Creating sustainable value: A strength-based whole system approach

We provide seven steps to integrating sustainability into strategy and operations. The process is designed to enable business leaders to reframe sustainability as a source of value creation using a life cycle collaborative approach to innovation instead of piecemeal change led by small groups of experts. Furthermore, the approach builds on the strengths of whole business systems rather than attempting to fix the weaknesses of individual actors as is typical of many strategy execution efforts. The chapter begins with a survey of perceptions about the meaning of sustainability and corporate social responsibility (CSR). The survey shows both significant confusion about the concepts themselves, and an opportunity for first movers to differentiate themselves by adopting an approach to sustainability based on innovation and business value. The seven steps are then presented using a strength-based whole system approach to compress the time and resources required to achieve the desired results.