We talk about the importance of being dynamic when navigating competing demands and what we mean by that. I found that they sometimes found these moments where the existing product and innovation came together in a win-win but those were really infrequent, he says. He calls it at the time dynamic decision making or we talk about it as being consistently inconsistent. We reframe both from the momentary choice or the momentary decision in the moment to thinking about a set of choices over time that make micro shifts between the alternative options. It's constantly living in that space between those decisions and not going too far to either side so that they are completely rejecting polluting diminishing the environment or focusing on their environmental performance

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