Introduction: Green Recovery--Why Going Green is the Key to Reviving Your Business

By: Andrew Winston

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Synopsis: According to Andrew Winston--expert on green business and coauthor of the best-selling book "Green to Gold"--greening your business is more important now than ever. While it may be hard to imagine focusing on sustainability in the midst of a recession, Winston argues that the smartest companies are recommitting to sustainability, and using environmental thinking not only to stay profitable, but also to drive innovation and help customers through these tough economic times. This introduction provides an overview of how greening your business can save you money quickly and help you build a stronger more resilient company--one ready to take the lead from slower-moving competitors. This chapter was originally published as the introduction to "Green Recovery: Get Lean, Get Smart, and Emerge from the Downturn On Top."