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

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.

If design is the first signal of human intention.

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?

And to use something as elegant as a tree? Imagine this design assignment: Design something that makes oxygen, sequesters carbon, fixes nitrogen, distills water, makes complex sugars and foods, changes colors with the seasons, and self-replicates. and then why don't we knock that down and write on it?

Honor commerce as the engine of change.