...there is no more strategic issue for a company, or any organization, than its ultimate purpose. For those who think business exists to make a profit, I suggest they think again. Business makes a profit to exist. Surely it must exist for some higher, nobler purpose than that.

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.

We need an honest bottom line. Today that bottom line is vastly subsidized. If anyone of us were paying the full cost of oil our bottom lines would be very different. If you internalize the cost of oil, look at the cost of the war in the Middle East or the cost of global warming for future generations, if you internalize those external costs and what you pay, that bottom line would look very different, what ever business you are in.

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.

For nearly 11 years, now, we have been on this mission; we call it, "climbing Mt. Sustainability", a mountain higher than Everest, to meet at that point at the top that symbolizes zero footprint-zero environmental impact. Sustainable: taking nothing, doing no harm.

If we somehow put a value on species extinction and factor that into our costs that bottom line would look very different. IF we put any resource depletion into costs our bottom line would change. So what we have is a dishonest market that does not take into account all the costs when it establishes its prices. We need an honest marketplace before we can let the market work for sustainability rather than against it as it works today.