An effective carrot-and-stick duo, these two drivers are both triggering the need for change and providing a vision of business success if the transition to sustainable operations, products, and services is smartly managed. Emphasizing the importance of how sustainability is presented to corporate leaders & using the right language, and avoiding threats to the status quo that provoke habitual corporate defense mechanisms — the book applies effective selling techniques to reposition sustainability strategies as a means to achieving existing corporate ends, rather than as a separate priority to worry about. It sells sustainability as a solution, a business strategy, and a catalyst for business transformation.

The following excerpts position the drivers against the stages that companies go through on their sustainability journeys.

Bob Willard, Author