One small step in the fight for a sustainable future, one giant leap for Future Shift

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I’m very proud to announce that we can introduce the next member of Future Shift. We’re privileged to be at a point where we need more hands on deck to keep up with the amazing work of our clients in pushing the sustainability agenda forward.

Tom Jackson is joining us as a Junior Sustainability Consultant and employee founder. Our decision to get Tom on board (from an initial fear-inducing 320 applicants) was an easy one. His heart is in the same place as ours when it comes to redesigning what sustainability means to business from a position of frustration with the status quo.

But enough from me, over to Tom.


I’m Tom.

I’m passionate about people and the planet, and right now, feel incredibly lucky to be joining the team at Future Shift.

But how did I get here?

Well, I’m glad you ask; I’ve spent four enjoyable years studying the likes of Chemistry, Climate Science, and Policy at Bristol University, seasoned with a touch of philosophy for good measure. But that’s not just it. I’m also here because I share the same passion as Oscar and Will for looking after people and our planet.

Sure, that’s nice, but what made you so passionate?

Well, again, thanks for the question. I’ve always been passionate about people, I think that’s how I am wired, but my appreciation for the planet began in 2016 during my first gap year.

During this year, I worked in a Zimbabwean Agricultural college for six months, teaching English and Maths, mentoring students, and learning how hard manual labour is! (Really hard) My year out was a formative time for me; I made a ton of friends and learned a lot from the students on the farm. Agriculture is an industry vulnerable to climate change, a fact not lost on my new friends, and they taught me to be mindful of the resources I was using and respect the earth. These humble interactions began a conviction to pursue sustainability, a conviction that has come to dictate my career path six years later.

So now what?

Now I’ve begun working for Future Shift. I hope to make an immediate impact here and further the great work already being done by the company. I want to combine my technical expertise with my long-held passions, and reimagine how businesses can serve to empower people and regenerate the planet.

I appreciate these goals may appear ambitious, but at Future Shift redesigning sustainability for businesses is our everyday mission, and we are determined to dream big.

… And if that’s not exciting enough to keep me motivated, I have only to remember the 320 other (fear-inducing) applicants! (yikes)

Introducing Product-Led Consulting

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What is product-led consulting?

Let’s break it down.

Consulting involves harnessing the talents of skilled, knowledgeable individuals to provide advice and support.

A product is something that solves a problem by increasing the ease or standard by which something can be done.

Product-led consulting, then, is solving the problems that can be solved with a product as a starting point, and then addressing everything else (the interesting stuff) through consulting.

Think about it like cleaning a dirty oven. The product we’re leading with in this case is the oven cleaner that you spray onto the grime and let sit for a few hours. Consulting is the manpower to wipe things up.

See, if you hired a professional oven cleaner to clean your oven, and they came with no tools for the job; started wiping away at the grill, dry as a bone. After a few hours of sweaty work nobody would be too impressed with how things were going.

Now if this professional oven cleaner came with a toolbox of sprays, foams and wire brushes, you’d (both) be in far better stead. A quick spray and lather of the right cleaner on the grill and the cleaner can spend the next hour or two getting stuck into the microwave or showing you how to clean the trickiest spots – i.e. using time for the useful stuff.

On the subject of cooking, think Walter White episode 1 vs Walter series 4. Of course we’re going for the superlab meth (product-led consulting) over the RV meth (productless consulting) – especially if the superlab meth is cheaper than the RV product!

How do we use product-led consulting?

Right now, we use a platform (our product, see image below) to cover the simpler bits of the B Corp accreditation to create a simpler, better managed and more time-efficient journey to certification. We then use our consulting time with clients to do what we like to call ‘dreamwork’, where we talk about the interesting things like transitioning an organisation’s missions, high-level management of sustainability issues and business resilience.

See how we use product led consulting to achieve B Corp certification for £2000 in 6 months with full support.

Snapshot – a company about 20% of their way through B Corp certification using our platform!

Why product led consulting works for companies?

  1. It’s cheaper. B Corp consulting usually costs between £500 and £800 per day of a consultant’s time (not us though!). Through the use of our platform we can offer 6 months of engagement and support for experts for under £2000 (just a few day’s worth of a normal consultant’s support). For startups and companies where money is a barrier to getting proper support, organisations can receive support for £49/month. We will always be accessible to all businesses.
  2. It’s better. The Shift Platform allows our clients to access the tools, templates and best practice examples from across the internet, as well as a concise step-by-step guide to completing a specific task that has been assigned to them. Because we’re an online platform, we are constantly improving our content, adding video tutorials, better best practices and updating our calculators to match the latest scientific standards.
  3. It gets the whole team involved. Using a platform to consult business sustainability projects like B Corp means that a lot of new doors open for management. We can easily manage a team of 4-10 by assigning tasks on a 1:1 basis. This ensures that B Corp-related tasks can be performed by someone in a relevant department and encourages that all important culture shift that B Corps are always talking about.

Working Towards Mediocrity

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The start of the year’s cycle brings feelings of new beginnings, aspirations and resolution. So I thought this would be a better time than ever to share some reflections on the first year of Future Shift and the astronomical learning curve we’ve faced in the last 12 months.

A few years back, Howard T. Odum started my thinking about how ecological systems describe the things we as humans do very well. Odum talked about how the laws of nature can be used as a tool for criticising and ultimately progressing human society. There are two advantages to looking at things the way Odum does. First, he’s right that we are undeniably part of natural systems and their laws. Second, it gives us 3.5 billion years of experience to guide our actions.

I’ll be calling on some of the lessons from these past years of life to explore why Future Shift will be working towards mediocrity. I will share my reflections from the last year of building Future Shift and how this has led me to believe that businesses are best thought of as living systems.

Let’s look at forest succession. Succession here is the process of change in a forest like we see in the UK, from bare land to climax forest.

One: We start small.

All things must start small. If they start big, they’re prone to large imbalances because they require artificial, external forces to get there (like large amounts of investment for businesses or petrochemical-based fertilisers).

Two: We start simple.

This has been a big lesson for Future Shift in our first year. As much as we wanted to deliver every idea that came to mind we would find ourselves burnt out at our desks at 9pm with no focus on what simple things were the lifeblood of our business. It is simply a fact of nature that almost every complex system has been a simpler system before then and an even simpler one before that etc. etc. until you get to an idea (in the case of business) or a seed (in the case of a forest). For those in the ‘seed’ stages of startup development, I would practice simplicity like a mantra. Don’t get caught up in complexity but practice focus on the simple things. Complexity is a state that you will arrive at without knowing it – it’s a fact of nature.

I think of a Future Shift example of our internal consulting methodology and actually how that has become more simple over time rather than more complex. But I am wrong here. The simplicity that I’m talking about here is subjective simplicity i.e. how simple it is to me in my head. The methodology is still as complex as it was before I thought to be simpler, I’ve just managed to visualise something equally as complex in my head. This is the process of learning I suppose. The two diagrams below describe the same things but with vastly different complexities.

Three: We grow for a while, but not forever.

When the forest reaches the end of its growth, that is not the end of the forest. It’s just getting started. Climax forests are set to provide services to the entire natural world for thousands of years (unless someone comes along and cuts a third of all global forests in just a few hundred years). It’s a similar situation for businesses. Nothing is meant to grow forever, not even Apple dogecoin. There are limits that exist as laws of nature that will make sure that a single individual doesn’t grow larger than an entire country. Little can be said for our laws of humanity.

Steady state is the ultimate state of nature, and this is something that we (hopefully) get to think about at Future Shift within the next few decades. This is age old thinking for people, as well as nature actually. Adam Smith (considered the father of economics) was pretty sure that nations will settle at a steady state – just look at us now.

Four: Mediocrity.

I wasn’t sure whether to go with balance, equilibrium or mediocrity for the name of this final lesson from nature. Balance seems to be something that is achieved by people who are spiritual, equilibrium by the scientific but mediocrity, we can all do that. I for one actually excel at being mediocre at all sorts, and this extends to what I do in Future Shift. It used to stress me out, but the big difference between me in 2022 and me in 2021 is that now I’m being mediocre on purpose.

Let’s just clarify what I mean by mediocre. Doing things in a mediocre way means choosing the middle way. No extremes, straight down the middle. It means accepting that you are not going to be extremely good at everything as a default position which, for me at least, diminishes a lot of the dizziness of freedom I experienced in Future Shift’s first year.

My mediocrity argument is this: if you, as a person or business, do many things in a way that is neither extremely good or bad, you will before long witness your system achieve balance/equilibrium. This condition of granular mediocrity and systemic stability will enable the emergence of innovation.

In short, stable systems succeed. A good example of this in nature is in the recent episode of Green Planet, where David transports you to an ancient forest. This forest has been in equilibrium for millenia, free from biological extremes of any sort. The system is infinitely complex: every plant, insect, fungus and animal plays it’s part to ensure stability. The subject of the video below is the Corpse Flower. As you watch, notice it’s extraordinary complexities and remember: this plant is the product of a stable system, where every job by every ant, bacteria and orangutan is done with sincere mediocrity.

If anything you just read hit home, the Open University is giving away big plant posters in collaboration with Green Planet. Get one sent to your office to remember some of the lessons for our wisest teachers.