During the North American International Auto Show, I had the opportunity to meet with Ford’s Chairman Bill Ford and CEO Alan Mulally to discuss Ford’s business strategy and the role sustainability plays in it.
There is no limit to what a man can do or how far he can go if he doesn’t mind who gets the credit.
From his enterprise-scale definition of sustainability, he then defines every resource as “precious.” This “precious resource” perspective drives the enterprise to reduce the use of water, materials and energy in the production, distribution and sale of product. Tellingly, for every company that thirsts to be a Ford Motor Company vendor, Mulally says,
People I like to associate with have that view of sustainability.
This is the first of a four-part case study on how Ford is going green. Their best practices can be used by every business to grow revenues and win customers. The second article will profile Ford’s Go Further brand messaging built upon sustainability including an exclusive video interview with Ford's Global Director of Sustainability. Upcoming articles will feature Ford's electrification technologies and a test drive of their plug-in electric C-Max Energi car.
Travel and accommodations to NAIAS in Detroit were covered by Ford. Opinions are my own.
Bill Roth is an economist and the founder of Earth 2017 He coaches business owners and leaders on proven best practices in pricing, marketing and operations that make money and create a positive difference. His book, The Secret Green Sauce, profiles business case studies of pioneering best practices that are proven to win customers and grow product revenues. Follow him on Twitter: @earth2017.
Bill Roth is a cleantech business pioneer having led teams that developed the first hydrogen fueled Prius and a utility scale, non-thermal solar power plant. Using his CEO and senior officer experiences, Roth has coached hundreds of CEOs and business owners on how to develop and implement projects that win customers and cut costs while reducing environmental impacts. As a professional economist, Roth has written numerous books including his best selling The Secret Green Sauce (available on Amazon) that profiles proven sustainable best practices in pricing, marketing and operations. His most recent book, The Boomer Generation Diet (available on Amazon) profiles his humorous personal story on how he used sustainable best practices to lose 40 pounds and still enjoy Happy Hour!