Written by one of Canada's most experienced sustainability strategists, this collection of essays and speeches organized into four sections—Origins, Homage, Reflection, and Renewal—blends business advice, autobiographical reflection, and poetic meditation to explain why companies have a responsibility to protect the environment. Drawing on examples from economics, environmental studies, history, and popular culture, the discussions show that humans like to elevate themselves and do good for others—ideals that transcend the importance of profit and loss.