We prefer to talk about 100% renewable instead of zero carbon. When you say zero carbon, you are not positively defined. William McDonough More Quotes by William McDonough More Quotes From William McDonough To 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 McDonough design understanding mean 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? William McDonough nature writing food Designing renders visible our hopes and dreams. It is the first signal of human intentions. William McDonough design dream firsts Consider this: all the ants on the planet, taken together, have a biomass greater than that of humans. Ants have been incredibly industrious for millions of years. Yet their productiveness nourishes plants, animals, and soil. Human industry has been in full swing for little over a century, yet it has brought about a decline in almost every ecosystem on the planet. Nature doesn't have a design problem. People do. William McDonough nature taken animal The Stone Age did not end because humans ran out of stones. It ended because it was time for a re-think about how we live. William McDonough age stones thinking Waste equals food, whether it's food for the earth, or for a closed industrial cycle. We manufacture products that go from cradle to grave. We want to manufacture them from cradle to cradle. William McDonough waste earth want 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. William McDonough community mind trying Here's where redesign begins in earnest, where we stop trying to be less bad and we start figuring out how to be good. William McDonough earnest be-good trying In the end, the question is not, how do we use nature to serve our interests? It's how can we use humans to serve nature's interest?' William McDonough climate-change ends use If anybody here has trouble with the concept of design humility, reflect on this: It took us 5,000 years to put wheels on our luggage. William McDonough motivation inspiration humility Our goal is a delightfully diverse, safe, healthy, and just world, with clean air, water, soil and power – economically, equitably, ecologically and elegantly enjoyed. William McDonough goal air water The surest way to heal an eco-system is to connect it to more of itself. William McDonough eco heal way 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? William McDonough creativity vision intelligent 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 McDonough design forever thinking 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 William McDonough effectiveness nature fall Sustainability takes forever. And that's the point. William McDonough sustainability forever Designers are inherently optimistic people who try to make the world a better place William McDonough optimistic business people Don't get me wrong: I love nuclear energy! It's just that I prefer fusion to fission. And it just so happens that there's an enormous fusion reactor safely banked a few million miles from us. It delivers more than we could ever use in just about 8 minutes. And it's wireless! William McDonough fusion environmental fun Design is inherently optimistic. That is its power. William McDonough optimistic design Modern culture appears to have adopted a strategy of tragedy. If we come here and say, I didn't intend to cause global warning, it's not part of my plan, then we realize it's part of our defacto plan because it's the thing that's happening because we have no other plan. William McDonough tragedy warning culture
