I always make the business case for sustainability. It's so compelling. Our costs are down, not up. Our products are the best they have ever been. Our people are motivated by a shared higher purpose - esprit de corps to die for. And the goodwill in the marketplace - it's just been astonishing.

For nearly 11 years, now, we have been on this mission; we call it, "climbing Mt. Sustainability", a mountain higher than Everest, to meet at that point at the top that symbolizes zero footprint-zero environmental impact. Sustainable: taking nothing, doing no harm.

We have a choice to make during our brief visit to this beautiful blue and green living planet: to hurt it or to help it.

The status quo is a very powerful opiate and when you have a system that seems to be working and producing profits by the conventional way of accounting for profits. It's very hard to make yourself change. But we all know that change is an inevitable part of business. Once you have ridden a wave just so far, you have to get another wave. We all know that. For us, becoming restorative has been that new wave and we have been riding it for 13 years now. It's been incredibly good for business.

"Comply" is not a vision.

The status quo is a product of our culture or our culture is a product of the status quo - I'm sure which is the effect and which is the product - there is probably a feedback loop there that is mutually reinforcing. But we have a culture that says "Hey, look around. This place called Earth was created for you and you can do anything you want with it."

If we somehow put a value on species extinction and factor that into our costs that bottom line would look very different. IF we put any resource depletion into costs our bottom line would change. So what we have is a dishonest market that does not take into account all the costs when it establishes its prices. We need an honest marketplace before we can let the market work for sustainability rather than against it as it works today.