Using the Business Model Canvas to Go from Marketing to Mattering

Avoid the reporting trap, start looking for value
Using the Business Model Canvas to Go from Marketing to Mattering
Publ. date 13 Oct 2014
In his exit interview, Bob Langert, McDonald's vice president of corporate social responsibility and sustainability recently said "We need to be a more relevant brand to consumers, to your point. And the work of sustainability is going to make us more relevant. Our actions for the future are going to be part of our growth." But how to reshape your business model in order to better deal with the quickly changing demands of society. Here's how to apply the Business Model Canvas and make your business more sustainable using a proven 7-step process approach.


Building a sustainability strategy with major business impact

Some two years ago we launched GLOBE-US: a solid and efficient approach that is able to deliver a sustainability strategy within 3 months time. The process tool finds its basis in the Business Model Generation-approach of Osterwalder and Pigneur. GLOBE-US is comprised of 7 steps, starting with the original business model. Through identifying the relevant material issues, the tool focuses on value creation and ultimately disruptive business model design. Since its introduction, GLOBE-US has been applied in different international settings varying from B2C and B2B, and different sectors such as Telecom, Oil & Gas storage, Pharmaceuticals, Food, and Agribusiness. The process is based on a “standardize what you can and tailor what is needed” philosophy, and has been further optimized during each of the customer projects, documented in a manual. One of our proud client examples is Telenet. Finch & Beak has supported Telenet in the formulation and execution of its sustainability strategy. Check out the Slideshare below to see the practical application of GLOBE-US for Telenet. 

Including a Materiality Matrix in the next report  

Part of the GLOBE-US process is designing a Materiality Matrix that is in accordance with the new GRI G4 guidelines. Which is a real asset for large companies with over 500 employees and public interest that will have to report on their social, environmental and governmental issues, as a consequence of the EU directive, that was adopted on 29th September of 2014. If developing a Materiality Matrix for the next report is one of your must win battles on your road to create business impact, you need to be ready for take off. Keep in mind that only using the Materiality Matrix for reporting purposes prevents you from realizing real business impact. Applying the GLOBE-US process will help to move beyond managing non-finanical risks, because in the end, creating value from sustainability is what is needed. 

Getting your sustainability strategy in shape?

For more information on how to avoid the reporting trap, visit our blog at the INSEAD Knowledge website. If you want to ensure that your sustainability plans get into action, contact Josée van der Hoek at or call +31 6 28 02 18 80. 

Photo credits: Ludo, Flickr

About Josée van der Hoek

Experienced strategic issues management specialist with expertise in strategy development, ESG benchmarking, ESG Equity Stories and food.

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