President/CEO, Natural Logic, Inc.

Gil Friend is founder, president & CEO of Natural Logic Inc, a sustainability consultancy helping companies build economic advantage through exceptional environmental performance. Friend lectures widely on business strategy and environmental policy, and writes "The New Bottom Line," a monthly column on business strategy; an irregular weblog on strategic sustainability and other matters of interest at blogs.natlogic.com/friend; contributes to GreenBiz.com and WorldChanging.com; and a forthcoming book: Risk, Fiduciary Responsibility and the Laws of Nature. He holds an MS in Systems Ecology from Antioch University, a black belt in Aikido, and is a seasoned practitioner of "The Natural Step" environmental management system.

Just as Prius drivers inevitably change their driving habits in response to their dashboard's real time energy performance readouts, generative feedback -- dynamic information on "how are we doing" -- can improve performance. This systems approach combined with sustainability indicators can serve businesses, business associations, and communities; change the paradigm of environmental and economic reporting; and help us all create the change we wish to see in the world. But it depends on measuring what matters -- choosing the right indicators, that help your organization make the right decisions, to improve your performance and the quality of life in the communities and ecosystems you operate in.