Inspiration from feedback from students who wanted to save the rainforest. Didn't know about rainforest, because doesn't do anything specifically related to rainforests. Have joined with Kiuchi to develop a curriculum Measurement Developing systems of feedback to identify costs and benefits of products and activities. Involvement of government. Industrial ecology 3.
Work can be more than just an instrument.
By working together, can produce more than we can individually. Initial response a few years ago was to determine costs, and impose them onto companies. Look for methods so that toxins aren't created, so that we don't need to clean them up, instead. Business needs to become its own regulator. Broad trend, but starting slowly.