Companies such as Nike, Starbucks and Wal-Mart were once environmental pariahs before they went green, says Joel Makower. Those companies clearly understand the bottom-line cost of failing to go green, Makower explains. "The biggest turnarounds have come from brand leaders that came under fire from activists and consumers, and saw their brands eroding. ... I admire these leadership companies. They are true turnaround artists," he says.