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In 20+ years of work as a sustainability consultant to publically traded corporations, I’ve often been asked by company executives, “What’s the business case?”

A Seed Story It started with a seed. In this case, a maple seed. Flung to the ground from an upper branch the previous year, tucked into the brown leaf duff on a Massachusetts hillside, it had slept through a long winter under a soft blanket of deep snow. Now that snow was beginning to liquefy and flow in the warming spring sun, soaking the seed and the ground that held it. The seed responded to the water and increasing warmth by beginning to swell, insistently bursting a single slim tendril ...