What is 'capital'?
Capital is, well let's define what money is. Money is currency, it relates to the valuation of time and labor. Money does two things; it buys goods and services. It does not buy credibility. So capital you can have different types of capital; you can have monetary capital, which is how much money have you invested into your company. You can have what I call intellectual capital how much smarts do you have in this business and that could be applied to patents or proprietary information. And you also have what I call marketing capital. Now I would much rather have marketing capital at my disposal than money because money can only buy goods and services marketing capital, which is branding investing in your brand and communicating it and honing the message to where people really get it quickly that's worth a lot of money. Why is that? Because when you have branding and marketing capital customers you're touching them you're making an impact and they buy your products and service. Whereas then you generate monetary capital. So you have to have a very good understanding that an in the green business phase you have green backs money to operate your business, you have intellectual capital you have some proprietary patentable unique trademarked product or service or formula. And then the last is you have the marketing or branding capital. Between all three of those, that creates a baseline of your capital. So you know for me as a green entrepreneur and a environmentalist I also look at environmental capital. You know does it make a difference that I have a ton of money but I've absolutely squandered her finite resources and just expanded the landfills? Well that's a question you have to ask yourself that would affect me my whole idea is to detox the landfills and to deliver environmental consciousness in a box and environmental capital to me is worth a lot.
