What’s the worst mistake you can make when greening your business? The fastest way to bring it to a grinding halt? Kill it for good?
Answer: make your customers take the pain.
Only a small minority of customers will compromise on the quality or price of your product or service in return for green credentials. Most will expect to to deliver on performance, price AND planet. If you can’t do all three, they’ll find someone who can.
So, if you can’t do all three, go back to the drawing board. A dead green business helps no-one.