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The venerated philosopher Kermit The Frog was clear on that point. Himself an unremarkable shade of veridian, he didn't realize that, while it might not be easy, it can be profitable. Especially the way the building industry is defining the term - far more than a color, it's a concept, a process and a cause.

Anything that could take on a "green" label at the recent International Builders Show and the World of Concrete received plenty of attention. While attendance at these major industry events reflected the overall pressure on the industry - the International Builders Show recorded fewer than 100,000 visitors for the first time in several years - those who were there gravitated to anything promising more efficiency and more profit. And to anything that glowed "green."

More than 1,500 builders and other housing professionals, an all-time attendance record, are expected to convene in New Orleans to discuss the latest advancements and trends in eco-friendly home building at the 10th annual NAHB National Green Building Conference in May, too. Among other things, they'll be able to learn about the new ANSI National Green Building Standard, and they'll also have a chance to see some of the latest green products and building techniques.

This environmental awareness isn't something new within the industry, but now that contractors and their customers have begun to really zero in on it, there's potential for increased business on all levels - from distribution of specialized nails and screws, low VOC sealants and adhesives to insulation made from recycled blue jeans.

What's in your 'box'?

On another note, everywhere you look, somebody is telling you to "think outside the box." Before you get caught up in all the buzz, do you even know what's in your personal "box," or what it really looks like? In the midst of all this hype, I've been reminded of a classic true story...

There was a farmer who was the third generation to work the same old, tired sections of land. In his region everyone was getting caught up in what would prove to be a mining boom, and he was feeling the urge to give up his heritage and find his fortune in a totally new venture. Finally, he sold all his land except for a small parcel where his house and buildings were. Taking the proceeds he invested in the latest in prospecting tools and mining equipment, and set out to "strike it rich."

He didn't. Not being familiar with the tools, the technology and the science required to be a successful prospector/miner, it didn't take long before he was back home looking for a job to support his family. His venture into mining did give him some entry-level skills that landed him a job with a mining development company - ironically, the company that now owned his family farm.

Within six months a very basic, skim-the-surface-of-the-ground style mining operation was in full swing on his old farm - within sight of his front door. And (you guessed it) there was a discovery that startled the whole industry.

On the gent's South African farmland, just beneath the surface where he, his father and his grandfather had pastured their cattle and grown their crops, the new owners discovered the second-largest diamond of its kind ever found (a record that stands today).

Bottom line? Don't get caught up in the "outside the box" mentality until you're sure you've made the most of what's in your "box."

- A.D. "Butch" Horn