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DIGEST
Building a green business: Lessons from sustainability start-ups. Green tech and climate technology companies are rapidly altering the competitive landscape. With sustainability now a business imperative, incumbents need to move quickly—or risk being left behind.

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by Harry Bowcott, Philipp Ernst, Anna Heid, and Philipp Hillenbrand

YASHIL BIZNESNI QURISH: BARQARORLIK SOHASIDAGI STARTAPLARDAN SABOQLAR. Yashil texnologiyalar va iqlim texnologiyalari kompaniyalari raqobatbardosh landshaftni tezda o'zgartirmoqda. Barqarorlik hozirda biznes uchun zarur bo'lganligi sababli, amaldorlar tezda harakat qilishlari kerak - yoki ortda qolish xavfi mavjud.

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Garri Boukot, Filipp Ernst, Anna Xeyd va Filipp Xillenbrand tomonidan
Sustainability has become an imperative—for companies, as well as for the planet. A decade ago, reducing environmental impact was merely a “nice to have” for organizations. Today, leaders face ever increasing pressure from employees, customers, and investors to act decisively on environmental issues. It’s now a necessity—as well as a genuine and enormous business opportunity.
Barqarorlik kompaniyalar uchun ham, sayyoramiz uchun ham zaruratga aylandi. O'n yil oldin atrof-muhitga ta'sirni kamaytirish tashkilotlar uchun shunchaki "yaxshi" edi. Bugungi kunda rahbarlar xodimlar, mijozlar va investorlar tomonidan atrof-muhit masalalarida qat'iy harakat qilishlari uchun tobora kuchayib borayotgan bosimga duch kelishmoqda. Endi bu zarurat, shuningdek, haqiqiy va ulkan biznes imkoniyati.
There’s a problem, though: too many incumbents are lagging, perhaps unaware of the boom in climatetechnologies—or, more likely, unconcerned about it. Around the world and across all sectors, emerging climate technology companies are changing the game when it comes to how organizations can and should approach sustainability. They’re increasingly well funded, and, as one CEO told us, they’re “moving quickly and boldly. You can’t make small things in a small way—you have to think about making something massive.”
Biroq, muammo bor: juda ko'p amaldorlar ortda qolmoqda, ehtimol iqlim texnologiyalari rivojlanishidan bexabar yoki, ehtimol, bu haqda befarq. Dunyo bo'ylab va barcha sohalarda rivojlanayotgan iqlim texnologiyalari kompaniyalari, tashkilotlar barqarorlikka qanday yondashishi va qanday yondashishi kerakligi haqida gap ketganda, o'yinni o'zgartirmoqda. Ular tobora yaxshi moliyalashtirilmoqda va bir bosh direktor bizga aytganidek, ular “tez va jasorat bilan harakat qilmoqdalar. Kichkina narsalarni kichik yo'l bilan yasay olmaysiz - siz katta narsalarni yaratish haqida o'ylashingiz kerak."

We’ve seen this pattern before—notably in the realm of digital disruption. Rewards often flow disproportionately to first movers or, at a minimum, to companies at the forefront of addressing the disruptive threat. So what can established companies do? They can understand what makes disruptors different, lay a foundation for taking action, and prioritize four imperatives:

Biz bu naqshni avval ham ko'rganmiz, ayniqsa raqamli buzilish sohasida. Mukofotlar ko'pincha nomutanosib ravishda birinchi harakatlanuvchilarga yoki hech bo'lmaganda buzilish tahdidiga qarshi kurashda birinchi o'rinda turadigan kompaniyalarga tushadi. Xo'sh, tashkil etilgan kompaniyalar nima qilishi mumkin? Ular buzg'unchilarni nimadan farq qilishini tushunishlari, harakat qilish uchun asos yaratishlari va to'rtta imperativga ustunlik berishlari mumkin:

— set a “North Star”: a bold sustainability vision that sets them apart

— double down on talent and culture
— flex their operating model, with leaders rolemodeling a bold experimental mindset
— take an agile approach to risk capital, knowing commercialization of products and services won’t happen overnight.
- "Shimoliy yulduz" ni belgilang: ularni bir-biridan ajratib turadigan barqaror barqarorlik nuqtai nazari
- iste'dod va madaniyatni ikki baravar kamaytiring
— yetakchilar jasur eksperimental fikrlash tarzini namuna qilib, o'zlarining operatsion modellarini moslashuvchan
- mahsulot va xizmatlarni tijoratlashtirish bir kechada sodir bo'lmasligini bilib, tavakkalchilik kapitaliga tezkor yondashing.