The Power of an Inspiring Story of Sustainability

Blog by Julie Urlaub, Founder and Managing Partner at Taiga Company
Feb 7, 2011 10:20 AM ET

Taiga Company blog by Julie Urlaub, Founder and Managing Partner at Taiga Compa…

What will be the defining moment in your company’s history?  It will probably be narrowed down among a select few: a mountain of work leading up to and a stream of action that resulted in a significant change.  In any event, there will be a story to tell and that story can have significant power and relevance.

  As a recent BNET article explains, “Now, more than ever, if you can’t tell a story in a way that grabs people’s attention, gets across your position, and sticks with them, you may as well just hang it up. It’s as simple as that”.    As a sustainability consultant, I am frequently engaged in discussions of business sustainability definitions, how sustainability concepts can be applied, the value of implementation, and why businesses may or may not be "ready" for sustainability.  These conversations usually turn into an exploration of specific business integration:    •    Alignment of corporate sustainable values with business financial drivers. •    Alignment of internal business practices with corporate values. •    Alignment of product offerings with consumer expectations and corporate values. •    Alignment of supply relationships with product quality and corporate values.  

While execution is a critical piece of any overall process, the conversations and decisions that inspire action are more often what define a company’s unique and interesting business sustainability story.  A business sustainability story is a story of motivation and inspiration: click here to continue reading.


Home to one third of the earth's trees, the Taiga is the largest land-based biosphere and encircles the globe. Its immense oxygen production literally changes the atmosphere and refreshes the planet. It is this continuous renewal that has shaped Taiga Company's vision to drive similar change in the business world. Taiga Company seeks to be the "oxygen for your business".