#20A - No Green Premium – Sustainability Needs Innovation to Win Customers (Part 1)

Show notes

You don’t buy laundry detergent to be sustainable, you buy it to clean your clothes. (From a recent LinkedIn post by IMD on the launch of hbr published book Clean Winners in Davos.)

In this episode, together with IMD professors Frédéric Dalsace and Goutam Challagalla, we take this idea further. We talk about “no green premium” — and why sustainability scales best when it is built into solutions that make strong economic sense.

Most of this conversation is about concrete examples. We look at companies that managed to rethink products, processes, or business models in ways that made them both more sustainable and more competitive — through better performance, higher efficiency, or other real customer benefits, while keeping cost under control.

That’s exactly what Michael’s Green World is about: sustainability that works in the real world and actually succeeds in the market.

The discussion connects directly to Dalsace and Challagalla’s new book Clean Winners, which was introduced during a closed CEO roundtable organized by IMD in Davos, held in parallel to World Economic Forum week in January 2026. The exchange focused on what they describe as “Sustainability 2.0” — moving beyond good intentions toward approaches that scale because they work economically.

Join this engaging conversation between two professors now!

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