One thing scarier than a Big Problem is a Solution to that Problem

One of the activities of getting ready for the release of EcoCommerce 101 is to gather the perspectives from several individuals from diverse sectors of the bio-economy on what they think of EcoCommerce.  First, of course, is you generally have to nudge people to read it since most people are quite busy making a living and do not have the need to pursue new economic paradigms to create wealth for themselves.  But people are generous and many will spend the time to read a book you gave them and write a review for you.  In reading the reviews I was pleased with the positive responses and pleasantly surprised at the uniformity of the reviews.  Regardless if the review came from an organic dairy farmer, a agro-chemical manufacturer, a policy analyst, a financial trader or scientist, the review bascially had the same message; that EcoCommerce was a valid concept and a means for each of them to demonstrate their sustainability in an economic manner.  It was comforting to feel that I was able to articulate a solution to one of today’s biggest problems; moving the agricultural community toward a solution in a unified manner.  But as I get closer to the release of the book, I am getting a sense that one thing people fear more than a big problem is a solution to that big problem.