You don't filter smokestacks or water. Instead, you put the filter in your head and design the problem out of existence.
William McDonoughWe celebrate the cherry tree not for its efficiency but for its effectiveness - and for its beauty. Its materials are in constant flow, and all those thousands of useless cherry blossoms look gorgeous. Then they fall to the ground and become soil again, so there's no problem
William McDonoughOur goal is a delightfully diverse, safe, healthy, and just world, with clean air, water, soil and power – economically, equitably, ecologically and elegantly enjoyed.
William McDonoughRichard Meier told me, 'Young man, solar energy has nothing to do with architecture.'
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