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  • Writer's pictureJaime Ventura Energy Consultant


Updated: Jul 14, 2023


The Myth of Sisyphus

In Greek mythology, the story about the Myth of Sisyphus tells of a man who was punished by the gods by pushing a boulder up a hill, only to have it roll down each time he reached the top, forcing him to repeat the task for eternity. The story is often used as a metaphor for the futility of human efforts, but it can also be seen as a lesson in perseverance and finding meaning in our work.

However, implementing the IC model is not without its challenges. It requires a significant amount of effort, resources, and commitment from all parties involved. The model requires a long-term perspective and a willingness to invest in sustainability and social responsibility, even if the benefits are not immediately apparent.

Like Sisyphus, the challenge of implementing the IC model can seem daunting at times. It may seem like a never-ending task with no end in sight. However, the key to success lies in finding purpose and meaning in the work itself. When companies adopt a sustainable and socially responsible approach, they not only benefit their own bottom line, but also contribute to the good of society and the planet.

Thus, Sisyphus's punishment becomes a paradoxical form of eternal purpose. Similarly, the task of driving the IC model at the top of sustainable supply chains can become a lifelong quest to make a positive impact in the world. It may require ongoing effort and commitment, but the rewards are endless and significant.

In conclusion, the Myth of Sisyphus teaches us that the pursuit of a never-ending task can be both daunting and rewarding. The IC model represents a similar challenge in business, but it also offers the opportunity for companies to have a positive impact on the world and find meaning in their work. By taking a long-term perspective and a commitment to sustainability and social responsibility, companies can push the rock of the IC model up the hill of efficient supply chains and achieve a sense of purposeful satisfaction.

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