Natural Capitalism by Paul Hawken, Amory Lovins & L. Hunter Lovins
by Ben Engebreth, New York City 
on 08.11.05
An environmental call to arms for the designer, Greenie, and business person, this book profiles the next industrial revolution and proposes that will be thoroughly green and pro-business. Companies, it claims, should model their business plains based on the concepts of natural capitalism—biomimicry, resource productivity, service and flow economy, and investment in natural capital—and thereby achieve a competitive advantage, while bettering the environment. To illustrate one of these concepts, a service and flow economy shifts from selling products to selling services. This changes the incentives and does so in a very positive manner. Manufacturers focus on making lasting, repairable, recyclable products instead of planning their obsolescence. For example, by selling you the function of your fridge versus the actual fridge, the manufacturer will create a fridge that needs minimal repairs and that can be fully recycled once its useful life is over. Concepts like these, flushed out with examples, make for a great read. Viva la revolucion!
Buy Natural Capitalism: Creating the Next Industrial Revolution by Paul Hawken, Amory Lovins, and L. Hunter Lovins.
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