Ram Nidumolu, the founder and CEO of InnovaStrat, C.K. Prahalad, a professor of Strategy at the University of Michigan, and M.R. Rangaswami, founder of the Corporate Eco Formun, report on how being environmentally-friendly is more than just a corporate social responsibility. It's the road to innovation.
"There are two birds, two sweet friends, who dwell in theselfsame tree," says the Upanishads. The first bird, dwelling on the lower part of the tree, lives "in sorrow and anxiety." Unable to see beyond the branches, it hops around compulsively indulging its appetites, eating every fruit, sweet and sour.
The other bird, higher up, can see the whole tree and the wider world - this perspective puts it in touch with its innate sense of being, the quality of existence that it shares in common with all other living beings.