a lot of trouble. >> with crops failing, wildfires raging, and reservoirs nearly empty, the governor of california has made this crisis a top priority. >> i'm issuing an executive order, mandating substantial water reduction across our state. >> last january, governor jerry brown issued an executive order mandating a 25% reduction in water use, and citizens across the state are responding. >> i listen to the news. i know that the drought in california is a serious problem. >> for entrepreneurs like roy amir, greg ruben, and bill shaffer, it was also a wake-up call. where others saw brittle, dry grass, they saw a new business opportunity. >> it's great, man. >> thank you. >> we saw an opportunity to convert people's lawn to a drought-tolerant landscape, at the same time make a little bit of money. >> the business models vary, but they're all taking advantage of a change in the market. >> there's been this interesting group of entrepreneurs that have sprung up. >> jeffrey kitelinger, the