The Breakthrough Challenge: 10 Ways to Connect Todays Profits With Tomorrows Bottom Line

PRAISE FOR THE BREAKTHROUGH CHALLENGE John Elkington and Jochen Zeitz argue in this lucid, compelling, forward–thinking book that humanitys collective self–interest will be best served by enlightened business leaders. As practical as it is inspiring, this case for doing well by doing the right thing should be required reading for anyone seeking to build a truly successful 21st century business. Jeff Skoll, first president, eBay, and founder and chairman, the Skoll Foundation, Participant Media, and the Skoll Global Threats Fund True leaders will embrace The Breakthrough Challenge . They know that the wellbeing of people and planet is key to future prosperity, and many now suspect we need a Plan B. They could have no better guides for the journey than John Elkington and Jochen Zeitz. Arianna Huffington, co–founder, The Huffington Post , and author, Thrive One of the most convincing and readable accounts yet of howand whythe rules of the game need to change. Authored by two genuine pioneers, The Breakthrough Challenge provides an indispensable guide for those, like Unilever, looking to build a business model based on long–term sustainable and equitable growth. Paul Polman, CEO, Unilever As we peer into a foggy and uncertain future, about the only thing that is clear is that not much can remain the same. In The Breakthrough Challenge , John Elkington and Jochen Zeitz describe the radical retooling our businesses, economies, and societies need to avoid catastrophic breakdowns and achieve a new sustainable and inclusive future. Here is a design brief for the 21st century. Tim Brown, CEO, IDEO Tomorrows bottom line will require politicians and business leaders to accept that future generations have rights in todays world. The Breakthrough Challenge explains why this is inevitable, who is leading the charge, and how the transformation will happen. It should be widely read by those who aspire to leadership. Mary Robinson, former President of Ireland, former UN High Commissioner for Human Rights, and president, the Mary Robinson FoundationClimate Justice

Foreword Sir Richard Branson ix Preface xi Introduction: Profit from Tomorrow’s Bottom Line 1 1 Adopt the Right Aspirations 23 2 Create New Corporate Structures 39 3 Apply True Accounting Principles 55 4 Calculate True Returns 71 5 Embrace Well–Being 87 6 Level the Playing Field 107 7 Pursue Full Transparency 123 8 Redefine Education 143 9 Learn from Nature’s Model 167 10 Keep the Long Run in Mind 179 Conclusion: Get Ready to Break Through 193 Notes 211 Acknowledgments 229 About the Authors 235 Index 239

John Elkington has worked for forty years in the environmental, sustainability, and social innovation fields. He has cofounded four companies, sits on more than twenty boards or advisory boards, and is a founding advisor of The B Team advisory board. He is the author or coauthor of nineteen books, including The Power of Unreasonable People . He has received awards from the UN, the Skoll Foundation, Fast Company , the Rockefeller Foundation, and others. John lives in London. Jochen Zeitz is cofounder and cochairman of The B Team. He is a director at Kering (formerly PPR) and chairman of the boards sustainable development committee, after having been CEO of the Sport Lifestyle division and chief sustainability officer (CSO). Previously, he served eighteen years as chairman and CEO of Puma. He was the youngest CEO in German history to head a public company. He is a board member of Harley–Davidson and Wilderness Safaris and is coauthor of The Manager and the Monk (Jossey–Bass, 2012), which has appeared in fifteen languages. Among other awards, he was named the Financial Times Strategist of the Year three years in a row. Jochen lives in Switzerland and Kenya. For more information, please visit www.thebreakthroughchallenge.com and follow the authors on Twitter via @VolansJohn and @JochenZeitz.