Glenn Croston’s latest book, Starting Green: An Ecopreneur’s Toolkit for Starting a Green Business From Business Plan to Profits (Entrepreneur Press) is a useful resource for entrepreneurial types looking to enter the green economy.
Croston describes the green economy as entering Green 3.0: the stage where business is beginning to make green its focus, bringing the other 95% of consumers (in addition to the 5% that do it because the environment is the #1 thing they’re concerned with) into the green world by making it easier for them to do so. In Green 4.0, according to Croston, “Everything is green.â€
It’s an exciting time, as the transition of our economy begins to go mainstream, with business slowly starting to take a leading role, and Croston’s book draws attention to the oft-overlooked little guy. While so many authors and consultants specialize in bigger business (as that is where the quickest impact, and, let’s face it, biggest bucks are), Croston tells the tale and leads the way for the entrepreneur interested in green. The ones who create 70% of all new jobs. The ones that will lead us out of this economic slump… if only enough of them have the know-how and tools needed to get started in this green economy. Read more.