The Rise and Fall of William McDonough and the Greening Industry

It’s nice to return to e-mails from our friends wanting to share some interesting pieces of interesting. Such is the case with our pals over at Fast Company who just launched this great feature story on the king of green architecture, William McDonough, the semi-tragic figure who helped build the earth-friendly movement into the great prominence it appears to enjoy today, only to see it not pan out exactly how he planned. It’s a great read, covering everything from how deep the idea of “greening” really goes, how not such great branding can result in a nasty sting, and how the birth of an industry, even if piggybacked onto numerous familiar areas, is always rocky.