Why would I want to be the best in sustainability?

November 30, 2009

In a recent conversation with a CEO on sustainable entrepreneurship we discussed recent developments in sustainability. We covered corporate governance, chain responsibilities, business opportunities, rankings, shareholder initiatives, peers etc. Yet, it was clear that this CEO’s view on sustainability was still somewhat blurred. This became apparent when he asked me:”why would I want to be the best in sustainability?”
My answer was: if we agree that sustainability is increasingly impacting the strategic and operational agenda of your company, you are asking me: why do I want to be the best in my market, in my operations? Asking this question is answering it. He agreed. This insight is going to change this company’s sustainability agenda fundamentally.

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