Green Options

For a growing number of people, sustainable living means endeavoring as ecopreneurs for organizations with missions they believe in while working in a “green office” space that incorporates green or sustainable design. Typically, “green design” addresses energy efficiency, preservation of resources and the minimization of detrimental effects of construction - if not also improving the health and well-being of the local community as a whole. Some ecopreneurs might work from a home green office, like me, while others find it necessary to gather in office spaces that are, in various ways, ecologically sound and healthier for all.

In State College, Pennsylvania, I had the opportunity to tour the 2,400 square feet Matson & Associates Eco-Building, home to three ecopreneurial enterprises: Matson & Associates, an environmental assessment services company, often engaged to provide “expert witness” testimonials on some of the most timely waste processes issues; Envinity, a green building and home energy audit consultancy; and Matson Biofuels, a company developing a more ecological and non-toxic approach to making biodiesel called Green Biodiesel. For all three of these triple bottom line green enterprises, it’s not just what you create with your product or service — but where you work to create it.

As one of the first examples of green architecture and integrated energy efficient design in State College, the Matson & Associates Eco-Building received the Energy Star certification as a residential office in 2007. The Energy Star certification designates buildings that use 30 percent or less energy than similar code compliant buildings. As an added bonus, the construction cost of this green building was no greater than that for a conventional one.

Civil and environmental professor and ecopreneur-inventor Jack V. Matson, PhD.
dedicates his life to practicing “intelligent fast failure,” an expression he coined to capture the essence of innovation. It’s captured in his irreverently titled book, Innovate or Die: A Personal Perspective on the Art of Innovation. As an ecopreneur, he started an environmental design firm, Matson & Associates Inc., housed in a green office building and personally holds two patents on water purification products.

In Innovate or Die, Matson suggests that the goal with intelligent fast failure is to move as quickly as possible from new ideas to new knowledge by making small and manageable mistakes — intelligent failures. By moving quickly, we can determine what works, and what doesn’t, without draining the bank account and energy devoted to developing the idea. With the increasing variability in climate and rapidly changing global marketplace and social fabric, ecopreneurs are creating new business models, products and services that defy common conventions. Some will fail. The key is to keep learning and try to avoid letting your intelligent failures negatively influence your emotions and self-esteem. And by all means, fail falling forward.

Given the widespread interest in producing biodiesel domestically, Matson launched the Green Biodiesel, LLC, a spinoff venture of Matson & Associates Inc., seeking to develop a new biofuel production process that relies entirely on nontoxic materials to produce a clean-burning alternative fuel from renewable resources in the US. One of the problems facing biodiesel producers and users is that the conventional biodiesel production process uses a number of toxic chemicals to convert vegetable oil feedstocks into a usable fuel. Methanol and sodium hydroxide, two toxic industrial chemicals widely used in the transesterfication process to produce biodiesel, are potentially dangerous to humans and the environment. In order for biodiesel to be a truly environmentally friendly fuel, current and future producers need an alternative process that does not use toxic chemicals or produce significant waste products.