I read a splendid book about John Elkington’s life and career, Tickling Sharks. He is a renowned sustainability entrepreneur and author, known for works such as The Green Consumer Guide and The Green Swan.

The book can best be described as a memoir of an elder sustainability guru, though it also carries elements of a manifesto. Elkington offers valuable advice for anyone seeking to advance sustainability in the business world, likening the challenge to “tickling the human sharks” of corporate culture.

I thoroughly enjoyed the many stories Elkington shares about guiding companies toward more sustainable practices. The book delves into key themes like creating impact, regenerative business, and systemic change. Despite having witnessed the evolution of the sustainability agenda over decades, Elkington remains optimistic, believing that the golden years of sustainability are yet to come.

Many things we take for granted today were once considered impossible.

Here are some of the tips I found interesting for those working with sustainability and wanting to remove barriers and make an impact:

💡Look after yourself, don’t burn out while being mission-driven. 

💡Get to know yourself first and what you stand for. 

💡Resist the urge to cling to like-minded people and break out of your comfort zone. 

💡Use outsiders and take critics seriously, that’s important for finding different perspectives. 

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