Baron, the CEO of a manufacturing firm, never thought of himself as an environmentalist, but rather a captain of industry. This story is a parable of how a business leader transforms his thinking about the natural environment, works to radically change the thinking of everyone in his organization, and increases profitability in the process.

A couple of events that hit close to home are the catalysts that cause Baron to look at his own actions through a different lens. It is his through this new lens that his disappointment at why things are no longer the way that he remembered them grows; coupled with his chagrin over the pervasive belief of his management team that short-term gains trump long-term benefits.

He asks "Why can't others see what I'm seeing?" Soon the reader joins Baron on a journey through the organization, meeting key managers, hearing how they conduct their areas of the business; ultimately witnessing their paradigm shifts that occur as a result of the green journey.

Baron, the CEO (aka The Green Baron), is a visionary in many ways but perhaps most compelling is how his story will inspire readers to start their own ecolution.