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.

The eco-effective future of industry is a world of abundance that celebrates the use and consumption of products and materials that are, in effect, nutritious - as safe, effective, and delightful as a cherry tree.

I'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.

The 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.

Recycling is more expensive for communities than it needs to be, partly because traditional recycling tries to force materials into more lifetimes than they are designed for - a complicated and messy conversion, and one that itself expends energy and resources. Very few objects of modern consumption were designed with recycling in mind. If the process is truly to save money and materials, products must be designed from the very beginning to be recycled or even "upcycled" - a term we use to describe the return to industrial systems of materials with improved, rather than degraded, quality.

We realized we don't have an invention, that's why we gave it away.

Honor commerce as the engine of change.