A core innovative way to live and work is to begin with the idea that "there is no waste"--whether it's an idea or a commodity.
Beginning with the concept of "upcycling," founded on the premise that there is no waste, Tom began to describe a life journey of turning everything upside down, to look at the world around us with fresh eyes and to envision the future as sustainable in ways not seen before. "What happened before our eyes was the realization that there is no waste that could not be upcycled."
Upcycling: take waste and look at what is valuable in the waste and leverage it. For business, profit/cost gets the motivation. How do you get the
individual’s attention? Should we try to change behavior? It is the
right question?
From Tom: If I could leave one lasting impression on the things we touch, it would be to look at garbage differently. That is what we want, that is our goal. If can get you to not think of waste as waste anymore...