Is a “Natural Step” for Sweden, one significant step towards a higher level of consciousness in
the collective mind of human beings?
David L. Bevett, BS, MPH
April 4, 2002
Overall, I found both the article and four-step model interesting: though perhaps more evolutionary
than revolutionary. In truth, it seems a number of native people around the world have been in
communication with the Earth for some time, and have stood witness to its deteriorating condition.
Indeed, perhaps even seen and felt sorrow as the acid rain fell from the skies; in silent mourning of
the beauty lost or even lost love when mankind chose industry over agriculture; planting concrete and
steel over seeds. Yet, there is more then a glimmer of hope to be found in the re-awakening and
realization that save for spaceship-Arks large enough to hold nations of human kind-and two of each
species not found extinct-Earth is home. Even in the midst of world hunger, crime, political strife,
there is a ray of sunshine parting the ever-darkening clouds.
Thinking more deeply, yes, it appears the “Natural Step” is a critical step backwards towards the path
of hope for the future of life on Earth. Though the evidence that butterfly’s wings referred to by Dr.
Karl-Henrik Robert, “…founder of The Natural Step, [who] describes its work as predicated on
dialogues for consensus…” caused a storm of ideas in other parts of the world is the true revelation
(Bradbury & Clair, 1999, p.64). Or perhaps the fact that Dr. Robert dared to look up from the “Silent
Spring” of proliferating oncogenes invading the healthy cells of his patients to their “…upstream
causes, rather than effects…” and continued walking even when the grade got steep is what needs
closer examination (p.64).
More innovative still was Dr. Robert’s foresight to establish the hub of “…a federation of
autonomous associations that agree on [AND] support the concept of sustainability” even before the
concept became a reality (Bradburry & Clair, 1999, p. 65). Further, that Dr. Robert then “built
networks wherever [he] went”(p.66). Indeed, he thought to include people that couldn’t cross the
digital divide because they didn’t have Network cards or Ricochet units with remote access to the
“mainframe” of his concepts or the ability to view his web page, and only connected to other people
through face-to face analog conversations. Dr. Robert even reached “outside his scientific circle” to
“king” and starving, but “best beloved artists” alike “To achieve his goal of educating the nation about
sustainability…”(p.65). Even “Businesses, in turn, hoped to gain from their partnership with The
Natural Step because of the widespread dissemination of its documents and the attendant public
relations value”(p.65).
However, on a more practical note, the question becomes Is the Natural Step yet another N-step
guide for change or perhaps yet another lauded account from an up and coming sustainability-guru
(Collins, 1998, p.41-82)?” After all, the article did mention TQM or was that “Total Quality
Environmental Management (TQEM)”(Bradburry & Clair, 1999, p. 64)? Or perhaps one should slow
down, have faith, and just take sustainability one step at a time: Indeed, work hard and constantly
strive to stay grounded in the knowledge that tomorrow is another day, life is beautiful, and all it takes
to cause a storm of positive change all over the world is the flapping of butterfly’s wings.
References
Bradbury, H. & Judith, A. (1999). Promoting sustainable organizations with
Sweden’s Natural Step. Academy of Management Executive, 13(4), 63-73.
Collins, D. (1998). Organizational Change. New York: Routledge.
the collective mind of human beings?
David L. Bevett, BS, MPH
April 4, 2002
Overall, I found both the article and four-step model interesting: though perhaps more evolutionary
than revolutionary. In truth, it seems a number of native people around the world have been in
communication with the Earth for some time, and have stood witness to its deteriorating condition.
Indeed, perhaps even seen and felt sorrow as the acid rain fell from the skies; in silent mourning of
the beauty lost or even lost love when mankind chose industry over agriculture; planting concrete and
steel over seeds. Yet, there is more then a glimmer of hope to be found in the re-awakening and
realization that save for spaceship-Arks large enough to hold nations of human kind-and two of each
species not found extinct-Earth is home. Even in the midst of world hunger, crime, political strife,
there is a ray of sunshine parting the ever-darkening clouds.
Thinking more deeply, yes, it appears the “Natural Step” is a critical step backwards towards the path
of hope for the future of life on Earth. Though the evidence that butterfly’s wings referred to by Dr.
Karl-Henrik Robert, “…founder of The Natural Step, [who] describes its work as predicated on
dialogues for consensus…” caused a storm of ideas in other parts of the world is the true revelation
(Bradbury & Clair, 1999, p.64). Or perhaps the fact that Dr. Robert dared to look up from the “Silent
Spring” of proliferating oncogenes invading the healthy cells of his patients to their “…upstream
causes, rather than effects…” and continued walking even when the grade got steep is what needs
closer examination (p.64).
More innovative still was Dr. Robert’s foresight to establish the hub of “…a federation of
autonomous associations that agree on [AND] support the concept of sustainability” even before the
concept became a reality (Bradburry & Clair, 1999, p. 65). Further, that Dr. Robert then “built
networks wherever [he] went”(p.66). Indeed, he thought to include people that couldn’t cross the
digital divide because they didn’t have Network cards or Ricochet units with remote access to the
“mainframe” of his concepts or the ability to view his web page, and only connected to other people
through face-to face analog conversations. Dr. Robert even reached “outside his scientific circle” to
“king” and starving, but “best beloved artists” alike “To achieve his goal of educating the nation about
sustainability…”(p.65). Even “Businesses, in turn, hoped to gain from their partnership with The
Natural Step because of the widespread dissemination of its documents and the attendant public
relations value”(p.65).
However, on a more practical note, the question becomes Is the Natural Step yet another N-step
guide for change or perhaps yet another lauded account from an up and coming sustainability-guru
(Collins, 1998, p.41-82)?” After all, the article did mention TQM or was that “Total Quality
Environmental Management (TQEM)”(Bradburry & Clair, 1999, p. 64)? Or perhaps one should slow
down, have faith, and just take sustainability one step at a time: Indeed, work hard and constantly
strive to stay grounded in the knowledge that tomorrow is another day, life is beautiful, and all it takes
to cause a storm of positive change all over the world is the flapping of butterfly’s wings.
References
Bradbury, H. & Judith, A. (1999). Promoting sustainable organizations with
Sweden’s Natural Step. Academy of Management Executive, 13(4), 63-73.
Collins, D. (1998). Organizational Change. New York: Routledge.
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