If we think about things having multiple lives, cradle to cradle, we could design things that can go back to either nature or back to industry forever.
William McDonoughPeter Drucker has pointed out that it is a manager's job to "do things right." It is an executive's job to make sure "the right things" get done. Even the most rigorous eco-efficient business paradigm does not challenge basic practices and methods: a shoe, building, factory, car, or shampoo can remain fundamentally ill-designed even as the materials and processes involved in its manufacture become more "efficient."
William McDonoughI'd rather have that dialogue right now than only the other one, which is starting at such a basic level, that we start rearranging stuff on the Titanic, trying to be less bad with ordinary stuff.
William McDonoughThe problem I have with carbon as a bad thing issue, is that people go out and say they want to be zero carbon. You see it everywhere.
William McDonough