Friday, March 26, 2010
Cradle To Cradle
Cradle to Cradle is a book by William Mcdonough and Michael Braungart that is, in my humble opinion, the most profoundly important book on the environment and its preservation ever written. Unlike scores of other environmental publications over the years, this one really is in a category of its own. First thing that separates it from the rest is its not alarmist in any way - the amount of common sense in every aspect of the writing is incredible. The authors are a famous architect and a chemist that demonstrate crystal clear ways sustainable design thinking can be applied to any industry and produce measurable, truly revolutionary results. Notable is their opposition to "eco-efficiency" which is basically even worse than our current unsustainable way of life, since it drains and obliterates resources just as much, but more slowly and deliberately. The argument if for what they call "ecologically intelligent design" which considers the entire product cycle from raw supplies to its disposal and fundamentally designing the process with recycling as clearly implemented and supported part of the product or service. Great examples of companies that already do business sustainably and reap great benefits are given, Ford Motor Company's original factory is notable. The book is eye-opening, inspiring, and an absolute must-read for ANY design professional or student, check it out.