This synopsis of Natural Capitalism: Creating the Next Industrial Revolution was published in Harvard Business Review. It describes the natural capitalism approach to improving profits, competitiveness, and the environment. The book lays out an approach not only for protecting the biosphere but also for improving profits and competitiveness. Very simple changes to the way we run our businesses, built on advanced techniques for making resources more productive, can yield impressive benefits for shareholders and future generations. Natural capitalism involves four major shifts in business practices that are all vitally interlinked: dramatic increase in the productivity of natural resources, shift to biologically inspired production models, a move to a solutions-based business model, and reinvestment in natural capital. While systematic barriers exists in business motivation and implementation, resources scarcity is beginning to motivate both policy and practice.