This book investigates the intersection of environmental responsibility and profitability, posing the question of how entrepreneurs can capitalize on the growing market demand for sustainable practices. Gustav Berle, an experienced business consultant, provides a framework for identifying and launching ventures within the green economy. He utilizes a combination of industry analysis and practical business strategy to demonstrate that ecological awareness and financial success are not mutually exclusive goals.

Readers frequently note that the book serves as a practical, foundational resource for those looking to enter the environmental services sector. Experts highlight the inclusion of the resource directory as a particularly useful tool for early-stage entrepreneurs.