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(Little Brown, 1999)
Review by Stewart Whitcomb, Odle McGuire & Shook
 Natural
Capitalism is a well-written, well-researched exploration of what
the business world could be, and it is surprisingly exciting for a
book about business, economics, and the environment. It covers a
wide spectrum of ideas that can be implemented in every aspect of
architecture practice. This includes how architects work with
clients to the sizing of components in the plumbing system. This
and other elements are based on the way our economy once worked and
could be reexamined to better suit current conditions.
Decision-makers and business leaders should look to this book to
inspire their next advantage, and environmentally conscience
consumers should use it as a lens on the notion that a humane,
eco-friendly economy is possible without limiting effectiveness or
quality.
Typically we think of material efficiency and environmental
problems as manufacturing and industrial problems which will
permeate the construction industry product by product, but the
building industry has its share of waste and environmental issues
which can be reduced if not turned beneficial by proper design and
planning with methods and materials available now. How we do
business must adapt and implement new technologies at the same rate
new technologies are developed in order to receive the benefits
from this new revolution.
Our conventional wisdom says that sustainability and New Urbanism
are beneficial, but add more to the cost than clients are willing
to risk on new ideas. Natural Capitalism counters with the notion
that such improvements can be so profitable when synergized and
fully expressed, our economy can not risk continuing without them.
Truly benefiting the environment does not imply stepping down
quality, abundance, or services, but rather coordinating with
nature and the economy to benefit you, your clients/customers, and
the environment while out-competing your rivals. The new industrial
revolution illustrated in Natural Capitalism is not a system that
relies on tradition and ingrained values to judge success, profits,
or value. It is driven by cooperation, systems thinking, and
comprehensive design that takes nothing for granted.
Natural Capitalism was first published in 1999, and much of its
promise has yet to be realized, although the book has spun off
several businesses and related efforts (such as The Natural
Step) that have been gaining ground. These ideals have been
successful on scales from component design to municipal planning
(Curitiba, Brazil). The business world has been waking to the issue
(many Fortune 500 companies have begun to address sustainability),
but the broader shift—the mainstream revolution—has yet
to occur. The opportunity for architects and design firms is to
empower this shift, providing solutions to these new issues and
provide whole-system designs as a masterpiece of architecture and
environmental cooperation.
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