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Harish Manwani: Profit’s not always the point
Harish Manwani: El benefici no és sempre la qüestió
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Podries esperar que el cap d'operacions d'una corporació global no mirés més enllà de la fulla de balanços o del benefici net. Però Harish Manwani, cap d'operacions d'Unilever, discuteix apassionadament que afegir valor, propòsit i sostenibilitat a la presa de decisions més importants no és únicament enginyós, és l'única manera de dirigir responsablement les empreses del segle 21 .
Harish Manwani - COO, Unilever
Harish Manwani joined Unilever as a management trainee in 1976; he is now the company's chief operating officer. Full bio
Harish Manwani joined Unilever as a management trainee in 1976; he is now the company's chief operating officer. Full bio
Double-click the English transcript below to play the video.
00:12
The entire model of capitalism
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Tot el model capitalista
00:15
and the economic model that you and I
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i el model econòmic en que tu i jo
00:18
did business in,
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fèiem negocis
00:19
and, in fact, continue to do business in,
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i, de fet, continuem fent negocis,
00:21
was built around what probably Milton Friedman
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està construït sobre el que, probablement, Milton Friedman
00:25
put more succinctly.
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va descriure concisament.
00:26
And Adam Smith, of course,
the father of modern economics
the father of modern economics
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I Adam Smith, és clar, el pare de l'economia moderna
00:29
actually said many, many years ago,
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en realitat va dir fa molts i molts anys,
00:31
the invisible hand,
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la mà invisible.
00:33
which is, "If you continue to operate
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que és, "Si continues treballant
00:35
in your own self-interest
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en benefici propi
00:37
you will do the best good for society."
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faràs el millor per a la societat."
00:39
Now, capitalism has done a lot of good things
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Ara, el capitalisme ha fet moltes coses bones
00:44
and I've talked about a lot of good
things that have happened,
things that have happened,
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i hem parlat sobre moltes coses bones que han passat,
00:47
but equally, it has not been able to meet up
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però igualment, no ha estat capaç de satisfer
00:50
with some of the challenges that we've seen
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alguns dels reptes que hem vist
00:52
in society.
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en la societat.
00:54
The model that at least I was brought up in
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El model en que, almenys jo, vaig créixer
00:56
and a lot of us doing
business were brought up in
business were brought up in
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i molts de nosaltres fent negocis hi vam créixer
00:58
was one which talked about
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era una de la que hem parlat
01:00
what I call the three G's of growth:
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és la que jo anomeno les tres G del creixement:
01:03
growth that is consistent,
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creixement que és constant,
01:04
quarter on quarter;
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quatrimestre a quatrimestre;
01:06
growth that is competitive,
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creixement que és competitiu,
01:07
better than the other person;
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millor que l'altra persona;
01:08
and growth that is profitable,
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i creixement que és rendible,
01:10
so you continue to make
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per a que continuïs produint
01:12
more and more shareholder value.
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més i més valor per l'accionista.
01:14
And I'm afraid this is not going to be good enough
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I tinc por que això no será suficientment bo
01:17
and we have to move from this 3G model
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i hem de passar d'aquet model 3G
01:20
to a model of what I call
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a un model que jo anomeno
01:22
the fourth G:
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la quarta G:
01:24
the G of growth that is responsible.
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la G del creixement que és responsable.
01:28
And it is this that has to become
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I és això el que ha d'esdevenir
01:31
a very important part
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una part molt important
01:33
of creating value.
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del crear valor.
01:35
Of not just creating economic value
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De no simplement crear valor econòmic
01:38
but creating social value.
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sinó crear valor social.
01:40
And companies that will thrive are those
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I les empreses que prosperaran són aquelles
01:43
that will actually embrace the fourth G.
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que acceptaran realment la quarta G.
01:47
And the model of 4G is quite simple:
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I el model 4G és força simple:
01:50
Companies cannot afford
to be just innocent bystanders
to be just innocent bystanders
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Les empreses no poden permetre's ser simples espectadors innocents
01:53
in what's happening around in society.
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del que està passant al voltant en la societat.
01:56
They have to begin to play their role
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Han de començar a fer el seu paper
01:59
in terms of serving the communities
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en quant a servir les comunitats
02:01
which actually sustain them.
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que realment les sostenen.
02:03
And we have to move to a model
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I hem de passar a un model
02:05
of an and/and model which is
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de i/i que es
02:07
how do we make money and do good?
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com guanyem diners i fem bé?
02:11
How do we make sure
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Com ens assegurem
02:13
that we have a great business
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que fem un gran negoci
02:14
but we also have a great environment around us?
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però també un gran ambient al voltant de nosaltres?
02:17
And that model
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I aquest model
02:18
is all about doing well and doing good.
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es tracta de fer bé y bo.
02:21
But the question is easier said than done.
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Però la questió és mes fàcil de dir que de fer.
02:24
But how do we actually get that done?
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Però com podem aconseguir fer-ho?
02:26
And I do believe
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I jo realment crec
02:27
that the answer to that is going to be leadership.
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que la resposta a això serà el lideratge.
02:30
It is going to be to redefine
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Serà la de redefinir
02:32
the new business models
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els nous models de negoci
02:33
which understand
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que entenen
02:35
that the only license to operate
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que l'única manera de fer
02:37
is to combine these things.
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es combinar aquestes coses.
02:39
And for that you need businesses
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I per això necessites negocies
02:41
that can actually define their role
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que realment poden definir el seu paper
02:44
in society
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en la societat
02:46
in terms of a much larger purpose
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en quant a un propòsit més gran
02:47
than the products and brands that they sell.
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que els productes i marques que ells venen.
02:50
And companies that actually define a true north,
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I empreses que realment defineixen un camí veritable,
02:53
things that are nonnegotiable
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coses que no son negociables
02:55
whether times are good, bad, ugly --
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si els temps són bons, dolents, lletjos --
02:58
doesn't matter.
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no importa.
02:59
There are things that you stand for.
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Hi ha coses que representes,
03:01
Values and purpose are going to be the two
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Valors i propòsits seran els dos
03:06
drivers of software
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conductors de software
03:08
that are going to create
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que crearan
03:09
the companies of tomorrow.
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les empreses del demà.
03:12
And I'm going to now shift
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I ara passaré
03:13
to talking a little bit about my own experiences.
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a parlar una miqueta sobre les meves experiències personals
03:17
I joined Unilever in 1976
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Vaig entrar a Unilever el 1976
03:20
as a management trainee in India.
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fent d'aprenent de gerencia a l'Índia.
03:23
And on my first day of work
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I el primer dia de treball
03:25
I walked in and my boss tells me,
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Vaig entrar i el meu cap em diu,
03:28
"Do you know why you're here?"
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"Saps perquè estàs aquí?"
03:30
I said, "I'm here to sell a lot of soap."
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Vaig dir, "Estic aquí per vendre molt sabó."
03:33
And he said,
"No, you're here to change lives."
"No, you're here to change lives."
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I ell va dir,
"No, estàs aquí per canviar vides."
"No, estàs aquí per canviar vides."
03:36
You're here to change lives.
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Estàs aquí per canviar vides.
03:38
You know, I thought it was rather facetious.
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Ja saps, vaig pensar que era bastant graciós.
03:40
We are a company that sells soap and soup.
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Som una empresa que ven sabó y sopa.
03:43
What are we doing about changing lives?
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Què fem per canviar vides?
03:46
And it's then I realized
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I és llavors quan vaig adonar-me
03:50
that simple acts
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que simples actes
03:52
like selling a bar of soap
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com vendre una barra de sabó
03:55
can save more lives
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pot salvar més vides
03:56
than pharmaceutical companies.
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que companyies farmacèutiques.
03:57
I don't know how many of you know
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No sé quants de vosaltres sabeu
03:59
that five million children don't reach the age of five
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que cinc milions de nens no arriben als cinc anys
04:02
because of simple infections that can be prevented
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degut a simples infeccions que poden ser previngudes
04:05
by an act of washing their hands with soap.
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en l'acte de rentarse les mans amb sabó
04:08
We run the largest
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Nosaltres dirigim
04:10
hand-washing program
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el programa més gran de "Rentar-se les mans"
04:11
in the world.
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al món.
04:12
We are running a program on hygiene and health
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Dirigim un programa d'higiene y salut
04:14
that now touches half a billion people.
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que arriba a 500 milions de persones.
04:16
It's not about selling soap,
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No es tracta de vendre sabó,
04:18
there is a larger purpose out there.
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hi ha un proòsit més gran allí.
04:20
And brands indeed can be
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I les marques, de fet, poden estar
04:22
at the forefront of social change.
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a l'avantguarda del canvi social
04:24
And the reason for that is,
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I la raó per això és que
04:26
when two billion people use your brands
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quan dos mil milions de persones utilitzen la teva marca
04:28
that's the amplifier.
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això és un amplificador.
04:30
Small actions can make a big difference.
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Petite accions poden marcar una gran diferència.
04:33
Take another example,
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Considera un altre exemple,
04:35
I was walking around in
one of our villages in India.
one of our villages in India.
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Estava caminant en un de les nostres pobles a l'Índia.
04:38
Now those of you who have done this
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Ara, aquells de vosaltres que ho heu fet
04:40
will realize that this is no walk in the park.
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sabeu que no és caminar en un parc.
04:45
And we had this lady
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I hi havia una senyora
04:47
who was one of our small distributors --
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que era una petita distribuidora nostra --
04:52
beautiful, very, very modest, her home --
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bonica, la seva casa era molt i molt modesta --
04:55
and she was out there,
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i ella estava allí fora,
04:58
dressed nicely,
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ben vestida,
04:59
her husband in the back, her mother-in-law behind
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el seu marit al darrere, la seva sogra darrere
05:01
and her sister-in-law behind her.
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i la seva cunyada darrere d'ella.
05:04
The social order was changing
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L'order social estava canviant
05:06
because this lady
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perque aquesta senyora
05:07
is part of our Project Shakti
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és part del nostre Projecte Shakti
05:09
that is actually teaching women
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que està ensenyant a dones
05:12
how to do small business
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com fer petits negocis
05:14
and how to carry the message
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i com difondre el missatge
05:15
of nutrition and hygiene.
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de la nutrició i la higiene.
05:17
We have 60,000 such women
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Tenim 60.000 dones així
05:20
now in India.
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ara a l'Índia.
05:22
It's not about selling soap,
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No es tracta de vendre sabó.
05:24
it's about making sure
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És tracta d'assegurar
05:25
that in the process of doing so
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que en el procès de fer-ho
05:27
you can change people's lives.
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pots canviar la vida de les persones.
05:30
Small actions, big difference.
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Petites accions, gran diferència.
05:33
Our R&D folks
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Els nostres companys d'I+D
05:35
are not only working to give us
some fantastic detergents,
some fantastic detergents,
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no estan únicament treballant per donar-nos detergents fantàstics,
05:38
but they're working to make sure we use less water.
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sinó que estan treballant per assegurar que utilitzem menys aigua.
05:41
A product that we've just launched recently,
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Un producte que hem tret recentment,
05:43
One Rinse product that allows you to save water
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un esbandidor que permet estalviar aigua
05:47
every time you wash your clothes.
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cada vegada que rentes la teva roba.
05:49
And if we can convert all our users to using this,
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I si podem fer que tots els nostres usuaris l'utilitzin,
05:52
that's 500 billion liters of water.
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això és 500 bilions de litres d'aigua.
05:54
By the way, that's equivalent to one month of water
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Per cert, això és equivalent a un mes d'aigua
05:56
for a whole huge continent.
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per a un gran continent sencer
06:00
So just think about it.
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Així que, pensa-hi.
06:01
There are small actions that
can make a big difference.
can make a big difference.
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Hi ha petites accions que poden marcar una gran diferència.
06:05
And I can go on and on.
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I puc continuar i continuar.
06:06
Our food chain, our brilliant products --
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La nostra cadena alimentària, els nostres magnífics productes --
06:09
and I'm sorry I'm giving you
a word from the sponsors --
a word from the sponsors --
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i perdó per mencionar-vos alguns patrocinadors --
06:11
Knorr, Hellman's and all those wonderful products.
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Knorr, Hellman's i tots aquells productes meravellosos.
06:15
We are committed to making sure that
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Estem compromesos a assegurar que
06:17
all our agricultural raw materials
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totes les nostres matèries primeres agrícoles
06:19
are sourced from sustainable sources,
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provenen de fonts sostenibles
06:21
100-percent sustainable sources.
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cent per cent fonts sostenibles.
06:24
We were the first
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Vam ser els primers
06:25
to say we are going to buy all of our palm oil
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a dir que compraríem tot el nostre oli de palma
06:27
from sustainable sources.
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de fonts sostenibles.
06:29
I don't know how many of you know that palm oil,
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No sé quants de vosaltres coneixeu l'oli de palma,
06:33
and not buying it from sustainable sources,
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i no comprarlo de fonts sostenibles,
06:36
can create deforestation that is responsible
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pot generar desforestació que és responsable
06:38
for 20 percent of the greenhouse gasses in the world.
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del 20 percent dels gasos d'efecte hivernacle
06:41
We were the first to embrace that,
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Nosaltres vam ser els primers a acceptar-ho,
06:43
and it's all because we market soap and soup.
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i és perque venem sopa y sabó.
06:48
And the point I'm making here
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I la qüestió que estic presentant aquí
06:50
is that companies like yours, companies like mine
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és que empreses com les vostres, empreses com la meva
06:53
have to define a purpose
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han de definir el seu propòsit
06:56
which embraces responsibility
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que accepta responsabilitat
06:58
and understands that we have to play our part
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i entén que hem de fer la nostra part
07:00
in the communities in which we operate.
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en les comunitats en les que ens movem.
07:03
We introduced something called
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Nosaltres vam presentar una cosa anomenada
07:05
The Unilever Sustainable Living Plan, which said,
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"El Pla de Vida Sostenible Unilever", que deia,
07:08
"Our purpose is to make
sustainable living commonplace,
sustainable living commonplace,
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"El nostre propòsit és fer comuna la vida sostenible ,
07:11
and we are gong to change the lives
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i canviarem les vides
07:13
of one billion people over 2020."
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de mil milions de persones per l'any 2020."
07:15
Now the question here is,
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Ara la qüestió aquí és,
07:17
where do we go from here?
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on anem a partir d'aquí?
07:19
And the answer to that is very simple:
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I la resposta a això és molt simple:
07:21
We're not going to change the world alone.
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No canviarem el món tot sols,
07:23
There are plenty of you and plenty of us
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Hi ha molts de vosaltres i molts de nosaltres
07:25
who understand this.
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que ho entenen.
07:27
The question is,
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La qüestió és,
07:28
we need partnerships, we need coalitions
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necessitem associacions, necessitem coalicions
07:31
and importantly, we need that leadership
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i de manera important, necessitem lideratge
07:33
that will allow us to take this from here
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que ens permetrà portar això des d'aquí
07:36
and to be the change
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i ser el canvi
07:37
that we want to see around us.
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que volem veure al nostre voltant.
07:39
Thank you very much.
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Moltes gràcies.
07:40
(Applause)
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(Aplaudiments)
ABOUT THE SPEAKER
Harish Manwani - COO, UnileverHarish Manwani joined Unilever as a management trainee in 1976; he is now the company's chief operating officer.
Why you should listen
Harish Manwani is a Unilever man through and through. Having joined the company in 1976, he imagined that his time would be taken up with selling soap and soup. Not so, his then-boss told him. "You're here to change lives." It sounded far-fetched, but as the years went on and as he moved through the ranks of the corporation, Manwani began to understand his mentor's wisdom. Those words remain close to his heart even in his current role as the company's chief operating officer.
Now based in Singapore, Manwani graduated from Mumbai University and has a master's degree in management studies; he also attended the advanced management program at the Harvard Business School. He is the non-executive chairman of Hindustan Lever and a member of the executive board of the Indian School of Business.
Harish Manwani | Speaker | TED.com