Strategy for Sustainability: A
Business Manifesto by Adam
Werbach
An Informative Look At Business And Sustainability
This is the definitive work on business strategy for sustainability by the
most authoritative voice in the conversation.
More than ever before, consumers, employees, and investors share a
common purpose and a passion for companies that do well by doing good.
So any strategy without sustainability at its core is just plain irresponsible -
bad for business, bad for shareholders, bad for the environment. These
challenges represent unprecedented opportunities for big brands - such as
Clorox, Dell, Toyota, Procter & Gamble, Nike, and Wal-Mart - that are
implementing integral, rather than tangential, strategies for sustainability.
What these companies are doing illuminates the books practical framework
for change, which involves engaging employees, using transparency as a

business tool, and reaping the rewards of a networked organizational
structure.
Leave your quaint notions of corporate social responsibility and
environmentalism behind. Werbach is starting a whole new dialogue
around sustainability of enterprise and life as we know it in organizations
and individuals. Sustainability is now a true competitive strategic
advantage, and building it into the core of your business is the only means
to ensure that your company - and your world - will survive.
Personal Review: Strategy for Sustainability: A Business
Manifesto by Adam Werbach
Adam Werbach is an interesting author, and his new book Strategy for
Sustainability: A Business Manifesto is going to raise some eyebrows, not
just in the corporate world, but in the camp of the environmentalists as
well.
When just 23 years old, Werbach was elected as the national president of
the Sierra Club, and in 1996 he was the youngest-ever to have achieved
such an honor. The following year, while still president of the Sierra Club,
the environmental activist wrote Act Now, Apologize Later, which had
mixed reviews from many sides. Then in 2004, Werbach presented a
controversial speech at the Commonwealth Club of California frequently
referred to as "Is Environmentalism Dead?" in which he suggested that
advances in environmentalism had stalled, due to outmoded thinking and
planning. He openly urged the environmental organizations to take a
different approach by linking environmental objectives with other broadly
based economic and social goals.
Author Werbach's new book has expanded on the concepts of that speech,
giving clear examples of how sustainability is the only logical business
strategy worth practicing, and he explains how companies can profit from
this critical mission. And he writes with some authority, as an elected
member of the board of Greenpeace and an advisor to corporations and
nonprofits globally, such as Wal-Mart, Procter & Gamble, Cisco, General
Mills, and others. Werbach is probably the leading voice on issues that tie
the needs of the environment and long-term sustainability to those of
business.
Some of the sustainability examples given throughout the book will
surprise many readers, and what these companies are doing sheds light
on the book's practical structure for change. In today's business world, any
approach without sustainability as its mainstay is reckless: it's bad for
business, for employees, for consumers, for investors, and bad for the
environment. There are many positive cases in point offered, along with
some glaringly negative examples, such as recently bankrupt Circuit City.

Werbach's book illustrates how sustainability can be and now is a
competitive tactical advantage, and how building it into the foundation of a
business may be the only process to make certain that ones company will
survive and even prosper in our changing world. This is a highly
recommended 5-star read, even for those not generally interested in
business books.
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