In 2007 I was in the Hunter Valley to give a presentation on collaboration to the leadership conference of one of our clients in the primary industries sector. After my presentation, the CEO introduced the company’s new sustainability policy. It was very comprehensive and profoundly committed the company to sustainable practices.The CEO read out the statement from behind the lectern. When he finished he looked at the audience and said:“I believe this is really important.” He then walked across to the screen and said, “I don’t want to work in a place that doesn’t do this, and quite frankly, I don’t think any of you do either.” As he said this he used the back of his hand to hit the screen, causing it to shake wildly.

At the dinner that evening I asked several people what they remembered about the sustainability statement. The consistent reply was, “I don’t remember what the policy statement said, but I know the CEO is really serious about it. Did you see the way he walked over and hit the screen.”