How this ‘Godfather of Sustainability’ persuades CEOs to change their business

In a half-century of trying to open the minds of the C-suite to the benefits of sustainability, John Elkington has learned some lessons about getting CEOs on board.

Looking back, I don’t remember anyone ever advising me to enter business as a shark tickler. Still, while some brave people risk life and limb taming lions and tigers, I set out to rein in the corporate world’s man-eaters—or “the future eaters,” as Tim Flannery dubbed them in his book of the same name.