Changing definitions: The survival of the fittest

‘Survival of the Fittest‘ is a phrase which is shorthand for a concept relating to the ‘competition for survival‘ or ‘predominance‘. It is not a scientific description - for instance it is not generally used by biologists who almost exclusively prefer to use the phrase ‘natural selection‘ - and yet I don’t know many people who don’t believe in the principals of the ‘Survival of the Fittest’ despite the lack of scientific evidence.

But I wonder….We are clearly entering an era when business activity, relationships and principles are more ‘open‘ and ‘transparent‘ than ever before. Technology is empowering genuine ‘two-way‘ communication and ‘trust‘ is fast becoming the pre-requisite component of leading brands. Companies get ‘found out’ if they try to pull the wool over the eyes of their consumers or partners (see Dell, Ratner, Enron).

And so I believe the definition of the ‘Fittest’ companies will soon align to the following principles:

• Courage and boldness. Embracing moral ‘wholesomeness’ and achieving a ‘purity’ of thought through education and betterment.

• Constant mindfulness of others and one’s surroundings; self-control, abstinence possibly, but certainly moderation.

• Generosity. Willingness to give. Nobility.

• A zealous and careful nature in actions and work. Decisive work ethic.

• Endurance through moderation. Resolving conflicts peacefully, as opposed to violently. The ability to forgive; to show mercy.

• Charity, compassion, friendship, and sympathy without prejudice.

• Modest behaviour, selflessness and the giving of respect. Giving credit where credit is due; not unfairly glorifying oneself.

Now I don’t want this post to be a semi-religious outpouring - but those bullets are the seven virtues.

Perhaps in the foreseeable future the ‘Fittest’ companies will be those that genuinely consider the economic, social and environmental impacts of their activities, wherever they operate in the world.