“A real live one” - Iron Maiden

1. “A real live one”- Iron Maiden Level 1 Course 27th April 2010

2. Business case • Swedish farmers’ movement founded on site in several stages • A rich farm since the late 1700’s • Business school for young farmers established in 1944 • Final formation of Federation of Swedish Farmers on site april 1970 . All education activities moved from headquarters to Sånga-Säby. Residential college est with two political parties and an adult study organisation

3. The setting: late ’80s Dramatic industry expansion; conference hotels, due to lift on alcohol taxation Huge wear-and-tear of all establishments after the economic boom • The market pitch: ”beautiful nature scenery by the lake in less than 1 hour from Stockholm Central” now fits over 800 000 hotel beds • Owner is member based, culture is ”deliver to the member” • Having in-house AND external operations is difficult and expensive • One student takes environmental inventory of establishment as exam paper... • guess who... 

4. Early ´90s Recession hits Sweden badly Develop or sell? Project team assembled. Decision: ”Trust the brand - go all in!” Renovations made at market value of SEK 70M, cost SEK 35M. Full environmental and quality scope. Seasoned hotelier recruited as new CEO. Environmental- & marketing manager recruited to report straight to CEO and be part of corporation environmental strategy team. (Yup – same guy...)

5. Late ´90s • All staff trained by TNS • Strategy 1; ”most environmentally developed hotel in Sweden” by saying ”don’t trust us – trust the proof”. Breaking Holy Law. • Strategy 2; some cost-inefficiency is accepted short-term; ”prove them wrong” is key. • Trust, mandate and budget given all staff: meet economic goals first, quality second and environmental third – that builds the bonus.

6. A five-level Framework System Severely over-crowded marketplace of ”same-same but different...” Success Added value beyond expectency will win – if credible Strategy Maximum exposure and transparency – no CBS Actions Staff will make or break – let them create and trust the process Tools Prime tool: environmental manager coaching and serving in-house, communicating outside

7. Sustainability Principles In a sustainable society, nature is not subject to systematically increasing... 1...concentrations of substances extracted from the Earth’s crust, 2...concentrations of substances produced by society, 3...degradation by physical means, and in that society... 4...people are not subject to conditions that systematically undermine their capacity to meet their needs.

9. System condition-sorting 1 100% renewable energy 2 80% chemical reduction in housekeeping/cleaning 3 Only food from swedish farmers, as much eco-labelled as possible, only swedish natural materials in design/deco, 100% recycling on all biomass (including sewage) 4 Staff turnover half compared to industry, virtually no long- term sick-leaves, not a single workplace accident for six years

10. Some outcome • First in Europe with double ISO • First with EMAS • Enforced Nordic Swan labelling (and first) • IH&RA world champions in 1998 • David & Goliath: Scandic Hotels friend/foe • Called ”liars” = 8-12% net profit 1997-2001 • Free marketing in media and ONE self-made marketing product: last years’ environmental report (64 key ratios in 4 SC format)... • Still ahead of the pack and guest buy-in is still there

11. backcasting Vision Awareness & Vision Actions & solutions Prioritisation Baseline analysis The ABCD-process Future

12. Some learnings Build the team first, the process second ”Walk your talk” is a clichée. ”Prove it” is evidence...especially internally! You will be scrutinized. ”Love hurts” – Nazareth. ”Change hurts more” – Jimmy Sjöblom. Be humble. Kill your darlings and check your tractors...