🍃 You’ve been lied to about sustainability.

Did you know?

You’ve been sold a story and it’s simply not true. It’s the one that says sustainability is a problem. That it’s expensive to implement, overly complex to manage, and hard to match with your core business strategy.

But that story is a myth.

And believing it is exactly what’s holding so many businesses back because here’s what I see behind the scenes:

Most executives I speak to are already allocating resources to do 60% of the work, but lack results.

They’ve rolled out energy audits. Chosen better materials. Engaged their teams.

But it still feels like nothing’s moving.

That’s what the myth costs you: Clarity. Confidence. Results.

You end up pouring in time and resources, but the progress feels invisible.

You doubt the impact. Delay decisions. Lose momentum.

But here’s what no one’s telling you:

It’s not the work that’s broken. 

It’s the way you’re framing it.

The big idea:

One of the biggest barriers to progress is still the outdated belief that sustainability is just a cost. And when you see it that way of course it feels slow and hard to scale.

Too many companies still treat sustainability like a problem to solve or a box to tick.

But it’s not a problem and it’s definitely not a checklist.

It’s a growth strategy.

Sustainability is the road to a better, profitable and stronger business. 

One that’s more resilient, more respected, and better prepared for what’s coming next.

I share more about the importance of these narratives in the video below. 

WATCH NOW

Make sustainability a real business advantage

If you’re investing time and effort but not seeing any results in your business, let’s talk.

I’m opening a few slots to speak with leaders who are ready to align their efforts, connect the dots, and turn good intentions into clear impact and business outcomes over the next 6 to 18 months.

Just hit reply and tell me:

👉 What’s the one outcome you’re not seeing yet, but want to?

If I can help, I’ll respond personally.

Tip of the week:

How to connect your efforts to results.

1. List everything you’re already doing.
Sustainable sourcing? Energy monitoring? Supplier engagement? Capture it all, big and small.

2. Group your wins in business and impact.
What’s reducing costs? What’s improving trust? What’s attracting talent or improving efficiency, what created the most impact?

3. Spot the gaps.
Which of these actions are visible to leadership? Which ones are being tracked or communicated?

4. Shift the story.
Stop saying we’re trying to be greener. Start saying this is what drives value for our business.

5. Name your strategy.
When people can describe what you’re doing in one sentence, you’ve got alignment.

You might already be doing more than you think.

The key is making it work together and telling the story in a way people understand.

Interested in continuing this conversation? Send me a DM on LinkedIn or reply to this email.

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Best,
Jasper