Zero Waste Creativity
How often do you say to yourself about a brief, a trip or a meeting, ‘what a total waste of time’? Maddeningly often I suspect. And even when a project does come to fruition I’ll wager it was the result of many many meetings, many many ideas presented, many ideas ritually sacrificed at research groups and multiple rounds of changes. It’s the world we live in. But why?a meeting, ‘what a total waste of time’?
cradle-to-cradle ::.
CRADLE-TO-CRADLE
A phrase invented by Walter R. Stahel in the 1970s and popularized by William McDonough and Michael Braungart in their 2002 book of the same name. This framework seeks to create production techniques that are not just efficient but are essentially waste free. In cradle-to-cradle production all material inputs and outputs are seen either as technical or biological nutrients. Technical nutrients can be recycled or reused with no loss of quality and biological nutrients composted or consumed. By contrast cradle to grave refers to a company taking responsibility for the disposal of goods it has produced, but not necessarily putting products’ constituent components back into service.
