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These must begin with research. Water usage must be measured "down to the last drop." Enterprise-wide and facility-based water consumption must be accurately gauged using reports, meters and software analysis.

We studies dozens of companies during our four years of research. A few have not evolved in their thinking since the 1970s. They are still grousing about legislation and complying with it grudgingly. Others have begun to see the business opportunities in going "beyond compliance." A few have embarked on bold new initiatives to provide solutions to the world's environmental ills-like GE's plan to sell renewable energy, efficient power generation, water purification, and much more.