Gabriele Carboni is the co-author of Enlightened Management (along with Philip Kotler). He is the co-founder of Weevo Benefit Corporation, an integrated marketing and communication strategy agency, empowering businesses to achieve sustainable growth and global reach.

What inspired the concept of “Enlightened Management,” and how do you believe it sets a new standard for SMEs navigating today’s complex business environment?

Enlightened Management likely draws inspiration from the need to adapt business strategies to increasingly complex global challenges, including economic volatility, social inequalities, and environmental crises. It sets a new standard for SMEs by promoting a holistic approach to business that combines profitability with meaningful contributions to societal and environmental well-being.

Additionally, this approach is informed by historical economic practices, taking cues from the civil economy of the Italian Enlightenment and the commerce of the Italian Renaissance. These periods emphasized the role of virtuous actions within commerce, a concept that Enlightened Management and Impact Marketing reintroduce by advocating that profit should be a result of the virtuous actions of the enterprise. This historical perspective enriches the contemporary application of these principles, ensuring that modern business practices are not only profitable but also fundamentally ethical and beneficial to society.

How do you envision the principles of Enlightened Management influencing SMEs’ ability to balance profitability with societal and environmental responsibilities over the next decade?

Over the next decade, the principles of Enlightened Management could help SMEs navigate the balance between maintaining profitability and fulfilling their societal and environmental responsibilities by embedding sustainability into the core strategic framework, encouraging long-term planning over short-term gains.

The time to act is now. Many companies, some of which are described in the book, already exhibit virtuous and generative behaviors but fail to communicate them effectively. It is crucial to share these practices, no matter how small, to inspire and set an example for other SMEs. Additionally, enterprises can sign the Manifesto of Enlightened Management and lead the change.

In the next ten years, it will be essential to steer turbo capitalism towards a new version that prioritizes prosperity over mere profit. This shift will not only redefine success in business terms but will also ensure a sustainable and equitable future for all.

While the book offers valuable strategies, SMEs often face resource constraints. How does Enlightened Management address these real-world limitations?

Enlightened Management might address the resource constraints typical in SMEs by promoting innovative, lean, and agile approaches. The book likely advocates for leveraging partnerships, technology, and community resources to overcome limitations, emphasizing the importance of strategic resource management.

The first part of the book extensively discusses the challenges faced by SMEs in this context, noting that resources—whether they be financial, time, or expertise—are often limited. To navigate these challenges, it is essential for SMEs to take small but firm steps toward enlightened management. This process is likened to a caterpillar that transforms within a chrysalis before emerging in its final, evolved form. This metaphor underscores the importance of gradual and intentional transformation in overcoming resource constraints and achieving sustainable business practices.

The book highlights the importance of ethical leadership. How can SME leaders cultivate integrity and transparency in their organizations, especially in competitive markets?

To cultivate integrity and transparency, SME leaders are encouraged to set clear ethical standards and lead by example. The book likely discusses creating a culture of open communication, where ethical practices are rewarded and transparency is a fundamental part of the organizational ethos.

Additionally, businesses have always had the need to differentiate themselves from the competition. The concept of Marketing Distinguo, described in the book and extensively debated in another book titled Beyond the Price Jungle, must evolve to include aspects of sustainability and generativity. This evolution is essential for SMEs to stay competitive, not only in market terms but also in attracting and retaining talent who align with the company’s values and purpose. By integrating these principles, SMEs can enhance their competitive edge and foster a workplace culture that attracts and retains the best talent, further embedding ethical practices into the core of their operations.

The book emphasizes integrating sustainability and innovation into SME strategies. Could you share a few examples that illustrate this?

The Farm of Francesco exemplifies how SMEs can integrate sustainability and innovation into their business strategies, as inspired by Pope Francis’s call for an economy with a soul. Focused on addressing agricultural injustices, this project operates across several countries, engaging in research, educational initiatives, and practical applications of sustainable farming practices.

By establishing demonstration farms and developing an online educational platform, The Farm of Francesco not only promotes regenerative agricultural techniques but also actively disseminates this knowledge to local farmers. Their approach combines profitability with environmental stewardship and community development, demonstrating the feasibility and benefits of integrating ethical considerations into business operations.

This case illustrates the practical application of Enlightened Management principles, showcasing how businesses can effectively balance profitability with societal and environmental responsibilities.

With the proceeds going to the Rotary Foundation, how does this charitable approach reflect the book’s core ethos and commitment to positive impact?

The decision to donate all proceeds from Enlightened Management to the Rotary Foundation is a profound reflection of the book’s core ethos and its deep commitment to making a positive impact. This charitable approach aligns seamlessly with the principles advocated in the book, which emphasize sustainable and ethical business practices that benefit not just individual companies but society as a whole.

By channeling profits to the Rotary Foundation, Philip and I want to demonstrate a commitment to action, not just ideas. The Rotary Foundation is renowned for its work in promoting peace, fighting disease, providing clean water, supporting education, and enhancing maternal and child health globally. Each of these areas resonates with the values of Enlightened Management, which seeks to create a holistic approach to business that considers the well-being of the planet and its inhabitants.

This funding strategy ensures that the insights and strategies discussed within the book translate into tangible benefits for communities worldwide. It amplifies the book’s impact far beyond the readership, enabling a broader spectrum of projects and initiatives that embody the very principles the book espouses. In essence, the proceeds help to foster a global economy that is more just, sustainable, and inclusive, mirroring the transformative aspirations of Enlightened Management.

What are you working on next?

Building on the successful launch of Enlightened Management, our next endeavor focuses on spreading the principles of Enlightened Management more widely, starting with the Manifesto of Enlightened Management. With the influential Marshall Goldsmith as the first signatory and the author of the book’s foreword, we have set a high standard for engagement and advocacy in this movement.

We are calling on entrepreneurs, managers, and professionals who identify with the values outlined in the Manifesto to sign it and help us lead this transformative change. The Manifesto serves not just as a symbol but as a practical guide for instilling ethical and sustainable business practices across various industries. Available for free on the dedicated book site, the Manifesto is easily accessible to all who wish to commit to this new standard of leadership.

Looking forward, we plan to gather and share additional case studies that demonstrate the practical application of the principles discussed in the book and the Manifesto. These stories will be featured on our website to continue inspiring and guiding businesses around the world. Through these efforts, we aim to build a community of like-minded leaders committed to driving positive change in the global economy.

Thanks so much!

INTERVIEW by Christian Sarkar.