When an organization is battered by critics, how does it usually respond? “Deny and push back, put out some sort of lame statement,” says Bob Langert, “and no progress is made at all.” But based on 25 years leading sustainability and corporate responsibility at McDonald’s, Bob proposes another way: To work with critics.

In this talk, he shares stories that take us from the Amazon to slaughterhouses, from tree huggers to corporate suits, all in the search for common ground with his greatest detractors.

While we're taking a break, we hope you enjoy this favorite from the TED Business archive.