WHAT IS UNREASONABLE?

It’s the kind of thinking that puts an entire farming system on the roof of an unused parking garage and in a 70 x 100 sq. ft. area sustainably produces as much food as a 13 acre farm. Using 90% less water. And no chemical pesticides.

It’s questioning the logic in clear cutting ten acres of natural forest, to obtain enough raw materials to build ten houses. That might last forty years. When you can take a hole in the earth the same size and build ten thousand homes. That are flood proof, fire proof, healthy and beautiful. And will stand for a thousand years.

Or believing that in an industry decimated by overseas production, a local apparel company can create locally sustainable manufacturing jobs. And prosper.

Conventional thinkers disagree. Corporations who work solely to make profit and measure results in quarters say it can’t be done. But it can. And it is.

MAYBE YOU DIDN’T GET THE MEMO.

The world is changing. An emerging irony is encompassing the business landscape. The more one focuses on profit, book value and exit strategies, the less chance of success.

But the unreasonable ones. The ones who build value in society. The ones who are generous with their customers and their communities, are reaching through the prevailing cynicism of our time and proving once and for all; what’s good for the world, is good for business.

SO WHAT IS UNREASONABLE?

It’s never forsaking values for profit. It’s being unapologetic for doing what’s right, not what’s taught. It’s creating a legacy no one believed would happen. It’s making a commitment history doesn’t want you to make.
So make it.

Be Unreasonable.