Let me ask you something—when was the last time you felt like you had it all under control? If you’re anything like the project managers and program leads I work with, you’re juggling so many tasks, it feels like you’re spinning plates while riding a unicycle.
Deadlines, team management, culture change, budget planning, and now—sustainability? Really?
I get it. It can feel like just another demand on your overflowing plate. But what if I told you that sustainability isn’t just another “thing to do”—it’s actually the lever that can help you do less and accomplish more? That’s not just a feel-good statement—it’s backed by real results I’ve seen in my company and in the organizations I consult with.
The Turning Point: When Sustainability Became Personal
I wasn’t always a sustainability advocate. I was a musician, project manager, and CEO who just wanted to grow my business. But then a Fortune 500 client said something that changed everything:
“We love working with you, Gerald—but if you want to stay on our preferred supplier list, you’ll need to build a sustainability practice.”
Boom. Wake-up call.
At first, I saw sustainability as a hoop to jump through. But what started as a requirement turned into a revelation. I realized sustainability isn’t just good for the planet—it’s a smart, strategic move for any business that wants to stay relevant, competitive, and profitable.
From Music to Metrics: My Unlikely Journey
So how did I pivot from bassist to business strategist to sustainability leader?
It all goes back to a simple, three-step framework I learned from music:
- Practice — Build your core skillset.
- Find your Band — Surround yourself with like-minded experts.
- Hire a Coach — Work with mentors who’ve done it before.
I used this same structure in project management, leadership, and now sustainability. I practiced by reading, researching, and taking courses. I found my “band” through partnerships and professional communities. And I found my “coach” through platforms like Greenly, where I gained hands-on knowledge and later became a partner.
Sustainability Is a Business Strategy (Not a PR Stunt)
Let’s break a myth right here: Sustainability is not just about recycling bins and paper straws.
Real sustainability includes:
- ESG Governance (Environmental, Social, Governance)
- Carbon Accounting and Reporting (Scope 1, 2, 3)
- Supply Chain Alignment
- Business Process Optimization
- Employee and Customer Engagement
And here’s the kicker—it saves you money, attracts better clients, reduces waste, and positions you as a thought leader. According to McKinsey, companies that lead on ESG strategy outperform peers by up to 5% in return on equity.
Want to Keep Your Clients? Then You’ll Need a Sustainability POV
Many global corporations now require suppliers to report on greenhouse gas emissions. They’ve built this into their master service agreements. If you’re not ready to show them your carbon footprint, your governance policy, and your employee education plans around sustainability—you’re out.
Are you ready for that?
If not, here’s what I did:
- I read four peer-reviewed books recommended by AI (yes, even I asked ChatGPT!):
- Green to Gold
- The Sustainability Handbook
- Chief Sustainability Officer at Work
- Sustainable Business
- I mind-mapped each book, identifying overlapping strategies
- I built a practice, invested in a platform (Greenly), and started helping others do the same
The Green Advantage: How Going Sustainable Boosted My Business
It’s not just about compliance. Since embracing sustainability:
- My company became a preferred supplier
- I unlocked new revenue streams
- I positioned myself as a strategic partner, not just a service provider
What started as a checkbox became a growth engine.
Coaching, Culture, and Carbon: Where the Magic Happens
Here’s the big idea: Sustainability isn’t a distraction—it’s a multiplier.
If you lead a team, manage programs, or oversee culture change, sustainability gives you a framework to:
- Align teams around meaningful goals
- Reinforce a culture of accountability and purpose
- Increase productivity through streamlined operations
And when you guide your team through it strategically, you become the tour guide, not the travel agent. You’ve been there. You can show others the way.
Tour Guides vs. Travel Agents: Who Are You Learning From?
Let me explain.
A travel agent plans your trip—but they haven’t been there. They read a brochure. A tour guide? They’ve climbed the mountain. They know where the loose rocks are.
When it comes to sustainability, find the tour guide. A good mentor can:
- Save you time and energy
- Help you avoid expensive mistakes
- Shorten your learning curve (just like HOV lanes help you skip traffic)
I’ve had coaches who saved me years of trial and error—and I’ve become that coach for others. Whether you’re considering sustainability or already deep in the process, remember: you don’t have to do it alone.
A Framework You Can Use Today
Here’s a simple way to bring sustainability into your project portfolio:
The S-M-A-R-T Sustainability Framework
- S: Start with Scope 1, 2, and 3 emissions (Know where your emissions come from)
- M: Map your current operations (Where are the gaps?)
- A: Align your strategy with client expectations (Especially your top-tier clients)
- R: Report and educate (Build internal awareness)
- T: Track and improve continuously (Use data to drive better results)
This is what I used—and it works.
Common Objections (and Why They Don’t Hold Up)
Let’s tackle the top 3 objections I hear:
- “It’s too expensive.”
- Actually, it’s more expensive to lose your biggest client.
- “I don’t have time.”
- What if this freed up your time by making your processes smarter?
- “I’m not a sustainability expert.”
- You don’t have to be. You just need a framework and the right support.
The Neuroscience of Purpose (Why This Works)
According to neuroscience research from UCLA, people who feel they are working toward a meaningful cause experience increased focus, motivation, and productivity.
When your team sees that their work contributes to something bigger than just hitting KPIs, they become more engaged and less burnt out.
Quotes That Inspire Me
“The best way to predict the future is to create it.” — Peter Drucker
“He who has a why to live can bear almost any how.” — Friedrich Nietzsche
Final Thought: What Do You Really Want?
Do you want to just survive your project backlog—or do you want to lead transformation?
Do you want to keep working weekends—or build a system that frees your time?
Do you want to be stuck reacting—or grow into a strategic leader who attracts opportunities?
If you’ve read this far, I know something about you: You’re ambitious, open-minded, and ready for change.
Let’s make sustainability your competitive advantage.
Call to Action
Want a shortcut to building your sustainability practice? Visit GeraldJLeonard.com/planet for free resources, tools, and a link to book a no-cost consultation. Let’s build something great—and sustainable—together.
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Activity You Can Do Today: Start a 15-minute team huddle and ask: “What’s one small sustainability improvement we can make this month?” Document ideas. Take action. Watch the shift.
You’re not just managing projects anymore. You’re leading the future. Let’s make it count.
If you’re feeling overwhelmed by project cutbacks and tight deadlines, I’m giving away my top strategies in my podcast below:
Click here to listen to my Productivity Smarts Podcast.
