Next Sustainability Wave, The Paperback – Jul 21 2009
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The idea of sustainability has been embraced enthusiastically by some businesses and rejected by others. The first wave of corporate converts to sustainability was driven by a PR crisis perhaps, regulatory pressures, or the founder's personal passion. The next wave, however, requires different drivers if it is to build a critical mass for corporate responsibility in the business community.
The Next Sustainability Wave assesses why companies have resisted sustainability strategies and focuses on two emerging drivers that promise to spur corporate commitment to sustainability strategies:
- a compelling business case, and
- a "perfect storm" of threatening market forces on the horizon that range from climate change to the rising demands of stakeholders.
An effective carrot-and-stick duo, these two drivers are both triggering the need for change and providing a vision of business success if the transition to sustainable operations, products, and services is smartly managed.
Emphasizing the importance of how sustainability is presented to corporate leaders - using the right language, and avoiding threats to the status quo that provoke habitual corporate defense mechanisms -- the book applies effective selling techniques to reposition sustainability strategies as a means to achieving existing corporate ends, rather than as a separate priority to worry about. It sells sustainability as a solution, a business strategy, and a catalyst for business transformation. An appendix gives a version of the sustainability business case for Small-to-Medium-level Enterprises.
Designed for quick reading and reference -- right pages furthering the argument, while left pages provide support materials -- the book is especially useful for those wanting to convince busy executives and board members.(2004-12-01)
About the Author
Bob Willard uses his senior management experience from his 34-year career at IBM to create a business case for corporate sustainability strategies. He has delivered hundreds of keynote presentations on the subject to corporations, consultants, academics and NGOs world-wide. He is also the author of The Sustainability Advantage and The Next Sustainability Wave and has produced The Business Case for Sustainability DVD.
Most Helpful Customer Reviews on Amazon.com (beta)
Bob Willard claims this book fills a unique niche, and as far as I know he's right. And it's an important niche for readers who are trying to build a business case for sustainability.
The book is an easy read, which shouldn't be confused with a simplistic treatment of complex information. Willard organizes a lot of material drawn from a wide range of sources into a coherent and well-argued whole. He also includes a lot of well selected quotations around the topic.
His bibliography at the end of the book is also very good.
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