speaker and compere, business coach, strategy advisor, brand provocateur, teacher and STEM advisor.
Websites: http://thisisape.co.uk/ and https://www.reasonstobecheerful.co.uk/
Podcast: Making Things Better and Making Better Things
Instagram: @markshayler
Books: Do Present: How to Give a Talk and Be Heard and Do Disrupt: Change the Status Quo or Become it
ABOUT THE HOST
Danielle Clarke is a Brand and Marketing Consultant, University Lecturer and Business Owner.
Since 2006 Danielle has provided brand design and marketing support for clients including Škoda, Gtech, UK Biocentre, UK Mail and GIRLvsCANCER Danielle is committed to helping brands that want to have a positive impact on people's lives. She spends her time consulting and working with business owners to help them attract and retain their best customers.
Insta - @danielleclarkecreative | [https://www.instagram.com/danielleclarkecreative/]
LinkedIn - [https://www.linkedin.com/in/danielle-clarke-creative/]
Twitter - @D4nielleCl4rke | [https://twitter.com/D4nielleCl4rke](https://twitter.com/D4nielleCl4rke)
Email - [[email protected]](http://www.danielleclarkecreative.com/)
Website: www.danielleclarkecreative.com
This show was brought to you by Progressive Media
Hosted on Acast. See acast.com/privacy for more information.
View all episodes
By Danielle ClarkeOn this episode of Build Better Brands, Danielle Clarke is joined by Mark Shayler, the owner of Ape, a sustainable innovation studio that works with companies of all sizes to reduce the environmental impact of their products, packaging, processes and business models. Mark is also a renowned public speaker and has published two books, one on presenting (Do Present) and one on disruptive thinking (Do Disrupt).
KEY TAKEAWAYS
- When you can change someone's mind about sustainability, you can normally change their mind about other things. I'm usually invited into businesses as “the sustainability guy” in a bigger innovation process. I'd sit and watch the whole process and thought “I can do this' ', I'm getting paid ‘x' and they're being paid ‘10x', so I began working in innovation too.
- As individuals we move through life like a sponge, soaking up the things that happen to us, more importantly everything that happens to other people, and they become debilitating, like a fear of flying or that your voice has nothing to say – even if it was originally told to you from a point of care. When we look at brand and the way a business functions – purpose – if we have really tight or constrained beliefs about what we can and can't do, it's like a plant in to small a pot and our roots can't spread, then our crown can't grow higher and wider, meaning it doesn't photosynthesise properly so the roots aren't fed. You become small on purpose, for all the right reasons, but you're not supposed to be small, you're supposed to be you-sized.
- Organisations usually start off brave, hungry and foolish and they make amazing mistakes and do great work, then they have too much to lose and they get worried about the way they're seen by the world and about stepping outside of their land so their lane gets narrower. Before you know it a business can have the same constraining beliefs and reticence to play and think big as individuals do.
- When I work with companies on their purpose and “why”, I like to keep the “why” as hippy-ish and broad as I can. If your “why” is broad – like Apples: to challenge the status quo – you could make a car instead of a laptop, or food, or a service. If a company works out its purpose on its beliefs other than its functions (which are “how” and “what”), then you'll never stray from it.
BEST MOMENTS
‘We can build bad brand better or we can build better brands, that's an important differentiation that sometimes we forget when we're talking about branding.'
‘It's not good enough to be the best of the best, you need to be the only one doing what you do.'
‘In your first 11 years you're pretty free, then you or your parents and teachers point out your eccentricities and we take our rough edges off. The thing that made you weird as a kid is what makes you unique today.'
‘I use music in my presentations to explain what you're listening to now is normally a reaction to what came before. It can be a build, but it's usually a revolution. As a band changes its first group of fans doesn't want them to, but the band has to, otherwise they're remaking album one.'
ABOUT THE GUEST
Mark Shayler helps big companies think small and small companies think big. Making stuff better and making better stuff. He is an innovation and environmental advisor who works with clients including Nike, Samsung, John Lewis, Tesco, RS Components, Coca Cola, Fenwick, Kier, Tesco Bank, Amazon and some of the greatest small companies in the world.
Mark is the author of "Do Disrupt: Change the status quo or become it". He also builds start-ups inside bigger organisations and is a public speaker and compere, business coach, strategy advisor, brand provocateur, teacher and STEM advisor.
Websites: http://thisisape.co.uk/ and https://www.reasonstobecheerful.co.uk/
Podcast: Making Things Better and Making Better Things
Instagram: @markshayler
Books: Do Present: How to Give a Talk and Be Heard and Do Disrupt: Change the Status Quo or Become it
ABOUT THE HOST
Danielle Clarke is a Brand and Marketing Consultant, University Lecturer and Business Owner.
Since 2006 Danielle has provided brand design and marketing support for clients including Škoda, Gtech, UK Biocentre, UK Mail and GIRLvsCANCER Danielle is committed to helping brands that want to have a positive impact on people's lives. She spends her time consulting and working with business owners to help them attract and retain their best customers.
Insta - @danielleclarkecreative | [https://www.instagram.com/danielleclarkecreative/]
LinkedIn - [https://www.linkedin.com/in/danielle-clarke-creative/]
Twitter - @D4nielleCl4rke | [https://twitter.com/D4nielleCl4rke](https://twitter.com/D4nielleCl4rke)
Email - [[email protected]](http://www.danielleclarkecreative.com/)
Website: www.danielleclarkecreative.com
This show was brought to you by Progressive Media
Hosted on Acast. See acast.com/privacy for more information.