In their book, Cradle to Cradle, architect William McDonough and chemist Michael Braungart present a reimagined view of industrial and manufacturing systems. Nature becomes the model for making things and products are designed and manufactured with new uses already in mind. Rather than seeking to minimize the harm we inflict, Cradle to Cradle reframes design as a positive, regenerative force - on that creates footprints to delight in, not lament.

Their design framework is characterized by three principles derived from nature: 1) everything is a resource for something else; 2) use clean and renewable energy; and 3) celebrate diversity. This integrated view of design and science creates safe materials, water, and energy in circular economies and eliminates the concept of waste, all of which provides enduring benefits to society. And this paradigm shift reveals opportunities to improve quality, increase value, and spur innovation.

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