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Cradle to Cradle: Remaking the Way We Make Things, by Michael Braungart William McDonough
Get Free Ebook Cradle to Cradle: Remaking the Way We Make Things, by Michael Braungart William McDonough
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Amazon.com Review
Paper or plastic? Neither, say William McDonough and Michael Braungart. Why settle for the least harmful alternative when we could have something that is better--say, edible grocery bags! In Cradle to Cradle, the authors present a manifesto calling for a new industrial revolution, one that would render both traditional manufacturing and traditional environmentalism obsolete. Recycling, for instance, is actually "downcycling," creating hybrids of biological and technical "nutrients" which are then unrecoverable and unusable. The authors, an architect and a chemist, want to eliminate the concept of waste altogether, while preserving commerce and allowing for human nature. They offer several compelling examples of corporations that are not just doing less harm--they're actually doing some good for the environment and their neighborhoods, and making more money in the process. Cradle to Cradle is a refreshing change from the intractable environmental conflicts that dominate headlines. It's a handbook for 21st-century innovation and should be required reading for business hotshots and environmental activists. --Therese Littleton
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From Publishers Weekly
Environmentalists are normally the last people to be called shortsighted, yet that's essentially what architect McDonough and chemist Braungart contend in this clarion call for a new kind of ecological consciousness. The authors are partners in an industrial design firm that devises environmentally sound buildings, equipment and products. They argue that conventional, expensive eco-efficiency measures things like recycling or emissions reduction are inadequate for protecting the long-term health of the planet. Our industrial products are simply not designed with environmental safety in mind; there's no way to reclaim the natural resources they use or fully prevent ecosystem damage, and mitigating the damage is at best a stop-gap measure. What the authors propose in this clear, accessible manifesto is a new approach they've dubbed "eco-effectiveness": designing from the ground up for both eco-safety and cost efficiency. They cite examples from their own work, like rooftops covered with soil and plants that serve as natural insulation; nontoxic dyes and fabrics; their current overhaul of Ford's legendary River Rouge factory; and the book itself, which will be printed on a synthetic "paper" that doesn't use trees. Because profitability is a requirement of the designs, the thinking goes, they appeal to business owners and obviate the need for regulatory apparatus. These shimmery visions can sound too good to be true, and the book is sometimes frustratingly short on specifics, particularly when it comes to questions of public policy and the political interests that might oppose widespread implementation of these designs. Still, the authors' original concepts are an inspiring reminder that humans are capable of much more elegant environmental solutions than the ones we've settled for in the last half-century. Copyright 2002 Cahners Business Information, Inc.
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Product details
Paperback: 193 pages
Publisher: North Point Press; 1st edition (April 22, 2002)
Language: English
ISBN-10: 0865475873
ISBN-13: 978-0865475878
Product Dimensions:
5.1 x 0.7 x 8 inches
Shipping Weight: 15.2 ounces (View shipping rates and policies)
Average Customer Review:
4.4 out of 5 stars
373 customer reviews
Amazon Best Sellers Rank:
#22,953 in Books (See Top 100 in Books)
An eye-opening historical documentary on the progress of technology, and how we underestimated its impact on the environment. This author not only takes you on a journey back to how many pollution and waste issues arose, but also guides us to how to be better consumers and run our businesses with the environment in mind. These are easy, logical solutions that benefit us as individuals as well as help the environmental issues.
A wonderful book of ideas regarding design (not design ideas lol).I'm an aspiring architect & really appreciate how the author explains everything. I read this in a library in 2 visits & am buying a copy for my personal library. The ideas shared in this book are invaluable for anyone in every facey of design (from clothing to cars). 100% recommend to anyone.
Cradle to Cradle describes the harmful environmental impact caused by the manufacture and packaging of goods. While we may calculate the cost of raw materials to make a product, we do not include the "cost"/harm to the environment. We do not choose environmentally friendly materials to make products. We do not factor in the permanent loss of those materials when the products are down cycled and end up in landfills. We ignore the wasteful and impactful packaging of products as well. Cradle to Cradle challenges us to consider all costs and impacts involved when designing, manufacturing and packaging products.The authors walk the talk by using a non-paper substance for the book's pages that outlast the pages of paper books and can be recycled into other books (not down cycled or discarded). Take this book to the beach; it's waterproof!The authors make for a powerful partnership William McDonough brings his chemistry background to the subject. Of the tens of thousands of chemicals available, which ones are environmentally friendly? Which ones can be reclaimed and used over and over with minimum down cycling? Michael Braungart is an architect. In The Answer to How is Yes author Peter Block suggests that leaders should pattern themselves after architects (not engineers or economists) who must balance artistic beauty and real world constraints (engineering and financial) in their work. The artistic element keeps the engineer and bean counter from dominating the process, causing unbridled harm. Following the advice of their book, we could begin to use products that were truly elegant - products that would evade birth to death cycles by being suitable for birth to rebirth cycles.Cradle to Cradle is an important book which condemns current practices while stimulating one's imagination and hope for the future.--Jack Bender, author of Disregarded: Transforming the School and Workplace Through Deep Respect and Courage[ASIN:0977827275]
Finally, I've found the book that speaks simply and eloquently about the problems I've felt no one is addressing -- the ROOTS of the problems we are now facing, namely, lack of intelligent design and forethought. Studying to be a scientist in college, I remember being so frustrated with some science publications -- they were virtually unreadable! -- and thinking it's a problem of the system and of the author, who does not consider why he is writing what he is writing. He should be writing to communicate information, in a simple way that could be available to a large audience. Instead, it seemed that people were writing to get published to get grants to produce more research that they continued to miscommunicate in more impossible-to-read publications. And I've felt similarly about the way our whole human-made world runs -- we've forgotten what the point is, which is to live and enjoy and have our kids continue to do the same. And it's easy to foget when one has a reductionist approach, when one specializes in something and never looks up to see what's around. This book should be taught in all schools as part of the curriculum. It's a breath of fresh air of thinking globally and holistically in a world that is largely reductionist in reasoning. It is very encouraging to see such good work come from such an interdisciplinary partnership. And I love the fact that this book is a polymer!
The book is a well-argued manifesto on why and how we need to change our core philosophy of how we design products.The first thing you notice is that this book is rather heavy compared to normal books its size. This is explained by the authors trying to live their philosophy by creating a book out of a material that can be truly recycled as opposed to current paper which, while it can be reused, requires several unattractive processes and is not endlessly repeatable.The book makes many other decent arguments for why we should think of products as temporary services rather than things we own and therefore dispose of when we are done. The book makes a case for current recycling (or down-cycling as they call it) measures as being okay - as long as it is thought of as no more than a temporary stop-gap measure to be used while we pursue true technical and regular nutrient recycling.The only improvement I would like to see is more in-depth examples of how this process has been applied to commercial processes. They kept going back to the same one or two examples and I think there are more out there and I suspect by the time this book in republished there could be even more worthy examples.
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