Business contributed greatly in getting the world into its current environmental, economic and social mess. But maybe values-driven entrepreneurs can help save the day.

As Hunter Lovins, founder of Natural Capital Solutions, puts it, “We need to solve the world’s problems at the speed of business.” She already sees many business schools releasing a wave of entrepreneurs who will serve as change agents. She says that today’s challenges, ranging from energy and food to transportation and waste, are areas screaming for new solutions. Lovins does not discount the fact that there are huge profits to be made along the way. She advises budding entrepreneurs to find challenges they’re passionate about, then devise a sound business plan to develop solutions.

Practical solutions are the key, according to Van Jones, President of the Ella Baker Center for Human Rights. “By creating thousands of green collar jobs, we can not only solve many of the current environmental problems with affordable, common sense solutions, but also provide an unprecedented level of economic opportunity to a very broad range of citizens in this country,” says Jones. He points out that a formal business education isn’t necessarily required to catch the green entrepreneurial wave. He wants to see new resources created to connect people, especially inner city youth and disadvantaged populations, with ideas and motivated workers who can execute those ideas — green business matchmakers, of sorts.

It important to realize that green entrepreneurship isn’t about philanthropy or just being do-gooders. However, a driving force behind any entrepreneurial endeavor should be a set of values, says Mark Albion, who helped found Net Impact and has written hit books on this subject. He says that the best way to build a sustainable business is to make sure it represents values beyond profits alone. “Profits are absolutely necessary, but you have to ask yourself what this business is accomplishing for your employees, your community, the world,” he says.

The idea of green entrepreneurship is explored in-depth in a new video titled “Naturally Successful.” This 78 minute DVD explores a green perspective on starting and operating a business, aimed primarily at business students and business leaders looking for sustainable growth. It features interviews with Hunter Lovins, Van Jones, Mark Albion, Bob Willard, Michael Shuman and many other leading experts in green business. A preview of “Naturally Successful” is viewable on the Arnold Creek Productions, Inc. web site