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Strategy for Sustainability: A Business Manifesto by Adam Werbach

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CHAPTER THREE

Setting Your North Star and Initiating the TEN Cycle

The Tools of Implementation

WHEN I FIRST STARTED working with retailers, I needed to understand one of the modern human’s natural habitats—the supermarket. What do people actually do there? Do they choose name brands instead of private-label brands? Do they buy organic? Do they buy everything from one store, or do they shop from many?1 Why does the average American mom spend about an hour a day shopping?2

So I started spending time every week in stores. To my surprise, the people I observed were leaving happy, usually with wide smiles. They were excited to get home and tear into a package of Lay’s potato chips, or make a home-cooked lasagna, or drink a well-deserved beer at the ...

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