No challenge derails managers from the goal of sustainability more than understanding what it means for an organization to really be sustainable. Some people think sustainability is all about environmental issues. Others see it in terms of the bottom line. And then, of course, there are people who use the term synonymously with corporate social responsibility and shared value. Business sustainability is none of these things. Rather, it is about time.

Your brand has an audience you've worked hard to cultivate, but part of that includes those who are the most connected to your company: your employees. They're already working together to achieve your businesses goals and are passionate about the company succeeding. You should look to find ways to give your team a chance to become involved in something bigger.