Introduction and Executive Summary

• Author: William R. Blackburn
• Pages: 13-18

Introduction and Executive Summary

“Weshall require a substantially new manner of thinking if mankind is

to survive.”1

—Albert Einstein

This book could have been titled How Organizations Can Use Sustain-

able Development to Their Advantage or simply, Sustainable Develop-

ment for Dummies.Sustainable development, or the shorthand sustain-

ability used in this book, is a concept of growing popularity aimed at pro-

ducing long-term global well-being through the wise use and manage-

ment of economic and natural resources, and through respect for people

and other living things. Sustainability is a concept describing mankind’s

ability to create a world for humans and non-humans that environmen-

tally, socially, and economically provides for a current population’s

needs without damaging the ability of future generations to take care of

themselves. At the outset, the book provides background information

on the topic and its importance to business. It then proposes an ap-

proach for managing companies in an efficient, holistic way that takes

into account important sustainability trends shaping our world of to-

morrow. It is a handbook filled with explanations, practical strategies,

checklists, forms, tips, and reference information. To a large extent, the

text is as much about smart management techniques as it is about the

topic of sustainability.

The book is written with large companies in mind, although Chapter

12 tells how the lessons can be applied to companies that are small or in

financial difficulty. Chapters 13, 14, and 15 explain how nongovern-

mental organizations (NGOs), governmental organizations, and colleges

and universities can approach sustainability, too. These four chapters are

filled with best-practice examples which should prove particularly use-

ful to readers interested in those organizations. Other readers, including

those from large corporations, may find the ideas and strategies pre-

sented there can stimulate new thinking for them as well.

The book is geared both for people who know nothing about sustain-

ability as well as seasoned experts who are anxious to hone their ap-

proach to the concept. The former are advised to read Appendix 1 first.

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