Dreams Come True: TransRockies 2010

What's your dream? Everybody has a dream. Today, one of my dreams is coming true. Today, 450 mountain bikers from 20 countries will gear up to start racing in the historic mountain town of Fernie, British Columbia. They’ll be here for the 9th edition of the TransRockies, North America’s original epic mountain bike stage race, and the 2nd edition of its sister event, the 3-day solo TR3. And, I'll be one of the participants. So why is this a dream come true?

Well, if you can imagine, riding your bike covering 167km with 5,150 metres of climbing including a crossing of the Continental Divide at nearly 2400 metres above sea level, it requires a bit of fitness. Add to that, my home is in Houston, Texas and the thought of traveling across the country to Fernie, BC seemed almost as challenging as the TransRockies 3 race itself. Years ago when I was inspired by others to dream about this event, it seemed too big, too far, and I questioned how I could ever begin to be a part of it. Much like what I speak, blog, and consult about, business sustainability can appear to be too big of a chunk to bite off for most businesses.

However, in my quest to participate in this event, I discovered, the bigger the dream, the more I aspired to become. As is the case with business sustainability. While there are misconceptions as to what business sustainability is and the challenges in implementing successful sustainable business strategies, when inspired and committed to action, the journey itself will lead you to your dream.

Business sustainability isn't about sacrificing profitability or becoming an environmental business. Sustainable business strategies span a multitude of topics: stewardship of resources; best practices; reputation, brand management and customer service; leveraging technology and enable a business to meet goals of growth and revenue generation while simultaneously contributing innovative thought leadership to some of the world’s most complex and pressing concerns.

Similarly, as the athletes and riders before me inspired me to become more than who I have been, sustainable businesses call others to eco action as well.

Today, as I stand on the starting line of this great TransRockies adventure one dream comes true and other dreams will be birthed. "We grow great by dreams. All big men are dreamers. They see things in the soft haze of a spring day or in the red fire of a long winter's evening. Some of us let our dreams die, but others nourish and protect them, nurse them through bad days till they bring them to sunshine and light." ~ Woodrow Wilson

What's your dream?