Architect, designer, and author Bill McDonough points out that “less bad” doesn’t necessarily mean “more good.” When it comes to our work, he says, it’s time we look beyond efficiency as the ultimate goal and begin asking “what’s the right thing to do?”  In McDonough’s view it’s time we renovate our brains, change the way we think in order to re-define our design intention. He runs his firm, William McDonough + Partners, based on this principle through what he calls the cradle-to-cradle approach to design.