Believe in climate change. Or don't. It doesn't matter. But you'd better understand this: the best route to rebuilding our economy, our cities, and our job markets, as well as assuring national security, is doing precisely what you would do if you were scared to death about climate change. Whether you're the head of a household or the CEO of a multinational corporation, embracing efficiency, innovation, renewables, carbon markets, and new technologies is the smartest decision you can make. It is the most profitable, too. And, oh yes, you'll help save the planet.
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Named a Time magazine 2000 Hero of the Planet and called by Newsweek "the green business icon," L. Hunter Lovins is president and founder of Natural Capitalism Solutions and chief insurgent of the Madrone Project. Boyd Cohen is CEO of CO2IMPACT and a former professor of sustainable entrepreneurship in Spain, Costa Rica, and Canada.
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