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Cradle to Cradle: Remaking the Way We Make Things

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A manifesto for a radically different philosophy and practice of manufacture and environmentalism
"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 (re)designing everything from carpeting to corporate campuses, the authors make an exciting and viable case for change.

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: Amazon Posted: Nov 25, 2007 Type: User Review Best Environmental Ideas Book Ever

This book makes you re-think ideas of environmentalism and how we can really make a difference without making life less pleasant. It isn't all about endless recycling, stopping buying new things or walking around in hemp clothing. This book...
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5.00 Star Rating
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From: Amazon Posted: Nov 23, 2007 Type: User Review Both depressing and inspiring all at the same time

This book is a must-read because of how many thoughtful ideas the authors present. It's a real eye-opener in terms of the direction industry and technology are going. This isn't a book only for tree-huggers, so to speak, but for everyone who is a...
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5.00 Star Rating
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From: Amazon Posted: Nov 16, 2007 Type: User Review Sustainability

I consider this one of the best books around. Saving the planet, you betcha! It's very well written and clear on concepts. Full of sensible and practical information. I keep it out on the coffee table so friends who visit will catch on.
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From: Amazon Posted: Oct 31, 2007 Type: User Review Smart and not too preachy

Some books in this genre can be a bit too full of themselves - this one offers a lot of intelligent thinking, examples of the authors' experience, and not too much else.
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From: Amazon Posted: Oct 11, 2007 Type: User Review Required reading

This book should be required reading by all CEOs, and all engineering, architecture and design students. (I read it as a class assignment in Sustainable Interior Design). The author dismisses the idea that "ecological" has to equal "sacrifice" and...
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