In his book The Speed of Trust, Stephen M.R. Covey identifies personal credibility as the second most identified behavior of strong leaders.  When it comes to managing a green business, it is important to stop and consider your own personal credibility as it relates to upholding green practices. Your green credibility will be an influencing factor for achieving buy-in from your employees, loyalty from your customers, respect from your competitors, and acceptance from your ownership entities. 

 

Covey explains that establishing credibility requires demonstrating both character and competence. 

 

First let’s take a look at COMPTENCE:

Take a moment to ask yourself the following questions:

·         Do you know what actions are required to reduce your ecological footprint?

·          Are you aware of your company’s waste, energy and water usage, and how they compare to industry averages?

·         Have you set goals for improvement?

·         Have you established a plan for achieving your goals?

·         Have you assigned areas of accountability to your staff and do you follow up?

 

When you can confidently answer “yes” to the preceding questions, and can communicate these answers to your constituents, you will build credibility as a competent green leader. 

 

Now let’s take a look at CHARACTER:

Ask yourself these personal behavior questions:

·         Do I visibly and consistently recycle?

·         Do I take measures to conserve water and energy in my daily activities?

·         Am I practicing green behaviors even when no one is looking?

·         Do I truly believe that green behaviors will make an impact? And do I truly care?

 

You must first believe in your own commitment to sustainability before you can effectively influence others as a green leader. Examine your motives – understand why you are working toward sustainability. All reasons have value, but don’t try to over-emphasize a reason that you have not fully embraced. Be honest and transparent in your approach and do not try to cover up a hidden agenda. Realize that sustainability is an ongoing process, something you can improve upon daily. 

 

If your answers to the questions above concern you, understand that green credibility is something that you can increase, and it starts with a personal commitment to yourself to learn and improve every day. You must honestly look at yourself to evaluate your own self-trust relating to sustainable business practices. Strive to get better at it, and you will. 

 

Lastly, realize that the best way to build credibility is to deliver results. Measure your successes and be proud of what you have achieved.