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"Green" is evolving from a regulatory or moral requirement to a business strategy. But, green will only succeed, said Joel Makower, author of Strategies for the Green Economy: Opportunities and Challenges in the New World of Business, when green equals better.

Makower, executive editor of and co-founder of Greener World Media, has tracked the greening of corporations over 20 years and seen it evolve from isolation in the environmental function to spread nearly enterprise-wide. At the 2010 World Innovation Forum, where ExecuNet exclusively reported for attendees, Makower talked to executives about how green innovation can fit into their organizations and careers.


Finding new ways to do business is always a challenge, but for success in an ever-changing world, business leaders today must be willing to try new things and remain extremely flexible. Read what some of the world's greatest innovators had to say in this ExecuNet exclusive.

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