{"id":20233,"date":"2022-01-18T09:00:18","date_gmt":"2022-01-18T08:00:18","guid":{"rendered":"https:\/\/primate.consulting\/?p=20233"},"modified":"2025-11-10T11:52:33","modified_gmt":"2025-11-10T10:52:33","slug":"primates-readings-net-positive-how-courageous-companies-thrive-by-giving-more-than-they-take","status":"publish","type":"post","link":"https:\/\/www.primate.consulting\/en\/primates-readings-net-positive-how-courageous-companies-thrive-by-giving-more-than-they-take\/","title":{"rendered":"PRIMATE&#8217;S READINGS &#8211; Net Positive &#8211; How courageous companies thrive by giving more than they take"},"content":{"rendered":"<p><strong>What is important about this book<\/strong><\/p>\n<p><strong>Why did mayonnaise beat ketchup?<\/strong> A question that might sound trivial, yet <strong>it\u2019s the starting point of this book.<\/strong> <strong>It refers to the clash between two food giants, Unilever and Kraft Heinz<\/strong>: on one side, a long-term model built on investment, purpose, and stakeholder capitalism; on the other, cost-cutting, quarterly returns, and shareholder value maximization. <strong>The first philosophy thrived \u2014 the second contracted.<\/strong><\/p>\n<p><strong><em>Net Positive<\/em><\/strong><strong> proposes a new way of doing business: not merely reducing harm, but creating regenerative value for society.<\/strong> It\u2019s a model that combines realism and ambition, showing that <strong>companies can prosper by serving all stakeholders <\/strong>\u2014 people, communities, the environment, and institutions \u2014<strong> not just shareholders.<\/strong><\/p>\n<p><strong>The authors are Paul Polman and Andrew Winston. Polman, former CEO of Unilever,<\/strong> led one of the most emblematic transformations of modern capitalism, <strong>increasing shareholder value by 300%<\/strong> while keeping the company ranked first in the world for sustainability for eleven consecutive years. <strong>Winston, one of the world\u2019s leading experts in sustainable business,<\/strong> translates that experience into practical tools, with a powerful message: <strong>the companies of the future will profit by solving the world\u2019s problems, not by creating them.<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p><strong>Quotes<\/strong><\/p>\n<ul>\n<li><em>\u201cImagine what net positive could look like when companies solve the biggest challenges, not contribute to them\u201d.<\/em><\/li>\n<li><em>\u201cOur vision of net positive is a business that improves well-being for everyone [\u2026] even future generations and the planet itself\u201d.<\/em><\/li>\n<li><em>\u201cThe closer you are to net positive, the better able you are to drive the changes that need to come\u201d.<\/em><\/li>\n<li><em>\u201cWith courage and a moral compass, leaders can do what they know is right, even at risk of great cost\u201d.<\/em><\/li>\n<li><em>\u201cNet positive companies [\u2026] influence the culture in the communities or countries around them, and challenge norms that are discriminatory or go against their values \u2013 they stand up for what\u2019s right\u201d.<\/em><\/li>\n<li><em>\u201cIn this new world, you own the impacts of your business\u201d.<\/em><\/li>\n<li><em>\u201cBy pursuing profits through purpose, companies and brands can approach communities and help them thrive as a normal part of doing business\u201d.<\/em><\/li>\n<li><em>\u201cAt a time when we need to come together as a species, we are moving apart through declining democracy, accelerating nationalism, and separation of people by ideologies [\u2026]. This dysfunction is dangerous\u201d.<\/em><\/li>\n<li><em>\u201cOf course, some people prefer the system they\u2019re trapped in\u201d.<\/em><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Structure and contents of the book<\/strong><\/p>\n<p><strong><em>Net Positive<\/em><\/strong> unfolds across ten chapters that<strong> outline a roadmap for the transition toward regenerative capitalism.<\/strong><\/p>\n<p>The book opens by <strong>redefining the very paradigm of business: an enterprise working for the common good, measuring its success over the long term.<\/strong> From there, Polman and Winston explore <strong><em>Net Positive<\/em> leadership<\/strong> and the lessons drawn from Unilever\u2019s experience, <strong>where sustainability and performance became intertwined in creating real impact on people and the planet.<\/strong><\/p>\n<p>The core of the book <strong>tackles the most complex challenges: integrating sustainability into the economic model, reforming corporate culture, and redesigning reward systems.<\/strong> The critique of <em>short-termism<\/em> is explicit \u2014 quarterly performance bonuses undermine the very future of the enterprise. What\u2019s needed is a new architecture of <em>responsible rewards<\/em>, where social and environmental outcomes matter as much as financial ones.<\/p>\n<p><strong>Collaboration is presented as an evolutionary force:<\/strong> governments, NGOs, and even competitors become partners in transforming systems, not just corporate behaviors. The authors <strong>invite readers to face the \u201celephants in the room\u201d <\/strong>\u2014 tax, corruption, lobbying, inequality \u2014 as tests of authentic and courageous leadership.<\/p>\n<p>The book<strong> closes with a look to the future, when the <em>Net Positive<\/em> agenda will no longer be a choice but a condition.<\/strong> <strong>The<\/strong> <strong><em>Net Positive Readiness Assessment<\/em><\/strong> in the appendix <strong>offers 24 questions to measure the gap between declarations and reality<\/strong> \u2014 an exercise in organizational truth that every leader should take.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Instructions for reading this book<\/strong><\/p>\n<p>This is <strong>not a book for the shelf, but a call to action.<\/strong> It reads like a survival manual for those who see sustainability not as a label but as a way to decide and lead. <strong>Polman and Winston bring an insider\u2019s perspective<\/strong> \u2014 forged in boardrooms and negotiations with governments, markets, and civil society \u2014 that makes the narrative credible and concrete. <strong>The tone is direct, never ideological: it explains, shows, provokes. It doesn\u2019t just say business must change \u2014 it shows how it can.<\/strong> Every case \u2014 from Unilever to Mars, IKEA to Patagonia \u2014 proves that purpose-driven leadership is also performance leadership.<\/p>\n<p>In a time when global crises \u2014 climatic, economic, social \u2014 have become the context itself, <strong><em>Net Positive<\/em> is a handbook of courage for those who want to stay human in power. It calls for transparency, for confronting the \u201cbig elephants\u201d <\/strong>many companies prefer to ignore \u2014 tax, corruption, inequality, lobbying \u2014<strong> and for using leadership as a moral and systemic lever.<\/strong> For those working in consulting, HR, or governance, <strong>it\u2019s a<\/strong> <strong>bridging book: connecting ethics and economics, purpose and metrics, culture and strategy.<\/strong> It shows there is no contradiction between success and service, provided we rethink the logic of value. <strong>Sustainability is not a department, but a strategic lens <\/strong>that redefines governance, incentives, value chains, and performance.<\/p>\n<p><strong>The authors don\u2019t offer easy fixes, but a shift in posture: from defense to responsibility, from adaptation to regeneration.<\/strong> In an era of mistrust and fragmentation, their proposal is radically simple: <em>\u201cAbbiamo bisogno di leader che lascino il mondo migliore di come lo hanno trovato\u201d.<\/em> <strong><em>Net Positive<\/em><\/strong><strong> teaches us to measure not only how much we grow, but what we leave behind.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is important about this book Why did mayonnaise beat ketchup? A question that might sound trivial, yet it\u2019s the starting point of this book. It refers to the clash between two food giants, Unilever and Kraft Heinz: on one side, a long-term model built on investment, purpose, and stakeholder capitalism; on the other, cost-cutting, [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":20234,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[22],"tags":[],"class_list":["post-20233","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-secret"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PRIMATE&#039;S READINGS - Net Positive - How courageous companies thrive by giving more than they take - PRIMATE Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/primate.consulting\/en\/primates-readings-net-positive-how-courageous-companies-thrive-by-giving-more-than-they-take\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"PRIMATE&#039;S READINGS - Net Positive - How courageous companies thrive by giving more than they take - PRIMATE Consulting\" \/>\n<meta property=\"og:description\" content=\"What is important about this book Why did mayonnaise beat ketchup? 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