Whats going to make Americans change their energy-consuming behavior?
Well, I’ll give you a really lame answer. According to some reviews of the book, this answer’s just not adequate! I say, I’m sorry it’s not adequate, it’s the only answer: It’s leadership. You must have a leader who can frame this problem in an exciting way — not just the answer to these big five problems, but this incredible opportunity. It’s why I say, “Change your leaders, not your light bulbs.” Not that changing your light bulbs isn’t important. We’ve done it. Everyone should do it. But leaders write the rules and rules shape the markets — tax incentives, carbon taxes, cap and trade — and markets are what give you scale. To me, the engine of this whole change is the market. We’re not going to regulate our way out of this problem. We can only innovate our way out of it. But that requires rules. It requires legislators, Congress, to write different rules. There’s no substitute for leadership. You and I could have the greatest green ethic in the world. We could do everything and it
