Why speed is the ultimate competitive advantage in sustainability.

The ultimate competitive advantage is not having the most ambitious targets or the biggest sustainability budget.

It is speed. The ability to move fast, learn quickly, and adapt rapidly has become the defining characteristic of successful sustainability initiatives.

The Speed Paradox

Let me share a story about two competing retailers.

Company A spent 2 years developing the perfect sustainable packaging strategy. They hired top consultants, conducted extensive market research, and built elaborate financial models. Their goal was to get everything right before making any changes.

Company B took a different approach. They started with a simple pilot programme in one product category. Within 3 months, they had real customer feedback and used it to modify their approach based on actual results.

By the time Company A launched their "perfect" strategy, Company B had already scaled successful sustainable packaging across their product lines.

A common misconception in corporate sustainability is that careful planning reduces risk. While some planning is necessary, excessive planning often increases risk by delaying action and learning. In today's fast-moving business environment, the biggest risk is moving too slowly.

Why Speed Wins

Speed creates a compound effect in sustainability initiatives. Fast movers gain several critical advantages that are nearly impossible for competitors to replicate:

First, they build institutional muscle memory. Each rapid iteration teaches valuable lessons about what works in their specific context. These organisations become learning machines, continuously improving their approach based on real-world experience rather than theoretical models.

Second, they capture early-mover benefits with suppliers and customers. For example, a company started engaging suppliers about carbon reduction two years before their competitors. When new regulations required supply chain emissions reporting, the company already had strong relationships and systems in place. Their competitors are still struggling to gather basic emissions data.

Third, speed builds credibility. When you move quickly and show tangible results, even if small, you earn the right to pursue bigger changes. Sustainability teams demonstrate they can execute rapidly, thus gaining more resources and attracting more partners.

Redefining Speed

But let us be clear: speed does not mean reckless action.

The most successful sustainability leaders redefine speed as rapid learning rather than just rapid doing. They create quick feedback loops that allow them to test assumptions, gather data, and adjust course continually.

Building a Speed-Based Culture

Organisations that excel at speed share common characteristics.

Their sustainability teams operate with clear decision-making authority within defined boundaries. They embrace imperfect data rather than waiting for perfect information. Most importantly, they celebrate quick learning over flawless execution.

To increase your organisation's sustainability speed, start by examining your decision-making processes. How long does it take to approve a new initiative? What data do you really need versus what would be nice to have? Look for opportunities to compress timelines without compromising quality.

Then, focus on learning velocity. Create systems to capture and share insights quickly across your organisation. Make it safe for teams to experiment and fail fast. Celebrate rapid iteration over perfect execution.

The Future Belongs to the Fast

Looking ahead, speed will become even more critical.

Climate change is accelerating. Regulations are multiplying. Consumer preferences are shifting rapidly.

The winners in this environment will not be the companies with the most detailed plans. They will be the ones that can sense and respond most quickly to changing conditions.

The Bottom Line

In sustainability, as in nature, it is not the strongest that survive, but the most adaptable.

Speed of learning, testing, and implementation has become the ultimate competitive advantage in corporate sustainability.

Those who master it will lead the transition to a more sustainable future. Those who don't will find themselves playing an increasingly costly game of catch-up.

In sustainability leadership, speed is not everything, but everything depends on speed. The time to accelerate is now.

Read previous posts

​The sustainability professional’s blindspot​

​A guide to using AI for enhancing ESG efforts in your organisation​

​Not everything that can be measured matters, and not everything that matters can be measured​

​Who you report to determines your organisation’s sustainability commitment​