The Truth About Green Business
This is not a book about treehuggers’ rhapsodic dreams (not that there’s anything wrong with dreams) but about the hard-nosed realities of business—and about the innovative new course being set by some of the world’s best companies, large and small.
It offers a distillation of my nearly 40 years of experience, in business, government, and the civic sector, bridging the commonly assumed but ultimately false conflicts between business and environment. And it builds on lessons learned over ten years as founder and CEO of Natural Logic, a strategy consultancy that has had the honor to work with clients as diverse as Hewlett-Packard and Odwalla, Conair and Levi Straus & Co., and the city of Berkeley and the World Bank to apply these ideas in the laboratory of the real world.
The Truth About Green Business is designed to help you tackle these grand ideas in simple, practical, profitable, bite-sized chunks. It’s intentionally brief, focused, and straightforward, and not encyclopedic (though I refer you to some books that are encyclopedic in the “Resources” appendix).
This book is organized into 12 sections (plus appendices available for free download at http://www.informit.com/title/9780789739407) that summarize the major themes you need to understand to get your business on this new road. These sections include 52 bite-sized Truths that give you practical steps to take and key questions to explore to put these ideas into practice. Profitably.