Page 98 - The Green Building Bottom Line The Real Cost of Sustainable Building

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GREEN FROM THE INSIDE OUT

TOMMY LINSTROTH

SUMMARY

Once a company shapes its organization around a core set of values and
then devotes time and resources to developing a culture that is in synch
with those values, it needs to consider the extent to which its own prac-
tices serve to “walk the talk.” Potential hires, staff members, outside ven-
dors and, increasingly, customers and clients are seeking out organizations
that are authentic in the products and services they offer as well as in their
organizational practices. As head of sustainable initiatives for Melaver,
Inc., Tommy Linstroth is charged with ensuring that the company “walks”
its green values every day and is authentic from the inside out.
Linstroth establishes a framework for organizations seeking to increase
the authenticity of their sustainability message. This chapter first consid-
ers the general challenge of trying to be authentic against the moveable
benchmark of sustainability. The issue of authenticity then leads Linstroth
to what sustainability means to the organization and how that concept is
determined. Next, the metrics of sustainability are considered. Much as
financial performance is measured by looking at net operating income and
return on investment, a company’s sustainability metrics can be measured,
analyzed, and improved. The chapter then considers what metrics to focus
on, how to measure them, and how to improve upon them. Also considered
are the many resources available to help create a sustainable organization.
The chapter ends with a general discussion about where to go next, includ-
ing how to evaluate partners and vendors to further improve the authentic-
ity of sustainability.

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