Jeff Swartz

Você pode dizer muito sobre como seu dia vai se desenrolar pelo número de e-mails que estão esperando por você. Eu sou muito madrugador—4 SOU na maioria dos dias, então eu normalmente começo antes do jogo quando se trata de e-mails. Mas em 1º de junho de 2009, eles continuaram chegando, chegando e chegando.

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Reprint: R1009A
Swartz awoke on June 1, 2009, to find the first of what, over time, would amount to 65,000 angry e-mails accusing Timberland of destroying Amazon rain forests and exacerbating global warming. The senders were reacting to a Greenpeace report alleging that Brazilian cattle farmers were illegally clear-cutting forests to create pastures, and leather from their cows might be winding up in Timberland&#8217;s boots. Swartz and his team had to craft a response immediately: The brand&#8217;s reputation was at stake.
He realized that the underlying question&#8212;Where did Timberland&#8217;s leather come from?&#8212;was legitimate, and that he didn&#8217;t know the answer. The idea of tracing hides back from tannery to pasture was daunting, but he saw the issue as a battle for the hearts and minds of environmental activists.
The company opened a dialogue with Greenpeace and worked with its Brazilian supplier to get the origin of its hides certified. Meanwhile, Swartz made sure that all those e-mails received replies. In the end, Timberland praised Greenpeace for bringing the issue to the industry&#8217;s attention, and Greenpeace acknowledged that Timberland had taken a leadership position on it.

How I Did It: Timberland’s CEO on Standing Up to 65,000 Angry Activists

Reimpressão: R1009A Swartz acordou em 1º de junho de 2009 e encontrou o primeiro do que, com o tempo, equivaleria a 65.000 e-mails furiosos acusando a Timberland de destruir as florestas tropicais da Amazônia e exacerbar o aquecimento global. Os remetentes estavam reagindo a um relatório do Greenpeace alegando que os criadores de gado brasileiros estavam derrubando florestas ilegalmente para criar pastagens, e o couro de suas vacas poderia estar acabando nas botas da Timberland. Swartz e sua equipe tiveram que elaborar uma resposta imediata: a reputação da marca estava em jogo. Ele percebeu que a questão subjacente era de onde vinha o couro da Timberland? —era legítimo e que ele não sabia a resposta. A ideia de rastrear peles do curtume até o pasto era assustadora, mas ele via a questão como uma batalha pelos corações e mentes dos ativistas ambientais. A empresa abriu um diálogo com o Greenpeace e trabalhou com seu fornecedor brasileiro para obter a certificação da origem de suas peles. Enquanto isso, Swartz garantiu que todos esses e-mails recebessem respostas. No final, a Timberland elogiou o Greenpeace por chamar a atenção do setor para o assunto, e o Greenpeace reconheceu que a Timberland assumiu uma posição de liderança sobre o assunto.

Como eu fiz isso: CEO da Timberland fala sobre como enfrentar 65.000 ativistas furiosos

Reprint: R1009A Swartz awoke on June 1, 2009, to find the first of what, over time, would amount to 65,000 angry e-mails accusing Timberland of destroying Amazon rain forests and exacerbating global warming. The senders were reacting to a Greenpeace report alleging that Brazilian cattle farmers were illegally clear-cutting forests to create pastures, and leather from their cows might be winding up in Timberland’s boots. Swartz and his team had to craft a response immediately: The brand’s reputation was at stake. He realized that the underlying question—Where did Timberland’s leather come from?—was legitimate, and that he didn’t know the answer. The idea of tracing hides back from tannery to pasture was daunting, but he saw the issue as a battle for the hearts and minds of environmental activists. The company opened a dialogue with Greenpeace and worked with its Brazilian supplier to get the origin of its hides certified. Meanwhile, Swartz made sure that all those e-mails received replies. In the end, Timberland praised Greenpeace for bringing the issue to the industry’s attention, and Greenpeace acknowledged that Timberland had taken a leadership position on it.

Como eu fiz isso: CEO da Timberland fala sobre como enfrentar 65.000 ativistas furiosos

Resumo.

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