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.

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.

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.

Waste equals food, whether it's food for the earth, or for a closed industrial cycle. We manufacture products that go from cradle to grave. We want to manufacture them from cradle to cradle.

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

I think as designers we realize design is a signal of intention, but it also has to occur within a world and we have to understand that world in order to imbue our designs with inherent intelligence.