
117
The Four Colors of Business Growth
© Elsevier Inc. All rights reserved.
2011
When green is all there is to be,
It could make you wonder why.
But why consider, why wonder?
I am green, and it’ll do fine.
And I think it’s what I want to be.
– Kermit in It’s Not Easy Being Green: And
Other Things to Consider by Jim Henson
Green growth strategies have to do with innovation. Not incremental
improvements like in the Red quadrant; rather, it’s the big jumps, the
products and services that break away from the pack. It is about crea-
tivity, change, new perspectives, and “creative destruction.” It’s about
breakthrough new ideas (see Figure 9.1). ...