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growing awareness, cannot be denied. Despite this reality, we can still rest assured that progress will be made, since market opportunities will manifest in more sectors, and more frequently. They will be propelled by the technological opportunities, and capital will continue to be divested at scale from non-sustainable enterprises and resources such as fossil fuels, and invested in businesses that will sustain and flourish in the future. Leadership, determination and collaboration are vital, as is restoring the societal connection to progress at large. Leadership in business, and leadership in the public domain are crucial as we are already long overdue to put a fair price on those damages that cost us all. Once we price CO2, other pollution, and the use of scarce resources fairly, we will see sustainable business soar. Pricing externalities will add 40 per cent to the value of sustainable business cases in general, and will specifically contribute to the reduction of food waste by 92 per cent, and the expansion of renewable energy by 46 per cent, according to the Better Business Better World report. So, as business, we need answers to the ‘how’ not the ‘why’. There are great examples throughout the world of how to create ‘business for good that is good business’, and how to bring solutions to the SDGs, so let us be led by those examples – for our own benefit, and for the preservation of our world. ABOUT THE TRILLION DOLLAR SHIFTThis article contains fragments of Marga Hoek’s new book The Trillion Dollar Shift; Achieving the Sustainable Development Goals, Business for Good is Good Business, published by Routledge, the world’s leading academic publisher in the Humanities and Social Sciences. The book shows how business and capital can have a positive impact on the SDGs, presenting examples of companies from all over the world that are creating shared value and designing their business strategies to benefit people and the planet, and to profit. The book will be launched during the World Economic Forum Annual Conference in Davos, Switzerland, on January 23-26, 2018 and will be digital as well as hardcover. ■ABOUT THE AUTHORMarga Hoek is a prominent CEO and Non-Executive with broad sector experience in both public and private companies, in London and the Netherlands. She has gained international recognition over the years for her consistent thought and business leadership on sustainable business and capital, and her authoritative and inspirational ability to present the opportunities they offer. Ms Hoek is an international speaker and author of the award-winning book New Economy Business and numerous articles in magazines such as The Huffington Post and G20. She is now finishing her newest book, The Trillion Dollar Shift, on the enormous opportunities to business and capital that the Sustainable Development Goals bring. The book will be launched in January 2018.GLOBAL VOICES 081