"Green entrepreneur and scientist Dr. Glenn Croston outlines green business essentials and helps you uncover eco-friendly opportunities, build a sustainable business plan, and gain the competitive advantage in today's environmentally mindful market."--Publisher description.

Build a Better Business And a Better World Green entrepreneur and scientist Dr. Glenn Croston outlines green business essentials and helps you uncover eco-friendly opportunities, build a sustainable business plan, and gain the competitive advantage in today's environmentally mindful market. “The world is finally waking up to the importance of green...including entrepreneurs! They understand and appreciate the importance of going green, but few have the practical roadmap to make it happen. Croston gives entrepreneurs and small businesses an incredible blueprint on how to join the green revolution, be successful, profitable, and make a difference!” - Jim Horan, author, consultant, and speaker, president of The One Page Business Plan Company “Glenn Croston's Starting Green is the indispensable guide for the entrepreneur of the 21st Century. Croston's extensive research and incredible examples will illuminate the incredible opportunities within Green Business. Even as a green business owner for the past two decades, I drew countless ideas and inspiration from this book.” -Eric Corey Freed, principal of organicARCHITECT, author of Green Building & Remodeling for Dummies “We face great challenges today in our economy and environment, but the shift toward sustainability offers even greater opportunities. Starting Green gives you the tools to join this revolution with a business of your own. The business case for sustainability is clear; what we need now is action. This book will help you pave the way forward and thrive.” -Hunter Lovins, Co-author of Natural Capitalism, co-founder of the Rocky Mountain Institute, and president and founder of Natural Capitalism Solutions “The emerging green economy offers a wealth of opportunities for entrepreneurs and innovators, building everything from green-minded service providers to breakthrough products and technologies. Glenn Croston has created a valuable roadmap that can help find the profitable opportunity that's right for you.” -Joel Makower, executive editor of GreenBiz.com, and author of Strategies for the Green Economy "In his new book Glenn Croston successfully fuses two of the most powerful and constructive trends in present day society: (1) the boom in entrepreneurship that Information Age technologies has ignited, and (2) mounting public support and consumer demand for more efficient and sustainable products and services. With Croston's book in hand, the many people eager to explore and to profit from this healthy social change can start taking giant steps. " Byron Kennard, executive director of the Center for Small Business and the Environment, and co-author of Small Wonders (http://www.smallwondersreport.org/) “Glenn Croston has done it again. In his latest book, Starting Green: An Ecopreneur's Guide to Starting a Green Business-From Business Plans to Profits, he provides eco-minded entrepreneurs with an inspiring, well thought out and information rich roadmap for creating new green businesses for the coming conserver economy. There are so many people looking for ways to enter this rapidly growing segment of the marketplace, yet because the territory is new and ideas are untested, many lose confidence before they've begun. But we need those ideas in order to create a sustainable economic future, and Croston, with his straight-forward and easy to implement advice, shows the way. If you are wanting to help re-envision our economic future, begin with this book and, and become a part of the transformation.” --Sarah Susanka, architect and author of The Not So Big House series, and The Not So Big Life

This is a seminal book for anyone who wants to understand, shape or study the communication surrounding sustainability in their interactions with colleagues, employees, supply chain partners and external stakeholders. It develops essential insights on the basis of an extensive review of relevant theories and research drawn from multiple disciplines. Interview data gathered from organization members who are currently communicating about sustainability in their cities, universities, nongovernmental organizations, small businesses and large for-profit organizations provide valuable insights from a practitioner’s perspective. The interviewees represent organizations such as the Portland Trailblazers, Tyson Foods, the City and County of Denver and the Natural Resources Defense Council. Theory, research and interview comments combine in a reader-friendly way to provide practical insights and stimulate future research.