07/04/2010 05:12 am ET | Updated May 25, 2011


Turning a little jujitsu on chaos theory, a community of game-change agents is rewriting the rules of social and environmental innovation. Myoo Create was formed to rally the energy of the crowd to focus like a laser beam on the needs of the common good. By launching a series of challenge competitions, the new online platform offers cash prizes to those with the best plans and incentives for community voting and feedback.

The Beat-Waste Startup Challenge is the first Myoo Create-hosted competition. $25,000 is in the offing for the enterprise with the most promising plan to make the goal of zero-waste a reality, as well as the chance to pitch their solutions to a panel of judges, which include: author Paul Hawken; Graham Hill (Treehugger); Zem Joaquin (EcoFabulous); Adam Lowry (Method); Blake Mycoskie (TOMS Shoes); David de Rothschild (Adventure Ecology); Lynell Cameron (Autodesk); Premal Shah (Kiva); and Adam Werback (Saatchi & Saatci).

Like the best games, this one should be fun for those entering, those voting, and those commenting. What more would one expect from the Plastiki team at Adventure Ecology, who are sailing a 100 percent recyclable boat across the Pacific to showcase what human creativity can do when piloted by the dream of a waste-free future.

"You must have chaos within you to give birth to a dancing star," said Nietzsche. I say, just Beat It: and follow the Challenge on Twitter at and #beatwaste.