[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.00,0:00:04.00,Default,,0000,0000,0000,,Believe me or not, I come offering a solution
Dialogue: 0,0:00:04.00,0:00:08.00,Default,,0000,0000,0000,,to a very important part of this larger problem,
Dialogue: 0,0:00:08.00,0:00:10.00,Default,,0000,0000,0000,,with the requisite focus on climate.
Dialogue: 0,0:00:10.00,0:00:12.00,Default,,0000,0000,0000,,And the solution I offer
Dialogue: 0,0:00:12.00,0:00:14.00,Default,,0000,0000,0000,,is to the biggest culprit
Dialogue: 0,0:00:14.00,0:00:18.00,Default,,0000,0000,0000,,in this massive mistreatment of the earth
Dialogue: 0,0:00:18.00,0:00:20.00,Default,,0000,0000,0000,,by humankind,
Dialogue: 0,0:00:20.00,0:00:23.00,Default,,0000,0000,0000,,and the resulting decline of the biosphere.
Dialogue: 0,0:00:23.00,0:00:26.00,Default,,0000,0000,0000,,That culprit is business and industry,
Dialogue: 0,0:00:26.00,0:00:29.00,Default,,0000,0000,0000,,which happens to be where I have spent the last 52 years
Dialogue: 0,0:00:29.00,0:00:33.00,Default,,0000,0000,0000,,since my graduation from Georgia Tech in 1956.
Dialogue: 0,0:00:33.00,0:00:35.00,Default,,0000,0000,0000,,As an industrial engineer,
Dialogue: 0,0:00:35.00,0:00:39.00,Default,,0000,0000,0000,,cum aspiring and then successful entrepreneur.
Dialogue: 0,0:00:39.00,0:00:42.00,Default,,0000,0000,0000,,After founding my company, Interface, from scratch
Dialogue: 0,0:00:42.00,0:00:45.00,Default,,0000,0000,0000,,in 1973, 36 years ago,
Dialogue: 0,0:00:45.00,0:00:47.00,Default,,0000,0000,0000,,to produce carpet tiles in America
Dialogue: 0,0:00:47.00,0:00:50.00,Default,,0000,0000,0000,,for the business and institution markets,
Dialogue: 0,0:00:50.00,0:00:53.00,Default,,0000,0000,0000,,and shepherding it through start-up and survival
Dialogue: 0,0:00:53.00,0:00:56.00,Default,,0000,0000,0000,,to prosperity and global dominance in its field,
Dialogue: 0,0:00:56.00,0:00:58.00,Default,,0000,0000,0000,,I read Paul Hawken's book,
Dialogue: 0,0:00:58.00,0:01:00.00,Default,,0000,0000,0000,,"The Ecology of Commerce,"
Dialogue: 0,0:01:00.00,0:01:03.00,Default,,0000,0000,0000,,the summer of 1994.
Dialogue: 0,0:01:03.00,0:01:06.00,Default,,0000,0000,0000,,In his book, Paul charges business and industry
Dialogue: 0,0:01:06.00,0:01:09.00,Default,,0000,0000,0000,,as, one, the major culprit
Dialogue: 0,0:01:09.00,0:01:11.00,Default,,0000,0000,0000,,in causing the decline of the biosphere,
Dialogue: 0,0:01:11.00,0:01:14.00,Default,,0000,0000,0000,,and, two, the only institution that is large enough,
Dialogue: 0,0:01:14.00,0:01:16.00,Default,,0000,0000,0000,,and pervasive enough, and powerful enough,
Dialogue: 0,0:01:16.00,0:01:20.00,Default,,0000,0000,0000,,to really lead humankind out of this mess.
Dialogue: 0,0:01:20.00,0:01:23.00,Default,,0000,0000,0000,,And by the way he convicted me
Dialogue: 0,0:01:23.00,0:01:25.00,Default,,0000,0000,0000,,as a plunderer of the earth.
Dialogue: 0,0:01:25.00,0:01:28.00,Default,,0000,0000,0000,,And I then challenged the people of Interface, my company,
Dialogue: 0,0:01:28.00,0:01:32.00,Default,,0000,0000,0000,,to lead our company and the entire industrial world to sustainability,
Dialogue: 0,0:01:32.00,0:01:34.00,Default,,0000,0000,0000,,which we defined as eventually operating
Dialogue: 0,0:01:34.00,0:01:37.00,Default,,0000,0000,0000,,our petroleum-intensive company in such a way
Dialogue: 0,0:01:37.00,0:01:39.00,Default,,0000,0000,0000,,as to take from the earth
Dialogue: 0,0:01:39.00,0:01:43.00,Default,,0000,0000,0000,,only what can be renewed by the earth, naturally and rapidly --
Dialogue: 0,0:01:43.00,0:01:45.00,Default,,0000,0000,0000,,not another fresh drop of oil --
Dialogue: 0,0:01:45.00,0:01:49.00,Default,,0000,0000,0000,,and to do no harm to the biosphere.
Dialogue: 0,0:01:49.00,0:01:51.00,Default,,0000,0000,0000,,Take nothing: do no harm.
Dialogue: 0,0:01:51.00,0:01:53.00,Default,,0000,0000,0000,,I simply said, "If Hawken is right
Dialogue: 0,0:01:53.00,0:01:55.00,Default,,0000,0000,0000,,and business and industry must lead,
Dialogue: 0,0:01:55.00,0:01:57.00,Default,,0000,0000,0000,,who will lead business and industry?
Dialogue: 0,0:01:57.00,0:02:00.00,Default,,0000,0000,0000,,Unless somebody leads, nobody will."
Dialogue: 0,0:02:00.00,0:02:03.00,Default,,0000,0000,0000,,It's axiomatic. Why not us?
Dialogue: 0,0:02:03.00,0:02:05.00,Default,,0000,0000,0000,,And thanks to the people of Interface,
Dialogue: 0,0:02:05.00,0:02:08.00,Default,,0000,0000,0000,,I have become a recovering plunderer.
Dialogue: 0,0:02:08.00,0:02:09.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:09.00,0:02:14.00,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:02:14.00,0:02:18.00,Default,,0000,0000,0000,,I once told a Fortune Magazine writer
Dialogue: 0,0:02:18.00,0:02:21.00,Default,,0000,0000,0000,,that someday people like me would go to jail.
Dialogue: 0,0:02:21.00,0:02:23.00,Default,,0000,0000,0000,,And that became the headline of a Fortune article.
Dialogue: 0,0:02:23.00,0:02:27.00,Default,,0000,0000,0000,,They went on to describe me as America's greenest CEO.
Dialogue: 0,0:02:27.00,0:02:30.00,Default,,0000,0000,0000,,From plunderer to recovering plunderer,
Dialogue: 0,0:02:30.00,0:02:33.00,Default,,0000,0000,0000,,to America's greenest CEO in five years --
Dialogue: 0,0:02:33.00,0:02:35.00,Default,,0000,0000,0000,,that, frankly, was a pretty sad commentary
Dialogue: 0,0:02:35.00,0:02:40.00,Default,,0000,0000,0000,,on American CEOs in 1999.
Dialogue: 0,0:02:40.00,0:02:43.00,Default,,0000,0000,0000,,Asked later in the Canadian documentary, "The Corporation,"
Dialogue: 0,0:02:43.00,0:02:46.00,Default,,0000,0000,0000,,what I meant by the "go to jail" remark,
Dialogue: 0,0:02:46.00,0:02:50.00,Default,,0000,0000,0000,,I offered that theft is a crime.
Dialogue: 0,0:02:50.00,0:02:55.00,Default,,0000,0000,0000,,And theft of our children's future would someday be a crime.
Dialogue: 0,0:02:55.00,0:02:57.00,Default,,0000,0000,0000,,But I realized, for that to be true --
Dialogue: 0,0:02:57.00,0:03:00.00,Default,,0000,0000,0000,,for theft of our children's future to be a crime --
Dialogue: 0,0:03:00.00,0:03:03.00,Default,,0000,0000,0000,,there must be a clear, demonstrable alternative
Dialogue: 0,0:03:03.00,0:03:06.00,Default,,0000,0000,0000,,to the take-make-waste industrial system
Dialogue: 0,0:03:06.00,0:03:09.00,Default,,0000,0000,0000,,that so dominates our civilization,
Dialogue: 0,0:03:09.00,0:03:12.00,Default,,0000,0000,0000,,and is the major culprit, stealing our children's future,
Dialogue: 0,0:03:12.00,0:03:14.00,Default,,0000,0000,0000,,by digging up the earth
Dialogue: 0,0:03:14.00,0:03:18.00,Default,,0000,0000,0000,,and converting it to products that quickly become waste
Dialogue: 0,0:03:18.00,0:03:20.00,Default,,0000,0000,0000,,in a landfill or an incinerator --
Dialogue: 0,0:03:20.00,0:03:25.00,Default,,0000,0000,0000,,in short, digging up the earth and converting it to pollution.
Dialogue: 0,0:03:25.00,0:03:27.00,Default,,0000,0000,0000,,According to Paul and Anne Ehrlich
Dialogue: 0,0:03:27.00,0:03:30.00,Default,,0000,0000,0000,,and a well-known environmental impact equation,
Dialogue: 0,0:03:30.00,0:03:32.00,Default,,0000,0000,0000,,impact -- a bad thing --
Dialogue: 0,0:03:32.00,0:03:36.00,Default,,0000,0000,0000,,is the product of population, affluence and technology.
Dialogue: 0,0:03:36.00,0:03:40.00,Default,,0000,0000,0000,,That is, impact is generated by people,
Dialogue: 0,0:03:40.00,0:03:42.00,Default,,0000,0000,0000,,what they consume in their affluence,
Dialogue: 0,0:03:42.00,0:03:45.00,Default,,0000,0000,0000,,and how it is produced.
Dialogue: 0,0:03:45.00,0:03:47.00,Default,,0000,0000,0000,,And though the equation is largely subjective,
Dialogue: 0,0:03:47.00,0:03:51.00,Default,,0000,0000,0000,,you can perhaps quantify people, and perhaps quantify affluence,
Dialogue: 0,0:03:51.00,0:03:55.00,Default,,0000,0000,0000,,but technology is abusive in too many ways to quantify.
Dialogue: 0,0:03:55.00,0:03:57.00,Default,,0000,0000,0000,,So the equation is conceptual.
Dialogue: 0,0:03:57.00,0:04:00.00,Default,,0000,0000,0000,,Still it works to help us understand the problem.
Dialogue: 0,0:04:00.00,0:04:05.00,Default,,0000,0000,0000,,So we set out at Interface, in 1994,
Dialogue: 0,0:04:05.00,0:04:07.00,Default,,0000,0000,0000,,to create an example:
Dialogue: 0,0:04:07.00,0:04:09.00,Default,,0000,0000,0000,,to transform the way we made carpet,
Dialogue: 0,0:04:09.00,0:04:13.00,Default,,0000,0000,0000,,a petroleum-intensive product for materials as well as energy,
Dialogue: 0,0:04:13.00,0:04:15.00,Default,,0000,0000,0000,,and to transform our technologies
Dialogue: 0,0:04:15.00,0:04:18.00,Default,,0000,0000,0000,,so they diminished environmental impact,
Dialogue: 0,0:04:18.00,0:04:21.00,Default,,0000,0000,0000,,rather than multiplied it.
Dialogue: 0,0:04:21.00,0:04:24.00,Default,,0000,0000,0000,,Paul and Anne Ehrlich's environmental impact equation:
Dialogue: 0,0:04:24.00,0:04:27.00,Default,,0000,0000,0000,,I is equal to P times A times T:
Dialogue: 0,0:04:27.00,0:04:30.00,Default,,0000,0000,0000,,population, affluence and technology.
Dialogue: 0,0:04:30.00,0:04:36.00,Default,,0000,0000,0000,,I wanted Interface to rewrite that equation so that it read
Dialogue: 0,0:04:36.00,0:04:39.00,Default,,0000,0000,0000,,I equals P times A divided by T.
Dialogue: 0,0:04:39.00,0:04:42.00,Default,,0000,0000,0000,,Now, the mathematically-minded will see immediately
Dialogue: 0,0:04:42.00,0:04:45.00,Default,,0000,0000,0000,,that T in the numerator increases impact -- a bad thing --
Dialogue: 0,0:04:45.00,0:04:49.00,Default,,0000,0000,0000,,but T in the denominator decreases impact.
Dialogue: 0,0:04:49.00,0:04:53.00,Default,,0000,0000,0000,,So I ask, "What would move T, technology,
Dialogue: 0,0:04:53.00,0:04:55.00,Default,,0000,0000,0000,,from the numerator -- call it T1 --
Dialogue: 0,0:04:55.00,0:04:57.00,Default,,0000,0000,0000,,where it increases impact,
Dialogue: 0,0:04:57.00,0:05:00.00,Default,,0000,0000,0000,,to the denominator -- call it T2 --
Dialogue: 0,0:05:00.00,0:05:03.00,Default,,0000,0000,0000,,where it reduces impact?
Dialogue: 0,0:05:03.00,0:05:07.00,Default,,0000,0000,0000,,I thought about the characteristics
Dialogue: 0,0:05:07.00,0:05:09.00,Default,,0000,0000,0000,,of first industrial revolution,
Dialogue: 0,0:05:09.00,0:05:12.00,Default,,0000,0000,0000,,T1, as we practiced it at Interface,
Dialogue: 0,0:05:12.00,0:05:16.00,Default,,0000,0000,0000,,and it had the following characteristics.
Dialogue: 0,0:05:16.00,0:05:20.00,Default,,0000,0000,0000,,Extractive: taking raw materials from the earth.
Dialogue: 0,0:05:20.00,0:05:23.00,Default,,0000,0000,0000,,Linear: take, make, waste.
Dialogue: 0,0:05:23.00,0:05:25.00,Default,,0000,0000,0000,,Powered by fossil fuel-derived energy.
Dialogue: 0,0:05:25.00,0:05:29.00,Default,,0000,0000,0000,,Wasteful: abusive and focused on labor productivity.
Dialogue: 0,0:05:29.00,0:05:32.00,Default,,0000,0000,0000,,More carpet per man-hour.
Dialogue: 0,0:05:32.00,0:05:35.00,Default,,0000,0000,0000,,Thinking it through, I realized that all those attributes
Dialogue: 0,0:05:35.00,0:05:40.00,Default,,0000,0000,0000,,must be changed to move T to the denominator.
Dialogue: 0,0:05:40.00,0:05:45.00,Default,,0000,0000,0000,,In the new industrial revolution extractive must be replaced by renewable;
Dialogue: 0,0:05:45.00,0:05:47.00,Default,,0000,0000,0000,,linear by cyclical;
Dialogue: 0,0:05:47.00,0:05:51.00,Default,,0000,0000,0000,,fossil fuel energy by renewable energy, sunlight;
Dialogue: 0,0:05:51.00,0:05:53.00,Default,,0000,0000,0000,,wasteful by waste-free;
Dialogue: 0,0:05:53.00,0:05:55.00,Default,,0000,0000,0000,,and abusive by benign;
Dialogue: 0,0:05:55.00,0:05:59.00,Default,,0000,0000,0000,,and labor productivity by resource productivity.
Dialogue: 0,0:05:59.00,0:06:03.00,Default,,0000,0000,0000,,And I reasoned that if we could make those transformative changes,
Dialogue: 0,0:06:03.00,0:06:05.00,Default,,0000,0000,0000,,and get rid of T1 altogether,
Dialogue: 0,0:06:05.00,0:06:08.00,Default,,0000,0000,0000,,we could reduce our impact to zero,
Dialogue: 0,0:06:08.00,0:06:11.00,Default,,0000,0000,0000,,including our impact on the climate.
Dialogue: 0,0:06:11.00,0:06:14.00,Default,,0000,0000,0000,,And that became the Interface plan in 1995,
Dialogue: 0,0:06:14.00,0:06:17.00,Default,,0000,0000,0000,,and has been the plan ever since.
Dialogue: 0,0:06:17.00,0:06:21.00,Default,,0000,0000,0000,,We have measured our progress very rigorously.
Dialogue: 0,0:06:21.00,0:06:25.00,Default,,0000,0000,0000,,So I can tell you how far we have come in the ensuing 12 years.
Dialogue: 0,0:06:25.00,0:06:27.00,Default,,0000,0000,0000,,Net greenhouse gas emissions
Dialogue: 0,0:06:27.00,0:06:31.00,Default,,0000,0000,0000,,down 82 percent in absolute tonnage.
Dialogue: 0,0:06:31.00,0:06:35.00,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:06:35.00,0:06:37.00,Default,,0000,0000,0000,,Over the same span of time
Dialogue: 0,0:06:37.00,0:06:40.00,Default,,0000,0000,0000,,sales have increased by two-thirds and profits have doubled.
Dialogue: 0,0:06:40.00,0:06:43.00,Default,,0000,0000,0000,,So an 82 percent absolute reduction
Dialogue: 0,0:06:43.00,0:06:45.00,Default,,0000,0000,0000,,translates into a 90 percent reduction
Dialogue: 0,0:06:45.00,0:06:49.00,Default,,0000,0000,0000,,in greenhouse gas intensity relative to sales.
Dialogue: 0,0:06:49.00,0:06:51.00,Default,,0000,0000,0000,,This is the magnitude
Dialogue: 0,0:06:51.00,0:06:54.00,Default,,0000,0000,0000,,of the reduction the entire global technosphere
Dialogue: 0,0:06:54.00,0:06:57.00,Default,,0000,0000,0000,,must realize by 2050
Dialogue: 0,0:06:57.00,0:07:00.00,Default,,0000,0000,0000,,to avoid catastrophic climate disruption --
Dialogue: 0,0:07:00.00,0:07:03.00,Default,,0000,0000,0000,,so the scientists are telling us.
Dialogue: 0,0:07:03.00,0:07:07.00,Default,,0000,0000,0000,,Fossil fuel usage is down 60 percent per unit of production,
Dialogue: 0,0:07:07.00,0:07:09.00,Default,,0000,0000,0000,,due to efficiencies in renewables.
Dialogue: 0,0:07:09.00,0:07:12.00,Default,,0000,0000,0000,,The cheapest, most secure barrel of oil there is
Dialogue: 0,0:07:12.00,0:07:15.00,Default,,0000,0000,0000,,is the one not used through efficiencies.
Dialogue: 0,0:07:15.00,0:07:18.00,Default,,0000,0000,0000,,Water usage is down 75 percent
Dialogue: 0,0:07:18.00,0:07:20.00,Default,,0000,0000,0000,,in our worldwide carpet tile business.
Dialogue: 0,0:07:20.00,0:07:23.00,Default,,0000,0000,0000,,Down 40 percent in our broadloom carpet business,
Dialogue: 0,0:07:23.00,0:07:25.00,Default,,0000,0000,0000,,which we acquired in 1993
Dialogue: 0,0:07:25.00,0:07:27.00,Default,,0000,0000,0000,,right here in California, City of Industry,
Dialogue: 0,0:07:27.00,0:07:30.00,Default,,0000,0000,0000,,where water is so precious.
Dialogue: 0,0:07:30.00,0:07:34.00,Default,,0000,0000,0000,,Renewable or recyclable materials are 25 percent of the total, and growing rapidly.
Dialogue: 0,0:07:34.00,0:07:37.00,Default,,0000,0000,0000,,Renewable energy is 27 percent of our total,
Dialogue: 0,0:07:37.00,0:07:39.00,Default,,0000,0000,0000,,going for 100 percent.
Dialogue: 0,0:07:39.00,0:07:42.00,Default,,0000,0000,0000,,We have diverted 148 million pounds --
Dialogue: 0,0:07:42.00,0:07:44.00,Default,,0000,0000,0000,,that's 74,000 tons --
Dialogue: 0,0:07:44.00,0:07:47.00,Default,,0000,0000,0000,,of used carpet from landfills,
Dialogue: 0,0:07:47.00,0:07:49.00,Default,,0000,0000,0000,,closing the loop on material flows
Dialogue: 0,0:07:49.00,0:07:51.00,Default,,0000,0000,0000,,through reverse logistics
Dialogue: 0,0:07:51.00,0:07:54.00,Default,,0000,0000,0000,,and post-consumer recycling technologies
Dialogue: 0,0:07:54.00,0:07:58.00,Default,,0000,0000,0000,,that did not exist when we started 14 years ago.
Dialogue: 0,0:07:58.00,0:08:00.00,Default,,0000,0000,0000,,Those new cyclical technologies
Dialogue: 0,0:08:00.00,0:08:03.00,Default,,0000,0000,0000,,have contributed mightily to the fact that we have produced and sold
Dialogue: 0,0:08:03.00,0:08:07.00,Default,,0000,0000,0000,,85 million square yards of climate-neutral carpet
Dialogue: 0,0:08:07.00,0:08:09.00,Default,,0000,0000,0000,,since 2004,
Dialogue: 0,0:08:09.00,0:08:13.00,Default,,0000,0000,0000,,meaning no net contribution to global climate disruption
Dialogue: 0,0:08:13.00,0:08:15.00,Default,,0000,0000,0000,,in producing the carpet throughout the supply chain,
Dialogue: 0,0:08:15.00,0:08:20.00,Default,,0000,0000,0000,,from mine and well head clear to end-of-life reclamation --
Dialogue: 0,0:08:20.00,0:08:22.00,Default,,0000,0000,0000,,independent third-party certified.
Dialogue: 0,0:08:22.00,0:08:25.00,Default,,0000,0000,0000,,We call it Cool Carpet.
Dialogue: 0,0:08:25.00,0:08:28.00,Default,,0000,0000,0000,,And it has been a powerful marketplace differentiator,
Dialogue: 0,0:08:28.00,0:08:30.00,Default,,0000,0000,0000,,increasing sales and profits.
Dialogue: 0,0:08:30.00,0:08:34.00,Default,,0000,0000,0000,,Three years ago we launched carpet tile for the home,
Dialogue: 0,0:08:34.00,0:08:36.00,Default,,0000,0000,0000,,under the brand Flor,
Dialogue: 0,0:08:36.00,0:08:39.00,Default,,0000,0000,0000,,misspelled F-L-O-R.
Dialogue: 0,0:08:39.00,0:08:41.00,Default,,0000,0000,0000,,You can point and click today at Flor.com
Dialogue: 0,0:08:41.00,0:08:45.00,Default,,0000,0000,0000,,and have Cool Carpet delivered to your front door in five days.
Dialogue: 0,0:08:45.00,0:08:48.00,Default,,0000,0000,0000,,It is practical, and pretty too.
Dialogue: 0,0:08:48.00,0:08:49.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:49.00,0:08:55.00,Default,,0000,0000,0000,,(Applause)
Dialogue: 0,0:08:55.00,0:08:57.00,Default,,0000,0000,0000,,We reckon that we are a bit over halfway
Dialogue: 0,0:08:57.00,0:09:02.00,Default,,0000,0000,0000,,to our goal: zero impact, zero footprint.
Dialogue: 0,0:09:02.00,0:09:05.00,Default,,0000,0000,0000,,We've set 2020 as our target year for zero,
Dialogue: 0,0:09:05.00,0:09:10.00,Default,,0000,0000,0000,,for reaching the top, the summit of Mount Sustainability.
Dialogue: 0,0:09:10.00,0:09:12.00,Default,,0000,0000,0000,,We call this Mission Zero.
Dialogue: 0,0:09:12.00,0:09:15.00,Default,,0000,0000,0000,,And this is perhaps the most important facet:
Dialogue: 0,0:09:15.00,0:09:19.00,Default,,0000,0000,0000,,we have found Mission Zero to be incredibly good for business.
Dialogue: 0,0:09:19.00,0:09:22.00,Default,,0000,0000,0000,,A better business model,
Dialogue: 0,0:09:22.00,0:09:24.00,Default,,0000,0000,0000,,a better way to bigger profits.
Dialogue: 0,0:09:24.00,0:09:27.00,Default,,0000,0000,0000,,Here is the business case for sustainability.
Dialogue: 0,0:09:27.00,0:09:31.00,Default,,0000,0000,0000,,From real life experience, costs are down, not up,
Dialogue: 0,0:09:31.00,0:09:33.00,Default,,0000,0000,0000,,reflecting some 400 million dollars
Dialogue: 0,0:09:33.00,0:09:37.00,Default,,0000,0000,0000,,of avoided costs in pursuit of zero waste --
Dialogue: 0,0:09:37.00,0:09:40.00,Default,,0000,0000,0000,,the first face of Mount Sustainability.
Dialogue: 0,0:09:40.00,0:09:44.00,Default,,0000,0000,0000,,This has paid all the costs for the transformation of Interface.
Dialogue: 0,0:09:44.00,0:09:46.00,Default,,0000,0000,0000,,And this dispels a myth too,
Dialogue: 0,0:09:46.00,0:09:50.00,Default,,0000,0000,0000,,this false choice between the environment and the economy.
Dialogue: 0,0:09:50.00,0:09:52.00,Default,,0000,0000,0000,,Our products are the best they've ever been,
Dialogue: 0,0:09:52.00,0:09:54.00,Default,,0000,0000,0000,,inspired by design for sustainability,
Dialogue: 0,0:09:54.00,0:09:58.00,Default,,0000,0000,0000,,an unexpected wellspring of innovation.
Dialogue: 0,0:09:58.00,0:10:01.00,Default,,0000,0000,0000,,Our people are galvanized around this shared higher purpose.
Dialogue: 0,0:10:01.00,0:10:03.00,Default,,0000,0000,0000,,You cannot beat it for attracting the best people
Dialogue: 0,0:10:03.00,0:10:06.00,Default,,0000,0000,0000,,and bringing them together.
Dialogue: 0,0:10:06.00,0:10:09.00,Default,,0000,0000,0000,,And the goodwill of the marketplace is astonishing.
Dialogue: 0,0:10:09.00,0:10:13.00,Default,,0000,0000,0000,,No amount of advertising, no clever marketing campaign,
Dialogue: 0,0:10:13.00,0:10:16.00,Default,,0000,0000,0000,,at any price, could have produced or created
Dialogue: 0,0:10:16.00,0:10:19.00,Default,,0000,0000,0000,,this much goodwill.
Dialogue: 0,0:10:19.00,0:10:21.00,Default,,0000,0000,0000,,Costs, products, people, marketplaces --
Dialogue: 0,0:10:21.00,0:10:23.00,Default,,0000,0000,0000,,what else is there?
Dialogue: 0,0:10:23.00,0:10:25.00,Default,,0000,0000,0000,,It is a better business model.
Dialogue: 0,0:10:25.00,0:10:30.00,Default,,0000,0000,0000,,And here is our 14-year record of sales and profits.
Dialogue: 0,0:10:30.00,0:10:33.00,Default,,0000,0000,0000,,There is a dip there, from 2001 to 2003:
Dialogue: 0,0:10:33.00,0:10:35.00,Default,,0000,0000,0000,,a dip when our sales, over a three-year period,
Dialogue: 0,0:10:35.00,0:10:37.00,Default,,0000,0000,0000,,were down 17 percent.
Dialogue: 0,0:10:37.00,0:10:40.00,Default,,0000,0000,0000,,But the marketplace was down 36 percent.
Dialogue: 0,0:10:40.00,0:10:42.00,Default,,0000,0000,0000,,We literally gained market share.
Dialogue: 0,0:10:42.00,0:10:45.00,Default,,0000,0000,0000,,We might not have survived that recession
Dialogue: 0,0:10:45.00,0:10:48.00,Default,,0000,0000,0000,,but for the advantages of sustainability.
Dialogue: 0,0:10:48.00,0:10:52.00,Default,,0000,0000,0000,,If every business were pursuing Interface plans,
Dialogue: 0,0:10:52.00,0:10:54.00,Default,,0000,0000,0000,,would that solve all our problems?
Dialogue: 0,0:10:54.00,0:10:56.00,Default,,0000,0000,0000,,I don't think so.
Dialogue: 0,0:10:56.00,0:10:59.00,Default,,0000,0000,0000,,I remain troubled by the revised Ehrlich equation,
Dialogue: 0,0:10:59.00,0:11:03.00,Default,,0000,0000,0000,,I equals P times A divided by T2.
Dialogue: 0,0:11:03.00,0:11:05.00,Default,,0000,0000,0000,,That A is a capital A,
Dialogue: 0,0:11:05.00,0:11:10.00,Default,,0000,0000,0000,,suggesting that affluence is an end in itself.
Dialogue: 0,0:11:10.00,0:11:14.00,Default,,0000,0000,0000,,But what if we reframed Ehrlich further?
Dialogue: 0,0:11:14.00,0:11:17.00,Default,,0000,0000,0000,,And what if we made A a lowercase 'a,'
Dialogue: 0,0:11:17.00,0:11:19.00,Default,,0000,0000,0000,,suggesting that it is a means to an end,
Dialogue: 0,0:11:19.00,0:11:22.00,Default,,0000,0000,0000,,and that end is happiness --
Dialogue: 0,0:11:22.00,0:11:25.00,Default,,0000,0000,0000,,more happiness with less stuff.
Dialogue: 0,0:11:25.00,0:11:28.00,Default,,0000,0000,0000,,You know that would reframe civilization itself --
Dialogue: 0,0:11:28.00,0:11:36.00,Default,,0000,0000,0000,,(Applause) --
Dialogue: 0,0:11:36.00,0:11:39.00,Default,,0000,0000,0000,,and our whole system of economics,
Dialogue: 0,0:11:39.00,0:11:45.00,Default,,0000,0000,0000,,if not for our species, then perhaps for the one that succeeds us:
Dialogue: 0,0:11:45.00,0:11:48.00,Default,,0000,0000,0000,,the sustainable species, living on a finite earth,
Dialogue: 0,0:11:48.00,0:11:51.00,Default,,0000,0000,0000,,ethically, happily and ecologically
Dialogue: 0,0:11:51.00,0:11:53.00,Default,,0000,0000,0000,,in balance with nature
Dialogue: 0,0:11:53.00,0:11:56.00,Default,,0000,0000,0000,,and all her natural systems for a thousand generations,
Dialogue: 0,0:11:56.00,0:11:58.00,Default,,0000,0000,0000,,or 10,000 generations --
Dialogue: 0,0:11:58.00,0:12:01.00,Default,,0000,0000,0000,,that is to say, into the indefinite future.
Dialogue: 0,0:12:01.00,0:12:06.00,Default,,0000,0000,0000,,But does the earth have to wait for our extinction as a species?
Dialogue: 0,0:12:06.00,0:12:09.00,Default,,0000,0000,0000,,Well maybe so. But I don't think so.
Dialogue: 0,0:12:09.00,0:12:12.00,Default,,0000,0000,0000,,At Interface we really intend to bring this prototypical
Dialogue: 0,0:12:12.00,0:12:15.00,Default,,0000,0000,0000,,sustainable, zero-footprint industrial company
Dialogue: 0,0:12:15.00,0:12:18.00,Default,,0000,0000,0000,,fully into existence by 2020.
Dialogue: 0,0:12:18.00,0:12:20.00,Default,,0000,0000,0000,,We can see our way now,
Dialogue: 0,0:12:20.00,0:12:22.00,Default,,0000,0000,0000,,clear to the top of that mountain.
Dialogue: 0,0:12:22.00,0:12:25.00,Default,,0000,0000,0000,,And now the challenge is in execution.
Dialogue: 0,0:12:25.00,0:12:28.00,Default,,0000,0000,0000,,And as my good friend and adviser Amory Lovins says,
Dialogue: 0,0:12:28.00,0:12:32.00,Default,,0000,0000,0000,,"If something exists, it must be possible."
Dialogue: 0,0:12:32.00,0:12:35.00,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:12:35.00,0:12:38.00,Default,,0000,0000,0000,,If we can actually do it, it must be possible.
Dialogue: 0,0:12:38.00,0:12:42.00,Default,,0000,0000,0000,,If we, a petro-intensive company can do it, anybody can.
Dialogue: 0,0:12:42.00,0:12:46.00,Default,,0000,0000,0000,,And if anybody can, it follows that everybody can.
Dialogue: 0,0:12:46.00,0:12:49.00,Default,,0000,0000,0000,,Hawken fulfilled business and industry,
Dialogue: 0,0:12:49.00,0:12:53.00,Default,,0000,0000,0000,,leading humankind away from the abyss
Dialogue: 0,0:12:53.00,0:12:58.00,Default,,0000,0000,0000,,because, with continued unchecked decline of the biosphere,
Dialogue: 0,0:12:58.00,0:13:01.00,Default,,0000,0000,0000,,a very dear person is at risk here --
Dialogue: 0,0:13:01.00,0:13:03.00,Default,,0000,0000,0000,,frankly, an unacceptable risk.
Dialogue: 0,0:13:03.00,0:13:05.00,Default,,0000,0000,0000,,Who is that person?
Dialogue: 0,0:13:05.00,0:13:07.00,Default,,0000,0000,0000,,Not you. Not I.
Dialogue: 0,0:13:07.00,0:13:10.00,Default,,0000,0000,0000,,But let me introduce you to the one who is most at risk here.
Dialogue: 0,0:13:10.00,0:13:14.00,Default,,0000,0000,0000,,And I myself met this person in the early days of this mountain climb.
Dialogue: 0,0:13:14.00,0:13:18.00,Default,,0000,0000,0000,,On a Tuesday morning in March of 1996,
Dialogue: 0,0:13:18.00,0:13:21.00,Default,,0000,0000,0000,,I was talking to people, as I did at every opportunity back then,
Dialogue: 0,0:13:21.00,0:13:25.00,Default,,0000,0000,0000,,bringing them along and often not knowing whether I was connecting.
Dialogue: 0,0:13:25.00,0:13:28.00,Default,,0000,0000,0000,,But about five days later back in Atlanta,
Dialogue: 0,0:13:28.00,0:13:31.00,Default,,0000,0000,0000,,I received an email from Glenn Thomas,
Dialogue: 0,0:13:31.00,0:13:33.00,Default,,0000,0000,0000,,one of my people in the California meeting.
Dialogue: 0,0:13:33.00,0:13:35.00,Default,,0000,0000,0000,,He was sending me an original poem
Dialogue: 0,0:13:35.00,0:13:38.00,Default,,0000,0000,0000,,that he had composed after our Tuesday morning together.
Dialogue: 0,0:13:38.00,0:13:42.00,Default,,0000,0000,0000,,And when I read it it was one of the most uplifting moments of my life.
Dialogue: 0,0:13:42.00,0:13:46.00,Default,,0000,0000,0000,,Because it told me, by God, one person got it.
Dialogue: 0,0:13:46.00,0:13:50.00,Default,,0000,0000,0000,,Here is what Glenn wrote. And here is that person, most at risk.
Dialogue: 0,0:13:50.00,0:13:54.00,Default,,0000,0000,0000,,Please meet "Tomorrow's Child."
Dialogue: 0,0:13:54.00,0:13:58.00,Default,,0000,0000,0000,,"Without a name, an unseen face, and knowing not your time or place,
Dialogue: 0,0:13:58.00,0:14:01.00,Default,,0000,0000,0000,,Tomorrow's child, though yet unborn,
Dialogue: 0,0:14:01.00,0:14:04.00,Default,,0000,0000,0000,,I met you first last Tuesday morn.
Dialogue: 0,0:14:04.00,0:14:06.00,Default,,0000,0000,0000,,A wise friend introduced us two.
Dialogue: 0,0:14:06.00,0:14:08.00,Default,,0000,0000,0000,,And through his sobering point of view
Dialogue: 0,0:14:08.00,0:14:13.00,Default,,0000,0000,0000,,I saw a day that you would see, a day for you but not for me.
Dialogue: 0,0:14:13.00,0:14:15.00,Default,,0000,0000,0000,,Knowing you has changed my thinking.
Dialogue: 0,0:14:15.00,0:14:17.00,Default,,0000,0000,0000,,For I never had an inkling
Dialogue: 0,0:14:17.00,0:14:20.00,Default,,0000,0000,0000,,that perhaps the things I do might someday,
Dialogue: 0,0:14:20.00,0:14:23.00,Default,,0000,0000,0000,,somehow threaten you.
Dialogue: 0,0:14:23.00,0:14:25.00,Default,,0000,0000,0000,,Tomorrow's child, my daughter, son,
Dialogue: 0,0:14:25.00,0:14:27.00,Default,,0000,0000,0000,,I'm afraid I've just begun to think of you and of your good,
Dialogue: 0,0:14:27.00,0:14:31.00,Default,,0000,0000,0000,,though always having known I should.
Dialogue: 0,0:14:31.00,0:14:33.00,Default,,0000,0000,0000,,Begin, I will.
Dialogue: 0,0:14:33.00,0:14:36.00,Default,,0000,0000,0000,,The way the cost of what I squander, what is lost,
Dialogue: 0,0:14:36.00,0:14:38.00,Default,,0000,0000,0000,,if ever I forget that you
Dialogue: 0,0:14:38.00,0:14:42.00,Default,,0000,0000,0000,,will someday come and live here too."
Dialogue: 0,0:14:42.00,0:14:44.00,Default,,0000,0000,0000,,Well, every day of my life since,
Dialogue: 0,0:14:44.00,0:14:46.00,Default,,0000,0000,0000,,"Tomorrow's Child" has spoken to me
Dialogue: 0,0:14:46.00,0:14:48.00,Default,,0000,0000,0000,,with one simple but profound message,
Dialogue: 0,0:14:48.00,0:14:50.00,Default,,0000,0000,0000,,which I presume to share with you.
Dialogue: 0,0:14:50.00,0:14:52.00,Default,,0000,0000,0000,,We are, each and every one,
Dialogue: 0,0:14:52.00,0:14:55.00,Default,,0000,0000,0000,,a part of the web of life.
Dialogue: 0,0:14:55.00,0:14:59.00,Default,,0000,0000,0000,,The continuum of humanity, sure, but in a larger sense, the web of life itself.
Dialogue: 0,0:14:59.00,0:15:01.00,Default,,0000,0000,0000,,And we have a choice to make
Dialogue: 0,0:15:01.00,0:15:03.00,Default,,0000,0000,0000,,during our brief, brief visit
Dialogue: 0,0:15:03.00,0:15:07.00,Default,,0000,0000,0000,,to this beautiful blue and green living planet:
Dialogue: 0,0:15:07.00,0:15:10.00,Default,,0000,0000,0000,,to hurt it or to help it.
Dialogue: 0,0:15:10.00,0:15:13.00,Default,,0000,0000,0000,,For you, it's your call.
Dialogue: 0,0:15:13.00,0:15:15.00,Default,,0000,0000,0000,,Thank you.
Dialogue: 0,0:15:15.00,0:15:30.00,Default,,0000,0000,0000,,(Applause)