Sustainability – The New Greening ($)

Today’s business environment is7a5f748c-7b3c-46f4-b737-09d8df982d21 dynamic to say the least.  It can create challenges and opportunities!  Where do we look for opportunities and how do we position ourselves to maximize our growth potential and overcome those challenges that keep us from achieving high-quality sustainable business growth?

The 2015 strategies that CEOs are looking at:

  • How to create a culture of innovation by promoting entrepreneurship and risk taking
  • How to engage in strategic alliances with customers and other business partners
  • How to find, engage and incentivize key talent
  • How to apply new methods, products and services
  • How to develop innovative skills in all employees

One definition of Sustainability is that it is a business approach that creates long-term shareholder value by embracing opportunities and managing risks derived from economic, environmental, and social developments.


Some think of it as “greening” an organization. While that is part of the definition, when done properly it is much bigger and cuts a wider path. According to an article published by HBR

“Our research shows that sustainability is a mother lode of organizational and technological innovations that yield both bottom-line and top-line returns. … In fact, because those are the goals of corporate innovation, we find that smart companies now treat sustainability as innovation’s new frontier.”

Initially it was thought that sustainability would increase the cost of doing business. As with the quality movement this has been proven to be false. As a matter of fact, improving quality and becoming sustainable will actually reduce costs, improve profits, and help the environment.

Sustainability from an organizational perspective also includes an increase in productivity and/or reduction of consumed resources without compromising product or service quality, competitiveness, or profitability.


Enhanced outcomes of sustainability strategies can include: a stronger brand, greater pricing power, greater operational efficiencies, more efficient use of resources, supply chain optimization, enhanced ability to enter new markets, enhanced ability to attract, retain, and motivate employees, increased customer loyalty,  reduced environmental impact, and improved innovation.

Sustainability has the greatest chance of success when a proven implementation model is used. “You cannot implement these kinds of programs bottom-up; it’s impossible. It’s always top down … Always. Because it’s such a cultural change, you cannot do it organically.”


Often improvements go across departmental lines and this requires top management’s involvement. In our experience when sustainability is strategically based, management driven, employee supported, and stakeholder/customer focused, it’s a winner. However, without management’s focus, a change of this magnitude simply becomes relegated to another “program-of-the-month.” When that happens, its power is lost and the employees become disillusioned with their management.

We have a proven implementation model that works quickly and would very much appreciate the opportunity to discuss it with you to determine how you can begin reaping the extraordinary benefits of sustainability as a business strategy. Most of all it will enhance your competitive advantage!

For a free demonstration, give me a call. You have nothing to lose and perhaps a great deal to gain.