I used to think that my job didn't have anything to do with the environment. Then I realized that my job, as well as everyone else's job, impacts the environment in some way. And now advocating for sustainability has become my No. 1 responsibility.

I always make the business case for sustainability. It's so compelling. Our costs are down, not up. Our products are the best they have ever been. Our people are motivated by a shared higher purpose - esprit de corps to die for. And the goodwill in the marketplace - it's just been astonishing.

The status quo is a product of our culture or our culture is a product of the status quo - I'm sure which is the effect and which is the product - there is probably a feedback loop there that is mutually reinforcing. But we have a culture that says "Hey, look around. This place called Earth was created for you and you can do anything you want with it."

During the last five years, those four advantages-costs, products, people, goodwill-have been the salvation of Interface during a recession that saw our primary marketplace shrink by 38% from peak to trough-38%! As a heavily leveraged company with over $400 million in debt, we might not have made it without the sustainability initiative and, especially, the support of our customers. This revised definition of success-this new paradigm-has a name: "Doing well by doing good". It is a better way to bigger profits.

"Comply" is not a vision.

We really began to think in different ways about our business in terms of climbing this mountain and it became very clear very quickly this was the smart thing to do. Not only did we start to generate answers for those customers, they embraced us for what we were trying to do. The goodwill in the market place has just been stunning. The rest of the business case is pretty simple. I cost it down not up.

We have a choice to make during our brief visit to this beautiful blue and green living planet: to hurt it or to help it.