Suppose your company launches several sustainability initiatives and then the sponsoring executives move to another company. The replacement executives are new to “sustainability” and push back, saying “Tell me again why we should bother with all this environmental and social stuff?” When executives ask that overarching “Why” question, they seek answers to the Big 3 “Whys” for any value proposition, especially sustainability initiatives.
“Is it the right thing to do?”
“Is it the financially rewarding thing to do?”
“Will bad things happen if we don’t do it?”
A simple “Yes” to those questions may need a detailed cost-benefit analysis to back it up. Specifically, answers to the Ultimate 10 “Whys” may be necessary.
The middle eight questions help answer the second Big 3 “Whys:” “Is it the financially rewarding thing to do?” Although answers to all the questions may not be necessary, sustainability champions need a resource that could do that, just in case. They need a calculator that does a monetized assessment of all potential tangible and intangible benefit areas – the Ultimate 10 “Whys”– for any sustainability initiative. That is what the my next book will do.
In my last two blogs, I previewed that book. Its working title was “The Ultimate Sustainability Advantage.” It has a new working title: “Sustainability Advantage UltBook: The Ultimate Workbook for Sustainability Initiatives’ Potential Benefits.” “UltBook” feels more catchy. It is the same Excel e-book, with a fun new title.
I am looking forward to launching the UltBook at New Metrics ’16, where I will explore several of its key insights, and welcome the opportunity to discuss how to apply its framework as a tool in your business.
Author, Speaker, and Founder
This post original appeared on sustainabilityadvantage.com
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