Cradle to Cradle

Remaking the Way We Make Things

By William McDonough; Michael Braungart; Stephen Hoye (Read by)
(Tantor Media Inc, Compact Disc, 9781400137619)

Publication Date: August 2008

List Price: $49.99*
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Description
"Reduce, reuse, recycle," urge environmentalists; in other words, do more with less in order to minimize damage. As William McDonough and Michael Braungart argue in their provocative, visionary book, however, this approach perpetuates a one-way, "cradle to grave" manufacturing model that dates to the Industrial Revolution and casts off as much as 90 percent of the materials it uses as waste, much of it toxic. Why not challenge the notion that human industry must inevitably damage the natural world? they ask.
In fact, why not take nature itself as our model? A tree produces thousands of blossoms in order to create another tree, yet we do not consider its abundance wasteful but safe, beautiful, and highly effective; hence, "waste equals food" is the first principle the book sets forth. Products might be designed so that, after their useful life, they provide nourishment for something new either as "biological nutrients" that safely re-enter the environment or as "technical nutrients" that circulate within closed-loop industrial cycles without being "downcycled" into low-grade uses (as most "recyclables" now are).
Elaborating their principles from experience redesigning everything from carpeting to corporate campuses, the authors make an exciting and viable case for change.



About the Author
Architect William McDonough is an architect and the founding principal of William McDonough + Partners, an architecture and community design firm based in Charlottesville, Virginia; MBDC, a firm that assists companies in designing profitable and environmentally intelligent solutions; McDonough Innovation, where he is able to advise business and provide targeted ideas and strategic business solutions. A highly regarded speaker and writer, William McDonough's co-authored "Cradle to Cradle: Remaking The Way We Make Things" has played an influential role in the sustainability movement. McDonough partnered with Stanford University Libraries in 2012, on a "living archive" of his work and communications. At the 2014 World Economic Forum (WEF) in Switzerland, McDonough participated as a leader, presenter and convener, and made sustainability a primary focus, for the first time at the WEF. In 1999 "Time" magazine recognized him as a "Hero for the Planet," stating "his utopianism is grounded in a unified philosophy that--in demonstrable and practical ways--is changing the design of the world." In 1996, he received the Presidential Award for Sustainable Development, the highest environmental honor given by United States. Additionally, in 2009, McDonough led the founding of the Cradle to Cradle Products Innovation Institute to donate the Cradle to Cradle Certified Products Program to the public. In 2014, William McDonough was appointed by the World Economic Forum to Chair of the Meta-Council on the Circular Economy.

Michael Braungart is a chemist and the founder of the Environmental Protection Encouragement Agency (EPEA) in Hamburg, Germany.

Stephen Hoye has won more than a dozen "AudioFile" Earphones Awards and two prestigious APA Audie Awards, including one for "Rich Dad, Poor Dad" by Robert T. Kiyosaki. He has recorded many other notable titles, such as "Every Second Counts" by Lance Armstrong and "The Google Story" by David A. Vise and Mark Malseed.
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