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Cisco and BT Use Collaborative Innovation To Foster Sustainable Innovation.

Posted by: Bruce Nussbaum on January 16, 2008

Want to seriously cut down on your carbon footprint while generating even better innovation? Try not flying and using some of the super-videoconferencing tools around. BT and Cisco, using Cisco’s TelePresence video-conferencing technology, linked up six scientists around the world to do a research paper in five months on how corporations should use sustainability to drive growth and innovation, not simply do it because it feels good.

Yes, it does promote a Cisco product and they could have used HP’s excellent Halo video-conferencing technology as well, but the point is well taken. Flying pollutes a lot. Teleconferencing doesn’t. Yes, you lose information when people are not in the same room. But if you try the Cisco or HP video-conferencing system (I’ve only done the HP Halo, you realize how amazing they really are. You can get the

emotional information you need--reading faces, listening to pauses.

The professors who linked up to do the research are David Grayson, Cranfield School of Management, UK; mark Lemon, Cranfield U., UK, Sarah Slaughter, MIT, US; Miguel Angel Rodriquez, University of Navarra, Spain, Zhouying Jin, Chinese Academy of Sciences, China; Simon Tay, Singapore Insitute of International Affairs, Singapore. Check out their paper, A New Mindset for Corporate Sustainability. It deals with the "triple bottom line," shareholder value, social added value and the environment.

Reader Comments


May 16, 2010 3:25 PM

Buildings are quite expensive and not everyone is able to buy it. But, home loans was invented to help different people in such kind of cases.


November 20, 2010 9:33 AM

This is just exactly what i was looking for. thanks for the educational blog post and keep up the fantastic work! My kind regards, Zona.

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Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.

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