1Leadership—Greening from the Top

No single factor is more important to successfully greening an enterprise than for its leaders to create a sustainability vision and make a commitment to continuous progress toward realizing that vision. This chapter is about finding that vision, owning it, articulating it, and getting your managers and employees to support it so that your sustainability goals become their sustainability goals. Once this is done, the vision is infused into the corporate culture and becomes self-replicating.

In creating Stonyfield Farm, CEO Gary Hirshberg had a vision that “the company is not about making yogurt but about greening the world one yogurt container at a time.”1 Horst Rechelbacher of Aveda had a vision of using 100 ...

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