Architect and designer **William McDonough** speaks about his *Cradle to Cradle* philosophy and design practice. This vision of the hopeful, positive, and inspiring possibilities of an environmentally and economically intelligent future by design draws inspiration from the astonishing effectiveness of natural systems. *Cradle to Cradle* design, as opposed to "cradle to grave", offers a new paradigm for human activity that creates a sustaining relationship with the natural world by emulating living systems that are effective, cyclical, synergetic, and regenerative. McDonough has been a leader in the sustainable development movement since its inception. He is consulting professor of civil and environmental engineering at Stanford University.
**William Andrews McDonough** is an American designer, advisor, author, and thought leader. McDonough is founding principal of William McDonough + Partners, co-founder of McDonough Braungart Design Chemistry (MBDC) with German chemist Michael Braungart as well as co-author of Cradle to Cradle: Remaking the Way We Make Things and The Upcycle: Beyond Sustainability—Designing for Abundance, also with Braungart.[1] McDonough's career is focused on creating a beneficial footprint. He espouses a message that we can design materials, systems, companies, products, buildings, and communities that continuously improve over time. (Wikipedia)