What is the author's style in Natural Capitalism: Creating the Next Industrial Revolution by Paul Hawken?

The authors are all experts in their fields and dedicated to the goal of business and cultural sustainability. They are both passionate proponents of the ideas of a completely green culture and pragmatists about the necessities of business and global society. Since they have been students and innovators in the field of green innovation, they are very well-informed about the evolutions it has gone through, and in what places it has been particularly well-implemented.

The book is organized like a text book, with an introductory chapter introducing the principals all of the following chapters will reinforce. Then, each chapter is dedicated to a different aspect of industry or culture, and within each one discusses both the dangers of leaving the system as it is and both the means and the benefits of making the changes they suggest. The chapters build easily on one another, establishing concepts and introducing anecdotal support in earlier chapters that are built on and complemented in chapters that follow. Throughout, there are reference numbers to refer the reader to the exhaustive list of resource studies, corporate publications, scientific studies and scholarly essays to flesh out the examples they site. While the writing is cooperative, it remains seamless, making no distinction between the voice of each contributor. The result is a cohesive, unified publication in which all of the emphasis is on the information and establishing a worldview in the reader, built from simple ideas and fleshed out with real-world examples.