The bar is getting set higherand higher when it comes to triple bottom line performance. Whetherindustries are seeking to avoid onerous regulation or just trying tobeat the competition, the drive towards sustainabilty will surelyincrease.

One strategy that is indicated here is to get intopartnership with government. Almost every federal and state regulatorybody now invites companies to work with them on a voluntary basis tofind better ways to do business. There is no better way to "stay in theloop" when it comes to the likely course of future regulation than toestablish strong personal and business connections with the regulatorsin your industry. It also might put you in the catbird seat when itcomes to influencing the course of new requirements.

Partnering with NGOs is another way to both foresee and influence future developments. Companies that have been working with CERES,for example, are plugged in to what the future may hold regadingclimate-change regulation and how a wide range of NGOs is trying toinfluence those outcomes.

The very best approach, when it'spossible, is to get involved in a project with government and NGOs thatoffers positive business outcomes for your company or industry. Suchprojects can be time-consuming and difficult, but read Chapter 7 of ourbook The Triple Bottom Line to see how they can lead to gigantic win-win-win situations.

Inthat chapter, we describe how the utility company PPL, the government,and the stakeholders on the Penobscot River in Maine all benefited froman environmental deal that PPL helped create. Rather than waiting to beforced by the government to tear down some dams to protect endangeredsalmon, PPL negotiated a dealto allow the NGOs to buy two dams for $25 million, which they will thendecommission. In return, PPL gets federal approval to replace the lostpower and revenues by increasing flows over its remaining dams.

Talk about a sweet spot!