Many of us in the residential construction industry seem to be missing the boat with regard to “green” building. Or perhaps we’ve just boarded the wrong one, by defining green in a way that fails to take advantage of its inherent business opportunities.

Despite numerous earnest efforts, “green” is still an ill-defined concept, and until now it’s been too easy to pass off window dressing as substance. But the biggest mistake among green advocates has been their failure to put anywhere near enough focus on reducing energy consumption.

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