Sustaining the truth

摘要

The new word for 2007 will undoubtedly be 'sustain-ability'. Like many words it is one that has subtly changed its meaning over the last few years. There was a time back in the 1960's when a sustainable business was just that, a business that stayed in business. Theodore Levitt' the marketing guru was able to narrowly define the purpose of business as "to find and keep customers and to get existing buyers to continue doing business with you rather than your competitors".