First published in the Huffington Post, March 6th, 2014 

When I first started working with corporations on transformative green technologies, I would discuss my excitement to other environmentalists, and they would retort: “But they’re only doing that because they’re greedy… not because it’s the right thing.” I would reply, “Who are we, the morality police? They’re taking a great leap forward.” Very few businesspeople and politicians are primarily motivated by a grand vision of a better world. Some certainly are, and we need more of them — but they are often fired or dismissed as the office nag, lunatic or nuisance. It takes a huge amount of courage to be a whistleblower or to suggest something out of the box. Keeping a company profitable is daunting enough. The lyrics from Frank Loesser’s Broadway show, How to Succeed in Business Without Really Trying says it all… the song is called “The Company Way.”

Finch: When they want brilliant thinking, from employees
Twimble: That is no concern of mine.
Finch: Suppose a man of genius,makes suggestions?
Twimble: Watch that genius get suggested to resign.
Finch: So you play it the company way?
Twimble: All company policy is by me OK.
Finch: You’ll never rise up to the top.
Twimble: But there’s one thing clear: Whoever the company fires,I will still be here.

Ain’t that the truth? But the company way ain’t gonna take us where we gotta go. Only emotional intelligence and peer pressure will help us breach the delta between today’s business as usual and a radical rethink of sourcing, operations, profits and products. While accountants and consultancies are planning the future of financial reporting, it is time for the rest of us to pave the road for true profits. That road is less