"Though it is very easy to do valuations, eyeballs and brand prominence surveys, you should never allow any of them to influence the balance sheet."

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When the planes still swoop down and aerial spray a field in order to kill a predator insect with pesticides, we are in the Dark Ages of commerce. Maybe one thousandth of this aerial insecticide actually prevents the infestation. The balance goes to the leaves, into the soil, into the water, into all forms of wildlife, into ourselves. What is good for the balance sheet is wasteful of resources and harmful to life.

— Paul Hawken