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.

Consider this: all the ants on the planet, taken together, have a biomass greater than that of humans. Ants have been incredibly industrious for millions of years. Yet their productiveness nourishes plants, animals, and soil. Human industry has been in full swing for little over a century, yet it has brought about a decline in almost every ecosystem on the planet. Nature doesn't have a design problem. People do.

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 see a world of abundance, not limits. In the midst of a great deal of talk about reducing the human ecological footprint, we offer a different vision. What if humans designed products and systems that celebrate an abundance of human creativity, culture, and productivity? That are so intelligent and safe, our species leaves an ecological footprint to delight in, not lament?

Imagine walking into a grocery there is a jar sitting there with a lid on it saying it's not carbon. That is ridiculous. It's an empty jar.

You don't filter smokestacks or water. Instead, you put the filter in your head and design the problem out of existence.

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