In this executive Masterclass, I go deeply into the question of unsustainability to reveal why we've been unable to solve the global problem of achieving sustainability. This in not a trivial exercise and requires your patience in watching the complete transformation as it is unveiled to the end.

Using a unique, "axis-shifting" analysis, I transform the original sustainability problem and the triple bottom line approach to reveal the hidden, underlying issue that's the real driver of un-sustainability.

The result of the analysis described here provides new hope for becoming more sustainable and requires businesses to meet new standards. It sets new expectations for redesigning companies, brands, products, and services to be sustainably circular.

Here I provide the definitive explanation for why the circular economy - when combined symbiotically with fundamental sustainability principles, and allied with the subtraction of unsustainable outcomes - can create the force driving innovation to more sustainable ends.

With this reframing of sustainability as originally conceptualized, we finally see a way forward. We provide the opening that's needed for a new, practical business sustainability framework,

I will be sharing this new sustainability system for businesses in other video Masterclassses. If you want to see and use this framework in your business, brands and products - contact me using the comments below.

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CHAPTERS

0:00 Triple Bottom Line Reviewed
1:35 Introducing the Axis Shift
3:30 Creating the Fractal
7:05 The New Operating Framework
8:51 Reframing the Problem
11:35 The Transformation
12:20 The Synthesis
14:10 The Trend radar
18:40 The new framework
19:22 Summarising the Analysis

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