I saw this image last week at the Cradle to Cradle Conference in San Francisco – it brilliantly summarizes the process companies can work through to become  “beneficial” in terms of their impact on global ecosystems, not just “less bad”.
The 100% GOOD GOAL:
Biological nutrients in safe carbon cycle. Technical nutients in continuous reuse periods.MBDC’s Cradle to Cradle® Roadmap:
We work with corporate enterprises to develop positive goals and strategies, and assist in the execution with specific product design teams using multi-year, real quantity and quality continuous improvement strategies.
Learn more at: http://mbdc.com/ and http://www.c2ccertified.org/