California Real Estate Journal Dec. 7, 2009 : Page 16

GREEN 2009 Green Leadership Defi ned the common metrics of sustainable success to seek out more fundamental infl uences from among the more than 50 nominees. With more than 100,000 Accredited Professionals un- I der the U.S. GreenBuildingCouncil’s Leadership in Energy and Environmental Design program, it is not enough to simply be a LEED AP. It is not enough to have developed or invested in a building that has received a Gold or Platinum rating with more than one billion square feet of certified space globally.And even being the fi rst to green a particular type of building in a particular market may dentifying the qualities that make a green leader is not black and white. In selecting the 16 people for our inaugural Green Leaders feature that we are proud to pres- ent in this week’s issue, we had to look beyond not be enough to demonstrate true leadership with so many firsts being claimed in green building. No, green leadership must come from deep in the bones of real estate practitioners, beyond driving Toyota Priuses and achieving certifications. Green leadership is defined by helping build the green real estate industry itself, establishing new sustainable-oriented markets and transforming basic corporate morés and practices. Going green is not something new for true green leaders, but something that is fully integrated in their business practices. It is not an addedcost that offers some marketing benefits or staves off obsolescence. Real green leaders have gotten their hands dirty with green and found ways to create tangible value in the process. Rick Fedrizzi, president, chief executive officer and founding chairman of the USGBC, said it well when he announced last month theresults of a study that found green building will support 7.9 million U.S. jobs and pump $554 billion into the American economy from now to 2013. “Our goal is for the phrase ‘green building’ to become obsolete, by making all building and retrofi ts green — transforming every job in our industry into a green job,” Fedrizzi said. Michael Gottlieb Editor,California Real Estate Journal With carbon dioxide concentrations in the Earth’s atmosphere reaching levels not seen in a million years, let’s hope he is successful and that one day this feature becomes obsolete as successful green leadership in the commercial real estate industry will simply become an integral quality for all leaders. LEADERS PAGE 16 DEC. 7, 2009 CALIFORNIA REAL ESTATE JOURNAL WWW.CAREALESTATEJOURNAL.COM

Green Leadership Defined

Identifying the qualities that make a green leader is not black and white. In selecting the 16 people for our inaugural Green Leaders feature that we are proud to present in this week’s issue, we had to look beyond the common metrics of sustainable success to seek out more fundamental infl uences from among the more than 50 nominees. With more than 100,000 Accredited Professionals under the U.S. Green Building Council’s Leadership in Energy and Environmental Design program, it is not enough to simply be a LEED AP. It is not enough to have developed or invested in a building that has received a Gold or Platinum rating with more than one billion square feet of certified space globally. And even being the fi rst to green a particular type of building in a particular market may not be enough to demonstrate true leadership with so many firsts being claimed in green building. No, green leadership must come from deep in the bones of real estate practitioners, beyond driving Toyota Priuses and achieving certifications. Green leadership is defined by helping build the green real estate industry itself, establishing new sustainable-oriented markets and transforming basic corporate morés and practices. Going green is not something new for true green leaders, but something that is fully integrated in their business practices. It is not an added cost that offers some marketing benefits or staves off obsolescence. Real green leaders have gotten their hands dirty with green and found ways to create tangible value in the process. Rick Fedrizzi, president, chief executive officer and founding chairman of the USGBC, said it well when he announced last month the results of a study that found green building will support 7.9 million U.S. jobs and pump $554 billion into the American economy from now to 2013. “Our goal is for the phrase ‘green building’ to become obsolete, by making all building and retrofi ts green — transforming every job in our industry into a green job,” Fedrizzi said. With carbon dioxide concentrations in the Earth’s atmosphere reaching levels not seen in a million years, let’s hope he is successful and that one day this feature becomes obsolete as successful green leadership in the commercial real estate industry will simply become an integral quality for all leaders.<br /> <br />

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