If business is about making profits, let’s have the award for sustainable business reward businesses whose sustainability practices generate more profits. The award would be annual and worth $10 million. To be considered as a possible recipient of the award, a company would pay money into a pool. Upon paying money, it would also make public (to the pool) its sustainable practices model. Any other company who pays money into the pool would have access to those practices. The winner of the award would be the company whose practices were the most transferable during the past year. Peers in the pool will vote on which company they believe provided the most transferable idea.