The 4Revs Handbook: The Way of Fearless Leadership in Sustainability
Edited by Katie Conlon, Ph.D. and Noemi Salantiu
Contributors: Ilaria Nicoletta Brambilla, Christopher Brosse, Taylor Smythe
Illustrations: Martin Sanchez
Starting with a question
Quantum physicist John Wheeler, legendary scientist at Princeton University who probed beyond the frontiers of human knowledge, said that it is “more important to ask the right questions than to seek the right answers,” as asking the questions precludes the answers. Fundamentally, there is a deep connection between questions and answers. To this point, the real question is: What is the question? One of the core tenets in quantum theory is that the very act of acknowledging something puts it in our collective consciousness as a potentiality, and thus starts to change reality. So, in our journey towards sustainability, what kinds of questions should we be asking?
Although it might seem simple, this very act of asking questions is very important to setting us on the path towards a more sustainable world. Questions generate their own momentum to lead us along on a new trajectory. Questions require courage, and are one of the hallmarks of, as we will see shortly, “fearless leadership”. Asking questions allows for the unfolding of knowledge, and acknowledges that sustainability is not a ‘static state,’ but is in flux and requires continued practice and adaptation. As such, it is more pragmatic to think of sustainability as a verb rather than a noun.
The handbook originates in the meta-analysis of 500+ innovation cases.
Our team parsed carefully over our collection of innovative research reports amassed since the program started in 2020 (Note: each case is approximately 8-12 pages, written by one of our team of over 20 sustainability experts, during April 2020 - August 2023). In order to compile the most exemplary cases, we examined each case in light of the question: How well does this innovation align with the Values Compass? Each case was assigned scores on each value. Thus, what we present to you here is a curated approach to authentic, sustainability innovations, driven by our collective expertise and a wealth of research on the topic.
The scoring was informed by the expertise of each of the 5 contributors, and pursuing scientific validity or reliability or scores was beyond the purpose of our effort. The reason for this choice is multifold. We recognize that each expert brings forward their theoretical and practical experience, and an understanding of what constitutes a compelling innovation in sustainability. Moreover, the knowledge contained in the handbook stems not only from the 4Revs data and ecosystem, but also from outside of it. The pace at which the world has been changing since 2020 continues to shape our thinking about the kind of innovations we need, and the urgency. We are mindful of the urge to “do something”, of the emerging markets for carbon and sustainability, and that not all solutions are truly long-term sustainable. Thus, we are cautious and pragmatic in our endorsements. Moreover, we are all surrounded and drowning in data; as well as technical hubris for solving our collective disconnect with the earth’s life systems. Data and technology can play a significant role, but ultimately it is our critical judgment and the courage to pursue bold, life-regeneration efforts which truly matter. We can only hope that anyone reading this will adopt the critical lens needed to not only agree that more sustainability is needed, but to see the authentic way of doing it. This is the bedrock of fearless leadership.
On the chapters
We are proud to release the first 10 chapters of the 4Revs Handbook. They cover key focus areas from 4Revs as deduced from the comprehensive case review, and are a mirror of the interests and knowledge of the 4Revs researchers who have collected them. Moreover, in the future, the list of topics that the handbook can delve into is limitless. We are looking forward to furthering these discussions with contributions on additional topics that we’ve identified as key to sustainability. We’d like to do additional research on: Biodiversity, Rewilding, Alternative Proteins, and AI’s emerging impact on sustainability. For framing each chapter, we employed an iterative process of asking questions pertaining to that theme: How do we take? How do we make? How do we give back? We then articulated specific, critical, and pragmatic questions, which are peppered throughout the chapters; along with examples of most relevant 4Revs cases; as well as examples from outside of 4Revs, to offer a full-spectrum and timely picture.
In addressing the root causes of today’s planetary crisis, we are reflecting on the use of natural resources such as minerals, water, wood. ‘Taking’ is the start of an interwoven cycle. The intent and purpose for resources can vary, as well as the method of taking. Examples of questions taken head on by various chapters:
What are ways to reduce primary extraction, or regenerate in the process of doing so? (in Materials Reimagined)
Which are the most visionary water ways? (in Ways of Water)
What can businesses do to stop land depletion? (in Soil Secrets)
At the core of how we operate, how we make things for everyday use includes principles of circular economy in cities, cradle-to-cradle circularity in design, systems thinking, zero waste in manufacturing, decarbonization in distribution, restoration in food systems, etc. Examples of questions:
How can we design everyday goods in a more responsible way? (in Daring Design)
How can our waste build capital rather than generate externalities? (in Materials Reimagined)
How do we solve the great food paradoxes; meet the growing demand for food and prevent the increasing waste? (in Food Futures)
At the core of reframing how we give back are principles of working with the natural world (or leaving it alone!); regeneration of soils, watercycles, ecosystems, and biodiversity; as well as business transformation and innovation through fearless leadership. Examples of questions:
Which cutting edge technologies help regenerate our oceans? (in Optimistic Oceans)
Which are successful models for 21st-Century businesses, centered on purpose, governance, networks, ownership, and finance? (in Bold Businesses)
What are the key learnings from authentic sustainability innovations? (in Fearless Leadership)
Finally, the section “4Revs Innovations” is a collection of 100+ cases that our team regards as authentic innovations, which are featured throughout the handbook. We hope that these offer you a quick entry into the landscape of sustainability innovations from around the globe, subdivided by the regions of Asia, Africa, Latin America, North America, and Europe. In each continent, country, town and local community, there are many more shining innovations, and we hope to cover them in the coming years.
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