This week, dMASS.net released our second video, "Value Matters: Innovation Has Direction." The short, animated video reveals the direction of innovation and what it means for businesses and sustainable design. In it, I offer a simple method for companies to align business and environmental goals and a new way to think about products. I make the case that any sustainable business must be built on the basis of increasing resource performance, or harvesting more wealth out of fewer resources. Since our founding in 2010, the dMASS team has acted as a "scout" of sorts, tracking research and innovations for doing better with less, building a repository of advances in science, technology, design, and business strategy, and describing significant implications for business.
What we have found is breathtaking. In every industry, there are seeds of a new design revolution. Innovation is moving in a clear direction.
Resource performance is the key to our future. It is the key to creating successful businesses and to developing sustainable economies.
As I travel and speak about resource performance, what I tell business leaders is this: no one wants your products; they want the benefits from those products. Every company needs to be focused on benefits and resources, not products and waste. There is unlimited opportunity for those who understand what their customers actually want and who figure out how to deliver it with as few resources as possible.
Recent actions by businesses and research organizations worldwide reflect the growing, strategic importance of resources. Companies are seeking ways to reduce the amount of energy and materials needed to do business while continuing to grow. You can see it in countless advancements in areas from biomimcry, to cradle-to-cradle design, green building, nanotechnology, 3D printing, energy harvesting, and sustainable development. And you can see it in the growing instances of companies investing in new methods to deal with water and materials shortages.
We are working on a book that cites many examples of resource performance to help businesses: address the challenges of competing in a resource constrained world, identify unexpected competition, design products that leverage new materials and technologies, and improve profit, all while being responsible global leaders. I also have a number of speaking engagements planned in the coming months to talk about resources, waste, and innovation.
I have had many opportunities to work with forward-thinking companies over the years. Today as I travel around the country, I look forward to renewing old relationships and establishing new ones. Resource issues are real and they are urgent. Through our articles, books, videos, and presentations, we aim to reach as many people as possible with dMASS ideas and to alter the current approach to resources and resource performance. I believe that business leaders and designers are the "trim tabs" that will enable significant change. I welcome invitations to speak with you and your colleagues in person.