Beyond Socially Responsible Business

William McDonough, William McDonough + Partners

Any “ism” is an extreme and dangerous thing, says William McDonough, McDonough + Partners. And finding that balance between capitalism, socialism, and ecologism is the engineering of good design and sustainable development. Using a mathematical fractal paradigm, here McDonough puts forth questions that every ecologically- and socially-minded entrepreneur should pose to produce a product and business model that is simultaneously profitable, equitable, and renewable.