The Win-Win strategy is the most widely used business formula today to convince us to sell or to secure the signing of a contract. It suggests that in a Win-Win scenario both parties are beneficiaries. However, often, the first to use this expression in a negotiation is the one who decides what the other participant must win. A salesperson with this over-used expression will always try to describe in much more detail what the other party gains, rather than his/her own part.
It is not clear at what point this formula began to be used so often, but one thing is certain, it is beginning to become obsolete. The Win-Win does not consider that a third party may also benefit from an agreement or purchase between two parties.
Many of today’s interesting projects have not only the consumer in mind but also society and the environment. I believe this criterion has become an almost mandatory condition for a project to become successful, and this gives me an optimistic view of the future. It is gratifying to see how today the success of a project is currently judged not only by its profitability but also by the impact it generates globally, such as employment or on the carbon footprint.
In a healthy society, consumers must have the right to inform themselves about how, where and by whom the production of what they buy was made. This allows consumers to add a positive impact to their purchase, initially motivated by necessity.
For the impact to be profound and sustainable over time it should not be the result of a marketing campaign. It must be part of the company’s (or project’s) DNA and be visible in all areas of its activity. This does not mean that a company cannot “promote itself” (always with humility) and communicate with its customers the positive impact generated by their activity. Sharing data and explaining how it was obtained is proof of transparency that enriches our society.
Here is a list of some companies or projects which from the outside have a very internalized impact:
🌍 Too Good To Go: this app fights food waste at the destination. Food stores offer their surplus at a lower price through this app.
🌍 Auara: a social enterprise that sells water to finance projects that provide access to drinking water for those who need it most. They have also just released a new organic beverage product with fair trade ingredients that looks very good.
🌍 Proyecto Los Aires: two young biologists who are dedicated to olive cultivation and who live not only by selling oil but also by training consumers. Consumer education.