Honor commerce as the engine of change.

If you don't have an end game of something delightful, you're just moving chess pieces around.

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.

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."

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.

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 Stone Age did not end because humans ran out of stones. It ended because it was time for a re-think about how we live.