Our concept of eco-effectiveness means working on the right things - on the right products and services and systems - instead of making the wrong things less bad. Once you are doing the right things, then doing them "right," with the help of efficiency among other tools, makes perfect sense.

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.

Carbon in your body - that's good thing. In a tree, it's good. In the atmosphere, it's a bad. Nature wants to sequester carbon in biota. And when we burn it, we release it. It's the wrong system.

I think as designers we realize design is a signal of intention, but it also has to occur within a world and we have to understand that world in order to imbue our designs with inherent intelligence.

It would be nice if all that exuberance and abundance was connected to a deep ethos of planetary responsibility.

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.

We are not a green standard, we are a quality standard. We're different, we're multi dimensional.