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Starting Green: An Ecopreneur's Toolkit for Starting a Green Business from Business Plan to Profits Paperback – October 1, 2009
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Looking around, it's not hard to find examples of the strange ways we respond to the risks of our world large and small. Curious about this, Croston talked with people in all walks of life, from risk experts to skydivers, from anthropologists to entrepreneurs. And what he found lead him to write "The Real Story of Risk: Adventures in a Hazardous World" (www.realstoryofrisk.com) looks at our strange responses to risks we face every day in our work and our lives. Our responses evolved over millions of years and we are well suited to the risks of the ancient world, but we no longer live in this world. Instead we live in a new world of our own creation, and one we struggle to deal with. We're still worried about snakes but seem clueless about the risks of financial bubbles and white collar crime. Going all the way back to our roots as humans, and back again, Croston arrived with fresh insight into how we got here and where we might be going.
Croston is also the author of "Gifts from the Train Station: the Healing Power of Helping Others" (www.giftsfromthetrainstation.org). Talking to a friend recovering from leukemia, he started looking into people around the world who had run into great challenges in their lives but found that by working for the greater good, connecting with a higher purpose, they healed themselves and built fresh rich new lives for the future.
As a father, Croston has also worried at times about the direction our world is headed, particularly with our stewardship of the environment of planet Earth. Deciding to do his part and to focus on solutions rather than problems, Croston wrote "75 Green Businesses You Can Start to Make Money and Make a Difference", outlining a slew of opportunities to get involved in delivering solutions, and build a great business in the process.
"Starting Green: An Ecopreneur's Guide to Starting a Green Business from Business Plan to Profits" picks up where "75 Green Businesses" leaves off, providing a nuts and bolts guide to the steps and strategies to start and grow a successful green business.
Croston is also the founder of Starting Up Green, giving green entrepreneurs the strategies, communications, and consulting they need to start and grow a successful venture.
A Ph.D. biologist, Croston lives in San Diego. As a father, it's important to him to not just be an observer, but someone who lives the change we want to see in the world.