Books

Books of import and interest.

Diversify Your Network to Make Your Green Biz Ideas Work

December 6, 2010
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Diversify Your Network to Make Your Green Biz Ideas Work

How do we change from doing business focused in one area, say home electronics or audio/video or solar installations, and move toward something like selling and installing energy management and green technologies? You can get some valuable ideas and encouragement from Steven Johnson’s book, Where Good Ideas Come From: The Natural History of Innovation....

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Go Green and Prosper

April 14, 2010
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Can you really care about the state of our Earth, while taking a practical approach to solving our problems with technology? Alex Steffen believes so. Steffen has said that to be antitechnology in this day and age is to be antienvironment. And he believes that we can be green and sustainable—and prosper economically by...

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Psyching Out the “Apathy Gap”

March 15, 2010
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At a green venture capital conference in Boston last week, a panelist made a point about the challenges of selling energy efficiency services and products in the residential market. He said the Shelton Group, often quoted on this site for its studies of green consumer attitudes, found that people, on average, would not take...

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7 Keys to a Building a Successful Green Company

December 3, 2009
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You can’t just say you’re green and expect to be so. “The role of an individual enterprise led by a visionary entrepreneur has now become critical,” writes Jonathan M. Estes in book, Smart Green: How to Implement Sustainable Business Practices in Any Industry—and Make Money (John Wiley & Sons, 2009), which we’ve probably written...

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The Tipping Point for GreenTech?

November 30, 2009
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We here at GreenTech Advocates want to make green technology and energy efficiency something everyone is interested in. And if you’re reading this, you should too. But in many cases the contagious spread of a new idea is tricky, writes Malcolm Gladwell in his bestselling book, The Tipping Point. Gladwell’s book examines how innovations...

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Promoting Laziness … Environmentally

November 18, 2009
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I have to admit, I wasn’t too keen on perusing author Josh Dorfman’s book, The Lazy Environmentalist (2007, Stewart, Tabori & Chang), or his more recent The Lazy Environmentalist on a Budget (2009, Stewart, Tabori & Chang). Personally, I get tired of the whole “we can’t ask people to sacrifice to be green” argument....

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Are You Really Ready to be Green?

October 20, 2009
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You see the interest in green goods and energy efficiency—and it’s no stretch to think that you can market some energy-saving electronics systems or promote your own company as being green. That’s great, but are you really ready for that? There are several things to consider before you jump on the green bandwagon. And...

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Required Reading

August 26, 2009
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Required Reading

Everybody needs a reading list. And here’s one for you. We’ll update it as we come across must-read material. The Clean Tech Revolution — An excellent place to start to get a better understanding of clean, green technology. Technology, Humans, and Society:: Toward a Sustainable World — Richard Dorf provides a clear bridge between...

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