If we think about things having multiple lives, cradle to cradle, we could design things that can go back to either nature or back to industry forever.
William McDonoughTo 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.
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 McDonoughThis idea that things are designed to go back to nature or industry for ever which is our articulation of these two metabolisms are actually a discovery not an invention.
William McDonoughOur 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.
William McDonough