Martin P. Thomas, MA, MSc, FCMA, FCIS, CGMA is a co-founding principal at Thomas & McElroy LLC, Managing Director at call4change ltd in the UK, and a former strategy and finance executive at Unilever. He can be reached at


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Part 1 – Introduction The acclaimed systems thinker and sustainability guru, Donella Meadows, once wrote, “People can’t respond to information they don’t have.  They can’t react effectively to information that is inadequate … or achieve goals or targets of which they are not aware.”  Missing information, she explained, “is one of …

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