Big, cheap energy savings - why does it matter? This is the key challenge faced by Amory Lovins, and other leaders determined to improve energy services. Many formidable barriers exist including high initial investment costs, the need to eliminate legacy systems and equipment, and a general cultural resistance to change.

For the business community, Mr. Lovins makes the case for a straightforward appeal to the bottom line. Energy efficiency will directly impact profits. For the general population as a whole, he favors a change in marketing behavior that emphasizes the extensive non-energy side benefits as opposed to only savings, and competitive policies that target among other things the perverse incentives that reward energy providers for inefficiency and penalize for efficiency. This is the fourth in a series of five talks on Energy Efficiency by Amory Lovins and is brought to you by MAP