Mcdonalds

More from China - Sharing ten lessons learned on the road to sustainability

"We are a graduate school of business in China, and enjoyed your presence here recently to speak to both our students and CEO leaders. In particular, because your remarks to the CEO leaders in China were well-received,  I was wondering if you could share them, not only for us in China, who are interested in advancing CSR in the business leadership world, but for all in the broader business community?

-Cody Swyer, Manager, Global Marketing, Cheung Kong Graduate School of Business ?????

My Response:

I have been working in this area for a year, so I have seen the good, the bad the ugly—and learned a lot on the way. Here's my top ten list of observations to pass on based on McDonald's own journey thus far:

LESSON #1:  Create a CSR strategic framework

Lesson 2:  Sustainability isn't an initiative

Lesson 3:  CSR starts at top

Lesson 4:  Aim for the Smart Zone

Lesson 5:  Anticipate and Manage Emerging Issues

Lesson #6:   Manage the open and transparent society.

Lesson #7:   Manage your planet footprint

Lesson #8:  Get engaged; don't operate in an island

Lesson #9:  Managing CSR globally

Lesson #10:  Tell your story, but humbly