06 May '13, 1pm

Why iteration over innovation leads to sustainable systems changes

Why iteration over innovation leads to sustainable systems changes

I was at the Fortune Brainstorm Green conference last week. This annual event, where Fortune magazine "gathers the smartest people [they] know in sustainability," is a cauldron of ideas and actions focused on finding "Sustainable Solutions," this year's conference theme. There is no shortage here of big ideas. Hannah Jones, Nike's Vice President of Sustainable Business and Innovation, speaking on a panel titled "Pushing the Boundaries of Green," summed up neatly what many of us in the room were thinking when she said, "If we aren't working towards system change, we might as well go home." Unfortunately, she didn't reveal to us the magic formula for changing the system. When we think and talk about system change, we often default to thinking only about dramatic and abrupt changes to the status quo, driven by a visionary individual. However, system change, like systems thems...

Full article: http://www.greenbiz.com/blog/2013/05/06/why-iteration-ove...

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