"...to 'be less bad' is to accept things as they are, to believe that poorly designed, dishonorable, destructive systems are the best humans can do. This is the ultimate failure of the 'be less bad' approach: a failure of the imagination. From our perspective, this is a depressing vision of our species' role in the world. What about an entirely different model? What would it mean to be 100% good?"
~ William McDonough & Michael Braungart, Cradle to Cradle
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