This week's conversation was with Ory Zik, Founder and CEO of a Cambridge, MA based start-up called Energy Points . In 2010, while running his solar thermal company, HelioFocus, Ory started to notice a big hole in the conceptual understanding of environmental sustainability. He observed that people had a propensity to describe sustainability in adjectives rather than numbers, leaving the basic understanding of one's environmental impact quite nebulous. So he created a point system (and a company around it) based on rigorous quantitative analysis to simplify things. And it's catching on. We talked about his company, why it's working, and plans for the future.