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Earth, Inc.: Using Nature's Rules to Build Sustainable Profits by Gregory Unruh

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Introduction

Look deep into nature, and then you willunderstand everything better.—Albert Einstein

“Business sustainability? Embed it and forget it.” As soon as I said it, the journalist furrowed his brow. I knew the inevitable follow-up was coming. “Embed sustainability and forget it? How can you say that? Sustainability is a huge problem for business managers. You can’t just tell them to solve it and forget it.” Yes, you can. And that’s what this book is about.

Most executives have come to frame sustainability as a “journey,” a potentially endless expedition of incremental improvement. In my 2008 Harvard Business Review article, I argued that while achieving sustainability requires time and often incremental improvement, sustainability is ...

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