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.
William McDonoughHere's where redesign begins in earnest, where we stop trying to be less bad and we start figuring out how to be good.
William McDonoughSo 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.
William McDonoughWe are not a green standard, we are a quality standard. We're different, we're multi dimensional.
William McDonough