Gil Friend is Founder, President and CEO of Natural Logic, Inc, which consults on strategy, design, operations and information systems to help clients build economic advantage through superior environmental performance. His clients have included General Mills, Green Mountain Energy, HP, Levi Strauss, Nike, PG and E, Sun Microsystems, and Williams Sonoma. He is a founding board member of the Sustainable Business Alliance, Sustainable Berkeley, and the California Sustainable Business Council. Friend co-founded and co-directed the Institute for Local Self-Reliance, where he pioneered the current "green roof" trend 30 years ago. He lectures widely on business strategy and environmental policy.