Sustainability is in the how

Leaders like Chase Jarvis and Seth Godin tell us that artists (and we are all artists) don’t work to make money. They make money so that they can keep doing their art.

So if you like to paint, you sell your paintings so that you can keep painting (and not for the money). If you like to cook food for others, you sell your food so you can keep cooking. If you like to create software that unleashes users’ creativity, you sell your software so you can keep coding.

None of us can create and sell our art by ourselves. We must work with colleagues, suppliers, customers, intermediaries. This is why how we create and sell matters just as much as what we create and sell. It cannot be enough to just want to cook food for other people. We must care about the entire value chain if we want it to be sustainable.

For it must be sustainable if we are to do it again tomorrow.

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