Marc Benioff's bet on 'Trusted Enterprises"

Marc Benioff, CEO of Salesforce, used his keynote at Dreamforce to point out that we are "in a trust crisis". He coined a new term, Trustblazers, building on the successful Trailblazer community around the company. He showcased several of his customers as examples of "trusted enterprises" and promised “We want to have a playbook for this new trusted enterprise. It‘s got to start with trust. It has to.”

Watch the rerun here

To me, Marc and his team definitely have the credibility to talk about "trusted enterprises".  As far back as 2010, I wrote "I saw several signs of openness  - like its trust site which showcases performance metrics for all, including competitors, to see. How many vendors, even years after salesforce started that site, openly showcase their operational metrics?"

When Marc talks diversity and inclusion, I see it in his executives like Tony Prophet, Neeracha Taychakhoonavudh and Jujhar Singh. Not only are they competent, they are modest enough like Tony is in the interview linked to say, they themselves have a long way to go.  I hear it in the words of Tyler Prince when he describes how he has also pushed a focus on diversity in the ecosystem around Salesforce.

He has credibility as customers plan for COVID recovery with the push around his recent acquisition, Slack as a collaboration, work from anywhere, platform and as he calls it his "Digital HQ"

What I would caution Marc (and other influential executives) about is the zealots who jump on the bandwagon of "causes". I recently commented on Dennis Howlett's post on "Wokeistan" "These are do gooders who guilt us all about gender, race, sexual orientation, inequality, sustainability, vaccines and so much else. You must agree with our position - don’t dare present contrary data or else you are racist, sexist, MAGA, deserve canceling, and worse."

Let's look at sustainability, as an example. We should have been focusing on the "circular economy" which the WEF defines as “an industrial system that is restorative or regenerative by intention and design." Instead, a lot of attention has gone toward demonizing fossil fuels and building up renewables, particularly wind and solar fuel.

As Europe stares at a winter with major fuel shortages, it is useful to learn from the German experience over the last decade 

I started pointing out a few years ago that "in spite of spending hundreds of billions of euros on subsidizing renewables, Germany will struggle to meet its 18% renewables target for 2020. The country continues to rely heavily on its coal and lignite, and more recently on natural gas from Russia."

However, most just lauded Angela Merkel as Klimakanzlerin  or "climate chancellor". Now that she is out of office, we are starting to see sobering assessments. Here's Bloomberg, The Wall Street Journal and New Statesman.

The reality is Lufthansa will fly on aviation fuel, the German export engine will rely on tankers which run on bunker fuel, German auto makers will make diesel cars for a long time. Look at this site about carbon intensity (the amount of CO2 produced to generate a unit of electricity - a kilowatt per hour) across Europe. 

The important thing is not to just focus on Germany which looks a bit stark. Look instead at how green France, Iceland and Norway look. They have done so with a focus on nuclear, geothermal and hydroelectric power  It is a reminder to other economies to not just look at renewables. We should all be looking at a balanced energy strategy. And expand the definition of sustainability.

In their fervor, fanboys actually hurt the credibility of so many other worthy causes. I can provide several more examples around many causes where they have narrowed the focus. Hope Marc emphasizes a 360 degree view as he builds the playbook. 

In the meantime, watch the keynote and Marc's passion about building trust.