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redesign—Altman walks the reader through the process of brainstorm- ing ideas and translating them into high-impact visual ads. By the end of the book, you'll be looking at every item in your office and won- dering how you might brand it anew. (Portfolio, $21.95) Andy Cohen thinks it takes magic to make a business successful— and he means that literally. In Follow the Other Hand, Cohen presents a fable of a struggling young execu- tive whose family-owned business is re-energized by the insights of Merlin the magician. Sounds a little The 21st century might be the era of sustainable business, and two books offer insights into what companies can expect as they green their operations. Either book can give CEOs or busi- ness professors an excellent starting point for considering sustainable practices. In The Triple Bottom Line, Andrew W. Savitz and co-author Karl Weber examine the forces that are caus- ing more companies to measure their success according to business, environmental, and social impact. Companies that find the "sustain- able sweet spot"—the area where business interests and stakeholder interests overlap—will produce new products, new management methods, and a more sustainable business model. In today's intercon- nected, global, and full wired world, every business will have to start considering sustainable issues, the authors say. "You can't pretend you are operating in a vacuum," they write. "Instead you're in a crowded neigh- borhood where everyone knows your business, has an opinion about it, and feels that he or she has the right to express that opinion and try hard to change your behavior. Call this peri- od the Age of Accountability." They make a compelling case. (Jossey- Bass, $24.95) Also persuasive are Daniel C. Esty and Andrew Winston in Green to Gold, as they take an unflinching look at how companies have dealt with environ- mental issues—both successfully and unsuccessfully. Com- panies riding the "Green Wave" are often bowing to two sources of pressure, the authors note: "First, the limits of the natu- ral world could constrain business operations, realign markets, and perhaps even threaten the planet's well-being. Second, companies face a growing spectrum of stakehold- ers who are concerned about the environment." While folding envi- ronmental imperatives into company practices can save money and stoke innovation, such moves are not easy, they warn: "Like excellence in any form, you have to work for it." They not only recite success stories, they also list common mistakes compa- nies make as they attempt to turn a green attitude into gold. The result is a forthright but hopeful book about how to win the green revolu- tion. (Yale University Press, $25) contrived, but the prem- ise works well and the story-telling is fun. For instance, one of Merlin's lessons is that you have to make the audience part of the act. Houdini "pre-engaged" his viewers by having them see how long they could hold their breath, then he had himself locked in an airtight contain- er for longer than any of his watch- ers could afford not to breathe. His audience was connected to the act before Houdini even began to per- form. How can a business manage the same trick? Merlin describes the time M&M's allowed consumers to vote on the colors they'd most like to see on the chocolate candies. Other ideas appear with a wave of Cohen's wand. Turns out a business book can be magic, after all. (St. Martin's Press, $22.95) Quick Look Finding the Best Business School for You offers a scholarly view of a sub- ject geared to a commercial audi- ence—individuals who might want to pursue an MBA. Authors Everette E. Dennis and Sharon P. Smith take an analytical approach to putting the MBA in context, discussing the history of the MBA, recent changes in degree delivery, accreditation standards, media rankings, and how the needs of a changing workplace give rise to a resilient and lifelong learner. In short, the book is a comprehensive look at how today's business degrees have evolved to fit into today's business environment. Degree seekers who want to know "Which b-school is right for me?" won't find a quick answer here, but they will learn a great deal about the MBA and how it might fit into their lives. (Praeger Publishers, $39.85) ■ z BizEd NOVEMBER/DECEMBER 2006 63