We subsidize the disposal of waste in all its myriad forms — from landfills, to Superfund cleanups, to deep-well injection, to storage of nuclear waste. In the process, we encourage an economy where 80 percent of what we consume gets thrown away after one use.

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.

Don't go to business school.

Business is the only mechanism on the planet today powerful enough to produce the changes necessary to reverse global environments and social degradation.

Natural capitalism is not about making sudden changes, uprooting institutions, or fomenting upheaval for a new social order. Natural capitalism is about making small, critical choices that can tip economic and social factors in positive ways.

When asked if I am pessimistic or optimistic about the future, my answer is always the same: If you look at the science about what is happening on earth and aren’t pessimistic, you don’t understand data. But if you meet the people who are working to restore this earth and the lives of the poor, and you aren’t optimistic, you haven’t got a pulse.

The bottom line is down where it belongs – at the bottom. Far above it in importance are the infinite number of events that produce the profit or loss.