2Hawken ("The Ecology of Commerce") and Amory and Hunter Lovins of the Rocky Mountain Institute, an environmental think tank, have put together an ambitious, visionary book advocating "natural capitalism." Based on the principle that businesses can be good for the environment, "Natural Capitalism" shows how leading-edge companies are practicing "a new type of industrialism" that is both more efficient and more profitable, while simultaneously protecting the planet and creating jobs. Natural capitalism is a way of thinking that seeks to apply market principles to all sources of material value, most importantly natural resources. The authors have two related goals: first, to show the vast array of ecologically smart options available to businesses; second, to argue that it is possible for society and industry to adopt them.