Not all awards are created equal.
To some they are great opportunity to shine a spotlight on success, whilst others see only over indulgent attempts at PR and spin. I’ve always been a supporter of those receiving the credit they deserve for often swimming against the mainstream tide and pushing CSR and sustainability, and awards can be an effectively vehicle for spreading the word.
There is also an ever-growing number of awards of countless variations on criteria and the knack is rapidly becoming finding the most relevant awards to your project. It’s worth taking the time to do thorough research. Some awards have more credibility than others, and the Guardian Sustainable Business Awards are up there near the top.
This week I had the honour of joining Solitaire Townsend, Sally Uren, John Elkington and David Doughty to share our insight as judges for this year’s Guardian Sustainable Business Awards. It was our job to combine notes on the entries into the Consultancy of the Year and Communicating Sustainability categories.
I obviously can’t give anything away until the big announcements on the 29th April. What I am probably allowed to let you in on is that The Crystal is an amazing place to visit, John enjoyed the fish for lunch, David D may (or may not) have been a fan of The Archers, Solitaire enjoys chairing hyper-efficient groups, thus Sally was able to leave ahead of schedule, and I really enjoyed the return trip across the Thames on the Emirates Cable Car with my extra time. Thanks Solitaire!
Today (Friday 13th March) is also the final day to cast your votes for the Sustainable Business Leader and Unsung Hero. Click here to nominate your choice for recognition.
I’ve judged many awards and thought I’d offer a few probably obvious suggestions for those wanting to get a better bang for their awards application buck.
1. Be in it to win it.
If you’re proud of your innovation / success / idea, shout it from every rooftop you can find. Don’t allow potential naysayers to stop you. It is a great reward for those involved and hopefully exploited to help scale impact. There is evidence stating even critics see you in a better light, regardless of their voiced concerns.
2. Read and then answer the bloody question!
Don’t just use a box to elaborate eloquently on your wonderous initiative. Answer the question as specifically as possible. Assume the judges know nothing about your project and give details and data, not politician-like overly narrative responses to fill the word count and answer the bloody question. Rant done. Apologies offered if required. Judges really appreciate brevity!
3. Read the rules
It’s not rocket science people. Do your homework. Hit deadlines. Don’t go over maximum word counts. Don’t include extra attachments or links if not allowed. At best they’ll be ignored. At worst you’ll be disqualified.
4. Be honest with yourself.
Not every project is worthy of winning an award. Entering awards does require a certain amount of time to enter successfully. If your project doesn’t really tick the boxes asked save your time until you do have something special to compete with.
5. Ask for help
Build relationships with those conducting the award. It’s not against the rules to ask questions about the process or maybe even what has worked in the past. If you’re really stuck or enthusiastic, you can always ask me too.
6. Don’t ask for help
External advice is a double-edged sword. Outsiders maybe an option for writing award applications but they won’t know (or be as passionate about) your project as much as you do. Often naivety will be overlooked if the main details are there, and passion does win favour.
7. Plan beyond winning
Your amazing project has won? Yay! So what? That lovely new ornament needs to be more than a dust trap. Communicate through all your own channels, including sales, customer service, marketing, HR, everybody, just make sure you leverage all added value to justify the allocation of resources consumed through applying.
8. Learn from the ride
Your amazing project hasn’t won? Boo! Don’t cry. Just because you didn’t get to take home the dust trap doesn’t mean you came away with nothing. What did you learn from the process or the winners? Who did you met on this journey? How will you win next time?