Chapter 4
Know Where You Are to Know Where You’re Going
The people who are crazy enough to think they can change the world are the ones who do.
—Steve Jobs
What are your goals with respect to sustainability? To differentiate yourself from the competition, to lead the sustainable evolution of your industry, or to entirely transform it? More than increasing your market share, are you ready to become a market leader, or even a market shaper? Firms leading the market with respect to green initiatives, transformed supply chains, and a focus on sustainable design and innovation have different goals, timelines, and restraints from those that are just starting on this path. In our work with operations executives, we have found that firms scale most ...
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