It is often said that the biggest barrier to
change comes from within ourselves, and
how we look at the world: that genuine
transformation can only really occur, if
we go within ourselves and challenge
how we see things, our worldview. This
can mean changing our story.
This insight might also resonate with us
in the sustainable business movement, at
this time. Perhaps our biggest problem,
in the push towards genuine business
sustainability, is how we frame the
challenge and how this might align, or
not, with our story of business itself.
What we really need is the biggest
overhaul in business thinking, ever – a
new, holistic story of sustainable business
success – not based on minor tweaks or
incremental changes, but a new paradigm;
one that integrates sustainability principles
at its very core. This will mean a complete
re-design of business, to meet the challenges
of our time, and to ensure shared and
sustainable prosperity.
Sustainable Business Business models 1/8
Sustainable business? Time to change our story…
We talk about sustainability becoming embedded in everything we do, as part of our corporate DNA. It is certainly true that
sustainability has come a long way over the past decade – and with each step, we're getting closer to the heart of business,
but we're not there yet. Michael Townsend asks, is it time to change our story?
