The Business Sustainability Continuum

Sustainable versus Situational.  Representing opposite ends of a continuum, it is

instructive to analyze the relative position of a strategy, system, or process between

these two end points.  Some of the considerations to include in a business context

are costs, externalities, and stability over time.  Macro-level factors (demographics,

technology, etc.) feed into the 'stability over time' considerations.

This concept can be applied in practical business-related instances:

• Go-to-market sales programs designed to generate long-term revenue stability.
• Marketing communication programs that build a loyal following.
• Internal communication and collaboration tools that capture the creative energy of an organization.
• Market strategies balanced between domestic and international.
• Organizational strategies that match focus with capability.

The concept also works in non-business instances, too.  Think of the popular uprisings

and overthrow of long-standing regimes in the Arab world last year.  There were clearly

factors that impacted the 'stability over time' component and when the tipping point was

reached, the change came swiftly.

It is tempting to think in terms of time only; long-term versus short-term.  Sustainable policies

driving long-term stability; situational policies driving short-term results.  A more comprehensive

view is called for, however, in both small businesses and large.   

The basis for that comprehensive view will be the strategic plan.  Even if a small 

business doesn't have a formal plan, it has one by default through it's actions.  We 

always begin any engagement, whether marketing or collaboration-related, with an

overview of the business goals, objectives, and performance.  Or, where are you, where

do you want to be, what are you doing to get there, and how is it going?

In practice, there needs to be a mix and a balance between sustainable and situational 

polices and practices.  The goal of a business over time is to move that mix more towards

the sustainable end of the continuum.  The business then starts to run more on "auto-pilot",

and the next set of decisions revolve around new opportunities from innovation or growth.  Those

investments can often begin with a situational reference; and the cycle begins again.

The sustainability continuum provides an insightful and instructive method by which to think

about strategies, systems, and processes.