Corporate sustainability efforts tend to fail for one of three reasons, writes Phillip Barlag. First, they lack a connection to the firm's broader goals; second, they fail to win the support of middle managers; and third, they're presented as delivering results before they're truly ready for prime time. "Addressing these issues up front can ensure the vitality of sustainability and pre-empt the challenges to which too many programs have succumbed," Barlag writes.

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