I picked up a bit of an oddball this week on a whim. I’ve got to admit that the title and cover of Brian Dumaine’s new title The Plot to Save the Planet (Crown Press, 2008) drew me in, being an old comic book reader.Additional credence was given in knowing that Dumaine is the editorial director of my favorite business magazine, Fortune Small Business.

Despite its breezy storybook name this is fairly heavy reading, but pleasantly and interestingly so. The “Plot” mentioned is in turning what has been relegated to appearing as a soft, tree hugging, smiley-face cause into business. Big business. Both little entrepreneurs and industry bohemoths alike are turning their sites, and ROI studies, to greener pastures.

Well known corporate mavericks like Richard Branson and Warren Buffet are pouring billions into research for alternative fuel sources – not just for the good of the planet – and it’s not just the known risk takers who are diving in. For every $2.9 Billion that risk-taking venture capitalists are pouring into new solar initiatives there are several times more funds going into similar ventures from sources that are historically risk-averse into several alternative fuel endeavors. Dumaine has clearly performed mountains of research in putting this valuable piece together, citing companies, statistics, budgets, and trends with a clarity we don’t typically see when we’re talking about “green business”.

Well crafted, nicely paced, and loaded with interesting information The Plot to Save the Planet covers in 256 pages what seems like several volumes of information about the strategic meeting between our energy needs and Earth’s ability to supply it – along with the multi-faceted race between technologies in fossil and non-fossil fuel, nuclear, electricity, wind, and others to become the first to solve the puzzles of global warming… and profitability.