Jeff Clark, writing on TechCrunch.com, talks about "The Real Reason We Should Be Thinking About Sustainability," and we clearly speak each other's language.
Every company should be thinking about sustainability. But not because it’s the right thing to do for the environment — we won’t get anywhere by slapping the word “green” on a product name and telling the world that it’s innovative. What we can do is reimagine products, processes and models with proven sustainable methods to ultimately transform our businesses. Sustainability is a real hidden source of creativity for our business practices — that’s what marketers aren’t saying.
Who could argue, right? And I don't.
But a basic idea in my new book, "Sustainable You," is that this isn't a business issue, or rather, it isn't *only* a business issue. Each of us should be thinking about our own sustainability, in the most personal terms, not because we're trying to save the world, but because we're trying to save ourselves.
It is no more than a prudent act, based on no more than one's purest self-interest, to include our "personal sustainability" in our most important decisions, if not all of them: "Will this choice enhance or hinder my long-term prospects?"
I'm not so narrow as to say this should be our only consideration. But I do think one of the biggest mistakes we repeatedly make is to not consider this point at all.
Can you think of a decision you've made that would have worked out better if you'd included the likely longer-term outcomes in your deliberations?