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Taking sustainability seriously.
And taking it deep.

Hidden inside “sustainability” is massive business opportunity.
And the biggest brand promise you could possibly make.

Natural Logic is a boutique strategy firm
that helps companies, cities, leaders, and investors orient—effectively and prosperously—
to the utterly uncertain business, social and political landscapes of the 21st century.

The challenge
(if we were to really tell the truth about it):

Reinventing the economy of an entire planet.
This planet.
In one generation.

The path:

Discover, create, and capture
the economic, strategic, and brand value
disclosed by a rigorous, purpose-driven approach
grounded in the 3.8 billion years of open-source R&D
offered to us as a gift of the living systems of Earth
that undergird the global economy and all we hold dear.

The “best efforts” from most sustainability initiatives merely mitigate problems—attempting to make things less bad, and to slow the rate of decline of the regenerative capacity of the living systems that sustain human culture and economy. That’s not good enough to win the race for sustainability and for business leadership—and beyond.

The Declaration of Leadership for Sustainable Business lays out what it will take for your company to build its profit and brand, reduce its risk and fulfill its purpose—by embedding the laws of nature at the heart of enterprise. Download it today. (Our privacy policy: No one gets your information. Period.)

Our Approach

Our Approach

We are here to build, in Buckminster Fuller's words:
"a world that works for 100% of humanity,
in the shortest possible time,
through spontaneous cooperation,
without ecological offense,
or the disadvantage of anyone."
And to create massive economic value fulfilling that commitment."

Approach
Services Overview
Making the Business Case for Sustainability

Gil Friend

Gil Friend

Gil Friend (founder and Chairman of Natural Logic Inc.) is widely considered one of the founders of the sustainability movement, and was named an inaugural member of the Sustainability Hall of Fame—and one of the 10 most influential sustainability voices in the US.

Bio
Videos
The Truth About Green Business
Personal strategic coaching with Gil

Services

Services

Natural Logic helps companies and communities design, implement and measure profitable sustainability strategies.

Full Cycle Sustainability™
Biggest Brand Promise
Step By Step
Get Inside Sustainability with Gil Friend

Case Studies

Case Studies

Natural Logic help clients build measurable value at the intersection of profit, brand, risk and purpose.

Clients
Case Studies
Making the Business Case for Sustainability

Our Team

Our Team

Natural Logic has always – by design – maintained a small core staff and a powerful network of associates and allies. This assures us of the flexibility to field a world class team on any engagement we undertake.

Core Team and Network
Board & Advisors
Step By Step
Alllies
Careers

Resources

Resources

Most of our resources—including an extensive selection of early sustainable business writings—are available to you at no charge.

Audio & Video
Publications
Tools
Role-based, on-demand eLearning

Gil’s Blog:  Strategic Sustainability, and other worthy themes of our time

The latest perspectives on sustainability and business strategy from our founder and one of the leaders in this industry. Learn more about Gil Friend in addition to the gaining some of the best foresight you can find on the web, or anywhere.

COP26 redux: Multiple perspectives on the Glasgow climate summit

Nov 15, 2021

CarbonBrief: COP26: Key outcomes agreed at the UN climate talks in Glasgow A very substantive and detailed (and not judgmental) summary by CarbonBrief of COP26 (for those who can tolerate watching sausage being made). Includes an "interactive table…show[ing] why it...

Net Positive—an early review

Oct 10, 2021

Net Positive: How Courageous Companies Thrive by Giving More Than They Take   This may be the business book we've been waiting for…and that many of us have been groping toward for the last decade or two. A growing number of businesses have been embracing...

Capital-ism and Economism (LBW #2.4)

Aug 15, 2021

Here's a brief summary of Living Between Worlds conversation #2.4 (You'll find the recording here, and the entire series here. My extended written excursion on these themes is still in the oven, and will post here (and other places) when it's baked. Meanwhile, you can...