The Duct Tape Marketing Podcast with John Jantsch

In this episode of the Duct Tape Marketing Podcast, I interviewed Maisie Ganzler, the go-to expert on how companies can make positive change in supply chains and other entrenched systems. Ganzler has been featured in leading media outlets, including The New York Times, The Wall Street Journal, NPR, Fast Company, and Bloomberg. She is also the author of “You Can’t Market Manure at Lunchtime and Other Lessons from the Food Industry for Creating a More Sustainable Company.” Throughout this episode, we discuss the complexities of implementing sustainable business practices and how companies can authentically integrate these practices into their operations and marketing strategies.

Key Takeaways

With over 30 years of experience at Bon Appetit Management Company as Chief Strategy and Brand Officer, Maisie Ganzler shares her insights into the practicalities of sustainability. She emphasizes the importance of defining sustainability specific to one’s industry, advocating for a tailored approach that resonates with both internal stakeholders and customers. Through real-world examples, such as the challenges faced by industrial hog operations, Ganzler highlights the significance of firsthand experiences in driving genuine change.

Ganzler also discusses the critical role of authenticity and personal passion in sustainability efforts. She warns against superficial commitments driven solely by market trends, underscoring the need for sincere and strategic initiatives that align with a company’s core values and operational capabilities. Additionally, Ganzler introduces the concept of the Circle of Responsibility Matrix, a tool used to track and manage sustainability commitments, ensuring continuous progress and adaptation in the face of changing circumstances.

By integrating these insights, businesses can navigate the intersection of profitability and sustainability, making meaningful changes that benefit the environment, society, and their bottom line.

Questions I ask Maisie Ganzler:

[00:53] How would you describe a more sustainable company?

[02:43] Tell us the case study in the book about the profit-environment complexities involving a pig farm

[05:37] What role does a person’s personal passion play in the success of a sustainability plan?

[07:19] How does a business partner with recognized climate & sustainability organizations as opposed to being enemies?

[10:02] How exactly can you build that bridge between profit and sustainability, especially with companies where share price is very crucial?

[11:25] What is a Circle of Responsibility Matrix?

[13:04] Tell us about the ‘Better Chicken Commitment’ cautionary tale you write about in the book?

[15:23] What makes students and younger generations a great source of feedback when it comes to sustainability?

[17:29] What is the importance of having sustainability as part of the organizational mission as opposed to a one off action?

[18:30] Is there some place that you would invite people to find about your work, connect with you and pick up a copy of profit first for creatives?

More About Maisie Ganzler:

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May 22, 2024 Marketing No Comments »


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