"Auden Schendler is Executive Director of Community and Environmental Responsibility at Aspen Skiing Company, a pioneering green business in the U.S. He worked previously in corporate sustainability at Rocky Mountain Institute. Auden's writing has been published in Harvard Business Review, the L.A. Times, and Salon.com, among other places. In 2006, Auden was named a global warming innovator by Time magazine."

"Green has finally hit the mainstream. Soccer moms drive Priuses. And the business consultants say it's 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 decade's 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?