By focusing on teaching businesses about the ROI they can achieve by preserving and investing in nature, you're expanding the scope of the impact you can have.

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.

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.

New technology lets you grow the resource pie, which is the only way you can get out between that pincer of rising consumption (as we end poverty) and environmental and natural resource depletion.

Just like you could dump oil into the Cuyahoga in the 60s and let someone else foot the bill, today you can pump CO2 into the atmosphere and let the whole world foot the bill.

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.

By focusing on teaching businesses about the ROI they can achieve by preserving and investing in nature, you're expanding the scope of the impact you can have.