Making business sustainable will call for unprecedented levels of openness and sharing of information. Of course, the question is, how much can we give away without threatening our competitive advantage? Better thinking ltd identifies information that can be safely revealed, raising the knowledge and standards of whole industries. We recognise that achieving a truly sustainable future requires us all to work more closely together, yet at the same time we need to always protect what makes us special.
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Better thinking ltd assesses the impact and value of sharing information, getting the right balance between improving industry sustainability, while still delivering compelling competitive advantage.
John Smedley’s ‘luxury redefined’ t-shirt was an open and transparent project from the outset. Radical new directions were explored, from the latest high-tech to the super-traditional. Better thinking’s journey was constantly updated on the blog that was created especially for the project. Every stage was thoroughly documented, and as soon as information was no longer competitively sensitive, it was published and made available free of charge. Better thinking’s 8,000 word report on the textile dyeing industry is a good example, receiving acclaim from industry practitioners, students and the academic establishment alike.