July 25, 2013
“Being less bad is not good.” This is a major theme of Cradle to Cradle,
written by architect William McDonough and former Greenpeace chemist Dr. Michael Braungart back in 2002.
The book arrived like a tidal wave on the green movement and exposed the categorical deficiencies and uselessness of tags like, “reduce, reuse, recycle.” The problem highlighted in the 2002 book is not that we need to simply damage the environment less but, even worse, we lack the entrepreneurial creativity and innovation to design products that actually make the natural world better after their initial use. Continue Reading...