Often we need to use policy to level the playing field, or to be sure that a technology is managed in a responsible way.

Often an idea has impact far larger than the person who originated it.

Often we need to use policy to level the playing field, or to be sure that a technology is managed in a responsible way.

Today, our incentives aren't set up well - you can make a lot of money burning fossil fuels, digging up wetlands, pumping fossil water out of aquifers that will take 10,000 years to recharge, overfishing species in international waters that are close to collapse, and so on.

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.

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.