But how? The old approach to environmental preservation hasn’t worked in 50 years. More of the same is certain failure. There is but one way: flip the profit-motive to the advantage of future generations by inducing the free-enterprise system to champion environmental salvation.
Teach consumers to “make markets” for better alternatives to polluting technologies, products, services, processes and practices and business will have no recourse but to give the market what it demands. Teach business how to recognize the profit potential in legitimate environmental solutions and the free-enterprise system will work its magic. Turn the marketplace into a champion of environmental preservation and the problem can be reined in.
The Horizon Children is a business-oriented, science-savvy general-interest book that proposes to replace society’s failed approach to environmental preservation with a free-enterprise model that creates jobs, entrepreneurial wealth and tax revenue while extending the good life here on Earth far into the future. Readers will see the stark truth of human existence today: the children are totally dependent upon what the grownups do to protect them 20-plus years from now. Laymen will learn how to become change-agents in an economic order powered by the purchasing decisions of the masses. The Horizon Children is the instruction manual for ecological salvation
The Horizon Children is a new beginning in environmental literature. It is not another treatise on what government should do to solve this environmental problem or that. There’s another way, the only way. It’s not a niche book to file under “Environment” or “Sustainability” until the subject comes up. The Horizon Children defines the most germane and urgent “current event” in human history. It doesn’t treat the victims of ecological ruin as some abstraction off in the future somewhere. The book names names, sets the time-line and fingers the surprise culprit in the dissolution of the carrying capacity of the habitat-of man.
With that said, the mainstream market for contemporary non-fiction literature will find much that is engaging and actionable in The Horizon Children. Parents concerned about the future for their small children will be interested. Young adults generally want to know what to expect ecologically. The “entrepreneurially-inclined” will be drawn to the business opportunities revealed. The environmental community must read it. Same for business school students, those engaged in environmental studies in college and high school and education majors preparing to teach in high school.
The Horizon Children is written by John Thompson. He wrote the book on “environmental enterprise” in 1992 with The Environmental Entrepreneur; Where to Find the Profit in Saving the Earth (Longstreet Press). As a commercial freelance writer, John wrote a million words for scores of clients including IBM, Coca-Cola USA, Southern Company, Georgia Power Co., AFLAC, Equifax, Randstad North America and Parents, Time, and Money magazines.
In 2005, John was selected a CDC Knight Journalism Fellow and spent three months at the Centers for Disease Control and Prevention (CDC) exploring connections between public health and environmental decline. He has been honored by Communication Arts magazine for excellence in annual report writing and the International Association of
Business Communicators (IABC) for excellence in feature writing. Other books to John’s credit include Don’t Get a
Job, Get a Life! The New Way to Work and Live by Erik Vonk, ghostwritten by John Thompson (Randstad, 2001); Manage to the Individual/If you want to know how, ASK! by Thad Green, Ph.D., and William J. Barkley, ghostwritten by John Thompson (Belief System Institute, 1995) and The Belief System/The Secret To Motivation and Improved Performance by Thad Green, Ph.D., and Merwyn Hayes, Ph.D., ghostwritten by John Thompson (Beechwood Press, 1994).
In the mid-1990s, he was a regular columnist for Prospects magazine, a Hong Kong-based publication devoted to sustainable development in the “Pacific Rim” nations of Asia. Earlier in his career, John published Entrepreneur Spirit Magazine and served as a paid stringer for Time and Money magazines