While in Detroit for Sustainable Brands, CR Magazine spoke with Ron Voglewede, Global Sustainability Director, Whirlpool Corporation. Ron is also on the Board of Directors at the Alliance for Water Efficiency. CRMag: As a practitioner, how does telling the CR story feel different from everyday sales & marketing? Ron Voglewede: It gives us an ability to talk about the why, not just the what. It is truly a forum to bring to life our continued focus on delivering on what matters and to show our continued progress and building better lives and communities, in addition to products that deliver a better quality of life for people around the globe. CRMag: How has your understanding of CR's value proposition — both within your company or sector and as a general matter — evolved over time? RV: At Whirlpool Corporation, we believe in an authentic approach to everything we do.