Lightmotive has long been a “know-how” for almost every business conversation. It is one of 3 business terms that describe the knowledge or pieces of knowledge needed for a successful business. The problem was that the other two terms were lagging behind and largely neglected. That is slowly changing. Professional papers on the topic of “know-why” began to be written several years ago. Directors and company owners now put the term “know-why” at the beginning of almost every interview. Götz Werner, the owner of the dm chain of stores, shocked the world in 2017 by saying: ‘I give all my wealth, I want to be free!’ explained his unusual decision. And just when the company seemed to have reached the ceiling in the implementation of “capitalism with a human face”, Götz Werner, the owner of dm, gave up his wealth and donated the entire share of ownership to a charity!
This confirms what many who know him have said – Götz Werner is a very unusual man, so it is no wonder that his company is like that. He himself confirmed it with the words: “It is not a shame to become rich, but it is a shame for a rich man to die.” This is the life epilogue of one of the first entrepreneurs who emphasized the importance of employee well-being, environmental impact and know-why principles: “There is a lot of talk about know-how and too little about the know-why principle. We need to be aware of why and why we are doing something. The focus is purposefulness and faith in the importance of what we do. ”Although sentences like this seem like logical thinking, it is fascinating that they have only recently begun to be realized.
Know-why knowledge is essentially not closely related to corporate social responsibility. The “know-why” principle seeks to answer the question of the long-term motives of something we do and the long-term effects of the decisions we make. It is inevitable that at some point this will be reflected in the society in which we live. In light of world events, many large and small companies have decided to become more sensitive to social developments. Among the biggest proponents of this type of business are the owners of one of the largest companies in the world, Google (Larry Page and Sergey Brin). In their rare media appearances, Larry Page and Sergey Brin emphasize that the most important item in their work is “positive social impact”. One of such positive activities is “Alphabet” – or wi-fi balloons that provide access to the Internet in rural areas. They are of the opinion that the Internet has broken down any barrier to access to knowledge and education. Larry Page and Sergey Brin have repeatedly said that their mission is to contribute to a better world. They thank the time spent at the Montessori school for this way of thinking. At the Montessori school, the focus is on constantly rethinking the world around us. The most important question is-why ?. Even today, I can ask that question indefinitely. And I never made a decision that I did not answer that question, what is its long-term effect. Why do we do what we do? ”Said Larry Page.
Know-how has been one of the most used terms for many years. This term means accumulated knowledge of a business process. However, it is only one term relevant to a business process. The further we move away from operational work, the more we engage in creative work in which the product of work was once abstract for a long time — it was inevitable that people would ask why they were doing something at all. The core of the process came from constant thinking and understanding of the basic principles of a certain phenomenon. New levels of approach to the problem and work opened up. It is known that Marc Zuckerberg, the owner of the Facebook company worth billions of dollars, once appealed to create a global community that will make a difference in society. Jeff Bezos, the owner of the increasingly popular Amazon, created “AmazonSmile” through which, by buying borate, which charities will be donated by Amazon to part of the profits from your purchase. The most famous philanthropists in the world are Warren Buffett, Bill and Melinda Gates. We know Bill Gates has donated more than $ 30 billion to charity. Marc Benioff, owner of Salesforce, has adopted the “111 !. His company donates 1% of employee time, 1% of products and 1% of profits to charity. Some of the world’s philanthropists are constantly donating large financial support to various humanitarian associations, while others have adopted business models that contribute to the well-being of the whole society on a daily basis. Rachael Chong is the owner of a platform that connects professionals with non-profit organizations on projects that have a positive impact on society. In a short time, the Cathafire platform has become the largest online platform for connecting volunteers. Gene Gurkoff created the “Charity Miles” application, which allows users to raise money for charities by walking or running.
The concept of “Fair trade” under the influence of the film “True Code” is becoming increasingly popular and an increasing number of environmentally conscious companies. Among those companies is the Klorane Institute (now The Klorane Botanical Foundation), which works on the “Great Green Wall” in Africa. It is a green belt made up of numerous plant species and located along the African continent from Dakar (Senegal) in the west to Djibouti in the east of the continent. It is more than 7,000 km long and over 15 kilometers wide. The Klorane Institute (now The Klorane Botanical Foundation) has been battling desertification in the Sahel region of Africa since 2008. It creates a green belt by planting desert date trees in the Ferlo region of northern Senegal. Apple has a solar farm in China that will power its offices and factories.
A similar trend has been happening in recent years in the marketing world of events. The Dove brand was one of the pioneers of promoting real beauty. In recent years, some of the most popular commercials have been shot: Diesel commercials “Make love, not walls.” The AirBnB tells everyone to always be welcome in the world we live in, Microsoft encourages girls to engage in technology, Nike has advertising with Arab sportswomen, Audi advocates equal pay for men and women. The know-why principle seems to be becoming more and more attractive and topical and this principle is supported by many people around the world.