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Sustainable You

Learn to do a personal inventory to achieve a lifetime of equanimity

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This 'From the Archives' article first appeared in our September/October 2008 issue. Join S&H's Subscription Program and access 20 years of archives instantly! Starting the Aveda corporation in 1978 was my creative solution to a personal crisis. The chemicals in the products I was using in my hair salons had literally made me sick. I also realized that if these chemicals were making me sick, they couldn’t be good for my customers. So I set out to create a line of natural, sustainable, organic products that would nurture body and spirit. In creating the Aveda line of products, I preserved my own health and well-being and the health of my clients, and I turned my health crisis into a business opportunity. By eliminating from my products toxins and chemicals harmful to the human body and the environment, I also helped shift the market and cleaned up a little piece of the planet. The outcome was a success beyond any I had imagined.  This crisis/opportunity model is fundamental to an eco-preneur-based business. An eco-preneur provides creative solutions and services that meet …

Horst M. Rechelbacher is the founder of Intelligent Nutrients. This article is adapted from his book, Minding Your Business: Profits that Restore the Planet (Earth Aware Editions, an imprint of Palace Publishing Group, May 2008,

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