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“So, you could call me optimistic and hopeful and probably just a little bit naïve, but I’m coming from the space that the best way to predict the future is to get out there and just do it yourself”
– John Elkington, interviewed by Joel Makower (Chairman and Executive Editor of GreenBiz Group)

John Elkington is a world authority on corporate responsibility and sustainable development, who has worked for forty years in the environmental, sustainability, and social innovation fields. In 2014 he published The Breakthrough Challenge, mentioning The Value Web as a contributor, based on the pioneer work of The B TEAM, a global nonprofit initiative which redefines business as a driving force for social, environmental and economic benefit.

The project draws on over 100 exclusive interviews, bringing together prominent voices in the business world (from Paul Polman, CEO of Unilever to Arianna Huffington, founder and CEO of The Huffington Post) to map the emerging landscape of risk and opportunity, investigating the pioneering work of CEOs and other business leaders from around the globe.

Change-as-usual strategies are not enough to move business from breakdowns to breakthroughs, argues Elkington. The Breakthrough Challenge shows leaders how to achieve a true transformation and why it is necessary to refocus the definition of profitability on the lasting well-being of people and planet—for the lasting success of their business.

The Breakthrough Challenge was published in August 2014 and is available from Jossey-Bass (Wiley) at the list price of £18.99.

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