Between Breakfast and Dicky's

A group of various stakeholders (Dorothy, Scarecrow, Tin man, and the cowardly Lion) was looking for their way to Emerald City, where the wizard of Cause could explain them how to implement their CSR activities in a clear, consistent and effective way.

Dorothy truly believed that CSR was her ticket home. Better yet, CSR felt like home. It was all that she believed in and she had integrated CSR in every facet of her company. Her product lines consisted of RED © ruby shoes, SEDEX approved dresses and one-for-one gift baskets, where she will donate a gift basket to the World food Program for every basket bought.

Scarecrow believed that CSR needed a brain, a logical business motivation, because he heard that Profit is one of the 3 P’s. His need for focus made him decide  to focus on this specific ‘P’ in order to implement an efficient CSR-strategy. The other P’s would not be forgotten, but would serve as stepping stones towards more profit.

Tin Man was running a firm of Endearment: not looking for share of wallet, but a share of heart. His experience at Google and Ikea made him see that an emotional bond with stakeholders will result in an enduring company. He learned the hard way that becoming a firm of endearment, is not as difficult as staying one. Once you take your emotionally attached stakeholders for granted you will get rusty and eventually stop moving all together.

The cowardly lion was afraid that if he didn’t implement a CSR programme, he would be punished by customers, suppliers and investors. He followed their demands, which resulted in a total misfit between his actual beliefs and the company’s CSR practices. If only he had the courage to walk his own path….

In search of the perfect CSR strategy they decided to team up to pay a visit to the Wizard of Cause. Every company worldwide will have to walk the Yellow Brick Road to Emerald City at a certain point, in order to reach the perfect CSR strategy. As many companies had already experienced, the road to Emerald City is a misty one; the road to CSR excellence has become clouded with all sorts of sideways, cross roads and even attempted short cuts. It became clear that many roads lead to the CSR capital. The most difficult part on their path towards CSR was the location of the yellow brick road. The road is open, with little trees or buildings to hide behind, making companies vulnerable for the public eye, and especially for the green faced Wicked Witch of the West. She is never satisfied with the travellers’ environmental developments and she will therefore try to burn the companies where she can.



When they arrived at the city gates of Emerald City they started to feel a bit uncomfortable. They have walked the path to CSR for a long time now. What if the Wizard of Cause would tell them that all their efforts have been useless? That he couldn’t help them, because they were too set in their ways?

They entered the hall where the Wizard was expecting them. This was the place where the great secret of CSR would be revealed to them. “What is CSR to you?”, a dark voice asked them. “ A smart business strategy”, answered scarecrow. “An emotion”, said Tin Man. “A protection”, stumbled the lion. “ It’s who I am and where I feel comfortable”, said Dorothy.

“Then why are you here?”, asked the voice. “What do you mean”, said Tin Man.

“You are all responsible people, representing responsible businesses. Don’t keep asking yourself why you’re doing this, while the most important thing is that you are doing it in the first place. Whether you want to grow, be loved, feel protected or just feel comfortable, you’re doing good. But remember, when being responsible and when claiming to be responsible, make sure that you implement it in every part of your company. In your brain, in your heart, in your confidence and uncertainties, but most of all in your DNA. That’s why I would like to ask you Dorothy, since CSR is already in your DNA, to become the new CEO of Emerald City INC. But only if you accept Scarecrow, Tin Man and Lion as your Board. CSR is Emerald City and Emerald City is your home. And guess what….there is no place like home.”

The four companions accepted. Ever since, Emerald City INC. has topped all the lists from most profitable company and most loved company to best place to work!

Happy Holidays (Click)!!!

Door: Maarten Simons

(ps. CSR is not a fairy tale. When you believe in it, your wildest dreams will come true!!)