Fred Wilson venture capitalist and Co-Founder Union Square Ventures
Wilson discusses sustainability within the context of “ short term profit maximization vs. long term business health . If you want to stay in business forever, you have to focus on the long term  [with] a business model that [ensures customer trust to keep them returning].
[Wilson believe[s] business is about making a profit that sustains the business and enriches the owners but is not maximized in any period (month, quarter, year).  [The] goal of a business is sustainability so that all the stakeholders (customers, employees, owners, suppliers, etc.) can rely on [it] long term.”
When considering investments, entrepreneurs should employ survival instincts to ensure future survival. “[When considering whether] to disrupt their own business  the  choice is [not short term profit maximization but]  survivability” even if it likely results in lower future profits.
“ When you construct your business model and create the [business culture], emphasize sustainability over profit maximization in everything you create and do.  Profits are the essence of survivability.  But just because you need to make a profit doesn't mean you need to maximize it. Balancing the need for a profit with  sustain[ing] the business is the art of what [the business leader must do to win.]” Fred Wilson, How To Be In Business Forever: A Lesson In Sustainability, Oct. 1, 2012; http://www.avc.com/a_vc/2012/10/how-to-be-in-business-forever-a-lesson-in-sustainability.html