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In the era of failing companies, collapsing economies, scarce resources, hurricanes and other disastrous effects of climate change, and conflicts over oil, sustainability has never been a more urgent topic. It's clear that we must change the way we do business. But what can businesses do to build strategies for sustainability? And what does sustainability really mean? The word has become so widely used as to have lost much of its meaning. In this chapter, leading environmentalist and CEO of Saatchi and Saatchi Adam Werbach explains why a successful strategy for sustainability is different and much bigger than just 'green' and why developing and executing a strategy for sustainability is critical for business's survival in today's rapidly changing world.' This chapter is excerpted from ‘Strategy for Sustainability: A Business Manifesto'.