Amory Lovins seems to be a good example of a steward of the old system (see [[Berkana Institute's Two Loops model]]). His clients include Walmart, Texas Instruments, and other big corporations. He saves them money by improving the energy-efficiency of their designs. > "People don't want raw kilowatt-hours or lumps of coal or barrels of sticky black goo," Lovins says. "They want hot showers, cold beer, comfort, mobility, illumination. It's like when you go to the hardware store looking for a drill. What you really want is not a drill but a hole. And why do you want the hole?" Asking such questions, Lovins says, is the first step in good design. Using his hot showers and cold beers analogy, he focuses on providing those benefits more efficiently, rather than trying to convince people to have cold showers or lukewarm beers.