Natures fortune : how business and society thrive by investing in nature What is nature worth The answer to this question which traditionally has been framed in environmental terms is revolutionizing the way we do business. Tercek and Adams argue that nature is not only the foundation of human well being but also the smartest commercial investment any business or government can make. The forests floodplains and oyster reefs often seen simply as raw materials or as obstacles to be cleared in the name of progress are in fact as important to our future prosperity as technology or law or business innovation