This resistance of honest self-analysis, usually required at the highest level of management, often develops into a sense of denial. This ultimately raises personal barriers of engagement, masked instinctively by the false comfort in becoming successful because 'we do things like we always have.' If you seek to create a sustainable business for years to come, you must analyse any fears or lack of understanding that you may have, so that you can embed diversity into the heart of your business. Good intentions mean nothing without an emotional commitment to take action. I work with businesses that require support in meeting their diversity challenges, in order to access both social and commercial advantages. An example of such a client is Aston Villa FC. By having a committed executive and senior management team who were willing to undertake a thorough and honest review of themselves and their roles, they have been able to identify a range of best practice processes and routes of community engagement that continually adds value to their organisation - their focus on being a truly diverse and inclusive organization was recently evident in the media, when a claim of unfair dismissal and racial discrimination by an ex-employee, was sensationally withdrawn. Retrospectively, it would be unfair if I did not highlight the fact that the burden of political correctness, legislative compliance, unlimited fines awards etc have all played a part in creating the fear that many business owners have seemed to have absorbed. But there is no excuse if the result is a lack of equal opportunity for all, discounting personal merits. I have some sympathy with individuals who may feel genuinely uncomfortable in participating in free discussion for fear of ridicule or showing any signs of inadequacy. The recent QES Diversity Survey reiterates this point with a staggering 45% – 60%of Birmingham Chamber members declining to answer the most sensitive of questions. However, negative perceptions should never come before the creation of a diverse workforce and organizational culture that not only mirrors the differences in society but also gives direct access to new commercial and social benefits.  Strong business relationships are created between people who are like each other. The fact is, we now engage with a wider demographic consumer market within a world that is becoming more and more diverse.  You know the right thing to do.