Journal of Corporate Citizenship Spring 2010

True leadership is distinguished by doing the right thing, not just doing things right. So as advocates for the public interest, how do we know if we are doing the right thing? Even if we make genuine progress on issues that are of concern to immediate stakeholders, could these gains mask a failure to address more significant, structural issues? This essay emphasizes prioritization as a prerequisite for effective optimization of public interest objectives, and suggests that failing to prioritize sustainability initiatives effectively could amount to a form of unintentional greenwashing. It is the  basis for one of TRUTHstudio’s core principles: prioritize to optimize:

download