The key is not to make human industries and systems smaller, as efficiency advocates propound, but to design them to get bigger and better in a way that replenishes, restores, and nourishes the rest of the world. Thus the “right things” for manufacturers and industrialists to do are those that lead to good growth—more niches, health, nourishment, diversity, intelligence, and abundance—for this generation of inhabitants on the planet and for generations to come.

William McDonough & Michael Braungart, Cradle to Cradle. (ISBN: 9780865475878) p.78