Sustainability is the key

Profitability and sustainability still seem to be at odds with each other.

‘We have to make a profit so that we can afford to be sustainable.’ This is how a colleague reasoned, and how quite a few managers reasoned in the spring of 2024.

Since I couldn't counter this much at the time, except for my ‘feeling’ that it was so illogical, I signed up for a ten-week digital course in ‘Business Sustainability Management’ at Cambridge University.

What a journey I embarked on with 440 participants from all over the world!

Inspiring, challenging and highly encouraging.

Highlights were:

• The impressions of the necessary interaction between governments, NGOs and companies
• The question: ‘What can Sustainability do for Business?’ Esp. Michael Porter's ‘concept of Shared Value’
• The global and highly effective interaction in our “cohort” of twenty participants (from Asia, Africa, North and South America and Europe)
• ‘Sell the Sizzle’ - we need to sell the transformation much more skilfully. “Armageddon” sells little and moves even less.

The course is highly recommended for anyone who thinks strategically. A very good knowledge of English and a willingness to engage in intensive academic work are prerequisites. Here is the link:www.cisl.cam.ac.uk/education/learn-online/business-sustainability-management-online-short-course

I have summarised my findings and am happy to share them in an impuls lecture, a workshop or in a 1:1 sparring session.