What We Learned in the Rainforest presents a surprising new business principle: by applying strategies and practices gleaned from nature -- by emulating what it once sought to conquer -- big business can attain greater and more sustainable profits.With clear, direct language and dozens of real-world examples, the authors show how a company can become, like nature, a complex living system that doesn"t merely balance competing interests but truly integrates them. Examples from leading companies include Coca-Cola"s use of diversity to drive sales; 3M"s technique of managing for innovation; Coors"s "all waste is lost profit" theory; and Shell"s "industrial ecosystem" approach.