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William McDonough's book, written with his colleague, the German chemist Michael Braungart, is 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 Cradl e , 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.
Chimiste et co-auteur de « Cradle to Cradle, remaking the way we make things » Michael Braungart est professeur à l’Institut Hollandais de Recherches pour la Transition ( DRIFT ). Penseur influent et promoteur de l’économie circulaire, Michael Braungart est un orateur convaincant. Extraits de sa conférence donnée au salon EcoBuild de Londres, mars 2010. © EcoBuild