Businesses today need to balance the pursuit of profit with the
needs of growing numbers of people on a planet under pressure.
While sustainability programs, government action, and nonprofits
are all parts of the solution, a growing contingent of
forward-looking leaders recognizes the real challenge: a
fundamental shift in the nature of commerce. CEOs and other leaders
must focus the practice of business on social, environmental, and
economic benefit--not only because it will make the world a better
place, but because it will ensure lasting profitability and success
in the business climate of tomorrow.
"The Breakthrough Challenge "is an inspiring call-to-action and
guide for this transformation, based on the work of the B Team, a
major initiative uniting leaders in sustainability. As founding
members of the B Team, John Elkington and Jochen Zeitz map out
their agenda for change. The most important goal for businesses
must be redefining the bottom line to account for true long-term
costs throughout the supply chain. To achieve this, leaders must
rethink everything: what counts on balance sheets, how to incentive
performance, who does what in the C-suite, and even what inspires
us. "The Breakthrough Challenge" draws on over 100 exclusive
interviews to show this shift in action, sharing the pioneering
work of leaders such as Paul Polman, CEO of Unilever; Arianna
Huffington, founder and CEO of "The Huffington Post; "Peter
Brabeck-Letmathe, chairman of the Nestle Group; Linda Fisher,
pioneering Chief Sustainability Officer at DuPont; among many
others.Change-as-usual strategies are not enough to move business
from breakdowns to breakthroughs. "The Breakthrough Challenge"
shows leaders how to achieve a true transformation and refocus the
definition of profitability on the lasting wellbeing of people and
planet--for the lasting success of their business.
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