1. Letter to the Manager of Tourism Company Inc. Written by Magdalina Yarichkova

2. Dear Mr. Manager, when I was a kid I dreamtabout changing the world… Yet, I knew I have a long way to go to get there…So I had a million smaller dreams, before I reach the big one. To have a Labrador was one of them, to become a college graduate another… Pretty much I managed fulfilling all my dreams, because that is what kids do – they focus and believe and realize their dreams!

3. Now I have another dream – making My world as the world that I knew as a kid! Green, peaceful and full of opportunities! And you Mr. Manager can help me with this one!

4. When I hear the word sustainability my hands get sweaty and I feel an itch like all people nowadays! The reaction is to prepare the correct answers and to say the socially expected phrases- CSR, 3 pillars, development, all people will do it because it is correct… But no, I am not going to say that and to blame the world, my parents and their parents, my teachers and the government! I want to tell you another story I heard a while ago…

5. Sustainability is about responsibility! Many people know the story of the little boy walking on a beach full of starfish, thrown away by the previous night’s storm. He walked and threw each, on his way, back to the sea. A man asked him why does he do that, saying “at the end it won’t make a difference”. The boy replied – “it will for this one ,at least! “ Thus, I turn the finger to myself, and I ask myself – “what is it that I can do to bring a change, no matter how small”! And I want to tell You – small is how things start! You know how small mosquitos are, but do they make a big difference in a room!

6. The practical question is what should your company do? Due to the nature of our industry, you know that we are selling dreams! So what you have to do is keep on selling dreams, just revise the dream that the current and future generations will be having! Do we dream of beaches full of people, cigarette buds, pricy beds, or do we dreams of unspoiled nature and clean waters? Do people want to simply come and see, or do they want to come get engaged and experience?

7. The question to the answer on how we should proceed to the future is not by pointing fingers and demanding “green”! The answer is rebuilding our view to the future and making sustainability the only way of doing business. Making sustainability what people naturally choose! The answer is creativity, engagement and keeping the dreams alive! Working with people is what we miss!

8. If you want to start the change tomorrow, that is the easiest of things! Engagingon this road requires cooperation, employee engagement and education. Creativity and believe are certainly two ingredients often forgotten! For You, Mr. Manager, I will recommend you creating a story out of the process and sharing it with your customers. Make their hearts melt! Remind them of their childhood! Remind them of what they are missing in their lives, and the positive ways they can bring those back! Make them part of your company's family – family devoted to bringing back the green and peaceful days of our childhood.

9. Finding heart to devote must be the first step for you, Mr. Manager! Feeling it in your veins and re-building your company’s DNA will be the biggest toll on you! And than can you emerge in the world of theories and practices to learn the steps you have to take… Yours Sincerely, Magdalina *All photographs belong to the author! Do not use without permission!