Practical Advice From Andrew Winston’s Green Recovery

Andrew S. Winston is a sustainability expert and the co-author of the bestseller Green to Gold. His last book published during the financial crisis last year, Green Recovery: Get Lean, Get Smart, and Emerge From the Downturn on Top, is a timely and practical guide to help companies go green and do more with less, and survive the bad economic conditions.

In his book, Andrew focuses on 4 strategic areas:

1. Get Lean by revving up your energy and resource efficiency.

  • Switch to energy-efficient lighting
  • Turn off lights
  • Update heating and cooling systems
  • Shrink the data center carbon footprint
  • Shut down office computers and other equipment
  • Cut back on printers and print less
  • Train the drivers
  • Redesign the distribution system
  • Reduce corporate travel and meet virtually
  • Reduce and recycle waste

2. Get Smart by using environmental data about products and value chains to save money, innovate, and generate competitive advantage.

  • Collect good environmental data
  • Drive performance and internal competition
  • Prioritise and focus on the real environmental footprint
  • Answer customers’ pressing questions
  • Find market openings and focus innovation
  • Make smarter decisions and investments
  • Map out your value chain for a quick view on resource use
  • Use data that is already out there
  • Seek out tools to help you

3. Get Creative and rejuvenate your innovation efforts.

  • Ask tough questions
  • Make it someone’s job
  • Build green into design and R&D systems
  • Use technology to bring people and perspectives together
  • Make time for green innovation
  • Set green innovation goals
  • Build scenarios and tell stories

4. Get (your people) Engaged and excited by asking employees to solve their own, the company’s, and even the world’s environmental challenges.

  • Build a foundation for green thinking and what your people should know
  • Engage employees on sustainability at home and at work
  • Give people ownership of environmental goals and the tools to act on them

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