Going green to grow the business

Seeing opportunity where there is a challenge is a rare gift and one that can do more to change a difficult situation than most government led initiatives. That's quite an interesting case and also an inspiration for a project I've been discussing with potential partners for the past year or so, which involves a different way of creating value in business, one that respects and stregthens a system much larger than the firm. Actually, I believe that we are in a phase of transition which will affect the way we think about strategy and business.

clipped from money.cnn.com Green business' go-to guys When big companies want advice on the environment, many call Green Order, reports Fortune's Marc Gunther. "This green revolution today is as transformative as the digital revolution was 10 years ago," Shapiro says. "That's the opportunity that lies in front of us." GreenOrder also has built a substantial practice in green building development, helping Silverstein Partners redevelop a World Trade Center building that became the first New York City office building to win LEED (Leadership in Energy and Environmental Design) designation from the U.S. Green Building Council. Major real estate firms including Tishman Speyer Properties and Vornado Realty Trusts are clients, too. "Now it's really about growing the top line," Shapiro says. "How do you create the next Toyota Prius? How do you create the next Whole Foods? Look at our clients. They're so diverse. That tells you something." this is about creating business value, not simply being less bad