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The following article by Mark Edwards appeared in Duncan Bannatyne's magazine 'The Sharp Edge'. It was published in August 2007.

"Green is the new Black"

by: Mark Edwards

"It's all hype! A flawed theory that uses bad science and guilt as a means to control everyone..."

You might be mistaken into thinking that this view on climate change came from a paranoid and pale looking internet conspiracy theorist rather than the smart 38 year old businessman I was having lunch with. In between large mouthfuls of gnocchi (smothered in a delightful rocket and spinach pesto), he could be heard belching and spluttering about the 'carbon costs' and 'environmental regulations' that would soon be imposed upon his technology business.

In his mind, the G8 world leaders were gathering in Heiligendamm to consider the next stage of their plans to undermine his business empire, leading him to focus solely upon himself and his justified lack of concern for the future survival of the planet, the reduction of the ice cap, and the shrinking of Iceland (the land of ice, geysers and Bjork that is, and not the land of frozen profiteroles and crinkle cut chips...).

Of course, it is an increasingly isolated viewpoint - but in my role as a sales guru, consultant, coach and advisor to businesses, it is one that I deal with on a regular basis. The world seems to be divided into green 'pioneers' and 'prisoners'. The pioneers are those who can see the practical reality of the current situation, and the potential opportunity that the future holds for enterprising businesses - and the prisoners are those who see only unwanted change, restriction, limitation, red-tape, costs and perhaps even (God forbid)... a tougher marketplace.

What the prisoners fail to see is that we have before us perhaps the greatest business opportunity of all time. Truly... it is the 'next big thing'. And the good news is that it's only just begun!

Even the journal of business conservatives - The Economist, predicts that the drive for cleaner energy means new technologies - with truck-loads of new money to be made. OK, so the Economist didn't exactly use the phrase 'truck loads' - I'm paraphrasing - but the intent was there.

Today, they say that Silicon Valley's venture capitalists are piling into green businesses, convinced they can design revolutionary technologies, bring down prices and turf out incumbents. The 'prisoners' (perhaps rightly so) are nervous about their future. Perhaps that's the real source of their lack of enthusiasm... a painful case of Alvin Toffler's Future-Shock. They have only just adapted to the coming of the Internet, and now there's a new game in town. They seem to be saying "Stop". They want the earth to stand-still.

Whilst the population as a whole seems to be shifting towards an acceptance of global warning - and embracing our role in combating it - too many business people remain firmly rooted to the spot - and to the past.

Too late. The change is upon us.

We too can make a real difference to the future of the planet (as my youngest daughter Alice - the initial source of my green conversion, keeps reminding me). Capitalism has already begun to work its alchemical magic in the market - taking poisonous, toxic lead and turning it into gold.

Businesses that are wasteful, dirty and inefficient are being punished as customers take their business elsewhere, while enterprises that are innovative and tuned into the needs, wants and demands of the green consumer are succeeding. They are attracting more and more custom, as their intention to make a difference resonates with the growing number of concerned constituents in their marketplace.

While retail investors are pouring money into green and socially responsible funds after a year in which ethical portfolios have risen to the top of the performance tables, the smart money cannot fail to be impressed - or to follow. The sales growth of ethical funds in the UK is up 300% on a year ago.

Many sales professionals complain about the commoditised market that they work in, and that their product or service is barely distinguishable from the competition. Gone are the days (they say) of a clear and compelling USP or unique selling point.

"We need new features" they cry, or "We need to be more competitive", or "We need more marketing to support us". Rarely, do we hear sales people call for their products and services to be greener, more environmentally friendly - or call for their companies to do more to reduce waste, minimise their negative impact on the environment or even to promote their green credentials - where they have them. Yet it is by leveraging these very issues that they can effectively differentiate themselves and their company in the marketplace - and in their willingness to ignore it they create an alternative USP (or underused selling point).

Those pioneers who have listened and understood the call of the market are already working to ensure their place in this brave new world.

The prisoners (while finishing off their final gnocchi morsel and looking eagerly for the desert menu) still have time to get on-side - but not too much.

Waiter! Check please....

Mark Edwards is MD of Mpower Development Ltd. www.mpower.eu.com