ABSTRACT
Having the right skills or capabilities is a good thing, but being able to deploy them effectively is even better. The key to effective deployment is about aligning the right components in a company in line with the corporate mission. To do this well, we need to make sure the corporate communications make sense to the people doing the work. In most companies, this is hard enough, but in construction, our subcontracting culture makes this even harder. Trying to align people from different companies, many of whom who are engaged with your company only for a short period of time, towards your corporate targets can be extremely difficult. In managing sustainability, it only takes one operative to do something wrong and you can have both the media and society breathing down your neck.
