It is important that readers understand from the beginning that we are not in any way trying to convince business managers that it is their altruistic responsibility to help "save the planet." Nothing could be further from the truth. After all, as James Lovelock (1979) clearly demonstrated in his "Gaia hypothesis," the Harth does not need saving. It can take very good care of itself. Recall that 65 million years ago, a giant comet or meteor collided with the planet somewhere off the coast of the Yucatan Peninsula. Pallout from the collision covered the Earth with a huge layer of ash, and it created a nuclear winter that eventually wiped out 70 percent of the planet's species including what remained of the dinosaurs (Anonymous 2002). However, despite the massive collision and resulting fallout the Earth was not destroyed and has since renewed itself many times over.