Tony Lovell, of Soil Carbon Australia, explores the degrees of measurement exactitude needed for a market to operate. Tony is a thought leader in the soil carbon movement worldwide.

1. Measurement and Markets

4. Challenge our basic assumptions

9. Get your definitions clear

15. For what purpose?

16. For what purpose? We need to satisfy the Market We need to make Soil Carbon commercial

17. For what purpose? Commercialising Soil Carbon

18. For what purpose? Commercialising Soil Carbon Commerce

19. For what purpose? Commercialising Soil Carbon Commerce Customer

20. For what purpose? Commercialising Soil Carbon Commerce Customer Confident

21. For what purpose? Commercialising Soil Carbon Commerce Customer How Confident?

22. For what purpose? Commercialising Soil Carbon Commerce Customer Confident enough

23. For what purpose? Commercialising Soil Carbon Commerce Customer Confident enough NOT Certain

33. The Risk/Return Relationship

36. The Risk/Return Relationship

49. Soil carbon change and CO2 consumption per annum Estimated areas of each soil type within the >200mm average annual rainfall zone (adjusted for area loss due to National Parks etc) (Grace)

54. OK – so what do we do next? If we can estimate soil carbon “enough” to meet or exceed the reasonable expectations of the market, what more do we need to get this moving?

56. Farmers must be part of carbon solution LUCY SKUTHORP 13/11/2008 National Farmers Federation president, David Crombie, believes it would be better for farmers if they were "part of the solution" if an emissions trading scheme is introduced, not sitting on the outside of the scheme as some grains groups suggested in recent weeks. “ We really have to look at the whole range of tools that farmers possess for taking carbon out of the atmosphere and putting it back in the soil where it belongs. So we're going to be hit with the costs, we should be researching the opportunities which are available to counter the other side…where farmers can actually earn credits.”

59. What happens when we organize? Most power occurs because one side is better organized than the other. Labor is usually less well organized than management, criminals are usually less well organized than the police, and customers are always less well organized than producers. The internet promises to change that. It does it occasionally, sort of randomly. Sometimes, users will rise up and complain (as they did at Facebook). Or voters will organize online and hurt (or help) a politician or candidate. Wikipedia works because so many contributors figured out how to self-organize into a group that produced something far more useful than a traditionally organized document. I think we're at the earliest possible beginning of the changes we're going to see because of this sort of grass roots coordination. Simple example: the Starbucks in Larchmont, NY keeps their thermostat at 64 degrees. And the stores in Breckenridge, Colorado keep their doors wide open all winter. If you're raging mad about energy waste, you could say something. And nothing would happen. But if customers organized and ten people said something or a hundred people said something... boom, new rules. The system doesn't know what to do with a movement. Seth Godin 15 April 2008