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Today, The Natural Step has been adopted world-wide by high-profile companies -- such as Nike, Starbucks, and IKEA -- who want to make a profit and be environmentally and socially responsible. Now, the Swedish cancer specialist who started it all...(more) has written the dramatic story of how an entire nation worked together to understand and implement a solution to the world's fundamental environmental problems in a non-adversarial, non-prescriptive way.(less)