“Peter Drucker has pointed out that it is a manager's job to "do things right." It is an executive's job to make sure "the right things" get done. Even the most rigorous eco-efficient business paradigm does not challenge basic practices and methods: a shoe, building, factory, car, or shampoo can remain fundamentally ill-designed even as the materials and processes involved in its manufacture become more "efficient."” DoeDoneJobsProcessChallengesBusinessPracticeCarBuildingMaterialsInvolvedMethodShoesIllManagersRight ThingExecutivesFactoriesPeterEfficientParadigmEcoShampoo Book:Cradle to Cradle: Remaking the Way We Make Things Source: Cradle to Cradle: Remaking the Way We Make Things
“The problem carbon is that everyone thinks we have an energy problem, we don't. We have plenty of energy. We have a carbon problem. Carbon is a material, so we have a material problem, not an energy problem.” ThinkingProblemEnergyMaterialsPlentyCarbon Author:William McDonough
“We have carbon in the atmosphere. That is a material in the wrong place problem. It's just like what I said about the lead. Lead in the biosphere is not good. Carbon in the atmosphere (over natural levels) is a problem.” SaidProblemNaturalLevelsMaterialsAtmosphereCarbonLead InBiosphere Author:William McDonough
“We celebrate the cherry tree not for its efficiency but for its effectiveness - and for its beauty. Its materials are in constant flow, and all those thousands of useless cherry blossoms look gorgeous. Then they fall to the ground and become soil again, so there's no problem” LooksProblemFallNatureEnvironmentTreeMaterialsFlowConstantCelebrateUselessSoilEfficiencyNo ProblemGorgeousEffectivenessCherriesNatural EnvironmentCherry BlossomCherry Trees Author:William McDonough
“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.” WorldUseTreeEffectsMaterialsProductsIndustrySafeClimateCelebrateAbundanceConsumptionDelightfulCherriesEcoCherry Trees Author:William McDonough
“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.” IfsNeedsTryingMindUseEnergyForceProcessTermCommunityQualityModernObjectsMaterialsProductsReturnResourcesLifetimeComplicatedConversionTraditionalExpensiveConsumptionMessySaving MoneyRecyclingRecycledReuse Author:William McDonough
