True Story

Thre are Better than One

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.

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

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