You have to be able to generate usable energy without greenhouse gas emissions and you have to be able to do it cheaply if you want people to choose that approach.

I think the environmental movement is now so large and diverse that it's hard to talk of it as a single entity.

If your incentives are set up wrong - if for some reason you reward people for behavior that's actually bad for your customers or your organization - then you're going to encourage that behavior.

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.

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.

If the incentives are aligned right - towards better preservation and restoration of nature and natural resources - then you'll see a tremendous amount of activity in that direction.

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.