Earth: The Sequel - Book Review for Monday's Green Books

The new book, co-authored by Environmental Defense Fund's (EDF) Fred Krupp and Miriam Horn, brings a fresh and well researched perspective on “the race to reinvent energy and stop global warming.” With it's focus on technology, innovation and all encompassing speculation, It's only fitting that the first interview to promote Earth: The Sequel was published in Wired magazine. On the other hand Red Herring might have been a likely candidate as well.

Earth: The Sequel is not only a primer on the various new technologies being developed to produce clean energy, reduce pollution and increase efficient energy use, but also a celebration of the spirit of entrepreneurship around these developments; a spirit embraced and promoted by EDF for several decades since its founding in 1967. Neither a textbook nor a scientific investigation, Earth: The Sequel is more than anything a journalistic journey that follows the unfolding saga of various energy start-ups and technologies through the shifting sands of venture capital, big $$$, crazy R&D dreams and policy nightmares.

Take for example Amyris Biotechnologies, a hot little California start-up with $70 million in recent round B funding in the bank, and a new CEO promising to “grow it into a $10 billion company in five years.” Building on a platform developed as post-grads in UC Berkeley, the leading scientist-founders of Amyris are developing a large scale yeast-based fermentation process that turns sugar into gasoline and diesel substitutes that contain more energy than ethanol. The promise? With the current controversy over the production of ethanol from food sources, Amyris' sugar cane based process will not only help keep food prices down, but will also bring about net carbon emission reduction, which is seven times that of corn ethanol. The process is not without potential controversy though as it is based on DNA manipulation, in which yeasts are programmed to ferment the fuels.

Thinking dot coms? The comparison is valid up to a point. As far as location, when it comes to bio-tech and solar it seems that California in general, and Silicon Valley in particular, are definitely the places to be. But while a dot com can arguably get to scale and market with an investment in the tens of millions, an energy start-up requires at least ten times that amount. Building a power plant based on totally new tech is often times the challenge.

That is where more traditional and conservative entities such as banks and utilities come into the picture. According to the authors, in order to enable the market to take the right course, that will enable investments, lending and collaboration on that scale for new energy technologies, policy must be put in place. They know exactly what that policy should be – carbon cap-and-trade, a system whereby emission levels are limited and regulated, and companies that achieve emission levels that are lower than the limit can sell their credits to companies which do not meet their quota. Such a system should put a tangible market price on carbon emissions and encourage innovation and investment in new processes and technologies. They cite the Clean Air Act of 1990 as a similar system that helped to decrease sulfur dioxide (the cause of acid rain) significantly:

“Within five years, U.S utilities cut emissions 30 percent more than the law required, even while increasing electric generation from coal by 6.8 percent, and the U.S economy grew by a healthy 5.4 percent. Dire predictions that the program would eventually cost more than $6 billion a year proved wildly off base.”

I have to say I learned a lot reading this book. Never before did I find such a concise and simple guide to the vast maze of terms and technologies of clean energy. If you read this book you'll get a better understanding of the basic science, challenges, and achievements behind wave energy, geothermal energy, biofuel, clean coal, solar thermal and solar photovoltaic technologies. You will also get to meet a wide and wild array of characters, the most memorable of these being Bernie Karl of Chena Hot Springs Resort in Alaska.

Bernie Karl was crowned both as the mastermind of the dumbest business idea of the year (Forbes, 2004) for trying to build an ice palace that remains frozen year round (he succeeded on the third attempt), and is the person who single handedly reorganized and revitalized the geothermal industry. In Chena, 56 miles northeast of Fairbanks, Alaska’s first geothermal plant is producing electricity from lower temperature water than any other plant in the world. Karl also plans a light show based on the Aurora Borealis but that's another story.

Another story waiting to be told is a global version of Earth: The Sequel, that will describe not only US based companies and policy points, but will also bring a wider perspective to international technological developments and companies, which are sometimes way ahead of their American counterparts.

Title: Earth: The Sequel

Authors: Fred Krupp and Miriam Horn

Publisher: W.W. Norton & Company

Publication Date: March 12, 2008

Pages: 256

Official Website: http://earththesequel.edf.org/book

Enjoy!

Eylon_a$t_ecolibris.net

Eco-Libris: Plant a tree for every book you read!

Thepurplebook is going green - interview with Ian Anderson, co-author of the Green Edition

What do you do when you want to buy a shirt made of organic cotton or organic shampoo? If you're lucky, you may have Whole Foods or a local store nearby that offer green products. For many, the best option will be to search for these green products online.

Hillary Mendelsohn, the founder of thepurplebook, and Ian Anderson have published last month a guide made especially for these eco-conscious online consumers - thepurplebook Green Edition. It includes a list of the 400 or so best earth-friendly stores currently doing business online.

The Green Edition of any guide is a great news and especially when it's an online shopping guide such as thepurplebook. I decided to learn more about the new book and interviewed Ian Anderson, one of its co-authors. Ian is a multi-tasking author and web-savvy beatnik with a softspot for grass roots environmentalism. He surfs online and off, traveling extensively and looks forward to an endless summer, just so long as it doesn't come at the expense of the earth's climate.

What brought you to write a green edition of thepurplebook?

I've been interested in doing a green edition since Hillary Mendelsohn first established thepurplebook back in 2000. Pinpointing the best online shops was a great and necessary idea, and tying it in to my environmental interests seemed like a natural fit, no pun intended.

We've been gathering research on various eco-friendly shops all along, but it's only been the past couple years that have really seen green commerce flourish on the web. And boy has it. Between regional brick-and-mortar stores that finally established sites and a new generation of socially-conscious businesses entering the marketplace, we found more than 2,000 shops striving to embrace the green economy. The timing finally seemed right to sort out the best and say, "Okay, which of these are going make a difference?"

Can you tell us what you can find on the book and what makes it unique in comparison with other green guides?

Primarily, we feature the 400 best online shops offering eco-friendly goods, plus 20 others that were just too good to leave out. These sites might offer products made from recycled content, all-natural health and personal care items, goods made with fair trade or fair labor policies, organic foods, fashion and furnishings made from sustainable materials, renewable energy sources and plenty of other low-impact wares. Obviously, that's a lot of ground to cover. Which is why the first two chapters of the book examine the basic concepts and challenges we face as eco-savvy consumers.

We try to answer questions everyday shoppers might have, like how to decipher the meaning of different organic labels, or which natural fabrics have antibiotic qualities. Several books approach these topics with greater depth, and a lot more science to explain it. What makes thepurplebook Green Edition different is that we're not just trying to tell you how to shop green, but also showing you where to go to find these items we suggest.

We also kind of avoid speculating about doomsday scenarios in favor of a more optimistic, even funny vibe. I mean, we're not so much trying to point out the problem as we are trying to offer a solution, and the last thing green-minded people need is another lecture.

Who is the main target market of your book - new greenies or people who already buy green and look for more resources?Is it fair to say both?

It's definitely true that someone with little or no prior eco-awareness could pick up this book and, within a month or two, drastically reduce his or her day-to-day impact, and with very little effort. But I am also sure that even the most seasoned environmentalist has something to gain by browsing our list of shops. I personally gleaned a lot of new knowledge just by researching what's out there. I'd considered myself to be fairly green going into this project, but today I am a decidedly deeper shade.

What did you learn on the green market throughout the work on the book?

First and foremost, the green market is growing, and I am proud even to bear witness to that. There are thousands of dedicated individuals out there, working alone or together to bring more innovative, sustainable products to the light of day. I've spoken to a lot of them, and their commitment to our planet runs deeper than any passing media interest or publicity plan. Which is to take nothing away from the large companies that are coming around and committing their vast resources to sustainability - without them we might just be whistling in the wind.

But one aspect of the book that Hillary and I both relish is the opportunity to support the smaller businesses, which are often family-owned-and-operated. It's kind of stimulating, the idea that, here in the 21st century, there is still room for an entrepreneur to start something on a small scale and have it really succeed amid all the fierce, multi-national competition. But some of these small outfits are really on to something, and we look forward to watching as they establish themselves as the foundation for a new, greener economy. Sounds a little lofty, maybe, but some of these shops are pretty inspiring that way.

Is the book only encouraging people to green up their shopping or also to reuse and buy less when possible, as two other green consumerism alternatives?

I'm glad you ask that. Of course, our chief aim is to promote shopping alternatives, but we also stress the notion of maintaining and recycling what you already own; reusing things such as bottles and bags; minimizing packaging; reducing household waste; and-though it sounds counterintuitive in the context of e-commerce-buying local when possible.

When applicable we mention where in the country a shop is located so our readers can choose to minimize the energy costs of delivery on common terms they can't find at home. We do also offer a special rating for those sites that have adopted recycled packaging and/or carbon neutral business practices.

Another facet of green shopping we like to endorse is the simple act of buying products made from recycled materials. Our culture's gotten pretty good at sending cans and bottles to the curb, but a lot of our outbound recycling still sits in landfills waiting to be reused. Many of the business we've highlighted repurpose used materials in fascinating, ingenious and even fashionable ways.

What's the green shop that made the most impression on you?

Wow, that's tough. I guess, as a writer, I am particularly drawn to a site called NepalesePaper.com. It offers journals and stationery made from Lokta paper, which is made from the leaves of a bush native to the Himalayas. As a single bush may be harvested every two-to-four years, these fair trade tree-free paper products are fully renewable as well as durable and quite beautiful. Then again, I happen to be fond of blank pages.

I could also point to sites offering green travel accessories or rechargeable batteries. Someone else might be more interested in furniture made from retired oak wine casks. We've tried to include a variety of lifestyles and interests.

How important you find the role of green consumerism in fighting climate change and other environmental problems?

Oh, I'd say it's of paramount importance. Like it or not, businesses take their cues from consumers, so it's the people paying dollars who need to initiate the change. I think there's been a perception that the free market has been prohibiting the change to a green economy, which is true to the extent that a lot of bad business practices have not been corrected. But once we, as shoppers, show support for green concepts, and make sustainable products profitable on a larger scale, adopting environmental business practices will ultimately be seen as good business sense.

Short of an act of congress, it's hard to imagine existing companies making any lasting, across-the-board changes otherwise. And since politicians themselves seem slow to respond.. Well, I'll leave it at that or I'll wind up giving one of those lectures I mentioned. It's a tough pitfall to avoid when you're trying to promote a cause.

As a green guide for online green businesses, it seems only natural to have an electronic version of the book online - are you planning to have one anytime soon?

Yes. We currently offer a free subscription to thepurplebook.com, where you may browse and search past editions of thepurplebook for a host of web shops covering dozens of categories. Although our online selection of green shops is currently limited, in time we will find a way to incorporate more earth-friendly selections to this service. For now, it's all about putting the book in peoples' hands. Paper still seems to carry a lot of weight over the net when it comes to ratifying ideas.

How about the footprint of the book? is it printed in an environmental-friendly manner?

Both thepurplebook Green and our other recent release, thepurplebook Wedding, were printed on 100% post-consumer recycled paper.

What's next? what's your next project?

More books in the works, and further expansion of our web site. Our Fifth Edition of the Definitive Guide to Exceptional Online Shopping is due by the end of the year. This will cover a lot more ground than the Green Edition, including categories on art, entertainment, travel and more.

thepurplebook will continue its mission to bring the best of online shopping to light, and given the all-around stellar performance of some of our favorite eco-friendly retailers, I'd anticipate seeing a heavier green component in this, and all subsequent editions. The hope is that, one day, the term 'green shopping' will be redundant.

Thank you, Ian!

Yours,
Raz @ Eco-Libris

Plant a tree with Eco-Libris!

Planting updates from RIPPLE Africa

Eco-Libris is very proud of its great planting partners, which are planting the trees for the books

that are balanced out by our customers. We bring you from time to time updates on the planting operations and other interesting news from them, and today I am very excited to bring you the latest news from RIPPLE Africa.

RIPPLE Africa, a UK registered non-profit organization that was established in 2003 by Liz and Geoff Furber, is working in Malawi, Africa. Malawi is heavily suffering from deforestation and RIPPLE Africa is working with local communities to plant trees, which will benefit both the environment and the locals. Besides the planting operations, RIPPLE Afric is also invoved in Malawi in health and education programs.

The trees planting season in Malawi is during December/January, after the trees seedlings are been raised in nurseries for a couple of months. RIPPLE Africa reports on its last newsletter on the very successful planting of December 07/Janurary 08 (which also included 2,000 trees of Eco-Libris customers) as follows:

Tree Planting Programme 2007-2008 - Our tree planting programme has developed very quickly over the past two years and, with the small resources that we have had, the RIPPLE Africa staff and the communities have achieved amazing results.

We have had a very successful tree planting programme during the last 12 months, and 1,250,000 tree seedlings have been raised in 137 tree nurseries — we estimate that we now have about 3,000 people working on this project.

Last year, many of the trees were planted in a variety of areas, and it was difficult to monitor and manage these trees. This year, through the guidance of our new supervisors, we have encouraged communities to plant the majority of trees in a few selected areas. This will mean that monitoring and caring for the trees will be easier. It is important to make sure that communities look after these trees for at least the first two years by clearing the grass from around each tree, preventing bush burning, and preventing goats from roaming freely in these areas.

Also, by protecting these areas, trees that have previously been cut down will be given the chance to grow again. This secondary growth will provide diversity and, because the trees will have established roots, they will grow more quickly and more successfully than the newly planted trees.

We will be changing the emphasis of the project during 2008 to provide much more awareness training and monitoring. We have certainly experienced failures where trees have been planted and then, in the dry season, bush fires have killed a number of them. Our goal for this year is to maintain the existing 137 nurseries and only to establish an additional 23 nurseries.

We now have four supervisors, two assistant supervisors, and two awareness training officers employed on the tree planting programme. All of these staff live locally and are working hard to achieve the goals set by RIPPLE Africa.

RIPPLE Africa has another planting program of fruit trees, which was started recently. Here's the report on this program:

Alupro Fruit Tree Growing Project — An Exciting Start!In June 2007, Alupro sponsored our fruit tree project. Our aim was to establish a fruit tree nursery at Mwaya with a greenhouse for grafting and budding, and to grow fruit trees in some of the community tree nurseries.

The communities and the RIPPLE Africa staff have been so excited and enthusiastic about this programme that we have extended the fruit tree project to all of our nurseries. They have been growing lemon trees as hardy root stock for oranges and tangerines, mangos for grafting, guavas and pawpaws, and some avocados. These improved fruit trees will provide valuable income generation from the sale of the tree seedlings and eventually the sale of fruit. Also, local communities will benefit from eating the fruit.

We held a very exciting meeting with the senior chiefs and gave them navel oranges, purchased from a supermarket in Lilongwe and imported from South Africa. They had never seen oranges like these before, and our aim is for communities to be able to grow large, juicy oranges in the future. We have already organised the purchase of budwood from improved orange and tangerine trees to be budded on to the hardy lemon stock.

In November 2007, Cherry Hamson, the Communications Director for Alupro, visited Mwaya to see how the project was developing. Cherry is very passionate about this project being an enormous success. She is promoting the project with local authorities and schools in the UK, and many of them have featured the project in their magazines and websites.

These are great news from RIPPLE Africa! If you want to read more news on their other interesting and important projects, please check out the February news page - http://www.rippleafrica.org/ripple_news_ripplenews17.htm. You can also find a lot of interesting information on RIPPLE Africa, their work in Malawi, the people they work with and on Malawi itself on their website - http://www.rippleafrica.org/.

And if you want to see some of the green action, here are some great photos from the newsletter:

David Banda, a forest guard, with one of the community tree nursery members

One of the 137 RIPPLE Africa tree nurseries











The Senior Chiefs learning about deforestation and how it is affecting the communities at Chikwawa

One of the heavily deforested and eroded hills at Chikwawa











Recently planted trees at Kachere Primary School — growing quickly!

Yours,
Raz @ Eco-Libris

Eco-Libris: plant a tree for every book you read!

Reusing textbooks in Chinese schools

Good news from China - the China Daily reported yesterday that the Chinese Ministry of Education will allow the reuse of textbooks in primary and middle schools in some rural areas starting this new semester.

The newspaper reports that "the central government will set up a fund for the purchase of these textbooks, which will be issued to students free of charge. Students will be required to keep the books in good order for their reuse by others."

This initiative is a win-win deal - parents will spend less on textbooks and the environment will
benefit as well - less trees will be cut, less energy will be used and pollutant produced in paper-making will be reduced.

If this initiative will be implemented in all of China, it can have an enormous impact because of China's huge population. Check out these figures - it is estimated that $4.2 billion is spent on the purchase of textbooks during the nine-year period of compulsory education nationwide and that about 450,000 tons of paper is used annually in the printing of these books, which requires the consumption of about 9 million trees!

In any case this is a good start and we hope that further steps to broaden this initiative will follow. Maximising the usage of each textbook that is already printed is a goal we should look for not only in China, but worldwide, both in schools and universities. This is the opportunity to remind Chegg.com, an online service that rents textbooks to students and also plants a tree for every rented book with Eco-Libris.

Yours,
Raz @ Eco-Libris

Plant a tree with Eco-Libris!

Book Tours and Beyond: An Interview with Kevin Smokler

The connection between the web and books is as old (or as young) as the web. Actually it predates it. I remember surfing local dial-up bulleting board systems (BBS) back in the 80's, when one of the main attractions was the availability on-line of eclectic and obscure text files of books and articles you could not get anywhere else. Of course today you can get anything on Amazon, and that is only one way the web transformed the world of books.

Kevin Smokler is the co-founder of BookTour.com (http://www.booktour.com) a San-Francisco based literary 2.0 start-up that wants to change the world of books in yet another way. By becoming the web's largest 100% free directory of author events, it hopes to use the social enabling aspects of the web to facilitate better interaction between authors and readers.

In a nutshell, authors can sign up to the website and list their up-coming events. Readers can then easily keep tabs on which authors are in town, or where their favorite authors are touring at the moment.

Smokler is also an author, a speaker, a prolific blogger, and a one man think tank about the future of publishing.

So what is a book tour anyway?

A book tour is a promotional jumping from place to place for authors with a book newly published. Usually it involves doing readings at bookstores and related venues as well as media appearances on radio, newspapers, TV and such. That is if the nation cares about your book which sometimes they don't.

Same really as when musicians go on tour to promote an album. Except a lot fewer groupies.

The acts of writing and reading are mostly done private on their own. There is no inherent element of performance like in a music concert. Why then is a meeting of the author and the reader desirable?

The realities of publishing today are such that authors that don't promote themselves do so at their peril. There simply aren't enough resources to go around for everyone to receive a Da Vinci Codian marketing budget. From the reader's point of view, we now live in a culture that values transparency, instead of secrecy, when discussing the creative process, be it DVD commentaries, Inside the Actor's Studio or Project Runway. It's an information-rich world. When you read a good book, you want to know more, not less, about who birthed it.

How did the idea for BookTour.com come about? How did the team gather?

Chris Anderson, our CEO went on tour in 2006 to promote his first book "THE LONG TAIL" which sold brilliantly. Still he remained convinced that the glorious experience he was having on book tour was the exception rather than the rule. Put simpler, he'd heard too many stories of authors being flown, at great expense to their publishers to say, a Barnes & Noble in Fort Lee, NJ to give a reading to a clutch of empty chairs. He also knew that there were countless cases of a favorite author coming to town but the appearance not mentioned by local media outlets, namely because the author spoke at say, a church rather than a Borders. The asymmetry of interested readers and touring authors not able to locate one another was the first spark of the idea.

Chris approached me in November of 2006 after reading about the Virtual Book Tour, a project I used to head up that matched up authors promoting a book and blogs that might be interested in that book. Our CTO Adam Goldstein came to us that spring through Paul Graham's Y Combinator program for young entrepreneurs.

To promote your own book you conducted a “virtual book tour”, while on BookTour.com you promote the old school version. What's the advantages of each? Looking at your BookTour.com itinerary you now travel quite a bit. What kind of tour do you prefer personally?

I'm one of those rare authors who constantly feels as though they're in the wrong profession because I love to talk in front of a crowd. So if your own enthusiasm for your projects is contagious, I recommend you get out there and infect others. That assumes of course your lifestyle allows for it. If you write better than you talk, play to your strengths and tour virtually. But a virtual tour involves leaning on long standing relationships developed over years of having an on-line presence. And most others don't have that either.

Upshot: Author should assume that promotion of their books is their responsibility and should begin building networks, both on-line and off, sooner rather than later.

What's the feedback BookTour.com gets from authors, readers and bookstores?

I would 95% has been positive, glad-this-is-here, why-has-no-one-done-this-yet sort of feedback. Which we're very grateful for. The concerns expressed thus far have been mostly around it being too labor extensive to add events to our database (a fair point we're very close to fixing) and that we can't use our database to preference those in the book world who need the attention (small presses, mid-list authors, independent bookstores if that's ). Much as we'd like to, our first commitments are to fairness for everyone who uses our service and integrity of the information that is our cells and molecules.


Who is using BookTour.com most so far? Readers, authors or bookstores? Is there a specific genre that is more popular?

Visitors tend towards readers and interested audience members. Sign-ups lean toward authors, which makes sense. Bookstores are one of our primary sources of event data.

Recently once again articles or comments from the like of Steve Jobs, talk about the decline in readership. This is an analysis you opposed in the collection of essays “Bookmark Now” which you edited in 2005. Do you think it is more of the same, or is there something new at play here?

I'm inclined to believe that cultural calls for alarm are best dealt with at head and tail instead of belly. Let's say that reading is in decline. Well, then its the job of the people who make things we read to change how they do business instead of complaining. Basic principal of capitalism. The tail: if we think reading is inherently valuable as a society, do we provide an environment in families and households where it can thrive? Or do we accept as given that everyone should work 60 hours a week, commute an hour in each direction and be suspect of any entertainment that isn't loud and diversionary? Put simply, when we say culture is "in decline" we should begin with those who stand to benefit most from the panic and those who raised it in the first place. One of those is almost always ourselves.

In the case Mr. Jobs comments, he was citing the NEA's follow up to its 2004 Reading at Risk study in response to a question of whether Apple would release an e-reader to compete with Amazon's Kindle. His remarks have largely been dismissed as MacWorld-related bluster which is where I stand. Timothy Egan in the New York Times did the best dissection I've seen so far which cites that even though one-quarter of American didn't read a book last year, 27 percent read 15 or more books. We're comfortable enough with that number to build our business around putting in touch with the authors they love.

What's planned for BookTour.com? Any new features coming up?

Oh yes indeed. Keep your ear to the ground. We've got a big announcement coming up!

And so we shall! Check out BookTour.com online at http://www.booktour.com

Eylon Israely

eylon_A&T_ ecolibris.net

Eco-Libris: Plant a Tree for Every Book you Read!

Go easy on the meat this month!

Did we mention we're fans of Do The Green Thing? Yes, we are! And like we do every month in the last couple of months, we're happy to bring you their green message for March: go easy on the meat!

No, they don't preach you to go veggie. They just want you to eat a little bit less meat this month. If you ask yourself why, they're happy to explain:

Now, meat may be tasty – in fact, it’s downright delicious, especially in pie format. But unfortunately it’s also responsible for massive emissions of CO2 and other greenhouse gases.

The way cows, pigs, sheep and even chickens are reared (no sniggering) uses lots of fossil fuels, creating lots of CO2. Farm animals also have a nasty habit of producing vast quantities of methane, as you’ll know if you’ve ever picnicked downwind of a cowherd.

A recent UN report found that meat production was among the top 3 creators of greenhouse gases (including methane which is 23 times more harmful than CO2). It’s responsible for 18% of global emissions, more than the entire world transportation industry.

To produce just 1kg of beef, enough for a spag bol for you and 5 friends, creates a whopping 34.6kg of CO2. It’s enough to make you choke on your chops.

Livestock agriculture is also a major cause of deforestation and soil erosion, as well as being a huge drain on our water supplies. To produce that kilo of beef for your spag bol takes an eye-popping 15,000 litres of water, much more than you need to produce a kilo of cereals. Added to all that is the fact that farm animals, particularly cows, are a windy bunch. They’re responsible for 37% of global methane emissions, which is even more than Michael Winner.

So this month, do your bit for the planet by going Easy On The Meat. You don’t have to go complete veggie – chopping out a couple of portions a week would be a fine effort.Every time you turn down a turkey or bat back a bacon buttie, let us know you’ve DONE IT so we can add up all the CO2 saved by heroic Green Thing members.

As always the message comes with funny videos (and also audio files), such as this one:




Enjoy the green thing!
Raz @ Eco-Libris

Eco-Libris: plant a tree for every book you read!

Green Options - Eco Book Review: The Power of Unreasonable People

Eco-Libris is a proud content partner of Green Options. Today we bring you a review of MC Milker of a new book from the Harvard Business School Press that is exploring social and eco entrepreneurs. The post was originally published on Thursday, February 28.

Business books by and about eco-entrepreneurs are all the rage these days. Biographies of newly famous entrepreneurs vie with “How to” books on greening your business to get your attention.

The Power of Unreasonable People: How Social Entrepreneurs Create Markets That Change the World, by John Elkington and Pamela Hartigan, takes a slightly different tack and explores how altruistically minded people operate a bit differently in the business arena than typical entrepreneurs.

Published by Harvard Business Press, this book reminded me a bit of, Blink and The Tipping Point, both by Malcolm Gladwell as the authors discuss how a small movement can gain momentum until reaching critical mass. Filled with case studies from around the world, ranging from Whole Foods to Band Aid, Elkington and Hartigan demonstrate how compassionate entrepreneurs use market based solutions to tackle problems and opportunities in a variety of situations.