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That is, the life cycle of a product should not end in a “grave,” like a landfill.

Rather than “cradle-to-grave,” the authors believe that manufacturers should embrace a “cradle-to-cradle” life cycle.

The authors reject the current manufacturing practice of “eco-efficiency,” in favor of their own brand of environmentalism, which they dub “eco-effectiveness.” The authors debunk misinformation surrounding “good” environmental practices, such as recycling, and dispel popular notions about how industry and the environment must interact. Together, they bring a unique sensibility-at once both scientific and design-oriented-to address the issues facing modern manufacturing. William McDonough is an American architect and Michael Braungart is a German chemist.