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We all know the proverb about teaching someone to fish, but if there are no fish left, knowing how to catch them won’t do you any good. And that’s the position businesses are in today. Resources are being depleted at an alarming rate. The cost of raw materials is rising dramatically. We are, simply put, running out of things to take and places to trash.

 

To survive in the long term, says Nadya Zhexembayeva, businesses need to make resource scarcity—the overfished ocean—their primary strategic consideration, not just a concern for their “green” division. 


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