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.

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?

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

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.

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.

We prefer to talk about 100% renewable instead of zero carbon. When you say zero carbon, you are not positively defined.

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.