Overfished Ocean Strategy

Powering Up Innovation for a Resource-Deprived World

Nadya Zhexembayeva (Author)

Publication date: 05/06/2014

Overfished Ocean Strategy

Explains why companies must put resource scarcity at the center of their overall strategic thinking rather than relegating it to their ""green"" division

  • Explains why companies must put resource scarcity at the center of their overall strategic thinking rather than relegating it to their "green" division
  • Lays out five principles for turning scarcity into opportunity
  • Features examples of companies all over the world that are successfully sailing the overfished ocean

We all know the proverb about teaching someone to fish, but if there are no fish left, knowing how to catch them won't do you any good. And that's the position businesses are in today. Resources are being depleted at an alarming rate. The cost of raw materials is rising dramatically. We are, simply put, running out of things to take and places to trash.

To survive in the long term, says Nadya Zhexembayeva, businesses need to make resource scarcity-the overfished ocean-their primary strategic consideration, not just a concern for their "green" division. Those managers who deeply understand and master this shift will be able to turn the new reality into a remarkable competitive advantage.

Overfished Ocean Strategy offers five essential principles for innovating in this new reality. Zhexembayeva shows how businesses have been finding new opportunities in what were once considered useless by-products, discovering resource-conserving efficiencies up and down their value chain, transferring their expertise from physical products to services, and developing ways to rapidly try out and refine these new business models. A business owner herself, Zhexembayeva fills the book with examples of companies that are already successfully navigating the overfished ocean, from established corporations such as BMW, Microsoft, and Puma to newcomers such as Lush, FLOOW2, and Sourcemap.

The linear, throwaway economy of today-in which we extract resources at one end, create products, and throw them away at the other-is rapidly coming to an end. A new economy is being born, one that takes this line and turns it into a circle. In every industry, creative minds are learning how to make money from reducing rather than expanding. Nadya Zhexembayeva shows how you can join them and avoid being left high and dry.

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Overview

Explains why companies must put resource scarcity at the center of their overall strategic thinking rather than relegating it to their ""green"" division

  • Explains why companies must put resource scarcity at the center of their overall strategic thinking rather than relegating it to their "green" division
  • Lays out five principles for turning scarcity into opportunity
  • Features examples of companies all over the world that are successfully sailing the overfished ocean

We all know the proverb about teaching someone to fish, but if there are no fish left, knowing how to catch them won't do you any good. And that's the position businesses are in today. Resources are being depleted at an alarming rate. The cost of raw materials is rising dramatically. We are, simply put, running out of things to take and places to trash.

To survive in the long term, says Nadya Zhexembayeva, businesses need to make resource scarcity-the overfished ocean-their primary strategic consideration, not just a concern for their "green" division. Those managers who deeply understand and master this shift will be able to turn the new reality into a remarkable competitive advantage.

Overfished Ocean Strategy offers five essential principles for innovating in this new reality. Zhexembayeva shows how businesses have been finding new opportunities in what were once considered useless by-products, discovering resource-conserving efficiencies up and down their value chain, transferring their expertise from physical products to services, and developing ways to rapidly try out and refine these new business models. A business owner herself, Zhexembayeva fills the book with examples of companies that are already successfully navigating the overfished ocean, from established corporations such as BMW, Microsoft, and Puma to newcomers such as Lush, FLOOW2, and Sourcemap.

The linear, throwaway economy of today-in which we extract resources at one end, create products, and throw them away at the other-is rapidly coming to an end. A new economy is being born, one that takes this line and turns it into a circle. In every industry, creative minds are learning how to make money from reducing rather than expanding. Nadya Zhexembayeva shows how you can join them and avoid being left high and dry.

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Meet the Author


Visit Author Page - Nadya Zhexembayeva



Dr. Nadya Zhexembayeva is a business owner, author, and educator working at the intersection of innovation, leadership, and sustainable growth. As a business owner, Nadya oversees a group of companies active in real estate, investment, and consulting industries. Her recent client engagements include The Coca-Cola Company, ENRC PLC, Erste Bank, Henkel, Knauf Insulation, and Vienna Insurance Group.

Nadya also serves as the Coca-Cola Chaired Professor of Sustainable Development at IEDC- Bled School of Management, an executive education center based in Slovene Alps, where she teaches courses in leadership, strategy, change management, design thinking, and sustainability. In addition to IEDC, Dr. Zhexembayeva has taught in a number of other business schools, including CEDEP-INSEAD (France) and IPADE (Mexico).

Dr. Zhexembayeva chairs Resourcefulness Advisory Board at OMV, an oil and gas company, and sits on the Advisory Board of Fowler Center for Sustainable Value at Weatherhead School of Management, Case Western Reserve University. She also serves as Vice-President of Challenge:Future, a global student think-DO-tank and innovation competition.

“Overfished Ocean Strategy: Powering Up Innovation for Resource- Deprived World” is Nadya’s second book. Together with Chris Laszlo, in 2011, Dr. Zhexembayeva co-authored her first book, “Embedded Sustainability: The Next Big Competitive Advantage,” published by Stanford University Press in the US and Greenleaf Publishing in the UK.

A daughter of Kazakhstan, these days Nadya and her family split their life between US and Europe.

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Table of Contents

Warm Greetings!

  1. Where Are the Fish? The New Competitive Reality
  2. Overfished Ocean Strategy:
  3. Five Principles That Make It Work
  4. Principle One: Line to Circle
  5. Principle Two: Vertical to Horizontal
  6. Principle Three: Growth to Growth
  7. Principle Four: Plan to Model
  8. Principle Five: Department to Mind-Set
  9. The Death of Green, or Is Your Marriage Sustainable?
  10. As a Means of Conclusion: What Should Business Do?

My Big Thanks

Notes

Index

About the Author

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Endorsements

“To bring three billion new middle-class consumers into the global economy will require a revolution in resource productivity in everything from farms to fisheries to factories. Zhexembayeva's groundbreaking book provides a road map for turning resource scarcity—the ‘overfished ocean'—into a competitive advantage. She shows how forward-looking businesses are already doing this and explains how any business can do the same.”
—Joel Makower, Executive Editor, GreenBiz Group, Inc., and author of Strategies for the Green Economy

“This book should be required reading for all business leaders who have a sensitivity for our common dependence on natural systems, whether fisheries, water, air, or soil. A compelling case for business to do good and do well!”
—Chuck Fowler, Chairman of the Executive Committee, Fairmount Minerals, Ltd.

“A resource-depleting world such as the one we currently live in entails a radical shift toward new governing principles, innovative ideas, and creative mindsets. It means taking a step back from the traditional linear economy, where everything is consumed and subsequently wasted, and finding the ‘disruptive innovation' (as the author skillfully names it) that transforms the line into a circle. This book provides the set of rules that will guide you in taking this leap of faith, while telling the inspiring stories of the ones who have already done so. As CEO of an oil and gas company that has placed ‘resourcefulness' as the stepping-stone of its strategy, I strongly recommend this book as an absolute must-read for any business professional ready to embark on this challenging but rewarding journey.”
—Mariana Gheorghe, CEO, OMV Petrom, and one of Fortune magazine's “Most Powerful Women: The International Power 50”

“If you are looking for a recipe against sustainability fatigue, this book is definitely an eye-opener. Dr. Nadya Zhexembayeva makes a clear analysis of the need for a real radical, disruptive innovative approach to cope with resource scarcity. She does not aim to offer quick fixes, but she does recommend a strong thinking framework. Her business examples are intriguing and hopeful. She definitely offers the sustainability debate a new meaning and businesses the appetite to consider new business models. Refreshing!”
—Wilfried Grommen, Chief Technologist, Hewlett-Packard

“This is the best sustainability business book of the decade, no question, because it is truly a business book—it's not about sustainability as an add-on but the future of a sensational business model innovation. If you want to lead in the circular economy, inspire new sources of value, and consistently create uncontested market space, place this book at the core of your breakthrough performance agenda. ‘This is what I've been looking for for a long time'—that's exactly what I think you are going to say when you read this stunning and special book.” 
—David L. Cooperrider, Fairmount Minerals Professor and Faculty Chair, Fowler Center for Sustainable Value, Weatherhead School of Management, Case Western Reserve University

“What would happen if a smart researcher and businesswoman wrote a book on the broken state of our global economy and how to set it right? In the best case, the outcome would resemble the artful storytelling and crisp advice Nadya Zhexembayeva delivers us in
Overfished Ocean Strategy. We need every person inside business and out to read Nadya's book today. The good news: in doing so, readers will not only learn key principles for enabling a flourishing future but enjoy the process along the way. Kudos to Nadya for this fresh addition to the short list of truly hopeful and helpful guidebooks to the 21st century!”
—KoAnn Vikoren Skrzyniarz, founder and CEO, Sustainable Brands

"Nadya's book is not about future, it's about here and now. And a great eye opener, a call for leadership with a view."
—Patrice Briol, Group Human Resources Director, Knauf Insulation Business

“Amid the sea of dry sustainability books,
Overfished Ocean Strategy is a forceful tide of cutting-edge business stories and essential facts brought vividly to life. Zhexembayeva writes with passion and experience about radical business strategies for a smarter, not just greener, world. She engages our senses and emotions to deliver the broad brushstrokes of what it will take to succeed in the future in business. A brilliant and refreshingly fast-paced read!”
—Chris Laszlo, Associate Professor of Organizational Behavior, Case Western Reserve University, and coauthor of Embedded Sustainability

Overfished Ocean Strategy delivers five simple principles for transforming business, not just through the next generation of sustainability but through truly smart innovation. All those who want to create new market space while creating deeper meaning for themselves and customers need to read this book.”
—Soren Kaplan, author of Leapfrogging and speaker, consultant, and entrepreneur

“The famous quote attributed to Albert Einstein warns that we cannot solve complex problems from the same mindset that first detects or diagnoses them. This important book helps us create that shift of perspective necessary to address and embrace the call of our times: to cocreate human institutions for a sustainable future. Through the five principles underlying the Overfished Ocean Strategy, the author gives practiced and actionable ways we can re-vision our current and future challenges or opportunities to produce truly sustainable enterprises that ensure individual and collective flourishing for generations to come.”
—Ronald Fry, PhD, Professor of Organizational Behavior, Case Western Reserve University

“When the question is not
if but when, our responses in past decades have been more like the ocean's waves rather than tsunamis. Today, at the edge of the tipping point, businesses, shareholders, and governments need nothing less than the ‘Hitchhiker's Guide to the New Reality.' Some of the guidance we need is revealed here in this book. Nadya Zhexembayeva provides exquisite navigation through fundamental questions of meaning and of real needs, through the search beyond the boundaries of risk and of opportunities, and toward radical change. Enjoy the journey and hope to see you in the New Reality.”
—Andreja Kodrin, founder and President, Challenge: Future

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