We can’t do it all ourselves, but we are trying to read all of it. As we develop this special report, we will share the most useful, interesting, and provocative resources we find on the web. If you have any good links to share, please add a link to the comments at the botton of this page.

Innovation as a Green Strategy (GreenBiz)
At its own in-person roundtable earlier this month, executives from IBM, IDEO, and elsewhere riffed on how innovation and sustainability are inextricable.

Becoming a Green Business (State of California)
Companies just starting the journey can start with this list of first-step compliance practices.

Cultivating the Green Consumer (Stanford Social Innovation Review)
How can businesses help consumers be as green as they say they want to be?

What’s Behind the Green Consumer Research?
Joel Makower, author of Strategies for the Green Economy, surveys some earlier reports. You can also read Makower’s State of Green Business report.

Seafood Watch (Monterey Bay Aquarium)
The best way to gain deserving trust is to provide authoritative, easy-to-act-on information. The Seafood Watch guide, available on a variety of computer and device platforms, helps individuals decide whether the fish they’re ordering is sustainable. If not, the guide offers alternatives.

WattzOn
There are dozens of personal carbon calculators. We’ve tested many of them, and we’ve found WattzOn to be not only the most comprehensive, but the one with the most practical and wide-ranging underpinnings. Google is developing one, too.

Don’t Bother With the Green Consumer (Harvard Business Review)
Steve Bishop says going green means focusing on practices, not customers.

Today's Oxymoron: the Green Consumer (Washington Post)
It always pays to be skeptical. To this author, going green means “having less, not tossing stuff and buying eco-friendly replacements.”

Companies going green balance the imperatives to do well and do good. Two worthy resources on that are Can Businesses Do Well and Do Good?, from The New York Times’s “Economix” blog, and Does It Pay to Be Good?, from the Spring 2009 issue of MIT Sloan Management Review. Economix and The Wall Street Journal’s Environmental Capital blogs cover green business on a daily basis, as does our own Beyond Green.