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Sustainability consulting is built to keep you dependent. Geoff Kendall founded Future-Fit, closed it, and now uses AI to do the ESG and CSRD groundwork consultants bill nine months for. This is TBLI Radical Truth with Robert Rubinstein. Kendall's line is that outsourcing your strategic thinking to consultants is like paying someone to go to the gym on your behalf and expecting to get fit. He spent nine years building a free, science-based benchmark, ran out of funding, and rebuilt the idea as a fixed-fee business whose incentive is to spend fewer hours on you, not more. Dr Geoff Kendall has a PhD in artificial intelligence from the mid-1990s and spent fifteen years in software before switching to sustainability. He worked at SustainAbility, the consultancy John Elkington founded, then co-founded the Future-Fit Foundation with Martin Rich in 2013. He now runs Transition Agency with Tom Bregman. WHAT'S COVERED - The quarterly phone call at a listed software company that taught him how the system actually works - Roughly 400 sustainability ratings measuring best practice within an industry rather than what a liveable planet requires, and an oil company scored 89% sustainable - The Natural Step, and why he built a benchmark against the destination instead of the status quo - Future-Fit: two releases, backing from Novo Nordisk, Body Shop and Avery Dennison, and why the funding collapsed - What Future-Fit never answered, and why change management inside a company is the harder half - Container ships and speedboats: why he now targets companies between 10 and 500 million rather than the giants - The chief sustainability officer who told him he is employed to protect his organisation from change, not to change it - Mariana Mazzucato's The Big Con, and organisational muscles atrophying through outsourcing - Why hiring a consultant is often an insurance policy for the person doing the hiring - CSRD and ESRS, and the wave about to hit every supplier of every company in scope - Michelin selling Transport for London traction rather than tyres, and why that flipped their incentives - The 23 break-even goals, materiality by ISIC code, and why a double materiality assessment need not take nine months - "I don't want to use this, it does my job", and his answer to it CHAPTERS 00:00 Introduction, and meeting Geoff Kendall 00:42 A PhD in AI in the nineties, and fifteen years in software 01:47 The quarterly phone call that taught him how the system works 03:19 SustainAbility, John Elkington, and what he found there 04:13 400 ratings, and an oil company scored 89% sustainable 05:34 The Natural Step, and measuring against the destination 07:15 Future-Fit: two releases, and the companies that backed it 08:14 What COVID did to the funding, and to everyone's commitments 10:04 The companies nobody serves: under a billion, doing nothing 12:18 "I'm employed to protect my organisation from change" 13:49 Transition Agency: fixed monthly fee, unlimited coaching 14:52 Paying someone to go to the gym on your behalf 16:13 Why open source worked for software and not for Future-Fit 20:33 The Big Con, and organisational muscles that have atrophied 24:48 Consulting as an insurance policy for whoever hired them 32:25 CSRD, ESRS, and the wave about to hit the supply chain 34:29 Flipping the incentive: fixed fee means minimising hours 35:59 Michelin, London buses, and selling traction not tyres 43:21 The 23 break-even goals, and materiality by ISIC code 51:24 "I don't want to use this, it does my job" ▶ Subscribe for a new Radical Truth conversation every week: https://www.youtube.com/channel/UCDBhRVM93uUnAAtqOMIz_yg?sub_confirmation=1 RELATED EPISODES - Matt Moscardi, Free Float Analytics, on the ratings industry sitting on data it will not use. - Christopher Marquis, Cambridge Judge, on why most corporate sustainability is a smokescreen. MORE ON GEOFF KENDALL - Transition Agency: https://www.transition.agency - Future-Fit Business Benchmark: https://futurefitbusiness.org ABOUT THE TBLI RADICAL TRUTH PODCAST Welcome to the TBLI Radical Truth Podcast, where we feature the pioneers redefining the purpose of capital. For 30 years, TBLI Group has been the world's leading ESG and impact investing network. Here's why Radical Truth is different: most finance podcasts protect the industry — Radical Truth interrogates it. Every week, unfiltered conversations with the founders, fund managers and system-changers actually moving capital toward a liveable future, and calling out the impact-washing that isn't. No sponsors. No pretending. TBLI GROUP - https://www.tbligroup.com - Robert Rubinstein on LinkedIn: https://www.linkedin.com/in/robertrubinstein/ #Sustainability #ESG #CSRD #AI #FutureFit #Consulting #SustainabilityReporting #CorporateSustainability #ImpactInvesting #DoubleMateriality #GeoffKendall #TBLIRadicalTruth Recorded in 2024.

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