Stereotypes hid one of universe's powerful forces Story Tools Design is one of the most powerful forces in the universe. But like any powerful force, it can be used for good or for evil. It can even be ignored, but, I would argue, at our own peril. Put another way, to fail to design is to design to fail. Mind you, I didn't used to think this way. I didn't think about design or its power at all. Designers, in my mind, were stereotypes of effeminate fashionistas or flamboyant interior decorators I'd seen in movies. All that changed the day I heard William McDonough speak at Dartmouth College (US) about 15 years ago. "Design is the first signal of human intention. As designers, we promote a positive vision of the future, based upon the belief that many of the environmental problems we face are, at root, design challenges." - William McDonough. Not only is McDonough one of the best speakers I've had the pleasure to hear, but, in my opinion he is also one of the best thinkers alive today. (And he wears a bow-tie!) If you are familiar with TED Talks, you can look up McDonough's TED Talk on the internet and get an idea of what I mean. Already a McDonough groupie, I was thrilled with the publication of his book, with German chemist Michael Braungart, in 2002, Cradle to Cradle: Remaking the Way We Make Things. It emphasises McDonough's mantra "waste equals food", but makes an important