08 Jun '12, 12pm

100 percent joy, 0 percent emissions

100 percent joy, 0 percent emissions

The following is adapted from "The Zeronauts: Breaking the Sustainability Barrier ," by John Elkington, just released by Taylor & Francis. Elkington is the pioneering founder of SustainAbility, the think tank and consultancy just celebrating its 25th year. In this book, John Elkington introduces the Zeronauts – a new breed of innovator, determined to drive problems such as carbon, waste, toxics and poverty to zero – as well as creating the first Zeronaut Roll of Honor, spotlighting 50 pioneers in the field of zero. For most business people, the term “zero” most likely triggers associations with the total quality management (TQM) agendas, as in “zero defects.” The approach’s champions argue that it “is a way of thinking and doing that reinforces the notion that defects are not acceptable, and that everyone should ‘do things right the first time.’ The idea here is that with ...

Full article: http://www.greenbiz.com/blog/2012/05/16/100-percent-joy-0...

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