And to use something as elegant as a tree? Imagine this design assignment: Design something that makes oxygen, sequesters carbon, fixes nitrogen, distills water, makes complex sugars and foods, changes colors with the seasons, and self-replicates. and then why don't we knock that down and write on it?
William McDonoughSo when you see a regulation against lead, because lead is a bad in a regulators mind, what does that mean? You are not telling us what is good, you are just tell us what you don't want, not what you do want.
William McDonoughRichard Meier told me, 'Young man, solar energy has nothing to do with architecture.'
William McDonoughYou don't filter smokestacks or water. Instead, you put the filter in your head and design the problem out of existence.
William McDonoughI can't imagine something being beautiful at this point in history if it's destroying the planet or causing children to get sick. How can anything be beautiful if it's not ecologically intelligent at this point?
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 McDonough