What Ray Anderson calls his conversion experience" occurred in the summer of 1994, when he was asked to give the sales force at Interface, the carpet tile company he founded, some talking points about the company's approach to the environment. So he started reading about environmental issues, and thinking about them, until pretty soon it hit him: "I was running a company that was plundering the earth," he realized. "I thought, 'Damn, some day people like me will be put in jail!'" He devoted his speech to his newfound vision of polluted air, overflowing landfills, depleted aquifers and used-up resources. Only one institution was powerful enough and pervasive enough to turn these problems around, he told his colleagues, and it was the institution that was causing them in the first place: "Business. Industry. People like us. Us!" He challenged his colleagues to set a deadline for Interface to become a "restorative enterprise," a sustainable operation that takes nothing out of the earth that cannot be recycled or quickly regenerated, and that does no harm to the biosphere. The deadline they ultimately set is 2020, and the idea has taken hold throughout the company. Mr. Anderson said that through waste reduction, recycling, energy efficiency and other steps, Interface was "about 45 percent from where we were to where we want to be." Use of fossil fuels is down 45 percent ... he said, while sales are up 49 percent. Globally, the company's carpet-making uses one-third the water it used to. The company's worldwide contribution to landfills has been cut by 80 percent. And in the process, Mr. Anderson has turned into perhaps the leading corporate evangelist for sustainability.

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