How valid is the common assumption that making business “green” will cost more than business-as-usual? Gil Friend, President and CEO of Natural Logic says that we cannot—and, perhaps more importantly, should not—make the defacto assumption that green costs more in business.

In this interview with Steve Schueth, President of First Affirmative Financial Network, Mr. Friend addresses some of the myths or “lies” about green business that organizations must bust in order to effectively and profitably find the synergy between what’s good for the environement and what’s good for business.  He makes clear that all types of organizations—including businesses, government, and NGOs—must respond to major changes in the marketplace, such as significant regulatory changes, shifts in resource availability, peak oil, and climate change and that most importantly, they can do so while  maintaining profitability.

Mr. Friend is the author of The Truth About Green Business and will speak at SRI in the Rockies on October 27th.