True Story

In The Triple Bottom Line (Jossey-Bass, $24.95), Andrew W. Savitz, a PricewaterhouseCoopers sustainable business expert, defines sustainable business as creating long-term shareholder value by seizing opportunities and managing risks related to the economic, social and environmental impact of doing business. The resulting win-win-win scenario is the triple bottom line. Savitz explains the new paradigm, charts its rise and offers guidelines for companies that see value in playing this game. One starting tip: Look for any intersection between profit and the public good. If it benefits humanity and you can make money at it, you're halfway there.

Mark Hendricksis Entrepreneur's "Staff Smarts" columnist.

This article was originally published in the December 2006 print edition of Entrepreneur with the headline: True Story.