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Last week at the World Economic Forum (WEF) in Davos many CEOs committed their support and leadership to tackling urgent global issues. Hunger, inequality and climate change appear to be priorities of a several of today’s corporate leaders. I do believe that their intentions are sincere. I also fundamentally believe that business can and should play a leading role in making the global transition towards a sustainable economy and society. However, whereas some CEOs are becoming poster-boys for the international sustainability agenda, their position can be threatened from within their corporations. By making promises to save the world without safeguarding alignment within their companies, they risk losing credibility and critical internal support. Ultimately, neither the world nor corporations will be better off with ‘Chief Promises Officers’.
 Marleen Janssen Groesbeek recently coined the term ‘Chief Promises Officer’ in a meeting we had. She was not involved in writing this blog.