Our concept of eco-effectiveness means working on the right things - on the right products and services and systems - instead of making the wrong things less bad. Once you are doing the right things, then doing them "right," with the help of efficiency among other tools, makes perfect sense.
William McDonough, Michael Braungart (2010). “Cradle to Cradle: Remaking the Way We Make Things”, p.76, Macmillan
