Why companies need a vision for the future now
Beyond profits, it's about lives
The calls for political action are getting louder. Business networks are calling for decisive action to lead Germany and Europe out of the impending stagnation. At the same time, however, it has been observed that many companies (including here in North Rhine-Westphalia) do not see their own role in this equation. They wait, they demand, they hesitate. They seem to overlook the fact that they themselves are players who can and must play a decisive role in shaping the future.
This "waiting for politics" is indeed a fatal sign. It reveals a dangerous imbalance and an attitude that could prove fatal in times of multiple crises, from climate change to technological upheavals and geopolitical shifts.
The dilemma of pure profit maximization in uncertain times
For decades, the maxim was clear: maximize profits for shareholders. Everything else was secondary. This may have worked in stable times. But today, when conditions are changing rapidly and uncertainty is high, this sole focus often leads to passivity.
- "We are waiting for clear signals": Companies are hesitant to invest in decarbonization, digitalization or new business areas because the political framework conditions are not yet "perfect" or subsidies are lacking.
- "We can't do without politics": Responsibility for ailing infrastructure, skills shortages or innovation bottlenecks is completely delegated to the state.
** The "self-fulfilling prophecy": If everyone waits for clear signals, no one acts proactively. The expectation of stagnation leads to stagnation because nobody takes the first step. Money "seeps away" in inefficient projects because the private sector does not act as a critical partner and implementer.
The result is a paralyzing inertia that costs us dearly as a society and as a business location.
The need for a vision beyond pure profit
What we need instead is a new kind of entrepreneurial leadership and a vision that goes beyond short-term profit maximization. It is not about ignoring profit, but understanding it as the result of an overarching, sustainable strategy.
Such a vision is characterized by the following features:
- Purpose-Driven: What is the deeper purpose of the company beyond making money? How does it contribute to solving social problems? This purpose must be credible and guide the company's actions.
2 Long-term value creation for all stakeholders: Companies must recognize that their long-term success depends not only on quarterly profits, but on the value they create for employees, customers, suppliers, society and the environment. This includes investing in sustainable supply chains, fair working conditions or ecological innovations.
3 Proactive action and the right to shape the future: Instead of simply reacting or demanding, companies must take the initiative themselves. This means- Investing in sustainability: Not waiting for the heating law, but investing in energy-efficient buildings and processes now.
Research and development: Drive forward your own innovations that accelerate the transition to a green and digital economy. - Employee development:** Invest massively in further training for the workforce to counteract the skills shortage and master the transformation internally.
- Infrastructure partnerships:** Don't just complain about poor infrastructure, but actively participate in public-private partnerships to drive solutions.
4 Resilience through adaptability: Such a vision enables companies to be more resilient to external shocks. Those who invest early in sustainable technologies are less dependent on fossil fuels. Those who build diversified supply chains are less susceptible to geopolitical crises.
- Investing in sustainability: Not waiting for the heating law, but investing in energy-efficient buildings and processes now.
The opportunity of initiative
When companies start to break out of this passivity and develop a vision that goes beyond the next quarterly report, they can become the real drivers of change. They can:
- Gain back trust: With employees, customers and society.
- Accelerate innovation: Through internal research and development and bold pilot projects.
- Become more attractive to talent:** Younger generations in particular are looking for meaning in their work.
- Be more profitable in the long term:** Because they are positioned for the future and minimize risks.
It is an illusion to believe that politics can solve all problems on its own. The great transformations of our time require a joint effort and a new role for business. It is time for companies to recognize their own power and responsibility and develop a vision that focuses not only on their own profit, but also on a sustainable society. Only in this way can we avert the threat of stagnation and shape a prosperous future.