now the SDGs. For an analytical approach it is important to make this explicit and
not conflate process-design with desired outcome. One is descriptive and the other
one normative: transformation is a qualitative degree of change that might happen
in a system, and research seeks to describe typical patterns of such change processes
so that they can be understood or at best guided. Sustainable development, on the
other hand, is one possible quality of the outcome of a transformation process, and
research supporting this normative goal seeks to identify and describe typical
design principles that characterize sustainable systems.
Today’s analysis reveals that the world is undergoing massive transformations
and that we need to change their qualities to achieve sustainable development. It
also shows that very skillfully managed transformation processes can lead to very
unsustainable outcomes and very well-designed sustainability solutions can cause
resistance or even turmoil in a system that is not ready for this change.
Since this is the thorny challenge that confronts every change agent for sustainable development, the overarching goal of this book is to contribute to both
Transformation Science (understanding how transformation processes happen) and
Transformative Science (developing approaches for a furthering of transformation
processes) alike (WBGU 2011a: 342). These related and yet somewhat divergent
contributions shape the structure of the chapters: Chapters 2 and 3 provide the
backbone to a reflexive political economy understanding of transformations toward
sustainable development, Chap. 4 presents case studies of pioneering practices that
fit the remit of the suggested Great Mindshift, and Chap. 5 offers a summarizing
framework for individual ‘transformative literacy’ for those seeking to support it as
well.
1.1 It’s the Economy, Stupid!
As one can hardly hope to capture or work on all aspects of sustainability transformations at once, I have zoomed in on what could be a key leverage point in
different projects and change initiatives surrounding this purpose. The idea was to
follow the dictum of Richard Rumelt, one of The Economist’s “management gurus”
and an expert on “Good Strategy/Bad Strategy” (2011). He says that a good
diagnosis, “simplifies the often overwhelming complexity of reality by identifying
certain aspects of the situation as critical” (Rumelt 2011, quoted from his blog). My
diagnosis is that the most critical aspect for turning the wheel toward fulfilling the
SDGs is changing the economic paradigm. Hence the title of the book.
But why economic thought above all? Because it informed the creation of the
practices, norms, laws, rules, business and market structures, and technologies that
delivered unsustainable development in the first place. Because governments,
ministries, international organizations, corporations and banks that move big money
around and design the rules of our markets use economic models and expertise in
their decision-making and justification of it. Economic calculations of, for example,
productivity or competitiveness have also become the most important frames when
1 Introduction
3
not conflate process-design with desired outcome. One is descriptive and the other
one normative: transformation is a qualitative degree of change that might happen
in a system, and research seeks to describe typical patterns of such change processes
so that they can be understood or at best guided. Sustainable development, on the
other hand, is one possible quality of the outcome of a transformation process, and
research supporting this normative goal seeks to identify and describe typical
design principles that characterize sustainable systems.
Today’s analysis reveals that the world is undergoing massive transformations
and that we need to change their qualities to achieve sustainable development. It
also shows that very skillfully managed transformation processes can lead to very
unsustainable outcomes and very well-designed sustainability solutions can cause
resistance or even turmoil in a system that is not ready for this change.
Since this is the thorny challenge that confronts every change agent for sustainable development, the overarching goal of this book is to contribute to both
Transformation Science (understanding how transformation processes happen) and
Transformative Science (developing approaches for a furthering of transformation
processes) alike (WBGU 2011a: 342). These related and yet somewhat divergent
contributions shape the structure of the chapters: Chapters 2 and 3 provide the
backbone to a reflexive political economy understanding of transformations toward
sustainable development, Chap. 4 presents case studies of pioneering practices that
fit the remit of the suggested Great Mindshift, and Chap. 5 offers a summarizing
framework for individual ‘transformative literacy’ for those seeking to support it as
well.
1.1 It’s the Economy, Stupid!
As one can hardly hope to capture or work on all aspects of sustainability transformations at once, I have zoomed in on what could be a key leverage point in
different projects and change initiatives surrounding this purpose. The idea was to
follow the dictum of Richard Rumelt, one of The Economist’s “management gurus”
and an expert on “Good Strategy/Bad Strategy” (2011). He says that a good
diagnosis, “simplifies the often overwhelming complexity of reality by identifying
certain aspects of the situation as critical” (Rumelt 2011, quoted from his blog). My
diagnosis is that the most critical aspect for turning the wheel toward fulfilling the
SDGs is changing the economic paradigm. Hence the title of the book.
But why economic thought above all? Because it informed the creation of the
practices, norms, laws, rules, business and market structures, and technologies that
delivered unsustainable development in the first place. Because governments,
ministries, international organizations, corporations and banks that move big money
around and design the rules of our markets use economic models and expertise in
their decision-making and justification of it. Economic calculations of, for example,
productivity or competitiveness have also become the most important frames when
1 Introduction
3