Most businesses still operate according to a world view that hasn't changed since the start of the Industrial Revolution. Then, natural resources were abundant and labor was the limiting factor of production. But now, there's a surplus of people, while natural capital natural resources and the ecological systems that provide vital life-support services is scarce and relatively expensive. In this groundbreaking blueprint for a new economy, three leading business visionaries explain how the world is on the verge of a new industrial revolution. Natural Capitalism describes a future in which business and environmental interests increasingly overlap, and in which companies can improve their bottom lines, help solve environmental problems and feel better about what they do all at the same time. Citing hundreds of compelling stories from a wide array of sectors, the book shows how to realize benefits both for today's shareholders and for future generations and how, by firing the unproductive tons, gallons, and kilowatt-hours it's possible to keep the people who will foster the innovation that drives future improvement.
In Natural Capitalism, three top strategists show how leading-edge companies are practicing "a new type of industrialism" that is more efficient and profitable while saving the environment and creating jobs. Paul Hawken and Amory and Hunter Lovins write that in the next century, cars will get 200 miles per gallon without compromising safety and power, manufacturers will relentlessly recycle their products, and the world's standard of living will jump without further damaging natural resources. "Is this the vision of a utopia? In fact, the changes described here could come about in the decades to come as the result of economic and technological trends already in place," the authors write.

They call their approach natural capitalism because it's based on the principle that business can be good for the environment. For instance, Interface of Atlanta doubled revenues and employment and tripled profits by creating an environmentally friendly system of recycling floor coverings for businesses. The authors also describe how the next generation of cars is closer than we might think. Manufacturers are already perfecting vehicles that are ultralight, aerodynamic, and fueled by hybrid gas-electric systems. If natural capitalism continues to blossom, so much money and resources will be saved that societies will be able to focus on issues such as housing, contend Hawken, author of a book and PBS series called Growing a Business, and the Lovinses, who cofounded and directed the Rocky Mountain Institute, an environmental think tank. The book is a fascinating and provocative read for public-policy makers, as well as environmentalists and capitalists alike. --Dan Ring

Customer Rating:
Summary: Reinvention
Comment: I read Paul Hawken's book "The Ecology of Commerce" first. It was so good I decided to read this one too. It's just as good.

The name of the book describes what it is about very well. In a sense capitalism is unnatural because it is unsustainable. In contrast Natural Capitalism is when business interests work in concert with social interests and natural systems so that all three sustain each other.

Natural Capitalism is easy to read and is essentially optimistic. It discusses broad strategies for sustainability as it relates to the activities of businesses and their products and services. It also gives many examples of how these strategies can be implemented so we can see Natural Capitalism in action.

By and large this book is even more relevant now as when it was first published in 1999. I applaud the writers for saying some tough things that need to be said and for showing real, proven solutions instead of just talking about problems and theories. Very refreshing!

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Customer Rating:
Summary: Excellent book!
Comment: Although one might not completely agree with all of the ideas and concepts discussed in the book, it is a wonderful read for those who are both environmentally conscious and business world-savvy. As a treehugging bean-counter, I absolutely enjoyed "Natural Capitalism".

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Customer Rating:
Summary: an optimistic vision of the future
Comment: I am about halfway through this now and I find the book very engaging and not difficult to read. I do agree that the current edition is dated.

Kyoto costs too much? 80% reduction in carbon emissions by 2050 is a pipe dream? This book will go a long way to persuading you that we will meet that target and more before 2050 and *make* money. The compelling question is - why aren't we further along in making the changes needed?

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Customer Rating:
Summary: Prompt service.
Comment: The seller was quick to respond to the order, and the book was shipped to me promptly. I would buy from this seller again.

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Customer Rating:
Summary: Required Reading for the Twenty-First Century
Comment: Not a particularly easy read but well worth the effort. This book needs to be updated and revised for mass circulation with some degree of urgency. I have actually contacted two of its authors, indirectly, through their website at Rocky Mountain Institute and their associate has assured me that my concerns are being addressed. Apparently a new edition (same or different title?) is in the offing.

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