Reinventing Fire: Bold Business Solutions for the New Energy Era

by Amory Lovins (Author), Marvin Odum (Foreword), John W. Rowe (Foreword)



Oil and coal have built our civilization, created our wealth, and enriched the lives of billions. Yet their rising costs to our security, economy, health, and environment nowoutweigh their benefits. Moreover, that long awaited energy tipping point—where alternatives work better than oil and coal and compete purely on cost—is no longer decades in the future. It is here and now. And it is thefulcrum of economic transformation.A global clean-energy race has emerged with astounding speed. The ability to operate without fossil fuels will define winners and losers in business—and among nations.Now, in Reinventing Fire, Amory Lovinsand Rocky Mountain Institute offer a new vision to revitalize business models, endrunWashington gridlock, and win the clean-energyrace—not forced by public policy butled by business for enduring profit. Grounded in thirty years’ practical experience, this ground-breaking, peer-reviewed analysis integrates market-based solutions across transportation,buildings, industry, and electricity. It maps pathways and competitive strategies fora 158%-bigger 2050 U.S. economy that needs no oil, no coal, no nuclear energy, one-thirdless natural gas, and no new inventions.This transition would cost $5 trillion lessthan business-as-usual—without countingfossil fuels’ huge hidden costs. It requires nonew federal taxes, subsidies, mandates, or laws. The policy innovations needed to unlock and speed it need no Act of Congress.Whether you care most about profits and jobs, national security, health, or environmentalstewardship, Reinventing Fire charts apragmatic course that makes sense and makes money. With clarity and mastery, Lovins and RMI reveal the astounding opportunities forenterprise to create the new energy era.

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