FORTUNE FAVORS THE BRAVE
Virgil was right.The single greatest opportunity for entrepreneurs right now is sustainability. Con-trary to popular belief, sustainability is not a fad or trend. It’s not something that isgoing to dissipate with time.In the same way the Internet forever changed business, sustainability will foreverchange how we look at and run our lives.That is fundamental reason green business, if run correctly, will thrive. Unlike ANYother industry, sustainability o
ers unheralded advantages to the burgeoning GreenCEO.Advantages include:1. Tremendous public support.2. Little, if any, competition.3. Fantastic demand from consumers and businesses alike.When I launched my ﬁrst green business in 2006 it was virtually impossible to generate business. There was very littleinterest in the marketplace and almost no data to support any beneﬁts I spoke about. What a di
erence a few yearsmake.
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