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In natures fortune mark tercek ceo of the nature conservancy and former investment banker and science writer jonathan adams argue that nature is not only the foundation of human well being but also the smartest commercial investment any business or government can make. Society thrive by investing in nature basic books april 9 2013 tercek along with conservation biologist jonathan adams argues that economic growth and environmental stewardship are not mutually exclusive and that in fact saving nature is the smartest commercial investment any business or government can make. Buy natures fortune 9781610916950 9780465031818 how business and society thrive by investing in nature nhbs mark r tercek jonathan s adams island press. In natures fortune mark tercek ceo of the nature conservancy and former investment banker and science writer jonathan adams argue that nature is not only the foundation of human well being but also the smartest commercial investment any business or government can make the forests floodplains and oyster reefs often seen simply as raw . In natures fortune mark tercek ceo of the nature conservancy and former investment banker and science writer jonathan adams argue that nature is not only the foundation of human well being but also the smartest