15 Aug '11, 12pm

What NASCAR Can Teach Sustainability Professionals

What NASCAR Can Teach Sustainability Professionals

For many sustainability executives, their toughest challenge is to engage employees and persuade them to buy into their company's commitment. Mike Lynch's message is no different, but his toughest audience isn't his organization, industry or its fans. Often, it's his peers. Recently, the managing director of NASCAR Green Innovation stood before a roomful of sustainability professionals gathered for a meeting of the GreenBiz Executive Network . Just before he began his presentation, a hand came up in the audience and a voice said, "Before you start, just let me make sure you understand, this whole thing is an oxymoron from our standpoint," Lynch recalled. "What was great about it," he said, remembering the moment, "was that it was the first time the interaction was so explicit. When I go into a room like that with a bunch of sustainability people, I assume that's the attitu...

Full article: http://www.greenbiz.com/blog/2011/08/15/what-nascar-can-t...

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