I loved reading this book, from the sustainability advocate and Harvard Business School scholar. It’s optimistic, grounded in real life, as well as being ambitious.

Serafeim explores the (mis)perception that purpose and profit are in opposition to each other, with case studies and modern examples. Environmental and social issues have been rapidly embraced by consumers, employees, and many other stakeholders. The business world has dramatically changed in recent decades. Some legacy industries and products have gone ex-growth, while newer areas are prospering amidst rapid transformation.

The main thesis is that leaders in business (and other areas) must strive to turn ESG problems into solutions. Serafeim teaches with Professor Rebecca Henderson the course "Reimagining Capitalism: Business and Big Problems" in the second year of the Harvard MBA. They have inspired a cohort of future executives to prosecute the case for adoption of sustainability… It’s a powerful message, which resonates with the personal values of younger managers and employees.

There is strong support for Integrated Reporting and Impact-Weighted Accounts in this book. Transparency and accountability are key tenets of the new landscape.

Serafeim maps out six archetypes for companies to capture value, as well as tactics/pathways to navigate this space.

This book will not take the world from our current unsustainable ways of living to a Net Zero trajectory, but it will empower energetic entrepreneurs to develop new ways of doing business. A selection of these pioneers will generate large profits and capital appreciation, from products and services that align to a higher purpose.

At less than 170 pages and very easy to read, I can strongly recommend this book.