Most people hear “sustainability” and think compliance or PR. But in today’s business reality, volatile costs, supply chain shocks, fast tech change, and climate pressures, sustainability is a leadership decision. Why it matters (in plain business terms): When sustainability is embedded into strategy, it creates real advantage: - Resilience: fewer surprises from regulation, suppliers, and reputation risks - Innovation: better products + processes when you redesign waste and resources - Trust: customers and employees increasingly choose ethical businesses - Long-term value: ESG performance is now influencing partnerships and capital Quick case example (proof it works): Serving Our Superheroes (UK) repurposed recycled textiles into essential items and diverted toiletries from landfill to hospitals. Small organisation. Big leadership. Real impact. ✅ This Week’s Action: “Sustainable Advantage One-Pager” (30 mins). Post your answers in the comments: A) One risk to reduce (regulation, supplier, energy cost, reputation)B) One waste to remove (scrap, rework, returns, excess packaging)C) One redesign to test (reuse, simplify, repurpose)D) One metric to track (waste, returns, energy, cost, CO₂ estimate)E) One leadership habit (weekly check-in + accountability) Comment your A–E below and I’ll reply with feedback + your best next-step move for next week. — Dr Cyprian. Sustainable Business Strategy School.