"It is a short novel about a CEO learning to apply the findings of my PhD research - how CEOs deal with sustainability issues. It reflects the sort of work I have done with clients over the past 25 years, but the research enabled me to articulate my ideas more effectively. Briefly, if you want to deal with sustainability issues you need to align the culture to the sustainability objectives. To do this the CEOs I studied did the following:
- identify and correct inappropriate rights people perceive they have
- define necessary duties for people to perform
- establish a moral order that supports these rights and duties
- engage in actions that reinforce the rights, duties and moral order"