1. START WITH YOUR NUMBERS
Are you measuring the right things? If you don't track your impact, you can’t improve it.
Dig into your data emissions, resource use, supplier practices and question what it really says about your business. Brennan Logan Brown began in finance for a reason. Numbers tell the truth, even when it’s inconvenient.
2. THINK LONG-TERM, ACT SHORT-TERM
You’re under pressure to hit quarterly goals, but ask yourself: Are you building something that lasts? Shortcuts cost more later. Focus on choices that benefit your business next year, not just next month. Brennan Logan
Brown advices to begin with small steps today like switching vendors or improving packaging, set you up for smarter growth.
3. DON’T CHASE TRENDS
Is your sustainability strategy just a reaction to headlines? Brennan Logan Brown warns against copying what’s popular without understanding your own mission. If something doesn’t make sense for your business model, skip it. You’re not trying to win a popularity contest. You’re trying to stay in business without destroying what keeps you in business.
4. INVEST IN WHAT YOU KNOW
Are you clear on your business’s strengths?
Brennan Logan Brown launched TIDAL
CARBON because she knew finance and nature could work together. According to Brennan Logan Brown you don’t have to build a carbon credit startup, but you should look at what you already do well. Where can your strengths help reduce harm or add value in a smarter way?
5. MAKE SUSTAINABILITY PART OF YOUR WORK
Who’s responsible for sustainability in your company? If it’s just one person, you’re doing it wrong. Brennan Logan Brown believes every team from product to finance should ask, “How can we do this better?”
The point is to make smarter decisions part of your daily process, not just your mission statement.
