The Death and Life of Corporate Responsibility book, by Jeffrey Hollender and Bill BreenWhen co-author Bill Breen and I wrote our new book, The Responsibility Revolution, we intended it to function as a how-to manual that would introduce the corporate community to the new brand of corporate responsibility that’s now emerging at renegade companies around the world, a model for positive change we call Corporate Responsibility 2.0.

Along the way to the book’s recent publication, that manual became a bit of a manifesto that not only showed companies how to change but explained to them why they should. At the end of the day, our new book is as much an overview of what companies need to be doing as it is a look at the enormous advantages, competitive and otherwise, that are waiting for every business with the wisdom to aim for something bigger.

Recently, we took these ideas and distilled them down into a new call to action that’s just been published at the website ChangeThis. It serves as an excellent introduction to what The Responsibility Revolution and Corporate Responsibility 2.0 itself are all about.

Taking these ideas to heart is the necessary first step of the work ahead. There’s a lot of that work to do if we’ve got any hope of creating a sustainable world before forces beyond our control do it for us. Those forces aren’t going to be gentle when they come, and they’re likely to leave us with a planet that’s not nearly as hospitable as it would be if we remade it ourselves. That makes the new Change This essay something every executive, manager, and employee needs to read and share with others. Think of it as the first shovel of precious earth way you’ll move as we all come together to dig ourselves out of the hole we’re in.

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