Environmental

1. Assuming you can decouple carbon emissions from economic growth sufficiently to live up to the Paris Agreement (no evidence of that happening)
   
   
2.  Assuming some new technology will magically appear and solve point 1 (techno-optimism ignores that hope is not a strategy)
   
   
3.  Assuming climate change is the only problem (when there are 8 other planetary boundaries)
   
   
4.  Assuming stable prices on energy and materials (when energy expenditures are increasing)
   
   
5.  Assuming that increases in energy efficiencies lead to absolute energy and material reductions in a growth-based system (the money you save, you use to grow the output, to make more money, which cancels out the initial savings - also known as The Rebound Effect)
   
   
6.  Assuming that you can recycle your way out of the ecological crisis (the 2nd law of thermodynamics explains why that is not possible)
   
   
7.  Assuming that services have no, or an insignificant, ecological footprint (services cannot entirely replace the material sector)

Inequality

8.  Assuming you can be a part of the solution to the ecological crises without addressing inequality (they are connected, and inequality is rising)
   
   
9.  Assuming minimum wages are enough (they are not living wages)
   
   
10. Assuming you have to be the hero (justice is the answer, not charity)

Business Strategies & Goals

11.  Assuming net zero - "do no harm" - is enough (a world in overshoot calls for regeneration)
    
    
12.  Assuming you can offset carbon emissions and continue business as usual (If you have a shitty product and offset, you still have a shitty product)
    
    
13.  Assuming if you "don't do it this way, someone else will do it and do it worse" (it's a louse excuse; the leakage effect is rarely 100%)
    
    
14.  Assuming you can only scale impact by growing your company's size (avoid growth tunnel vision; there are at least 7 other ways of scaling impact)
    
    
15.  Assuming bigger is always better (small is beautiful and less fragile)
    
    
16.  Assuming you can wait for legislators to level the playing field before you act sufficiently (change doesn't come out of nowhere; it comes from bottom-up initiatives)