- Paperback: 227 pages
- Publisher: North Point Pr; 1st edition (16 April 2013)
- Language: English
- ISBN-10: 0865477485
- ISBN-13: 978-0865477483
- Product Dimensions: 13.2 x 1.8 x 21.1 cm
- Boxed-product Weight: 299 g
- Average Customer Review: Be the first to review this item
- Amazon Bestsellers Rank: 63,446 in Books (See Top 100 in Books)
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"Asking how a cherry tree would design an energy-efficient building is only one of the creative 'practices' that McDonough and Braungart spread before their readers. This book will give you renewed hope that, indeed, 'it is darkest before the dawn.'" --Carl Pope, executive director of the Sierra Club on Cradle to Cradle
"[McDonough and Braungart are] masters of holistic environmentalism . . . [They] have a knack for combining big ideas with commonsense practicality, which leaves readers feeling excited about the future." --Bruce Barcott, Outside Magazine on Cradle to Cradle
About the Author
William McDonough is an American architect and founding principal of William McDonough + Partners. Michael Braungart is a German chemist. Together they cofounded McDonough Braungart Design Chemistry, and in 2002 they coauthored Cradle to Cradle.
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I really like the idea of this, go back to the start redesign your process to adhere to a “Triple Bottom Line” according to your values. But the last part of that sentence is where I get stuck, “According to your values” I'm of the strong belief that most companies are amoral, and are going to do whatever they can to make money now. Unless, they are being led by someone who is able to steer them towards this mythical “Triple Bottom Line”. This becomes more troublesome when the company is a public company. With all that said, I do believe that the premise of this book is entirely achievable, but it's going to take a major philosophical change. We need design for perpetual use, not just for first use.
Some quick points about the book
1. The book takes a negative stance towards environmental regulations despite the good that they do.
2. In regards to point #1, the authors are in the business of selling the sustainability idea to business executives that are not too fond of regulatory requirements.
3. Sometimes the examples are overly simplistic for something as complicated of a change as the authors are proposing.
4. Much of what they authors are proposing are conventional wisdom, renewable energy, non-toxic manufacturing, design for re-use.
This is a well written book that may be simplistic on purpose. Once businesses decide to take the reusable design road there will be many obstacles to over come and that will be their job, not the authors in this case. There is an inertia problem with companies currently, and the time and cost for a large company to move down the renewable route is something many of them cannot afford.
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