Clean Winners: How customer‑first sustainability drives growth and impact

Why sustainability still isn’t delivering and how some companies are winning 

Despite years of investment, sustainability initiatives often fall short of expectations. Many organizations struggle to translate environmental ambition into customer value, profitable growth, or meaningful impact. In Clean Winners: Sustainability Strategy That Puts Customers First, IMD professors Goutam Challagalla and Frédéric Dalsace argue that the problem is not sustainability itself, but how companies approach it. 

Rather than treating sustainability as a costly add‑on or a reputational exercise, the authors show how leading organizations use it as a catalyst for better products, greater affordability, and stronger customer resonance. By reframing sustainability around what customers truly value, these “Clean Winners” turn responsible business practices into a durable competitive advantage. 

In this live Book Club conversation, co-author Goutam Challagalla joins IMD Professor of Finance Karl Schmedders to explore how leaders can rethink sustainability strategy, not as a constraint, but as a source of innovation, differentiation, and long‑term performance. 

Drawing on real‑world examples and practical frameworks, the conversation will examine:

Who should attend

This session is designed for:

• Senior leaders and decision‑makers shaping growth and sustainability
• Strategy, innovation, marketing, and ESG leaders 
• Managers looking to turn sustainability into customer value and competitive advantage
• Anyone interested in leadership, innovation, and thriving amid disruption
• Professionals interested in practical, customer‑first approaches to sustainable growth

About the I by IMD Book Club webinar series:

In our webinar series, we feature one recently-released book every month. From the personal journeys of senior executives and the new drivers of competitive advantage in the digital era, to sustainable business and how leaders and organizations can maximize the talents and well-being of people in the workplace.

We look forward to your participation.