Synopses & Reviews
As eco-conscious citizens and consumers search for answers to today's environmental problems, businesses are rushing to deliver the sustainable products, services, and business practices they want. But how can businessesincluding yoursdo this without sacrificing profitability? Can we find a way to keep the Earth and the bottom line healthy?
Not since the heyday of the early dot-com era has there been so much energy and enthusiasm surrounding the endeavor of entrepreneurship. Back then, everyone was scrambling to seize the opportunity to profit from the Internet boom. Today, everyone is scrambling to get in on the ground floor of the green boomand cash in on the eco-conscious products, practices, and technologies we need to build a sustainable world.
While there is more interest than ever in sustainability in the business community, there has never been a practical, real-world guide that shows entrepreneurs how to meld sustainability and business success. Smart Green explores the best ideas in sustainable business, helps you plan a sustainability strategy, and presents case studies and business principles to show you how it's done.
Smart Green is not only the perfect book for entrepreneurs, it's also great for anyone interested in business, the environment, and how they interact. It answers questions we should all care about, including:
- What is sustainability?
How do you build a strategic plan to achieve it?
What are the benefits of marketing your green initiatives to customers?
What are the key issues entrepreneurs will face in achieving sustainability?
How can we lessen the tension and create cooperation between the business and environmental communities?
Entrepreneurs are the stuntmen of the business worldtaking risks others wouldn't in exchange for rewards others can't imagine. Today, there's a massive gap between the environmentally conscious products and services consumers want and what businesses have on offer. Government won't solve the problem of sustainable business; smart, green entrepreneurs will.
For business leaders who want to find a way to go green without giving up greenbacks, Smart Green offers an analytical, verifiable model that ensures profitability, lowers risk, and decreases the environmental impact of business.
?Step by step, chapters explore the unique synergism among entrepreneurship, sustainability, and success as a part of an organization's strategic and profit plans.? (CHOICE, October 2009)
The recent rush of green-consciousness demonstrates an increasing demand for products developed with a sustainable process; yet in spite of this demand, there is a dearth of such products available. Likewise, business owners are under a sudden imperative to “go green”-- without any reliable information on how to do it without losing their shirts. Many business owners interested in a sustainable product model are seeking proof of profits, not just cost savings to mitigate their risk; this can be demonstrated through an analytics process of measurement. Smart Green illustrates through case studies and basic business principles how to integrate leadership development, measurement, and guidance for proving the profitability of environmental sustainability decisions and developing a provable business case for companies inspired to develop new products or convert their existing products. It will be one of the few resources available that provide a practical guide and examples of sustainability and business success—a desirable product among business owners who require less theory and more action. The core value propositions from the book include merging the current concepts of sustainability models with entrepreneurial approaches; provide a guide for new and current industries to explore sustainability issues while phasing in and innovating for maximizing cost savings and profitability; and utilization of business intelligence and analytics to minimize risk.
As consumers are becoming more green-conscious, businesses are rushing to deliver the sustainable products, services, and business practices they want. But how do businesses do this without sacrificing profitability? Can business keep the earth and
the bottom line healthy? In Smart Green,
Jonathan Estes shows that sustainable practices can be good for the environment and for business itself. Smart Green
uses case studies and basic business principles to show how businesses can merge sustainability models with entrepreneurial approaches to achieve a healthier earth and healthy profit margins. For any business that wants to go green but can't risk jeopardizing profitability, Smart Green
offers an analytical model that ensures profitability, lowers risk, and decreases its environmental impact.
Jonathan M. Estes (Chapel Hill, NC) is cofounder and Senior Analyst at Strategic Measures, Inc., a management consulting firm that empowers leaders and teams to make decisions with an eye toward social equity, environmental stewardship, andprofits.
"Do you think going green will give you a competitive advantage, even save you money? Do you think your customers are more likely to buy if you are green? Do you want to do better by the environment and your community? If so, you are not alone. Many feel the need to go green. Jonathan Estes in Smart Green turns this need into value and lays out the steps for going green.?Read it and get ahead of your competition and the green tsunami sweeping the country."
Frank Phoenix, PE, LEED-AP, Partner, Greenbridge Developments, LLC
"Estes's book articulates the opportunities, challenges, and trends of the blossoming conscious consumer movement using insightful research to make the case for growing a green business. His compendium examines and dissects our cultural shift in which a handful of people are optimists, many are ambivalent, and everyone is a skeptic."
David Lubensky, President, Bagatto, Inc.
"Smart Green is a very practical guide for getting started with greening your company. Estes has taken the principles of business planning and applied them to a very complex subject. Worth the read."
Michael Knupp, former CEO, The RETEC Group, and former member, World Business Council for Sustainable Development
"Estes's Smart Green is a great resource for small to mid-size enterprises that want to make measurable improvement in performance and align themselves with the global green wave. From strategic planning to practical how-to examples, Estes demonstrates how we can go green and make some too."
Aaron Nelson, IOM, President and CEO, Chapel Hill-Carrboro (NC) Chamber of Commerce, and Executive Director, Foundation for a Sustainable Community
About the Author
Jonathan M. Estes is cofounder and Senior Analyst at Strategic Measures, Inc., based in Chapel Hill, North Carolina, a management consulting firm that empowers leaders and teams to make decisions with an eye toward social equity, environmental stewardship, and profits.
Table of Contents
Chapter 1. The Green Rush.
Chapter 2. Taking the First Step.
Chapter 3. Defining Sustainability.
Chapter 4. A Framework for Strategic Sustainability Planning.
Chapter 5. Measuring Sustainability Outcomes.
Chapter 6. Marketing Sustainability and Transparency.
Chapter 7. Building Smart Green Companies.
Chapter 8. Smart Green Leaders.