William McDonough, the author of “Cradle to Cradle: Remaking the Way We Make Things,” says it’s time to change the way we think about carbon.

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William McDonough, author “Cradle to Cradle: Remaking the Way We Make Things,” has embarked on a campaign to reshape the way we think and talk about carbon. If we redefine carbon as falling into one of three categories, big carbon negative culprits like big metropolitan urban areas and polluting industries can begin to articulate and implement new strategies that manage positive, negative and neutral carbon. We need efforts in all three.

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