An absolutely fascinating theory of why classical sustainability practices are not enough anymore and why a massive disruption is needed. The need to advance towards regenerative (business) models is imminent, and the examples Elkington gives of both green and gray/ black swans are very compelling. I think the book is stronger in drawing the main elements of the economic transformations we need to undertake and less spot on when it comes to the political ones we must implement.

John Elkington's 'Green Swans' engaged me with it's careful and informed studies and reports about the sustainable future that is possible. I have known of John and his work - e.g. the Triple Bottom Line - for 15 years or so, though I hadn't been fully aware of the breadth and depth of his sphere of influence.

In these times of VUCA - volatile, uncertain, complex, ambiguous - we need steady yet challenging strategies and actions to help us recreate a different world - an economy that is vibrant and enhances rather than depletes, and governance which encourages careful stewarding and radical rethinking towards preservation - and John Elkington's experience and ethos are primed to fulfill these needs. In 2018, he instigated a product recall for the Triple Bottom Line, believing the concept to have been misunderstood and possibly mis-used.

His subsequent research led to the concept of the Green Swans, expanding on and arising partially from Nassim Nicholas Taleb's 'Black Swans', together with Grey Swans and White Swans, which are metaphors for financial and other events, of varying effects, the latter of which I'm not going to explore here.

What is exciting about Elkington's Green Swans is, as he describes them, that they are 'dynamic trajectories to seemingly impossible outcomes and solutions'.

If we are going to 'Build Back Better' after this global COVID-19 crisis, then the last thing we need is a return to normal, or even a 'new' normal. We need to have exponentially different thinking, actions and implementation, through responsibility, resilience and regeneration.

We need to work together to ensure the future in which this happens, and John Elkington's Green Swans flying together with a collaborative team of responsible, committed leaders could well be the way we achieve a regenerative economy on a global scale and a healthier, revived and refreshed populace.
Must read, highly recommended.

I really appreciate John's optimism, solution-driven mindset, and attitude. However, I couldn't ever get engrossed into this book and found it to be very dry. I really support the premise though and hope this book does well.

I was hoping to get into this, but unfortunately wasn’t really hooked. I’ve read Nassim Taleb’s books, but this didn’t grab me. Best of luck with it.