johnson incorporated environmentally responsible behavior into his business and believed that all businesses could be successful with the same mindset. said johnson of his involvement with the council, "we aggressively seek out eco-efficiencies--ways of doing more with less--because it makes us more competitive when we reduce and eliminate waste and risk from our products and processes. and it saves us money. by developing products that are as safe as possible for people and the environment, we improve our market share."