Sustainability can be confusing. We all want it, but how do we achieve it? Jake Kheel makes it understandable. In his new book “Waking The Sleeping Giant: Unlocking the Hidden Power of Business to Save the Planet” Jake details one companies sustainability journey. Jake explains how chasing sustainability has changed not only their business but the local environment, economy, and communities for the better. In the end, it is just about solving problems.
Your Forest Podcast by Matthew Kristoff
Waking The Sleeping Giant with Jake Kheel
Episode highlight
Jake Kheel, Vice President and Director of the Center of Sustainability at Groupo Puntacana, demystifies sustainability and explains how businesses can achieve it, make a difference and unlock more success in their own operations.
Resources
Jake’s book: Waking The Sleeping Giant: Unlocking The Hidden Power of Business To Save The Planet: https://www.amazon.ca/Waking-Sleeping-Giant-Unlocking-Business/dp/1544520123
Jake’s website: https://jakekheel.com/
Sponsors
West Fraser: https://www.westfraser.com/
GreenLink Forestry Inc.: http://greenlinkforestry.com/
Damaged Timber: https://www.damagedtimber.com/
Giveaway
Enter YourForest10 at checkout at the Damaged Timber store for a 10% discount!
Quotes
8.56 - 9.15: “What has fascinated me about the area of sustainability is trying to find solutions to these very complex challenges that balance the environment with other interests... It’s not just the environment, you really need to have... local people and local communities benefitting.”
13.00 - 13.17: “Sustainability is all about creativity, it’s all about… being flexible and find new ways to do things and it’s… playing in the grey area and… really celebrating nuance and… recognizing that each local situation is its own universe.”
27.51 - 27.58: “Sustainability really... sharpens your skills at responding to big new challenges and being able to adapt to that.”
40.12 - 40.18: “Creating that environment where innovation is... thought of as positive is every important.”
46.21 - 46.28: “It’s in our interest to invest in those two assets, in our human resources and our natural resources.”
Takeaways
Ecology and economy (5.17)
Jake grew up in the lap of nature in Southern Florida and in school, learnt about how the environment was threatened. Wanting to make a difference started him on his sustainability journey, learning along the way the importance of balancing ecology with the economy.
The trifecta of sustainability (10.14)
Jake defines sustainability as “trying to find solutions to big global challenges that balance these interests of economic growth, environmental protection and local communities”. He recognizes that sustainability requires flexibility and creativity in its application in different ecosystems.
Sustainability think tanks (15.47)
Jake believes that when businesses apply their human resources along with capital to sustainability, innovating solutions for environmental and social challenges can become possible in a way that ensures profitability and meaningful change.
Sustainability, a competitive advantage (20.41)
Jake finds that by looking through the lens of sustainability, businesses can find value and solutions to their own challenges, like employee retention. Groupo Puntacana’s staff has been galvanized into a dedicated community through the shared mission of sustainability.
Protecting the ecosystem one flourishes in (29.22)
Groupo Puntacana has faced and found solutions to the various ecological, economic and social challenges that the Dominican Republic has thrown their way. They now have a diverse portfolio of sustainability projects they have taken on in the region.
Shark Tank for sustainability (34.11)
Groupo Puntacana ran a Shark Tank-style cross-department contest to innovate for sustainability, and the winning group found a way to repurpose plastics that couldn’t be recycled. The company backed the project as their commitment to sustainability.
Human resources and natural resources (43.14)
Jake explains that businesses must view their local community as their extension. In his industry, tourists want to experience the culture by interacting with the locals, and the locals must feel positive about the impact tourists have on their land to allow that interaction.
Immersing in local issues (48.38)
Jake shares the story of Daniel Janzen, an ecologist who focussed his research in Costa Rica, to streamline his energy and efforts into making more of an impact. Anchoring in one issue is a better way to make a difference to it, Jake believes.
Greening (53.09)
Jake explains that ‘greening’ is a way for companies to improve their image, by taking small steps to become more sustainable. Foraying into sustainability will then improve efficiency and capacity, create an innovation culture and mindset, and attract customers who care.
Failing is good (56.40)
Even though the tourism industry has been hard hit, Jake credits Groupo Puntacana’s commitment to sustainability for its resilience. Embracing and sharing failures in sustainability with perseverance paves the way for improvement, innovation and success.
No pongas tímida (1.04.26)
Jake encourages businesses, no matter how big or small, to begin on the sustainability journey which will add value to both the business as well as the community it operates in. Know-how about the business can translate into more creativity in tackling sustainability challenges.
Stronger together (1.09.01)
“Engaging your employees and your collaborators in the process of problem-solving is incredibly powerful”, says Jake. Employees may see what senior management can’t, and find creative solutions that benefit sustainability and profitability.
Wake the sleeping giants (1.12.16)
Jake’s book is a simple, enjoyable read for people looking to make an impact. Discussing how companies can contribute to transformational change by viewing sustainability as a value proposition, he shares stories from his own life to inspire readers to be the difference.