Cradle to Cradle is a significant book that quickly becomes a must-read for people with a pleasant attitude to the world. A drug manufacturer, Michael Braungart and an architect, William McDonough, have joined forces to present various concepts and ideas which redefine the green living movement. In the process of designing the book, the authors ask what their intended design is in the context of species.
The book discusses the concepts of waste, as well as how people should design their things from the scratch. Designs should be used, according to the authors, to maintain two schemes, namely; the biological and technical systems of resources. The systems of biological resources are renewable and can be restored to nature (for example packaging materials that can be decomposed with indigenous seeds that replanted when people dispose of their goods) while the technical systems can take and recycle the technological waste simply as technical inputs into the items. According to the authors, the technological method is typically a situation in which a part can be recovered or recycled by a company, and then used again at its current quality (Braungart and McDonough 12).
This book deals with the industrial revolution and also rethinks why people like Henry Ford have made such deliberations. In the historical sense of processes of industrial design and the way people think of business success lies around the cradle to grave and at the same time it is a tale of place and time when the essence of the world was quite unlike today’s world. People are currently well informed that, even if scientifically significant, the momentum in the industry is difficult to avoid. People may be joined as a species in the rush of mass disappearance if they remain linked to economic theories.
As this book progresses, it clarifies explicitly that emerging processes are deficient and what people need to do is to reconsider their waste definition. As the authors ask, why isn’t water from a factory cleaner than that which happens? According to the writers, the nature of environments and buildings in their field is to be conceptualised (Braungart and McDonough 40). In fact, the existing cradle-to – grave model does not take the commonly asked questions into account. In reality, it just asks what people can do economically in return to shareholders or owners with available capital on the marketplace. This is a defective architecture theory in the planning sense.
The book’s hopeful tone is an appeal for those who are tired of the danger faced by environmental programmes. Currently, the writers deliberately avoid using anxiety, guilt and other emotional behaviour. The Cradle to Cradle book does not transmit many amusing articles to the average reader as the writers were not focused on their prose. The authors succeeded instead in proposing new concepts, which are already reshaping the way architects , engineers and others work and even think about the world.
To the credit of the writers, many of their writings concentrate on how ideas are translated into practical practise (Braungart and McDonough 80). It is highly understandable that the approach used by the writers is based on a simplistic philosophy. They further reiterate that almost all is part of a continuum and that recycling should also be permitted to take place. There are still reasons that a sustainable economy needs to emulate forms of nature. These are not novel ideas. What the authors add to such discussions is a compulsive claim to plan the route for the population for an environmentally-friendly economy that is hell-bound to ensure its sustainability.
Difficult design and bad planning are also shown to cause waste in the book. In as much as laws are usually passed to control waste, the regulatory message is “Be less bad.” This implies that individuals should be responsible enough not to dispose waste without considering the welfare of others (Braungart and McDonough 112). Traditionally, individuals responsible for designing processes of the economy have attempted to increase reduce costs and increase profits. In order to achieve this, they had to term waste as a cause of pollution. Through changing the argument line, these authors indicate that changing the aims does not do necessarily lead to financial profit.
McDonough and Braungart are cautious not to be extremely persuasive about technical cure-alls. This indicates that the change they suggest is likely to increase due to the peoples’ commitments to sound living environment. Increasingly, consumers identify that the money they spend support an entire system. Additionally, the two authors explicate the fact that people choose between factory farms and organic food, wind generation and coal burning plants (Braungart and McDonough 46). Currently, people can learn a great deal about the organizations behind the items that people use, and once they know, it is difficult not to make conscientious and conscious choices. Businesses are beginning to grasp this concept. Therefore, this book is one plan how business and other like-minded parties can benefit from this realization.
The book is seen as a way of building on or continuation of the work of other authors, for instance, Amory Lovins. During his time in the 1970s, Lovins pointed out that people always desire services such as hot showers and cold beer, and not raw energy such as oil barrels. The author launched a totally new way of responding to the continuing energy discussions (Braungart and McDonough 122). On the other hand, Braungart and McDonough offer a comparable shift in perspective. Certainly, their book may easily lead one to stop recycling his/her things and start purchasing virgin printer paper — although, it may also drop issues of sustainability right onto the desk of CEOs, which is exactly where they are supposed to be.
In conclusion, one of the key ideas presented in the book is that, it is not good enough to minimize damage. Instead, the authors suggest that people should change the whole design processes so that nourishment and reuse are instigated right into the process. In other words, instead of minimizing waste, people should create value (Braungart and McDonough 145). The book goes past the recycling idea as the ultimate step in a flow process, and instead develops on the notion that waste need or should not exist at all. The natural world offers the guide for what is suggested by the authors, from the insects’ regenerative world to the employment of natural nutrients like wind power and solar. They advise that the best way is working within, and not against something. Additionally, they reinforce the fact that nature is to value biodiversity, respect the abundance and elegance of what surrounds everyone, and starting a design process with the idea that there is no waste (Braungart and McDonough 135). The style of writing is vivid, simple, and even suitable for all knowledge levels and ages. Different readers will take different things and ideas from this book. Therefore, this reading is justified to be part of the core education curriculum.
- Braungart, Michael and William McDonough. Cradle to cradle: remaking the way we make things. London: Vintage Books, 2009. Print