ABSTRACT
There is an exercise that anyone can try. It can be done around a pub or a din-
ner party table, or in a room full of employees. The audience is told that in a
moment they will be asked to close their eyes and wait to hear a word from the
facilitator. When they hear the word, they need to search for and hold onto the
fi rst image that comes into their head. They are then invited to close their eyes
and the facilitator says the word. The word is sustainability. At this point, no dis-
cussion has been conducted around the word sustainability. As it is a word that
has come to be associated with an agenda, and not an object or a dictionary defi -
nition, it is never completely obvious what people will see.
