Green has finally hit the mainstream. Soccer moms drive Priuses. And the business consultants say its easy and profitable. In reality, though, many green-leaning businesses, families, and governments are still fiddling while the planet burns. Why? Because implementing sustainability is brutally difficult. In this witty and contrarian book, Auden Schendler, a sustainable business foot soldier with over a decades worth of experience, gives us a peek under the hood of the green movement. The consultants, he argues, are clueless. Fluorescent bulbs might be better for our atmosphere, but what do you say to the boutique hotel owner who thinks they detract from his?Well only solve our problems if were realistic about the challenge of climate change. In this eye-opening, inspiring book, Schendler illuminates the path.