The
Story
of

Georg Kell used all four strategies. He saw what nobody else working in the United Nations spotted: that the organization has to work with companies to advance the UN’s social goals. He influenced Kofi Annan, CEOs, trade unions, NGOs and even die-hard opponents—pursuing one reluctant official until he finally emailed: “Georg, bring the champagne, we are in!” He experimented constantly, changing tactics whenever circumstances changed. And he created the governance structure that turned an idea into the UN Global Compact. Kell remained flexible. While keeping the destination fixed, he used a combination of strategies to get him there.