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 [Responsible Business & Employee Engagement](/CSR-News/responsible-business-employee-engagement)

 # Sustainability: Dare to Think of the Unthinkable

 

##### Blog by Julie Urlaub, Founder and Managing Partner at Taiga Company

 

 

 Dec 20, 2010 10:50 AM ET

  

[Taiga Company blog by Julie Urlaub, Founder and Managing Partner at Taiga Compa…](http://blog.taigacompany.com/blog/sustainability-business-life-environment/0/0/sustainability-dare-to-think-of-the-unthinkable)

"We must dare to think 'unthinkable' thoughts. We must learn to explore all the options and possibilities that confront us in a complex and rapidly changing world. We must learn to welcome and not to fear the voices of dissent. We must dare to think about 'unthinkable things' because when things become unthinkable, thinking stops and action becomes mindless." - J. William Fulbright

As we stand on the edge of a new frontier, a true cycle change in business is at hand. The [beliefs](http://blog.taigacompany.com/blog/taiga-company/0/0/rethinking-business-as-usual) of the past are being replaced with the personal and business sustainability ideas of today. Business sustainability leaders realize the speed and quality of their response to business sustainability [opportunities](http://blog.taigacompany.com/blog/taiga-company/0/0/business-sustainability-moving-beyond-the-concept) will ultimately affect company profitability. Letting go of traditional approaches and creating a culture of expanded eco awareness is the first step. 

 

All change begins with an idea and an openness to explore the boundaries of the current world. Within our sustainability consulting, we observe that those making the biggest strides are not necessarily the ones who have the greatest capacity, the financial means or even the most resources. The ones who implement change are those who simply want to change and are committed doing it. 

 

As we approach the end of the year, consider your current business plans for the future. 

 

• Are you prepared to address the shifting dynamics of the market?

 

• Do new market sectors present opportunities you have not considered?

 

• How might you tweak your current business strategy to explore longer term business sustainability goals?

 

• What might likely be on the horizon and what might be the best actions to proactively respond?

 

Creating a sustainable business involves more than an innovative product and a creative marketing plan. [**Click here to continue reading**](http://blog.taigacompany.com/blog/sustainability-business-life-environment/0/0/sustainability-dare-to-think-of-the-unthinkable).

*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*](http://taigacompany.com/) *seeks to be the "oxygen for your business".*

*TAIGA10898*



 

 

 

 

 

 

 

 [![](/sites/default/files/Clients/TaigaLogoFull_1.jpg)](/profiles/taiga-company)

 



 

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