An excerpt from Green to Gold (p. 207-8):

Culture comes from more than just a high-minded mission statement...It's built day in, day out with a conscious effort and incentives to shape people's behavior. Companies can encourage difficult-to-measure "soft" skills like creativity with "hard" rules and metrics...The WaveRiders we've talked to use four basic culture-building tools:

  • A vision, reinforced by stretch goals
  • Practices that fold environmental thinking into every strategic decision
  • Incentives for engagement with and accountability for the environmental agenda
  • Communications aimed at both internal and external audiences.