Agriculture is the #1 source of deforestation. By some estimates it accounts for 80% of the forests chopped down in the tropics.

The more widely you can spread this notion of achieving ROI by preserving and improving ecosystems, the better.

Ozone and climate are global issues, and it's hard to find a way in which the benefits of shutting down carbon emissions are going to pay for themselves for any given power-plant, say.

You have to be willing to spend an awful lot in that R&D phase before you see the benefits. When you look at the companies that have really won customers over in technology - say, Apple and Google - you find that they spend billions of dollars on R&D each year, often spending that much on a product before they ever make a dime back in profits.

We don't have good global policies in place for climate.

Doom yourself to horrific climate change by burning all that carbon and releasing all that CO2. Or power down society, reducing total energy usage around the planet. One leads to ecological collapse. The other is a reversion, in many ways, to poverty.

That, to me, is a kind of brilliant environmental ju-jitsu - using the energy of the market and the profit-motive to get businesses to invest in preserving and improving natural systems.