LESSONS IN LEADERSHIP anagewhereCEOs are frequentlydepictedas “always doing”, whether it’s 5am workouts or ambitious corporate restructurings, it takes a conscious effort to buck the trend, take the unexpected option, and to quietly “get on with it”. Creating win-wins Second, as I argue in my new book Sustainable Investing in Practice, the creation of “win-wins” does more to advance sustainability than the majority of ideological initiatives. Because most people are selfinterested (to a greater or lesser degree), identifying opportunities that benefit people, planet, and profit simultaneously nearly always generate greater support than those that lack a commercial edge. Get on with it The first unexpected option is to simply “get on with it”. If sustainability is part of your business strategy, simply keep doingwhat you are doing and tone down the most overt marketing components. While it’s tempting to show your organisation’s commitment to sustainability through public displays of support - much like the act of adding a rainbow to a corporate logo for Pride Month or assembling a diverse mix of employees for a photo shoot - these activities are often called out for “greenwashing” and “virtuesignalling.” By toning things down and focusing on what you are doing, rather than what you are saying, your sustainability strategy will likely become more authentic – even if your Instagram “likes” decline. In 36
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