ESG. Be more hedgehog and less fox.

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22/11/2023

By Darren Lassiter, Managing Partner and Head of Client Services at Arthur

I’ve just read the wonderful book ‘Good to Great’ by Jim Collins. It introduces the fascinating ‘Hedgehog Concept’, and it got me thinking about how Asset Managers talk about ESG.

As Jim says, “Foxes pursue many ends at the same time and see the world in all its complexity. They are scattered or diffused, moving on many levels.” This really reminded me how many Asset Managers communicate their ESG value propositions as they try to keep up with the ever-changing landscape.

“Hedgehogs, on the other hand,” Jim goes on to say, “simplify a complex world into a single organising idea, a basic principle or concept that unifies and guides everything. It doesn’t matter how complex the world, a hedgehog reduces all challenges and dilemmas to simple – indeed almost simplistic – hedgehog ideas.”

Here at Arthur, we help our clients ‘be more hedgehog’ with their ESG value propositions. We help them find the single organising idea and messaging framework that unifies and guides everything.

How? Through our powerfully simple creative planning process coupled with our unique experience in Asset Management and Cause Related brands. We help our Asset Management clients reduce their complex, siloed ESG propositions and messaging frameworks into an authentic organising idea that everyone can own.

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Let us help you find your inner hedgehog, so you can go from really good to really great.

Related Case study: Lazard Connected Intelligence

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ESG is now table stakes but a key factor in brand consideration. We worked with the Lazard team to find a distinctive way to get cut through for their ESG message built on the truth of their brand and how ‘connected intelligence’ sits at the heart of how ESG is integrated into the investment process.

Find out more

Contact Darren Lassiter to talk your ESG value proposition and messaging framework.

ARTHUR London
Runway East
Aldgate East
The Hickman Building
2 Whitechapel Road
London E1 1EW
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