The ultimate guide to operating green/alternative businesses written by progressive economist Paul Hawken! Paul talks about businesses as filling gaps and services in society with things that help people or are wanted rather than &risk taking or profit-seeking. He talks about important concepts like creating an organization that is innately your own that no one else could do it so well, instead of being worried about someone else stealing your concepts! Paul founded early health food stores in New England and the first mail-order company for European gardening tools! Appropriate homage is paid to inventive alt businesses like Patagonia, Ben & Jerrys, and strangely enough, Univ Nat Bank of Palo Alto! (** This book may contain a sharpie mark on the top or bottom edge and may show mild signs of shelfwear. **.)