In Strategy for overexploited oceans, Nadya Zhexembayeva describes the principles for business survival in a new world. The planet is running out of resources for production, as well as running out of space for the garbage generated by the current linear and discard economy. The free market will self-destruct unless people transition to a circular economy, where waste is turned into a resource. Those who respond to this new reality with disruptive innovation gain a significant competitive advantage. Zhexembayeva eschews “green” business and advocates for a whole economy that emulates the ultimate recycler: nature. Instead of looking at the competition, companies need to think in terms of the global value chain. Companies will sell solutions instead of products, and agile and flexible business models will replace cumbersome business plans. Interdepartmental power plays must disappear, giving way to an organization-wide mentality. Business innovators have already begun the transition.

Nadya Zhexembayeva blames the linear and disposable economy of the Western world for the current economic and environmental situation: dwindling resources and overflowing landfills. She calls for a paradigm shift that produces disruptive innovation, but she paints a hopeful vision of the future, if enough companies ensure their survival by embracing the five principles of her overexploited oceans strategy:

1. Line to Circle: Mimicking nature by treating waste as a resource, not trash.
2. From vertical to horizontal: shift the focus away from the competition and focus on the global value chain.
3. Growth to Growth: Stop measuring growth by the number of products sold and focus on selling value and meaning.
4. Plan to Model – Ditch rigid business plans and build a resilient, innovative business model.
5. Department to Mindset: Override compartmentalization with a new mindset where everyone, at every level of the organization, is striving for the same goal.

Strategy for overexploited oceans it offers a solid model for business survival in a world devoid of resources and littered with garbage. The book is best read cover to cover, however the chapter overviews make it easy to jump through. Each chapter contains ideas from other sources; Chapters three through seven end with a list of resources for more information. Graphs, charts, illustrations, and the occasional photograph make the points clear. Case studies of more than 30 companies, spanning several continents and representing a wide range of fields, illustrate Zhexembayeva’s principles. The book is a must read for business leaders interested in the environmental impact of innovation in relation to the success of their companies.

Dr. Nadya Zhexembayeva is Professor of Sustainable Development at IEDC-Bled School of Management in Slovenia. She is also a business owner that is active in real estate, investing, and consulting. ENRC PLC, Erste Bank, Henkel, Knauf Insulation and Vienna Insurance Group are among her recent clients. She is also vice president of Challenge: Future, a global youth think-DO-tank. She earned a Ph.D. in organizational behavior from Case Western Reserve University’s Weatherhead School of Management. Dr. Zhexembayeva is originally from Kazakhstan.