As I was reading this morning about world challenges and thinking what corporations could do to help us get on a stronger more sustainable path, I remembered when I asked Muhtar Kent Coca-Cola’s Chairman what the role of a Fortune 500 CEO was in helping our global society. His answer I believe sets a roadmap for CEOs, “Business can – and should be – a dynamic force for good … We also make a difference in our sustainability work, which must be integral to the business in order to be sustainable over time. We committed to become water neutral by 2020 — replenishing all of the water used in our business. We reached this goal five years early, in 2015.”

As I think more about our world, CEOs can make a widespread difference. A good first step is to think of your brand, and how you can deepen your brand by making the world a better place.

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