Book excerpt: Winner of the Silver Axiom Business Book Award in the category of Sustainability. Headwinds of Opportunity goes beyond philosophical and academic discussion of business sustainability to offer strategic guidance regarding how to make all types of organizations function more sustainably while simultaneously improving their competitiveness. It differs from other books in that it approaches sustainability as an innovation – an innovative way of conducting business. The book is informed by time-tested principles of innovation diffusion that can be effectively applied to drive change. It places considerable emphasis on the "how-to" aspects of sustainability improvement and how they can be used to increase effectiveness.