Recently I was asked to give a talk about sustainability at the White House to over 40 federal agencies. So I gave my talk and showed these slides, and afterwards I was asked, “Mr. McDonough, what do you think of nuclear power? A lot of environmentalists are now in favor of it because of concerns about global warming.”
And I said, oh, I like nuclear power. I’m a big fan of fusion. I think we should invest lots of money into nuclear power and consider using it for all our energy needs. And look—we’ve already got the perfect nuclear power plant. It’s 93 million miles away. It’s wireless. The construction costs are zero. Its operable lifetime is infinite. It’s right there. What are we waiting for?
And, the vast majority of power on earth — whether stored or resupplied (renewable) — relates directly to that distant power plant.
If you’re not familiar with McDonough, he is worth having in your portfolio of people to watch.
In 2002, he published Cradle to Cradel: Remaking the Way We Make Things.
a manifesto calling for the transformation of human industry through ecologically intelligent design. Through historical sketches on the roots of the industrial revolution; commentary on science, nature and society; descriptions of key design principles; and compelling examples of innovative products and business strategies already reshaping the marketplace, McDonough and Braungart make the case that an industrial system that “takes, makes and wastes” can become a creator of goods and services that generate ecological, social and economic value.
In Cradle to Cradle, McDonough and Braungart argue that the conflict between industry and the environment is not an indictment of commerce but an outgrowth of purely opportunistic design. The design of products and manufacturing systems growing out of the Industrial Revolution reflected the spirit of the day-and yielded a host of unintended yet tragic consequences.