My Recommended Read for this month is the ‘Green Swans: The Coming Boom in Regenerative Capitalism’ authored by John Elkington.
The book is currently available through sustainable mediums; Kindle at £4.99 and Audible through subscription/purchase options.
The book provides an inspirational outlook through the concept of the Green Swan. John neatly depicts the ‘Green Swans’ as a profound market shift, generally catalysed by some challenges (Grey and Black Swan) and changing paradigms, values, mindsets, politics, policies, technologies, business models and other key factors. In essence the Green Swan is a manifesto for system change designed to serve people, planet and prosperity.
This offering is quite fitting given the crossroad we as are at as a generation with an ambitious, yet vital 1.5°C degree target and Net Zero pledges declared to try to stabilise our planet. To achieve such ambitious targets businesses and markets require transformational change.
The book covers the business sense of the evolving regenerative economy, radical shifts, radical models, fundamentally transformational change. Reading the book hit home for me (and hope it does for you too) the immense challenges and also opportunities we face on this volatile and complex juncture we are at as a generation.
Rather than talk of ‘Doom and Gloom’, which can be easily done in this arena, the book reports about the sustainable future that is possible, outlines informed studies and provides a comprehensive account of how capitalism can be a force for good if business is open to change.
The book pinpoints key factors needed including qualities required in leaders and thinking processes. This reframed the mentality of leaders (…and to be honest in all of us) if we are to achieve a cleaner greener prosperous future.
I hope you enjoy reading the Green Swans as much as I did!
