Advanced Energy Efficiency, Lecture 2: Industry - Rocky Mountain ...

Natural Capitalism
(www.natcap.org, 1999)
◊ Design principles for a world that makes sense and money
◊ Productively use and reinvest in all four forms of capital
◊ Two design principles about processes/products
1. Radical resource productivity (tunnel through the cost barrier)
2. Biomimetic production (closed loops, no waste, no toxicity)
◊ Plus two design principles about business strategy
3. Reward these shifts by a “solutions economy” business model
4. Reinvest resulting profits back into scarcest (natural) capital
◊ Result: stunning competitive advantage; do well by doing good;
biggest business win is often in recruiting, retaining, and
motivating the best people
◊ Book and Harvard Business Review summary are free at
www.natcap.org; numerous translations are available
◊ Most of Rocky Mountain Institute’s revenue comes from privatesector
consultancy applying these principles, chiefly in industry