What do you know? Branson has it right.

I was reading recently about a meeting two years ago between Al Gore and Sir Richard Branson.  Branson you might recall is the colorful British promoter who's the genius (or villian depending on your take) behind the Virgin business empire, world record attempts in all manner of flying things, and a massive mane of silvery hair.

Turns out Gore had an interesting proposition.  Branson calls it a lecture.  In two hours, Al told him why as a global Titan of Industry, he should be leading the push to save the Planet.  Explained that government was not doing the job, and couldn't be expected to anytime soon.  So, said Gore, it was up to business to lead the way.

A compelling argument, in that it has been the insatiable appetite of business, fueled by consumers, that has gotten us in to the mega mess called climate change.

Anyway...in a bathtub sometime later..Sir Richard had the epiphany that changed his life, and he hopes, will change ours as well.  He made the decision then and there, in a sea of bubbles, to really commit to the idea of doing something.  Not long after, he announced that the ENTIRE profits of his transportation businesses...air and train...would be devoted...for ten years, to research into finding a clean alternative to fossil fuels.  That's three billion dollars. 

Now, you say, that's easy for a man who is among the richest on earth.  And you may be right.  But as far as I can see he is still the only billionaire to make such a commitment.  If it was truly that easy, I think others would have stepped onboard as well.

No the commitment was real, and so is the money.  Sir Richard may be a publicity hungry capitalist promoter, but he's put his billions where his mouth is.  And it may in fact show us an important way forward.  Branson concluded that those who have benefited the most from the fruits of Mother Earth, should be the ones who are first to step forward with dollars...and commitment.

I for one applaud him for his action.  Now, he may be more shrewd than any of us understand.  His pro earth commitment may put him on the leading edge of a Green Wave in business that could enrich him even more.  But if that comes to be, I say he deserves it.  He was the among the first to say, I'm rich enough...now let's do something with it.

After the greed spotlighted by our financial meltdown of the past year, I can only say... cheers Sir Richard.  Now let's see how many other follow your lead.