My colleague Frank Grubich alerted me to a tweet that got him thinking. It said "Why is it difficult to dispose of paint? I have to travel 16 miles to a receiving recycling centre. Not very green. My local one won't take it."

 Therein lies an achilles' heel of the green movement, and a primary reason people are reluctant to choose green. 

Earlier green innovation left a bad taste in people's mouths - if you bought green, it meant sacrificing on price or quality. 

Happily, enough companies have aggressively adopted green as a core brand value (Toyota and GE, for example) that a new generation of engineers is innovating green products and services that compete on price and quality while delivering sustainability.

But I'm curious - what are the 'easy innovations' - like more plentiful recycle depots -  that will make green the easy, preferable, first choice? And how do we accelerate implementation of these innovations? 

Would love your thoughts.

 Marc Stoiber