Okay, so we’re at nearly 10 percent unemployment nationally (if you believe the Federal numbers), so many people are without a steady stream of bi-monthly paychecks. Yet, 90 percent of Americans who had a job when the economy tanked, still do. But for some that means being a wage serf, cubicle clone or working in the Dilbert world of dysfunctional corporate America – working hard to make someone else richer (and often, with ecological impacts). There’s too many CEO bonuses and none for the employees who clean the counters, work on the assembly lines (ideally making hybrid vehicles), or take care of customers. The vast majority of education system continues to be committed to helping people find jobs, not make a sustainble life, especially one that doesn’t destroy the planet or exploit people (though more are starting “sustainability curricula”).

What we need is less of an emphasis on transforming less-green jobs to more-green jobs for the plethora of job seekers. There’s nothing wrong with getting a job (there are a few great companies, some that even offer employee ownership and stock, in addition to addressing the development needs of their workforce).

But if you want to gain an upper hand on life, more self-employed or self-owned enterprises are discovered that you can keep more of your hard-earned money by working for yourself. As I write about in ECOpreneuring, doing so allows you to also reinvest our profits in ways that either restore the planet and/or improve the well being of people living in our community, nation and planet. These businesses have a triple bottom line and many have ditched the commute to some office, working, instead, from a home office.

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I’ve heard this conversation a number of times at the small-to-medium sized enterprises (SME) I work with:

Green Vendor: “So Mr. CEO, how many of my carbon neutral, biodegradable, BPA-free whoozamacallits would you like to purchase?”

CEO: “This seems like a great product and of course my company wants to protect the environment. So I will give this to my purchasing manager, and she’ll contact you in a few days.”

Of course what the CEO says is not what he thinks. All he hears is “Blah, blah and blah. More $. Blah blah and blah. Politically correct. Blah blah and blah. No budget and no time. Blah blah.”

The big companies have the resources to be more strategic in their decisions to go green. Not so for the SMEs. The vendors that I have seen succeed are the ones that have the ability to translate the benefits of the products they offer into the language that the businessperson wants to hear.

What we have here is a failure to communicate.

The sellers are not speaking in the terms that the mainstream executives want to hear. They talk enviro-talk. The executives are still evaluating purchasing decisions based on the only values they have – financial – and regardless of whether that is right or wrong, it is what it is.

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A Green Printer interview with Carmen Spagnola, entrepreneur and owner of m.

1. What made you want to start m?
I started m because I was a frustrated consumer.  I decided that  if I want to have access to smarter, more beautifully designed, more  responsible products and amenities for my home and family, I was going
to have to create more demand.  Markets are a bit of a chicken-and-egg  relationship.  Many retailers will tell you that they only provide  what their customers want.  That is only part of my modus operandi.
I want to showcase the possibility of a better performing future, so  much of what I sell and promote is currently considered ahead of the market.  But how will the market know what it wants if we don’t inspire it to want more?

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Karl is just one of the many entrepreneurs and inventors profiled in the Discovery special who are creating new ways to power our planet — tapping sunlight, wind and water, and heat embedded in the Earth. Based on the companion book, The New York Times bestseller Earth: The Sequel, the show details the tremendous strides being made across the nation to solve the energy crisis and curb carbon emissions through new technologies.  From start-ups harnessing hydro-power from New York’s East River to solar power in New Mexico’s high desert, the show chronicles dazzling ingenuity and possibility.

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In the western world of chaotic consumerism, we know for fact that this notion of ‘build it and they will come’ does not work without a hefty marketing budget.  There is simply no way we would have had a clue what a Google or a Tivo or a Yahoo was without their marketing dollars.

But what about in an emerging market where farmers just need new drip irrigation systems or pumps?  Or perhaps access to life support medication?  Though these products may be new (just like Google was to us), it is arguable that what could be used for marketing dollars should perhaps be used to provide access, education or financial consultation for these mission critical life enhancing products.   One could argue that building a brand here seems unnecessary or worse, imprudent.

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Naturally Successful is an expertly assembled compilation of inspiring interviews of the leading visionaries giving a voice to the emerging green ECOnomy and the businesses that are in the business of remaking the world for the better. The release of this video couldn’t be better timed as millions of Americans explore ways to prosper despite the economic downturn.

“Build your business around your calling,” continues Lovins, who like the many leaders featured in the DVD, recognize opportunities for enterprising ecopreneurs to solve the most pressing problems now facing us, turning some profits in the process while achieving a happier, more fulfilling life. “We’re not in a sprint. We’re in a marathon to save the world…What is it that you love to do? How do you make a business of it?” asks Lovins.

To grasp the scale of the sustainability movement afoot and harness ideas to guide your green business, this 78 minute DVD offers insights on what being an ecopreneur is all about with a focus on building a values-driven business, providing meaningful leadership, achieving results beyond profits, serving customers, thinking long-term, seizing opportunities in new and existing markets, creating a thriving business and embracing a new type of commerce that seeks to make the world a better place. Interviews are woven together like a well-made life raft for anyone setting out to launch a green business that thrives with a triple bottom line.

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Project “10 to the 100th”, in honour of Google’s 10th anniversary of helping you surf the web (and email and calendar and who knows what else these days), the internet behemoth is asking people to submit their ideas that will have broad impacts on people’s lives.

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However, I got a very different story. Brilliant Earth has been entirely boot-strapped, although that adjective doesn’t seem apt for a company that sells beautiful products, has an elegant identity system, and does business via a beautiful website.

Brilliant Earth sells conflict-free diamonds, which are mined in Canada in accordance with environmental laws as well as jewelry made of “renewed” gold and platinum, i.e., recycled metals.

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