The title Not My Problem? sounds almost like something we say when we want to escape responsibility—“someone else will deal with it.” And honestly, that is what makes the title so clever. Because when it comes to sustainability, it is surprisingly easy to point somewhere else: the government, big corporations, consumers, technology, or the next person in the decision-making chain. Dennis Akkerman takes that very human reaction and turns it into the central question of the book: what if it actually is our problem? I found that question far more interesting than another book simply telling us to “save the planet.”
Written by Dennis Akkerman, Not My Problem? is the third and final book in his Leadership Trilogy. (The other two are—The Naked Leader and Business As UNusual). The central idea is straightforward but powerful: sustainability cannot remain somebody else’s responsibility. It belongs to all of us, especially those making decisions that influence businesses, employees, communities and the environment.
Sustainable Leadership That Goes Beyond ESG
One thing I appreciated about this book is that Akkerman does not present sustainability as a fashionable corporate buzzword. He looks at it through the lens of leadership and business reality.
The book begins by asking why many leaders still hesitate to prioritise sustainability. The reasons are familiar—short-term profit pressure, survival, perceived costs, lack of incentives and the belief that one company’s actions cannot really make a difference.
I particularly liked the way the author challenges that last argument. Small decisions, when repeated and multiplied, can create surprisingly large consequences. That idea of individual actions creating a ripple effect runs throughout the book.
People, Planet and Profit Can Coexist
The strongest part of Not My Problem? for me was its argument that businesses should not have to choose between people, planet and profit.
A large portion of the book explores this balance through practical examples and frameworks. There are chapters dedicated to purpose, environmental sustainability, people, profitability, technology, marketing and leading change. Rather than treating these as separate subjects, Akkerman gradually connects them.
His discussion of sustainability risks was particularly interesting because it moves the conversation away from simply “doing good.” Climate disruption, supply-chain problems, employee wellbeing, governance and reputational damage can all become genuine business risks.
The author’s message is clear: sustainability is not simply about avoiding problems. It can also reveal opportunities for innovation, resilience and long-term growth.
Practical Ideas Instead of Empty Sustainability Talk
Another thing I enjoyed about this book is its practical nature. Akkerman introduces several frameworks and ideas designed to help leaders think differently, including the Triple Frontier concept of moving from I to We to Us, the seven-level Sustainable Consciousness framework and the ROME approach for looking at planetary impact.
The book also takes readers into areas such as sustainable technology, responsible algorithms, conscious consumerism, sustainable branding and greenwashing. I liked that marketing was not treated as merely a communication exercise. The author makes the important point that telling a sustainability story means very little if the company’s actual behaviour does not support it.
That made the discussion feel grounded rather than idealistic.
A Book About Responsibility—and Leadership
What stayed with me most was the shift from asking, “Whose problem is this?” to asking, “What can I do about it?”
Akkerman writes from considerable corporate experience, but he also brings personal experiences and reflections into the book. His own journey from corporate success and an “expat golden cage” to a deeper search for purpose gives the subject a more personal dimension.
I would recommend Not My Problem? to business leaders, entrepreneurs, sustainability professionals and anyone interested in responsible leadership. It is not a light weekend read, and there is a fair amount of business terminology and frameworks to absorb. But that is also its strength. This is a book designed to make you stop, question familiar ways of thinking and, hopefully, make better decisions.
For me, the biggest takeaway was simple: sustainability is not about being perfect. It is about taking ownership, making better choices and understanding that our decisions rarely stop with us. Get your copy of this book on Amazon- Not My Problem? by Dennis Akkerman.
About the Author
Dennis Akkerman MBA is the Founder and Managing Director of Orbis Business School and a Global Top 25 Thought Leader on Transformational Leadership according to Thinkers360. With more than 25 years of experience in international corporate transformation, he has worked across more than 30 countries with organisations including Bain Consulting, Besi Semiconductors, Coca-Cola, HSBC, Shell, the United Nations and WWF. Born and raised in the Netherlands, he has lived in five countries and has called Kuala Lumpur home for the past 13 years. Not My Problem? is the third and final book in his Leadership Trilogy.
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