The Climate Venture Map

The Climate Venture Map will help people, businesses and organizations set up new “ventures,” which can be anything from a simple personal action, to attempts to change practices in an existing business, to a completely new business.  The Climate Venture Map encompasses everything we want to teach people about building lifestyles and businesses that are good for the climate, economy, and humanity. It helps define the problem to be solved in relation to the climate emergency, and the goals, priorities and resources needed to succeed by first envisioning the future that we want to see. 

The ventures result in and reward what we want, which is Target Actions, or individual human behaviors that result in learning about or actually carrying out emissions reductions. Some actions will be “verifiable,” which means they have a specific emissions reduction attached to them, while some actions will result in loyalty-type rewards. We will aim for ventures to result in Verifiable Target Actions, where people can earn tokens for specific actions that reduce emissions and can be credited to the person.

To visualize and plan out business models and lifestyles that are good for the climate, economy and humanity, we have developed the following unique visual representation:

The Climate Venture Map

Steps for Using The Climate Venture Map

  1. Awareness and Visioning
  2. Baseline
  3. Creative Solutions – Backcasting
  4. Determine Priorities, Inflows and Outflows

The TCE Venture Canvas uses a slight variation on the Natural Step’s “ABCD” analysis. We start at the “Vision” and work our way around. Many useful tools and organizations exist to help people develop traditional products, services and organizations. However nothing is traditional about Climate Economy Ventures, and nothing puts everything into one place the way that the Climate Venture Map does. The Climate Venture Map combines parts of the following concepts:

  • Business Model Canvas
  • Applying the Natural Step Process as a “Compass”
  • The Natural Step’s Resource Funnel
  • Behavior = Motivation x Ability x Trigger
  • System Flow
  • Climate Equity

A – Awareness and Visioning – GREEN

First, state your vision. How does the future look? How does it improve climate equity? What is our Target Action that we want people to become accustomed to taking? If possible, make it a Verifiable Target Action, where people can earn tokens from taking the action. Then consider each of the climate, the economy and humanity to describe the optimal or target situation for each.

B – Baseline – RED

This is the current “problem behavior” that needs to be changed, and the resulting current status of the climate, economy and humanity. 

C – Creative Solutions – BLUE

We start with our Target Action at the top of the table and work our way down to the Problem Action by considering the following steps: 

  1. Ideal Group: How is the perfect group defined that we want to see taking our target action?
  2. Motivation: Is there a reward or something that will keep people moving towards the completion of the behavior?
  3. Ability: How do we enable people to easily complete the behavior? We have to keep it as simple as possible.
  4. Trigger: What will “prompt” people to take action? This could be to fulfill some kind of need or desire.
  5. Chasm Group: What is the first, most likely group of people we will be able to influence to adopt this behavior? Define this group and how we reach them.

D – Determine Priorities and Flow – Orange

Go through your Creative Solutions table and highlight priorities. Make a table and list priorities, as well as inflows (what we consume) and outflows (what we produce). A positive flow should be maintained. Once we complete our table we can easily define our Mission. This should also advise the marketing, sales and financial plans.

We need a new way of thinking of “business as usual.” The Climate Venture Map is a new way of thinking about how we do things, about what we prioritize, and how we do things without hurting people and the environment. Everyone doesn’t have to “get it,” but the concepts need to infiltrate people’s motivations and scratch the surface of their preconceptions. Change can be good, better for everyone, reducing people’s worries, and we want to teach people to find and embrace this good change.

Review TCE’s white paper “Using the Climate Venture Map to Encourage and Reward Target Actions” for more about the Climate Venture Map, its components, and how it’s used.