Don't be put off by people who know what is not possible. Do what needs to be done, and check to see if it was impossible only after you are done.
If they [companies] believe they are in business to serve people, to help solve problems, to use and employ the ingenuity of their workers to improve the lives of people around them by learning from the nature that gives us life, we have a chance.
We need to revise our economic thinking to give full value to our natural resources. This revised economics will stabilize both the theory and the practice of free-market capitalism. It will provide business and public policy with a powerful new tool for economic development, profitability, and the promotion of the public good.
While there may be no "right" way to value a forest or a river, there is a wrong way, which is to give it no value at all. How do we decide the value of a 700-year-old tree? We need only to ask how much it would cost to make a new one, or a new river, or even a new atmosphere.
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