Magic is the revelation that results from a profound change in perception or understanding. And as with everything in life, there’s good magic and bad magic. Bad magic has moved many companies into a state that is beyond reasonable greed. This podcast introduces the call for a Reformation in business, along the same lines as the one precipitated by Martin Luther in 1517. Reform is critical for business to restore its reputation, particularly as its presence in society rivals that of the Church in the sixteenth century. At the heart of this reformation is sustainability - a new way of perceiving business: its purpose, its methods and its impacts. For those companies that can adapt and respond quickly and intelligently enough, there are new markets to capture and profits to be made. For those that are ill prepared, sustainability is going to become a significant financial burden, even a threat to corporate survival.