Here’s the lie: Green Business Lie #28: It’ll take a whole new management team to make any sustainability happen here.
Here’s the truth — excerpted from The Truth About Green Business:
TRUTH 28: Innovation is at the Heart of Greening
Don’t let fear of failure keep you from experimenting–and don’t let success breed complacency. The business world is littered with once-successful companies that stopped innovating because what they were doing worked well. Compare Toyota and GM. It’s clear which one has built innovation into its core practices.
It’s a familiar story: a respected leader–a business executive, a politician, a scientist–says something can’t be done, or is a bad idea, or is too expensive. Then an arrogant upstart comes along with a modest innovation, or sometimes a world-changing one. The innovation might be met first with dismissal–“it’s impossible”–then with enthusiasm, and finally with “oh, that’s not so innovative, everyone knows that.”