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.

I'd so much rather have exciting architecture that causes one to stop, breathe, and reflect on the potential of the human mind, the craft, and exploring things.

It's going to sound strange probably. But I really like Frank Gehry's works.

We 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

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."

This idea that things are designed to go back to nature or industry for ever which is our articulation of these two metabolisms are actually a discovery not an invention.

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