Looking for Green Business Ideas? Check Out Gil Friend’s “The Truth about Green Business”
Another book on green business? You may be tempted to wonder if we need another one. After all, there are already numerous classics on the subject (The Ecology of Commerce, Natural Capitalism, Mid-Course Correction), as well as more recent books that bring the subject of sustainable business into the 21st century (Green to Gold, Strategies for the Green Economy). What can Gil Friend, founder and CEO of consulting firm Natural Logic, add to the subject with his new book The Truth About Green Business? (Note: that paragraph’s brimming to the gills with affiliate links…)
The short answer, of course, is “a lot”: Gil’s spent nearly 40 years in the sustainable business field, so he’s able to address questions ranging from the general (”What’s the business case for green?”) to the very specific (”What elements should an Environmentally Preferable Purchasing program include?) with deep knowledge of green business ideas, as well as plenty of real-life examples.
What makes the The Truth about Green Business really stand out, though, isn’t necessarily the quality of information, but the format of the book itself. Most of the other books mentioned above delve deeply into their topics, and require a sustained reading effort (both of which are good things, of course). Friend’s created something quite different: in the Introduction, he describes the book as “designed to help you tackle these grand ideas in simple, practical, profitable, bite-sized chunks” (specifically, 52 “truths”).
