There’s a new ‘New Bottom Line’ article posted at Natural Logic’s web site, musing about the business imperatives of ‘zero waste’ strategies.

Here’s the good news: The technical
challenges of sustainability are relatively straightforward, if the
problem is framed correctly – and “zero,” as Dupont and others are
finding, provides an unusually clear and powerful frame.

Here’s the bad news: People need to
change their fundamental thinking about these problems, and that’s not
as straightforward. In fact if you’ve ever tried to change a habit of
your own – much less someone else’s- you know how hard it can be.

All I want to know is: When are we going to get as smart as a chicken?

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