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The Truth about Green Business (Truth about)


The Truth about Green Business (Truth about) Cover






About this book—Green business, increasingly, is big business. Whether driven by market expectations, climate change, shifting regulations, or simply a commitment to do the right thing, green business has moved rapidly from the periphery to the mainstream and holds promise for businesses of every size in every sector.

Green isnt just about environment. It also represents a way of seeing your business, and the challenges it faces, through a new lens—a lens that can bring both risks and opportunities into focus.

The promise plays out at the micro scale—the individual enterprise—in direct opportunities to put money in the pockets of owners, shareholders, and employees by cutting wasteful spending on excessive resource use.

And it plays out at the macro scale—national, regional, and municipal economies—with impacts on jobs, economic development, balance of payments, and quality of life. And—just maybe—its the engine to power us out of our current financial crises by investing in a new energy economy and clean new infrastructure.

This is not a book about treehuggers rhapsodic dreams (not that theres anything wrong with dreams) but about the hard-nosed realities of business—and about the innovative new course being set by some of the worlds 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. Its 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 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.

How to use this book—The Truth About Green Business is modular and flexible. Feel free to read it cover to cover or to skip around based on what interests you; youll notice recurring themes and lots of inter-related material.

This book is not only short, its also inevitably incomplete. Green business is a rapidly changing field, one in which the best technologies and techniques are evolving daily, so no book on the subject can stay completely up to date for long. It was up to date at the time I wrote it and wont be by the time you read it.

Ive done three things to address that:

  1. I back up the “how to” specifics with timeless grounding principles that can help you think wisely to apply these Truths in inevitably changing situations.
  2. I provide a “Resources” appendix with references to key books that can take you deeper and links to some of the Web sites that I use to stay on top of this field. You can find it online at
  3. I invite you to visit me online at and my blog and Tweetstream You can sign up for seminars and online webinars that take you deeper; participate in discussions with me, my team, and other readers dealing with challenges similar to yours; and find out how Natural Logic can support you—with advisory services, education, coaching, and tools—on your path to becoming a greener, more profitable, and more satisfying business.

© Copyright Pearson Education. All rights reserved.

Product Details

Friend, Gil
FT Press
Privitt, Benjamin
Kordesch, Nicholas
Privitt, Benjamin
Kordesch, Nicholas
Green products
Green marketing
Development - Sustainable Development
Green Business
General Business & Economics
Business - General
Edition Description:
Trade paper
Truth about
Publication Date:
May 2009
Grade Level:
8.37x5.86x.53 in. .74 lbs.

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Related Subjects

Business » General
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Business » Manufacturing and Product Development
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The Truth about Green Business (Truth about) Used Trade Paper
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$6.95 In Stock
Product details 240 pages FT Press - English 9780789739407 Reviews:
"Synopsis" by ,

More and more businesses are recognizing that green business practices aren't just good for the world: They can increase profits, lower costs, and attract customers. In The Truth About Green Business, leading green business expert Gil Friend brings together more than 50 absolutely crucial facts and insights decision-makers must know to successfully "go green." This book doesn't deliver abstract theory or hype: it delivers quick, bite-size, just-the-facts information and plain-English explanations that executives, decision-makers, and entrepreneurs can actually use, no matter what kind of businesses you're running, or what your environmental and profit goals are. You will learn how to plan your optimal green business strategies... move towards green operations that operate more efficiently, waste less, and reduce carbon footprints... procure green products and services, and market your own... design and innovate products with less environmental impact... find or construct green buildings... bring green principles to computers and IT... engage employees, stakeholders, and managers in the green process... project the business value of green, and assess their results... and much more. Unlike some competitive books, this one's simple to read, simple to use, up-to-date, and complete.


  • More than 50 bite-size, fast-paced insights and actionable techniques for every entrepreneur, executive, or manager
  • Covers everything that matters, from strategy to operations, supply chains to marketing, IT to finance, and beyond
  • Easy to read, up-to-date, and practical: distills the entire field of green business into what you need to succeed!
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