This sustainability business

In an article 'How much can we give for all that we get? (Regerative commerce and the new entrepreneurial spirit)' William McDonald and Michael Braungart reflect:

"Jerry Garcia, who has perhaps not been given the credit he deserves for giving sharp business advice, captured this confluence of calling, vision and leadership quite well when he reportedly said, "You don't have to be the best of the best. Just do what only you can do.

What do you do? There are literally millions of answers to that question. No single vision or leader can possibly build a truly sustaining world. It is going to take all of us.

'When we ask…

"What do I do?"

"How can my work make a better world?"

"How much can I give for all I get?"

…we can begin to become powerful catalysts for change and take the first small steps toward creating a world of fairness, hope and sustaining abundance.'

Some interesting case studies, and other great articles on cradle to cradle design etc at: http://www.mcdonough.com/writings/how_much_can.htm