Here’s the lie: Now that we use recycled paper, we’re thought leaders in green.
Here’s the truth — excerpted from The Truth About Green Business
TRUTH 7: How green is good enough?
Courageous companies set aggressive and public goals that demand both technical innovation and organizational breakthroughs. The goals are diverse, and often courageous. ST Microelectronics is racing to cut greenhouse gas emissions by a factor of ten by 2010. DuPont has targeted zero emissions, zero defects, and zero injuries. Nike aims to eliminate chlorine. Interface has a goal of “no smokestacks or sewer pipes.” Wal-Mart is shooting for 100 percent renewable energy, zero waste, and selling only “sustainable” products (and admits that they’re not sure how to get there!).
Here’s the deal: If you aren’t setting high enough goals, your competitors’ innovations will set them higher for you.