In the news today,

Venture capitalist John Doerr made his name and fortune with early investments in Netscape Communications, Amazon.com , Google and other pioneering tech firms that went from scrappy start-ups to household names.

Now, he and his firm, Kleiner Perkins Caulfield & Byers, are placing big bets on an emerging sector he calls "green technology," one he believes could become as lucrative as information technology and biotechnology.

Menlo Park-based Kleiner Perkins plans to set aside $100 million of its latest $600 million fund for technologies that help provide cleaner energy, transportation, air and water.

"This field of greentech could be the largest economic opportunity of the 21st century," Doerr said. "There's never been a better time than now to start or accelerate a greentech venture."

As one of Silicon Valley's most respected investors, Doerr's decision to champion green technology as the next big thing is generating buzz in the venture capital community.
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VCs point to the global forces driving greentech investment: the rising cost of fuel, the economic expansion of China, India and other Asian nations; and growing worries over global warming.

"In my opinion, it's one of the most pressing global challenges we face," Doerr said. "It's causing the nations of the world to put an even higher priority than we have now on innovation."

How can you begin to incorporate 'green' principles in your product development process? Start with an introduction to Green Product Design and it's benefits to your entire firm then steps to implement it.