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This isn’t the first year California has been in a serious drought. I got my first lesson in business sustainability from the Truckee River. The Truckee flows out of Lake Tahoe, through Reno, and into the desert, and during the late 1980s and early 1990s, a shortage of snow pushed the lake level down. In 1994 the Truckee, which is the lake’s only outlet, channeled only about 32 cubic feet of water per second, barely enough to keep its rocks wet.

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