The Breakthrough Challenge: 10 Ways to Connect Today's Profits With Tomorrow's Bottom Line

Overview

The Breakthrough Challenge has enormous potentialto bring out the best in us—as all good challenges do.Leaders in all sectors, around the world, must recognize the needfor a collective, concerted effort.”
—from the foreword by Sir Richard Branson

The world’s most forward-looking CEOs recognize the realchallenge facing business today: a fundamental shift in the natureof commerce. While sustainability programs, government action, andnonprofits ...

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Overview

The Breakthrough Challenge has enormous potentialto bring out the best in us—as all good challenges do.Leaders in all sectors, around the world, must recognize the needfor a collective, concerted effort.”
—from the foreword by Sir Richard Branson

The world’s most forward-looking CEOs recognize the realchallenge facing business today: a fundamental shift in the natureof commerce. While sustainability programs, government action, andnonprofits are all parts of the solution, CEOs and other leadersmust focus on social, environmental, and economic benefit—notonly because it will make the world a better place, but because itwill ensure lasting profitability and success in the businessclimate of tomorrow.

The Breakthrough Challenge is both an inspiring call toaction and a guide for this transformation, based on the work ofThe B Team, a major initiative uniting leaders in sustainability.As a founding advisor and member of The B Team, John Elkington andJochen Zeitz map out an agenda for change. The most important goalfor businesses must be redefining the bottom line to account fortrue long-term costs throughout the supply chain. To achieve this,leaders must rethink everything: what counts on balance sheets, howto incentivize performance, who does what in the C-suite, and evenwhat inspires us. The Breakthrough Challenge draws on over100 exclusive interviews to show this shift in action, sharing thepioneering work of leaders such as Paul Polman, CEO of Unilever;Arianna Huffington, founder and CEO of The Huffington Post;Peter Brabeck-Letmathe, chairman of the Nestlé Group; andLinda Fisher, pioneering Chief Sustainability Officer at DuPont,among many others.

Change-as-usual strategies are not enough to move business frombreakdowns to breakthroughs. The Breakthrough Challengeshows leaders how to achieve a true transformation and refocus thedefinition of profitability on the lasting wellbeing of people andplanet—for the lasting success of their business.

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Product Details

  • ISBN-13: 9781118539699
  • Publisher: Wiley
  • Publication date: 8/11/2014
  • Edition number: 1
  • Pages: 272
  • Sales rank: 1,462,552
  • Product dimensions: 6.10 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

John Elkington has worked for forty years in theenvironmental, sustainability, and social innovation fields. He hascofounded four companies, sits on more than twenty boards oradvisory boards, and is a founding advisor of The B Team advisoryboard. He is the author or coauthor of nineteen books, includingThe Power of Unreasonable People. He has received awardsfrom the UN, the Skoll Foundation, Fast Company, theRockefeller Foundation, and others. John lives in London.

Jochen Zeitz is cofounder and cochairman of The B Team.He is a director at Kering (formerly PPR) and chairman of theboard’s sustainable development committee, after having beenCEO of the Sport & Lifestyle division and chief sustainabilityofficer (CSO). Previously, he served eighteen years as chairman andCEO of Puma. He was the youngest CEO in German history to head apublic company. He is a board member of Harley-Davidson andWilderness Safaris and is coauthor of The Manager and theMonk (Jossey-Bass, 2012), which has appeared in fifteenlanguages. Among other awards, he was named the FinancialTimes Strategist of the Year three years in a row. Jochen livesin Switzerland and Kenya.

For more information, please visitwww.thebreakthroughchallenge.com and follow the authors on Twittervia @VolansJohn and @JochenZeitz.

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Table of Contents

Foreword

Sir Richard Branson ix

Preface xi

Introduction: Profit from Tomorrow’s Bottom Line 1

1 Adopt the Right Aspirations 23

2 Create New Corporate Structures 39

3 Apply True Accounting Principles 55

4 Calculate True Returns 71

5 Embrace Well-Being 87

6 Level the Playing Field 107

7 Pursue Full Transparency 123

8 Redefine Education 143

9 Learn from Nature’s Model 167

10 Keep the Long Run in Mind 179

Conclusion: Get Ready to Break Through 193

Notes 211

Acknowledgments 229

About the Authors 235

Index 239

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