Get Creative: Why Green Innovation is the Key to Business Growth--Even in Tough Times

By: Andrew Winston

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Synopsis: In tight times, it's great to find value in something that costs nothing. Luckily, creativity is free. The capital required to change mind-sets and create space for thinking differently is nearly nil. Some innovation may require investment, but if it's in the service of getting lean, it may pay back quickly. Innovation in tough times is not just about survival, though. It's an essential tool for meeting increasingly urgent environmental challenges and beating out the competition. In this chapter, author Andrew Winston demonstrates how green innovation can help you take the lead in your market while others are standing still, offering ten ideas for green innovation in tight times. This chapter was originally published as chapter 4 of "Green Recovery: Get Lean, Get Smart, and Emerge from the Downturn On Top."