The World is Discovering the “S” Frontier

Will Pioneers of the "S" Frontier Guide the Path to a Better World?

Louis and Clark were frontiersmen of the Wild West; Jacques Cousteau was a frontiersman of the wild Blue Ocean, and Russian cosmonaut Yuri Gagarin a frontiersman of space. Each of these frontiersmen exhibited courage, curiosity and care for their adventures and discoveries. These modern day hero’s opened the world to new possibilities, expanding upon our knowledge and our vision for the future. Opening up new lands, foreign seas and the vastness of space – these frontiersmen embody the spirit of hope and possibility in humanity and within us all.

There is a new frontier that is being explored right now. Called the “S” Frontier, it is being charted by social entrepreneurs, philanthropists and government and corporate pioneers across the globe. This new frontier is a “virtual” space as much of it is about values embedded in philosophy, culture and systems thinking. This frontier is also a “physical” space as it is actionable, tangible and very material to business and society. Finally this frontier is “magical” because it instills a promise for the future and better world while bringing us breakthroughs in new science, innovation and business models.

The “S” Frontier has been reported by Bruce Piasecki in his book World Inc., and is being explored by some of the worlds largest corporations like HP and Boeing to smaller firms like Green Mountain Coffee Roasters and Tom’s of Maine. Colleges and Universities are scouting out the “S” Frontier with Stanford University, Columbia Business School, Duke University, Harvard Business School, and MIT offering unique management, technology and entrepreneurship programs. Financial firms from the largest banks to rating agencies and mutual funds are each building new business and creating new opportunities in this “S” Frontier. New initiatives are emerging daily tied into this “S” Frontier from environmentally conscious Manhattan bakeries to off-grid water treatment facilities in Africa. So what drives the “S” Frontier? Piasecki says it it’s the following:

1. the Swiftness of new global market information;



2. the Severity of some of the leading social problems before us like climate change and the rising price of oil;



3. the need for Social response capitalists.


The “S” frontier is the progressing fringe of business thinking that is shaping the 21st century like the way the 18th, 19th, and 20th centuries were shaped by scientists, innovators, social progressives, explorers and entrepreneurs. The swiftness, severity, and social aspects of the “S” Frontier have companies, small and large, gathering data – getting their bearings – and charting a course along this new terrain not yet fully explored. The uncharted terrain is confusing to some, and a land of opportunity to others; especially those that are defining its future. Pioneer companies, universities and financial institutions stand to gain early adopter advantages both in reputation, shareholder and stakeholder value.

The “S” Frontier is the intersection by which challenge meets opportunity in a way that is more guided toward social needs. For example, feeling the ‘severity’ of climate change, today the British government proposed a greenhouse gas law to reduce emissions 60% by 2050. If passed the British law could have sweeping implications for households, businesses, government leaders and product manufacturers. What we are seeing here is Britain’s reaction to the severity of the “S” Frontier. We believe this severity is likely to continue and more governments and businesses will continue to take actions on climate change, energy security and other resource issues from Brownfield redevelopment to water conservation and pandemic preparedness.

On a more positive side the ‘swiftness’ of the “S” Frontier is teaching us that new ocean bacteria may hold promise for reducing carbon dioxide from the atmosphere or creating new energy sources. As science and technology advance we uncover new truths about our world and environment, the “magic” associated with what we still don’t know. And, acting on the ‘social response capitalism’ dimension of the “S” Frontier firms including Arizona Public Service (APS) and GreenFuel Technologies Corp. have begun to unlock the hidden financial value in using naturally occurring algae to capture and absorb CO2 emissions while creating commercial biofuels.

The net result of all of these “S” Frontier dimensions and parallel activities is a more informed and sustainable system. By shaping their future’s in this uncharted land we call the “S” Frontier, these select “frontiersmen” will shape changes and market dynamics across the next 20-to-50 years of this new century as opposed to react to them, leading the transformation to a better world.

Mark C. Coleman
March 13, 2007