William McDonough: Cradle to Cradle

William McDonough, architect, author and pioneer of the circular economy talks to us about design principles for the creating in today’s world. It’s called “Cradle to cradle” and it’s design thinking that marks a tremendous departure from the way we currently make and take things to market. It challenges the linear economy’s “business as usual” approach by closing the loop on “take, make, waste”. That is, to employ tactics and strategies that eliminate waste, upcycle materials or find a new lease of life on materials that would normally reach the end of its life cycle in landfill.