Sir Arthur Tansley was not a businessman. He was a botanist and trailblazer in the science of ecology. His father, George Tansley, was a successful entrepreneur until he retired and devoted himself to teaching. So why does Sir Arthur Tansley matter to us?
Sir Arthur Tansley introduced the concept of the ecosystem and inspired the formation of our company. Tansley’s work stressed the co-dependency that organisms have with their environments and how they create sustainable systems that do not work without each other. We believe businesses create the same relationship structure with their customers, determining their potential growth or ultimate demise. But most companies don’t see the connection, and this is why most businesses suffer.
Before Tansley, our partners earned their chops providing one-off creative services for small to mid-sized businesses. Graphic design, web design, programming, and creative media, to name a few. No matter what the project was, we focused on understanding clients’ desires and delivering exceptional work that met their established goals. After several years, we discovered many of the businesses we worked with did not have an ecosystem and a plan that cultivated a genuine and constant connection with their customers.
Most businesses act like they know what their customers value, but they guess and use gut feelings. Since the decisions lack vital customer information, the company wastes finite time, resources, and cash. Website and fancy digital marketing projects are delivered, and companies hope they entice potential customers to buy and come back for more. However, this common practice can lead to mediocre results and missed opportunities without an ecosystem and a sustainable plan.
The global pandemic has exacerbated this shortcoming and, in the same way, it has crippled human connection. Each passing day of physical isolation and emotional detachment deteriorates the relationships between people and companies that lack a strategy. These types of unforeseen circumstances force people to rely on the digital domain. Every hour that stores remained closed, the frailer their connection to their customers became. Restaurants scrambled to boost their take-out service, and businesses worked tirelessly to expand their online capabilities. Still, the hit was too hard for many, the changes were too late, and closure was inevitable. On the other hand, Companies built on robust Digital Ecosystems with sustainability strategies, like Amazon, did not die; they thrived.
Businesses can learn much from the study of plants. It’s why we named our company after a famous English botanist. As the fourth generation in a California farming family, I learned the value of natural ecosystems and healthy plant growth. When I moved to Montreal, I focused on a much smaller four-by-four raised garden but retained my commitment to a strategy to sustain a sustainable ecosystem. I fertilize regularly, water consistently, weed often and harvest on time. If I don’t commit to a structured and consistent approach, my plants will die, like a business without a plan.
Businesses that are focused solely on sales and results are not viable. The strategy must include more than just selling a quality product or service. The organization needs to have a digital ecosystem designed to foster customer fellowship through continuous value delivery. Storytelling, communication, and connection are essential to human relationships. These elements are also critical to a successful business for three main reasons:
- Stories clarify intentions, foster relationships, and support trust.
- Communication encourages awareness, understanding, and feedback.
- Connection strengthens responsiveness, loyalty, and growth.
Every company has an origin story and the ability to communicate and learn from their customers, ultimately cultivate connections that support a business. These simple principles are the building blocks to designing a Digital Ecosystem and sustainability plan to maintain and grow your business, just like a plant in a garden. My plants communicate their story every day through their appearance and growth. When the leaves wither, they need more water. When the leaves brown, they require less water. Our constant interaction creates a critical dependency on each other. If I do not persistently care for their needs, they will not provide me with a treasured return.
Sir Arthur Tansley might not have been a successful businessman, but he can teach us how a sustainable ecosystem can help a business succeed. If you are interested in learning more about creating or maintain your Digital Ecosystem or garden, we invite you to give Tansley a call.
