True to Our Roots sets forth the simple but powerful management principles that enabled Fetzer Vineyards under Paul Dolan to become one of America#s biggest and best-known wineries even as it was becoming a model for sustainable businesses everywhere. Today Dolan and Fetzer are leading the California wine industry toward profound change in how wineries and grape growers preserve their environment, strengthen their communities, and enrich the lives of their employees, without sacrificing the bottom line. This is truly a management revolution in one of the most globalized, competitive industries on Earth. INDICE Chapter 1 Your Business Is Part of a Much Larger System We are not alone, we are interconnected, and we can make a difference. This awareness opens up unlimited opportunities for transforming relationships with employees, suppliers, business partners, and other stakeholders. Chapter 2 Your Company#s Culture Is Determined by the Context You Create for It With the right business context, sustainability is no longer a management concept or social philosophy, but a practical framework for concerted action by everyone throughout the organization. Chapter 3 The Soul of a Business Is Found in the Hearts of Its People Sustainable businesses must accomplish a transition from mere accountability#doing what#s expected#to broader responsibility for maximizing profits in a way that heals the earth and supports human rights. Chapter 4 True Power Is Living What You Know Integrity is the root of sustainability. At Fetzer Vineyards, this awareness has driven everything from waste reduction and energy conservation to large-scale organic viticulture, worker housing programs, and #green# facility construction. Chapter 5 You Can#t Predict the Future, but You Can Create It Fetzer creates its future from the future, by painting vivid pictures of new possibilities and managing its business #backward# from those pictures rather than forward from a present that#s tied inexorably to the