SLEEPING LION2021-08-05T13:48:07+00:00

Ethical and Sustainable Business Leadership

Sarah Duncan

Since setting up Sleeping Lion over 15 years ago, I have worked with a wide range of companies providing business development and marketing consultancy and training.

Over the past few years my focus has shifted significantly towards ethical and sustainable business practices. My book, The Ethical Business Book, is a practical, non-preachy guide to business sustainability.

Through guest speaking, training and consultancy, I now help businesses understand the commercial and moral benefits of sustainable and ethical business practice (or ESG).

But to be clear, this is not an eco-war on commerce. Making a profit is not a bad thing, it’s how you make the profit and what you do with it that matters. I advise on how to make sustainability a genuine part of your business culture and day-to-day practice, not just a tick-box exercise (or race to be the ‘least bad’).

I simplify this highly complex area and help companies make sustainability work for them, in a long-term and holistic way.

Although my background is hospitality (hotels, membership marketing, and spa development), I have been involved in projects for many different companies and business sectors including accountancy, legal, media, management consultancy, retail, real estate, recruitment, travel, luxury goods, fractional ownership and private healthcare.

Why Sleeping Lion? I believe it’s not about how busy you are, it’s about effectiveness: trying to avoid all the time wasting trivia and focusing on the important stuff. A lion sleeps for over 18 hours day, and yet is still the undisputed king of the beasts. It is the master of minimal effort, maximum return.

This is at the heart of Sleeping Lion – keeping things simple, but having a big impact. When it comes to ethical and sustainable business practices, simplicity is also important. Transforming into a sustainable, environmentally conscious business can seem very daunting, but it is important to take it one step at a time. You’ll never achieve everything at once. Instead of being paralyzed by the sheer scale of the challenge, head towards the paths with the biggest impact. If every company can redefine what long-term success looks like, society and the planet will be in a much healthier place.

The Ethical Business Book

The Ethical Business Book is a practical, non-preachy guide to business sustainability (shortlisted and Highly Commended at the 2020 Business Book Awards). The book is a gateway to this complex area. It gets the reader started on all the important elements of ethical and sustainable business practice, but it is deliberately concise.

If you are a business owner or leader, the book is designed to provide you with practical tools to start making a difference. If you work for an organisation that needs change, the book will give you ammunition to lobby the decision makers and present a compelling case for adopting a more sustainable approach to the business.

SME Toolkit

I have always loved working with SMEs, start-ups, incubators, and fast growth businesses – where there is loads of passion and drive, but not the high level of resources available to the big guys. So I’ve put together a range of tools and exercises (that I think are particularly useful) that anyone can download here for free. Basically everything you need to focus and align your product, people, brand and marketing strategies. If you require help with any of these, I can run bespoke training sessions.

Expert Advice

In 2019, I joined forces with my husband and Sleeping Lion became part of Expert Advice. We have since worked together on a number of projects and offer a range of products, services and training (largely based on our Concise Advise business books).