[Lapg] *Building the Blue Economy with Gunter Pauli/April 23, 24, 25, 2010

Sun Mar 21 06:26:38 PDT 2010

Building the Blue Economy, with Gunter Pauli
   ~ April 23, 24, 25, 2010 ~
Santa Barbara City College Campus, Santa Barbara, California
[]

Hosted by the SBCC Center for Sustainability

~Evening Talk & Book-Signing, Fri, April 23, 7:30 - 9:30pm, SBCC Fe 
Bland Auditorium $15~

~Building the Blue Economy Workshop with Gunter Pauli, plus guests***,
SBCC Campus, Sat, April 24, 9am - 5pm, $120 ($100 early registration/April 3)~

~Retreat with Gunter Pauli, Sunday, April 25, 10am - 4pm  $300 ($250 
early registration/April 3)~

How a new generation of entrepreneurs can bring
  innovations to the marketplace, secure basic needs for all,
and make sustainable businesses competitive.

Join the Santa Barbara City College Center for Sustainability for a 
rare chance to spend time with one of the most innovative thinkers of 
our times.  Author of the newly published book "The Blue Economy, 10 
Years, 100 Innovations, 100 Million Jobs" Gunter Pauli challenges us 
to give up doomsday thinking...

Gunter Pauli suggests by emulating nature we can evolve from an 
economy based on scarcity to an economy based on abundance---the 
cascading, nutrient rich, Blue Economy.  Founder of Zero Emissions 
Research Initiatives (ZERI) Global Network, Gunter Pauli pioneered 
the concept of waste being seen as a resource that with creative 
thinking, can be used to create multiple enterprises from singular 
ones, with benefits for the economy and the environment. Pauli is 
fond of saying that returns on investment from these kinds of 
business models far exceed those of companies like Microsoft.

Gunter Pauli, famous eco-entrepreneur and passionate proponent of 
green development worldwide, is the former president of Ecover 
biodegradable soap company who built Europe's first ecological 
factory.  Pauli is the founder of Worldwatch Europe, and a member of 
the Club of Rome and directs the Zero Emissions Research Initiative 
(ZERI) at the United Nations University in Tokyo. He lectures 
regularly to business executives and governments, and is the author 
of 17 books in 21 languages.

***Saturday Workshop with Gunter Pauli/Afternoon break-out sessions with:
    *  Woody Tasch, President of Slow Money Alliance
    *  Kreigh Hampel, City of Burbank, Public Works, Recycling Coordinator
    *  Randy Grissom, Director of the Santa Fe Community College 
Sustainable Technologies Center

Sponsored by the Santa Barbara City College Center for Sustainability
Co-sponsors: Santa Barbara Permaculture Network & SBCC Scheinfeld 
Center for Entrepreneurship & Innovation
Event Info, <http://www.sbpermaculture.org/>www.sbpermaculture.org, 
margie at sbpermaculture.org, (805)962-2571

<<<>>>
More Information:

On YouTube: Gunter Pauli introduces "The Blue Economy" and it`s 100 
innovations.
http://www.youtube.com/watch?v=1oHCEGalr7U&feature=player_embedded

[]

100 Innovations:
  Gunter Pauli releases one innovation per week for 100 weeks
100 Innovations/one per week go to www.blueeconomy.de
Introduction to the 100 innovations
that could generate 100 million jobs within a decade

By Gunter Pauli

Imagine 100 innovations that could generate 100 million jobs over the 
next decade. Over the next two years I will introduce these real 
opportunities one by one, on the basis of technologies proven by 
scientists to work, bench marked as a business somewhere in the 
world, and ready to be introduced anywhere.

As an entrepreneur, who established 10 companies, I have always been 
searching for the best way to enter the market, to out compete the 
market leaders. An entrepreneur introduces innovations, that respond 
to a need, generate cash flow, create jobs and work with what is 
readily available. With a track record in media, databank management, 
internet and eco-products I was very much impacted by my incapacity 
to see how I created collateral damage, trying to implement a new 
business model. What happened?

As president of Ecover, I promoted biodegradable soaps manufactured 
in a green factory with a huge grass roof. I was shocked to learn 
that as demand for palm oil - the main ingredient - increased, more 
rain forest was destroyed. How could I ever have overlooked that 
cleaning up the rivers in Europe leads to the destruction of the 
habitat of the orangutan? I learned the hard way that 
biodegradability has nothing to do with sustainability.
As a consequence, it became a passion to imagine a model that has no 
unintended consequences. I searched for the opportunity to create 
companies that outcompete on the market, thanks to solid innovations, 
dramatically increasing productivity, improving return on investment, 
while operating in harmony with the ecosystems. I imagined business 
that not only preserves the environment, rather businesses that 
enhance the ecosystems in which my companies operate.

The United Nations University and the Japanese Government offered me 
the chance to imagine such businesses, scientifically proven and 
economically viable. The platform in Japan permitted me to build a 
team to pioneer concrete examples from a beer brewery in Africa, to 
coffee farming in Colombia and waste management in Japan.
The hands-on cases inspired me to go back to undertake a competitive 
analysis and make an inventory of all innovations that are likely to 
shape the future. A review of +2,200 innovations revealed that only 
very few were adopted by business. Of all the sustainable innovations 
borrowed from nature only three that had become main-stream with 
sales in excess of 100 million: Velcro from the USA, Lotusan from 
Germany marketed by Sto and Proboscis-inspired needles from Japan 
made by Terumo.

I turned to the projects I knew, the scientists I visited, the CEOs I 
had met and discussed the best ideas with business journalists, 
corporate strategists, management scholars, policy makers and 
innovation experts. Thanks to their input I drew up a list of 100 
innovations that are likely to change the competitive game in many sectors.

There was a major surprise. When the experts advised me on the 
magnitude of potential job generation, the number reached 100 
million. Checking the benchmarks before me, I was surprised that one 
third of the business ideas are already invoicing and the several 
innovations represent platform technologies applicable in dozens of 
sectors. This proves there is potential.

A business model emerged that fundamentally changes the rules on the 
market. Instead of a triple bottom line, there is a triple cash flow, 
not just for the company, also for the community. How is this 
possible? Ever since management focused on core business based on 
core competence, companies have discarded any opportunity outside 
their tight focus on economies of scale, making more of the same 
cheaper through mergers and acquisitions.

The 100 cases that will be released one after the other provide 
insights on how costs within that core business model turn into 
multiple incomes applying a concept known as economies of scope. This 
clustering of value adding generates revenues that did not even 
exist. This is the core uniqueness of the competitive business models 
that will be released one by one as of February 22, 2010. There is more.

Once entrepreneurs can generate multiple revenues, value and cash 
flow, then it is easier to understand why these innovations also 
create jobs. On top of that, since value is created out of something 
that had no value before, there is no substitution effect. The 
traditional economist will be surprised that higher productivity now 
equates with job creation.
While the generation of additional cash flow will be a main argument, 
the fact that the market leaders have limited means to formulate a 
competitive response turns the odds in favor of the entrepreneur.
Companies that have decades of experience and a loyal customer base 
worldwide, supported by a stable cash flow and profit margins; will 
not easily hand over a major part of business to a newcomer. However, 
as postulated, these innovations change the rules of the game, often 
without openly informing the key players, taking them off guard and 
without the internal competences to respond.

When I promoted a detergent to the market without advertising, how 
could companies like Unilever, Henkel and Procter react when their 
marketing mix is dependent on advertising? This is exactly the 
opportunity that entrepreneurs can embrace.
The portfolio of opportunities based on these 100 cases is vast. More 
than one entrepreneur, more than one investor, more than one venture 
fund can take the initiative. That is the main reason for offering 
this inspiration open source.
The 100 cases offer an insight into an emerging economy - the Blue 
Economy- that is more competitive, generates jobs, brings innovations 
that steer business towards sustainability and builds up social capital.
Who would not like to join this?

Gunter Pauli
Author of the Blue Economy, 10 Years, 100 Innovations, 100 Million Jobs
Visit The World Congress on Zero Emissions Initiatives:
http://www.zeroemissionshawaii.org/

-end-

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