WorldChanging ally Gil Friend notes that Fortune has joined Business Week in grappling directly with the issue of the need for alternatives to petroleum. The full article is behind a pay-to-read wall, but SolarAccess.com has an extended summary. Fortune's four-point plan includes: Improving fuel efficiency; more spending on alternative fuels; redoubled commitment to efficiency; and getting serious about solar and wind. Hardly a radical agenda, but as these ideas increasingly become the conventional wisdom of the business world, more radical approaches become much more thinkable.