Here's where redesign begins in earnest, where we stop trying to be less bad and we start figuring out how to be good.

Designing renders visible our hopes and dreams. It is the first signal of human intentions.

Imagine walking into a grocery there is a jar sitting there with a lid on it saying it's not carbon. That is ridiculous. It's an empty jar.

Peter 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."

Sustainability takes forever. And that's the point.

To eliminate the concept of waste means to design things-products, packaging, and systems-from the very beginning on the understanding that waste does not exist.

So 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.