73 2 Strategy and Sustainability ―Changing Conceptions to Enable a Sustainable Direction Nick Barter Associate Professor, Grifith University, Australia 【Abstract】 This paper explores two key areas before offering a framework to enable corporate strate- gists to realize sustainable outcomes. To do this the paper irst outlines how sustainable development is actually a call for a change in our conceptions away from dualistic to mo- nistic understandings. Second it discusses the basic components of strategy using best- selling strategy textbooks as reference sources. The paper then brings these two discus- sion areas together to realize a conceptual framework for the strategist that does not enable dualistic conceptions, but rather monistic conceptions that will in turn enable moves to more sustainable outcomes. As this paper is conceptual and challenging, its power lies in what it suggests rather than what it proves (Fiol, 1989). Key Words : Strategy, sustainability, new conceptual framework, monistic, dualistic “It is quite simply wrong to regard action on the psyche, the socius, and the environ- ment as separate…[to present these areas as if they are separate is]…acquiescing to a general infantilisation of opinion” (Guattari, 1989, pp. 134) 1. Introduction This paper builds upon a presentation made at the Japan Forum of Business and Soci- ety’s fourth annual conference in September, 2014. That presentation explored under- standings of strategy and sustainability as separate concepts and then brought them to- gether to offer a challenging, yet simple, conceptual framework for realising