Einstein famously said:

The definition of insanity is doing the same thing over and over and expecting different results.

And so, apparently, did Ben Franklin, Rita Mae Brown and Confucius… but whoever said it (and the smart money’s on Ms Brown), they could have been talking about employee engagement for sustainability.

Again and again and again, I see the same old eco-clichés wheeled out – the hand-wringing, the clichéd imagery and the switch it off stickers and posters. None of this works, but everybody keeps trying it, bashing their head repeatedly against a brick wall.

The whole point of my Green Jujitsu approach is to break this cycle of stupidity. The concept is very simple – you abandon the ‘green activist’ point of view and look at sustainability through the eyes of the people you are trying to engage with. This simple, but profound switch will transform your fortunes.

My little cartoon, The Art of Green Jujitsu, is over 18 months old, but the message is still fresh. Watch it and think ‘what is the difference between our protagonist Barry’s initial approach and his brainwave?’ Once you can work that brainwave out for yourself, you’re flying.