resources and the ecological systems that provide vital life-support services--is in decline and relatively expensive. The next Industrial Revolution, like the first one, will be a response to changing patterns of scarcity. It will create upheaval, but more importantly, it will create opportunities. Business must adjust to these new realities. Innovative companies are already doing just that. They're profiting and gaining decisive competitive advantage--and their leaders and employees are feeling better about what they do, too. They're in the vanguard of a new business model: natural capitalism. Authors: Amory Lovins, Hunter Lovins, and Paul Hawken