Sustainable by Design

What if sustainability wasn't about how long you could keep going, but about whether the going was actually worth sustaining?

That is a different question than the one most business advice asks. Most of it is concerned with endurance. How do you keep up the pace? How do you maintain output? How do you scale without breaking? The assumption underneath all of it is that the direction is right and the only problem is the stamina.

But stamina in service of the wrong thing is not sustainability. It is just a slower kind of depletion.