| How Much Can We Give for All We Get? |
| by William McDonough and Michael Braungart |
| green@work, July-August 2003 |
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| "Instead of old-school capitalism's narrow focus on the bottom line, which typically shrinks business activity into short-term profit making, social entrepreneurs are cost-effectively creating ecological, social and economic revenue, both in the short-term and for future generations. In doing so, they are beginning the work of building a truly regenerative economy whose benefits are shared by all." |
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| Intelligent Materials Pooling: Evolving a Profitable Technical Metabolism |
| by William McDonough and Michael Braungart |
| green@work, March-April 2003 |
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| "When materials are created specifically for use within these closed-loop cycles -- the flow of biological materials through nature's cycles of growth, decay and rebirth; or the circulation of industrial materials from producer to customer to producer -- businesses can realize both enormous short-term growth and enduring prosperity." |
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| Design for the Triple Top Line |
| by William McDonough and Michael Braungart |
| green@work, January-February 2003 |
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| "The triple bottom line has been, and remains, a useful tool for integrating sustainability into the business agenda. Balancing traditional economic goals with social and environmental concerns, it has created a new measure of corporate performance. A business strategy focused solely on the bottom line, however, can obscure opportunities to pursue innovation and create value in the design process. New tools for sustainable design can refocus product development from a process aimed at limiting end of pipe liabilities to one geared to creating safe, quality products right from the start." |
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| Beyond the Triple Bottom Line: Toward a New Standard for 21st Century Commerce |
| by William McDonough and Michael Braungart |
| GreenMoney Journal 10, no. 6 (June-July 2002) |
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| "The triple bottom line has been, and remains, a useful tool for identifying problems and integrating sustainability into the corporate agenda. In practice, however, measuring performance at the bottom line tends to be a balancing act between economic value and environmental liabilities. For example, if the environmental impact of a profitable product has been minimized by a more efficient use of materials, its performance likely meets the triple bottom line. But if the material itself is unsafe, as is often the case, then efficient manufacturing is merely slowing down ecological destruction -- a rather dispiriting measure of quality." |
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| Applying the Principles of Green Engineering to Cradle to Cradle Design |
| by William McDonough, Paul Anastas, Michael Braungart, and Julie Zimmerman |
| Environmental Science and Technology 37, no. 23 (December 1, 2003) |
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| "Working smart may be easy, but working smart without perspective or guiding principles can ultimately become an efficient pursuit of the wrong goals. Consider historical approaches to industrial problem solving: Applying engineering strategies to make a wasteful or hazardous process more sustainable might seem like a beneficial course of action -- there are many examples of this -- but is fine-tuning a fundamentally flawed system actually the goal we want to pursue?" |
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| Remaking the Way We Make Things |
| by William McDonough and Michael Braungart |
| from The Handbook of Environmental Technology (Edward Elgar, 2004) |
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| "The culture of innovation within the field of environmental technology and management is bringing forth significant change in the world of industry. From the growing influence of green chemistry and engineering to the emergence of environmental concerns in corporate research and development, one can see promising new initiatives in nearly every sphere of industrial activity." |
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| Beyond Efficiency |
| by William McDonough and Michael Braungart |
| Greenpeace Business |
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| "Among many architects and their corporate clients the pursuit of energy efficiency has become the gold standard of good intentions. As daily reports of vanishing energy supplies and rising energy prices signal the need for a more sustainable use of resources, designing energy-efficient buildings is widely perceived as an enlightened goal. But is efficiency really a designer's highest calling? We don't think so." |
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