This article is a primer on the concepts of natural capitalism. The authors explain the four principles of natural capitalism: increase resource productivity, eliminate waste, create service and flow, and invest in natural capital. The article explains each of the principles and provides examples of how corporations can apply them to their business models and make a profit. The authors argue that natural capitalism implemented in a company creates an extraordinary outpouring of energy, initiative, and enthusiasm at all levels. It removes the contradiction between what people do at work and what they want for their families when they go home.