Harish Manwani: Profit's not always the point

Translator: Josep Maria Cuñer Reviewer: Judit Piñol (Amara Staff)

The entire model of capitalism

Tot el model capitalista

and the economic model that you and I

i el model econòmic en que tu i jo

did business in,

fèiem negocis

and, in fact, continue to do business in,

i, de fet, continuem fent negocis,

was built around what probably Milton Friedman

està construït sobre el que, probablement, Milton Friedman

put more succinctly.

va descriure concisament.

And Adam Smith, of course, the father of modern economics

I Adam Smith, és clar, el pare de l'economia moderna

actually said many, many years ago,

en realitat va dir fa molts i molts anys,

the invisible hand,

la mà invisible.

which is, "If you continue to operate

que és, "Si continues treballant

in your own self-interest

en benefici propi

you will do the best good for society."

faràs el millor per a la societat."

Now, capitalism has done a lot of good things

Ara, el capitalisme ha fet moltes coses bones

and I've talked about a lot of good things that have happened,

i hem parlat sobre moltes coses bones que han passat,

but equally, it has not been able to meet up

però igualment, no ha estat capaç de satisfer

with some of the challenges that we've seen

alguns dels reptes que hem vist

in society.

en la societat.

The model that at least I was brought up in

El model en que, almenys jo, vaig créixer

and a lot of us doing business were brought up in

i molts de nosaltres fent negocis hi vam créixer

was one which talked about

era una de la que hem parlat

what I call the three G's of growth:

és la que jo anomeno les tres G del creixement:

growth that is consistent,

creixement que és constant,

quarter on quarter;

quatrimestre a quatrimestre;

growth that is competitive,

creixement que és competitiu,

better than the other person;

millor que l'altra persona;

and growth that is profitable,

i creixement que és rendible,

so you continue to make

per a que continuïs produint

more and more shareholder value.

més i més valor per l'accionista.

And I'm afraid this is not going to be good enough

I tinc por que això no será suficientment bo

and we have to move from this 3G model

i hem de passar d'aquet model 3G

to a model of what I call

a un model que jo anomeno

the fourth G:

la quarta G:

the G of growth that is responsible.

la G del creixement que és responsable.

And it is this that has to become

I és això el que ha d'esdevenir

a very important part

una part molt important

of creating value.

del crear valor.

Of not just creating economic value

De no simplement crear valor econòmic

but creating social value.

sinó crear valor social.

And companies that will thrive are those

I les empreses que prosperaran són aquelles

that will actually embrace the fourth G.

que acceptaran realment la quarta G.

And the model of 4G is quite simple:

I el model 4G és força simple:

Companies cannot afford to be just innocent bystanders

Les empreses no poden permetre's ser simples espectadors innocents

in what's happening around in society.

del que està passant al voltant en la societat.

They have to begin to play their role

Han de començar a fer el seu paper

in terms of serving the communities

en quant a servir les comunitats

which actually sustain them.

que realment les sostenen.

And we have to move to a model

I hem de passar a un model

of an and/and model which is

de i/i que es

how do we make money and do good?

com guanyem diners i fem bé?

How do we make sure

Com ens assegurem

that we have a great business

que fem un gran negoci

but we also have a great environment around us?

però també un gran ambient al voltant de nosaltres?

And that model

I aquest model

is all about doing well and doing good.

es tracta de fer bé y bo.

But the question is easier said than done.

Però la questió és mes fàcil de dir que de fer.

But how do we actually get that done?

Però com podem aconseguir fer-ho?

And I do believe

I jo realment crec

that the answer to that is going to be leadership.

que la resposta a això serà el lideratge.

It is going to be to redefine

Serà la de redefinir

the new business models

els nous models de negoci

which understand

que entenen

that the only license to operate

que l'única manera de fer

is to combine these things.

es combinar aquestes coses.

And for that you need businesses

I per això necessites negocies

that can actually define their role

que realment poden definir el seu paper

in society

en la societat

in terms of a much larger purpose

en quant a un propòsit més gran

than the products and brands that they sell.

que els productes i marques que ells venen.

And companies that actually define a true north,

I empreses que realment defineixen un camí veritable,

things that are nonnegotiable

coses que no son negociables

whether times are good, bad, ugly --

si els temps són bons, dolents, lletjos --

doesn't matter.

no importa.

There are things that you stand for.

Hi ha coses que representes,

Values and purpose are going to be the two

Valors i propòsits seran els dos

drivers of software

conductors de software

that are going to create

que crearan

the companies of tomorrow.

les empreses del demà.

And I'm going to now shift

I ara passaré

to talking a little bit about my own experiences.

a parlar una miqueta sobre les meves experiències personals

I joined Unilever in 1976

Vaig entrar a Unilever el 1976

as a management trainee in India.

fent d'aprenent de gerencia a l'Índia.

And on my first day of work

I el primer dia de treball

I walked in and my boss tells me,

Vaig entrar i el meu cap em diu,

"Do you know why you're here?"

"Saps perquè estàs aquí?"

I said, "I'm here to sell a lot of soap."

Vaig dir, "Estic aquí per vendre molt sabó."

And he said, "No, you're here to change lives."

I ell va dir, "No, estàs aquí per canviar vides."

You're here to change lives.

Estàs aquí per canviar vides.

You know, I thought it was rather facetious.

Ja saps, vaig pensar que era bastant graciós.

We are a company that sells soap and soup.

Som una empresa que ven sabó y sopa.

What are we doing about changing lives?

Què fem per canviar vides?

And it's then I realized

I és llavors quan vaig adonar-me

that simple acts

que simples actes

like selling a bar of soap

com vendre una barra de sabó

can save more lives

pot salvar més vides

than pharmaceutical companies.

que companyies farmacèutiques.

I don't know how many of you know

No sé quants de vosaltres sabeu

that five million children don't reach the age of five

que cinc milions de nens no arriben als cinc anys

because of simple infections that can be prevented

degut a simples infeccions que poden ser previngudes

by an act of washing their hands with soap.

en l'acte de rentarse les mans amb sabó

We run the largest

Nosaltres dirigim

hand-washing program

el programa més gran de "Rentar-se les mans"

in the world.

al món.

We are running a program on hygiene and health

Dirigim un programa d'higiene y salut

that now touches half a billion people.

que arriba a 500 milions de persones.

It's not about selling soap,

No es tracta de vendre sabó,

there is a larger purpose out there.

hi ha un proòsit més gran allí.

And brands indeed can be

I les marques, de fet, poden estar

at the forefront of social change.

a l'avantguarda del canvi social

And the reason for that is,

I la raó per això és que

when two billion people use your brands

quan dos mil milions de persones utilitzen la teva marca

that's the amplifier.

això és un amplificador.

Small actions can make a big difference.

Petite accions poden marcar una gran diferència.

Take another example,

Considera un altre exemple,

I was walking around in one of our villages in India.

Estava caminant en un de les nostres pobles a l'Índia.

Now those of you who have done this

Ara, aquells de vosaltres que ho heu fet

will realize that this is no walk in the park.

sabeu que no és caminar en un parc.

And we had this lady

I hi havia una senyora

who was one of our small distributors --

que era una petita distribuidora nostra --

beautiful, very, very modest, her home --

bonica, la seva casa era molt i molt modesta --

and she was out there,

i ella estava allí fora,

dressed nicely,

ben vestida,

her husband in the back, her mother-in-law behind

el seu marit al darrere, la seva sogra darrere

and her sister-in-law behind her.

i la seva cunyada darrere d'ella.

The social order was changing

L'order social estava canviant

because this lady

perque aquesta senyora

is part of our Project Shakti

és part del nostre Projecte Shakti

that is actually teaching women

que està ensenyant a dones

how to do small business

com fer petits negocis

and how to carry the message

i com difondre el missatge

of nutrition and hygiene.

de la nutrició i la higiene.

We have 60,000 such women

Tenim 60.000 dones així

now in India.

ara a l'Índia.

It's not about selling soap,

No es tracta de vendre sabó.

it's about making sure

És tracta d'assegurar

that in the process of doing so

que en el procès de fer-ho

you can change people's lives.

pots canviar la vida de les persones.

Small actions, big difference.

Petites accions, gran diferència.

Our R&D folks

Els nostres companys d'I+D

are not only working to give us some fantastic detergents,

no estan únicament treballant per donar-nos detergents fantàstics,

but they're working to make sure we use less water.

sinó que estan treballant per assegurar que utilitzem menys aigua.

A product that we've just launched recently,

Un producte que hem tret recentment,

One Rinse product that allows you to save water

un esbandidor que permet estalviar aigua

every time you wash your clothes.

cada vegada que rentes la teva roba.

And if we can convert all our users to using this,

I si podem fer que tots els nostres usuaris l'utilitzin,

that's 500 billion liters of water.

això és 500 bilions de litres d'aigua.

By the way, that's equivalent to one month of water

Per cert, això és equivalent a un mes d'aigua

for a whole huge continent.

per a un gran continent sencer

So just think about it.

Així que, pensa-hi.

There are small actions that can make a big difference.

Hi ha petites accions que poden marcar una gran diferència.

And I can go on and on.

I puc continuar i continuar.

Our food chain, our brilliant products --

La nostra cadena alimentària, els nostres magnífics productes --

and I'm sorry I'm giving you a word from the sponsors --

i perdó per mencionar-vos alguns patrocinadors --

Knorr, Hellman's and all those wonderful products.

Knorr, Hellman's i tots aquells productes meravellosos.

We are committed to making sure that

Estem compromesos a assegurar que

all our agricultural raw materials

totes les nostres matèries primeres agrícoles

are sourced from sustainable sources,

provenen de fonts sostenibles

100-percent sustainable sources.

cent per cent fonts sostenibles.

We were the first

Vam ser els primers

to say we are going to buy all of our palm oil

a dir que compraríem tot el nostre oli de palma

from sustainable sources.

de fonts sostenibles.

I don't know how many of you know that palm oil,

No sé quants de vosaltres coneixeu l'oli de palma,

and not buying it from sustainable sources,

i no comprarlo de fonts sostenibles,

can create deforestation that is responsible

pot generar desforestació que és responsable

for 20 percent of the greenhouse gasses in the world.

del 20 percent dels gasos d'efecte hivernacle

We were the first to embrace that,

Nosaltres vam ser els primers a acceptar-ho,

and it's all because we market soap and soup.

i és perque venem sopa y sabó.

And the point I'm making here

I la qüestió que estic presentant aquí

is that companies like yours, companies like mine

és que empreses com les vostres, empreses com la meva

have to define a purpose

han de definir el seu propòsit

which embraces responsibility

que accepta responsabilitat

and understands that we have to play our part

i entén que hem de fer la nostra part

in the communities in which we operate.

en les comunitats en les que ens movem.

We introduced something called

Nosaltres vam presentar una cosa anomenada

The Unilever Sustainable Living Plan, which said,

"El Pla de Vida Sostenible Unilever", que deia,

"Our purpose is to make sustainable living commonplace,

"El nostre propòsit és fer comuna la vida sostenible ,

and we are gong to change the lives

i canviarem les vides

of one billion people over 2020."

de mil milions de persones per l'any 2020."

Now the question here is,

Ara la qüestió aquí és,

where do we go from here?

on anem a partir d'aquí?

And the answer to that is very simple:

I la resposta a això és molt simple:

We're not going to change the world alone.

No canviarem el món tot sols,

There are plenty of you and plenty of us

Hi ha molts de vosaltres i molts de nosaltres

who understand this.

que ho entenen.

The question is,

La qüestió és,

we need partnerships, we need coalitions

necessitem associacions, necessitem coalicions

and importantly, we need that leadership

i de manera important, necessitem lideratge

that will allow us to take this from here

que ens permetrà portar això des d'aquí

and to be the change

i ser el canvi

that we want to see around us.

que volem veure al nostre voltant.

Thank you very much.

Moltes gràcies.

(Applause)

(Aplaudiments)