Values Articulation and Supporting Narratives
CAN A CARPET MILL IN GEORGIA SAVE THE PLANET?
Interface’s journey from a petroleum-guzzling manufacturer to the world’s first environmentally sustainable, and ultimately restorative, company is legendary. Founder Ray Anderson made a bold promise in 1994 that his billion dollar carpet tile company would do no harm to the earth by the year 2020. Scientists said it was impossible. Shareholders said it was irresponsible. But Interface proved them both wrong.
By 2015, their once impossible goal was within reach, and Interface began to think beyond 2020. In just two decades, they had not only revolutionized their company and their industry, but they had shown CEOs around the globe that sustainability didn’t cost money, it actually made money. Now our job was to help Interface find a new mission that would rally their people and transform the world once again.
As a result of our strategy work, Interface announced plans to reverse climate change, a mission that’s just as audacious and forward-thinking as the one Ray began years ago. In 2017, they prototyped a carpet tile that prevents carbon, one of the main causes of global warming, from being released into the atmosphere. Looking back, it’s hard to believe so much happened so quickly, and my hat is off to the courageous people of Interface. Here’s the story of how we helped these radical industrialists answer the question, “What’s next?”
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