Is green building just for the planet, or is it actually a secret profit hack?

But what does green actually mean? It means both: the environment you're trying to protect and using less energy. But really, the only reason green matters to most people is because it's the other green — the one that fills your pocket.

If we can shift that mindset and show that these requirements are so important precisely because they affect the bottom line, then I see that as the real opportunity here.