INTRODUCTION
The Cost of Ignoring the New Rules of Real Value Creation
It’s all a question of story. We are in trouble just now because we do not have a good story. We are in between stories. The Old Story—the account of how the world came to be and how we fit into it—is not functioning properly, and we have not learned the New Story.—THOMAS BERRY, “THE NEW STORY”
IN 1999, THE NEW YORK TIMES chronicled the egregious behavior of the Royal Caribbean cruise line. The company, founded in Norway but based in Florida, was censored for dumping toxic waste and spent fuel in the Caribbean Sea and US coastal waters, endangering the coral reefs, beaches, and sea life that their customers book passage to enjoy.
Before ships set sail, the waste containment ...
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