Outside-in linkages refer to external social conditions that may affect an organisation – availability of talent; intellectual property protection; rule of law etc. The company needs to work out what it can and can’t influence. From here, it must then choose which social issues to address. It can’t take on the full buffet but it can choose to offer a select gourmet menu. Where a social issue intersects with its business, then this is perhaps a priority social issue where shared value can be created. Toyota is probably a good example – the Prius, the increasingly popular hybrid car – is an intersection between Toyota’s business and environmental benefits (less emissions; happy customers; cleaner roads, air etc).