Antony Upward

Antony Upward portrait

Adjunct Professor, Faculty of Design
Co-founder, SSBMG, sLab
Principal, Edward James Consulting Ltd.
Certified Management Consultant

Antony believes that we need a world where business no longer only attempts to do less harm, but instead sets as its goal the flourishing of human and other life (core beliefs)

To bring about this audacious vision, Antony takes on the role of a pracademic - a practicing academic.  As a practicing Sustainability Business Architect and Flourishing Enterprise Designer, Antony helps business leaders design businesses that are simply better: socially beneficial, environmentally regenerative and financially viable.  As an applied researcher Antony undertakes projects and publishes to support, enhance and share his practice.

Flourishing Enterprises are organizations of all kinds that are fit for the future that science tells us is emerging, and that increasingly we know we need: resilient, innovative, and aligned with all the stakeholder's values and needs.  These "Flourishing Enterprises" strongly contribute to the realization of the UN Sustainable Development Goals, and go beyond to sustain the possibility for human and other life to flourish on this planet for seven generations (John Ehrenfeld, MIT, 2000).  These "tri-impactful" and "tri-profitable" enterprises simultaneously strive to "do good to do well": co-generating social, environmental and economic benefits for all their stakeholders.  

Antony recently explored this vision and mission in his well received keynote speech at the 2nd New Business Models Conference in Graz Austria (slides with speakers notes).  More recently,  he explored this in more depth in this video of his talk "What is a successful (sustainable) business?" given at the Copenhagen Business Schools Centre for Corporate Social Responsibility (slides with speakers notes)



To achieve these challenging but necessary outcomes requires a community of practice.

So in 2012 Antony became one of four co-founders of what is now the international and rapidly growing Strongly Sustainable Business Model Group (SSBMG).  This group of practitioners, researchers and graduate students, hosted by the OCAD University Strategic Innovation Lab, is community of innovation practice and knowledge mobilization initiative focused on all aspects required to enable small and medium enterprises to design, adopt, and gain benefits from strongly sustainable, future-fit, thriving and flourishing business models.

Then in 2013, with early members of the Strongly Sustainable Business Model Group, Antony convened an international team to bring to market the Flourishing Enterprise Innovation Toolkit including the Flourishing Business Canvas.  The Toolkit is based on his recent graduate research in which he designed and evaluated an ontology and canvas for strongly sustainable business models.  His research is now published as four increasingly well cited peer-reviewed articles in respected journals (citations and manuscripts here).  His research significantly extended the earlier profit-focused Business Model Ontology and the popular visual collaborative practitioner design tool the Business Model Canvas.  (For a practitioner introduction to the research see these blog posts).

The Flourishing Enterprise Innovation Toolkit provides business leaders with a comprehensive view of the key factors necessary to design innovative business models that are simultaneously socially beneficial, environmentally regenerative and financially viable - i.e. fit-for-purpose in the changed and changing world of the 21st Century. The Toolkit includes an integrated collaborative visual design tool, the Flourishing Business Canvas, design principles and methods for designing better business models, along with patterns and case studies.

Finally, to be useful the toolkit needs to be applied in specific situations.  To understand, test and refine the Toolkit, the project has established a free First Explorers licensing program.  Over 120 licensees around the world are now engaged in their own initiatives trying out Toolkit in their contexts and providing feedback to the Toolkit project team.  Additionally, Antony himself is engaged with First Explorers in co-leading two of these initiatives. These two initiatives are focused on enabling leaders in two different contexts to apply in practice the Toolkit along with other relevant frameworks, methods and tools to realize flourishing enterprises.  

1. Lean for Flourishing Startups "Innovating Innovation with the Startup Ecosystem".  This project is focused on learning, content, methods and tools to help organizations encouraging entrepreneurs and their startups to benefit from the innovative flourishing approach.  Based on its integrated Flourishing Entrepreneurship competency model, Lean for Flourishing works with entrepreneurial encouragers (accelerators, incubators, co-working space, corporate innovation centres etc.) to enable them to innovate they way they help entrepreneurs be innovative and achieve their goals.

2. Better My Business "Unleashing Innovation Through Co-Creation with Established Enterprises".  This project is focused on professional service design, frameworks, methods and tools. Better My Business then applies these with enable leaders of established small and medium sized enterprises to gain the social, environmental and economic innovation and risk reduction benefits of the flourishing approach. 

The commercial aspects of all three of these projects is undertaken through Antony's company, Edward James Consulting Ltd. a flourishing enterprise design consultancy in Toronto, Ontario, and an Industry Partner with the sLab since April 2014.  In the fall of Edward James Consulting became one of the rapidly growing community of over 2,200 Certified Benefit Corporations that seeks to use business as a force for good.


Education and Practice

All this work builds on Antony's 25 years’ experience in the design and implementation of management information systems for companies such as Apple, Bell Canada, CGI and AT&T.  More recently Antony has undertaken business model work for a number of for-profit and not-for-profit enterprises and startups, and has worked with The Natural Step and B Lab on a new benchmark for truly sustainable business - the Future-fit Business Benchmark - another project of members of the Strongly Sustainable Business Model Group.

In addition, for over 10 years Antony designed and delivered undergraduate, graduate and professional courses at the Ted Rogers School of Management, Ryerson University (Toronto) focused on the business case, people, process and technology aspects of improving business processes.  From 2014 onwards he has developed and delivered hands-on courses on Flourishing Enterprise Design and Lean for Flourishing Entrepreneurship that have been delivered internationally. This has included programs delivered via the pan-European Union climate change initiative EIT-Climate-KIC, ia the Centre for Social Innovation's OCE Ontario Social Impact Voucher Program funded Flourishing Business Model Innovation Accelerator, and via the sLab's Ontario Centres of Excellence funded DesignJam program. In 2017 he also delivered a graduate course "Total Sustainability Management" (SEP770) at the McMaster University W. Booth School of Engineering Practice's Masters program. 

Antony is a graduate of York Universitys' faculties of Environmental Studies and Schulich School of Business with a Masters of Environmental Studies in Business Model Design and Sustainability and a Graduate Diploma in Business and the Environment.  

Starting in fall 2017 he is an adjunct professor in OCADU's faculties of Graduate Studies and Design.


What's Next?

In order that all the work of the Strongly Sustainable Business Model Group is able to create impact at the necessary global scale to realize its audacious vision, funding, structure and much more praxis work is needed.  As an adjunct professor Antony will be focused on co-generating the evolution of the SSBMGroup to ensure the potential and vision is realized at a global scale. Over time the goal is to create a Flourishing Enterprise Institute, as a planetary wide network of nodes, that becomes a key research and practice development and knowledge mobilization hub to enable and realize Flourishing Enterprises world-wide.

The Flourishing Enterprise Institute will, across all the nodes in its network:

  • Support accelerated pathways to funding and impact for all current SSBMGroup projects, and initiate new complementary projects.
  • Coordinate research, design, evaluation, knowledge mobilization
  • Curates strategies, methods, tools, knowledge & flourishing enterprise business model patterns 


Positions, Roles and Affiliations


Scholarly Publications

Please see Antony's page on


Online Presence