[permaculture] Building the Blue Economy, with Gunter Pauli/SBCC April 23, 24, 25 Santa Barbara

Wesley Roe and Santa Barbara Permaculture Network lakinroe at silcom.com
Thu Mar 18 08:57:05 EDT 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, Fe Bland Auditorium $15
Building the Blue Economy Workshop, SBCC Campus, 
Sat. April 24, 9am - 5pm, $120 ($100 early 
registration/April 3)
Retreat with Gunter Pauli, Sun, 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 SBCC 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.

Famous eco-entrepreneur and passionate proponent 
of green development worldwide, Pauli is the 
former president of Ecover Biodegradable soap 
company who built Europeís first ecological 
factory.  Pauli is the founder and former 
President of Worldwatch Europe, and a member of 
the Club of Rome. He is the author of 17 books in 
21 languages.

Event Co-sponsors: Santa Barbara Permaculture 
Network & SBCC Scheinfeld Center for 
Entrepreneurship & Innovation
Event Info, 
margie at sbpermaculture.org, (805)962-2571


On YouTube: Gunter Pauli introduces "The Blue 
Economy" and it`s 100 innovations.   


100 Innovations:
  Gunter Pauli releases one innovation per week for 100 weeks
100 Innovations/one per week go to  http://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 
  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 
  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:

Santa Barbara Permaculture Network
    an educational non-profit since 2000
(805) 962-2571
P.O. Box 92156, Santa Barbara, CA 93190
margie at sbpermaculture.org

"We are like trees, we must create new leaves, in 
new directions, in order to grow." - Anonymous

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