What is Green?



Green is an opportunity unlike anything we have seen before. I would argue it is bigger than medicine, broader than information technology and more global than the Internet. It is an opportunity as large as this third planet from the sun we call home—a planet that rotates in 24-hour increments and circles the sun in 365-day periods. In short, the green opportunity is about developing innovative solutions to advance our society while enhancing our most valuable asset: the Earth.
The best and most successful entrepreneurs recognize an opportunity and create products, services, and businesses that fill that unmet need. And with this green opportunity that I like to say is approximately 8000 miles in diameter, the challenges do not come much bigger than this one. That is why this book has been written, as a tool to assist entrepreneurs tackling the wide variety of opportunities to “go green.”
First